We’re more than
forms.

about us

Behind every
form is a person
with a purpose.

And with the right tools, that person can move mountains. We give people a platform to get more done, more quickly, more accurately—so they can spend more time doing what matters most.

How it Started

Not too long ago, two separate companies set out on a single shared mission: to change field work for good. After FORM began its journey in 2001, GoSpotCheck was founded in 2011—and the rest is history. Over a decade later, the two trailblazers decided to join forces and create the world’s first digital assistant for the frontline. Follow the timeline below to see how far we’ve come.

2001

Our founders built FORM on one defining principal: to be of service. They worked to create an enterprise platform that could simplify the lives of teams in the field—and teams in the office.

2003

We built Key Survey, a configurable survey platform for streamlining company-wide feedback.

2005

We opened our first FORM office in the United Kingdom.

2009

We moved into the form and business process space with the launch of worldapp.com.

2012

The FORM mobile app was launched to all customers.

2013

Our mobile data collection platform for frontline teams hits the ground running—and we haven’t looked back since.

2014

We signed Fannie Mae as a customer.

2015

The 1,000,000th FORM account was created.

2018

We signed Wendy’s as a customer.

2019

FORM is acquired by Diversis Capital—experts in the consumer goods, retail & hospitality, facilities and logistics space—on a mission to drive growth and value for FORM’s customers.

2011

Our co-founders Matt Talbot, Samantha Holloway, and Joey Alfano completed the Techstars accelerator program in Boulder, Colorado, before officially founding GoSpotCheck, aiming to completely change the game for field management software.

2013

We signed Panera Bread as a customer to drive execution in bakery operations.

2014

We signed PepsiCo as a customer to support field sales teams across the country.

2015

GoSpotCheck opened its doors in downtown Denver, Colorado.

2015

We launched Advanced Reporting to give customers real-time actionable insights to improve operations and field sales.

2016

We launched PhotoWorks (originally called “Photo Album”) to give customers better ways to validate execution in the field with the world’s top photo workplace for teams.

2019

GoSpotCheck built the world’s only fully-integrated task management and image recognition platform, with the fastest and most accurate machine learning and computer vision solution in the market.

2020

GoSpotCheck is acquired by Diversis Capital to complement its FORM product offering and give customers all new ways to activate teams in the field on mobile.

2021

GoSpotCheck passes 1.4 billion mission responses and 100,000,000 corporate missions completed from the field.

How it’s Going

2020

FORM joined forces with GoSpotCheck, the leading mobile task management software for the frontline, with state-of-the-art image recognition technology.

2021

June
We acquired Rodio’s frontline communication technology (think: Slack for field teams) to connect field teams with teammates, leaders, and corporate directives on mobile.
July
We acquired ShelfWise, the leading image recognition platform for smarter retail execution for shelf and display, enabling audits on more display types than any solution on the market.
August
We unveiled a unified FORM brand in our journey to create the world’s first Digital Assistant for the Frontline. Our core solutions, FORM and GoSpotCheck, became FORM OpX and FORM MarketX respectively, while Rodio and ShelfWise became FieldConnect by FORM and Image Recognition by FORM.

Join the FORM Team

Explore open positions with FORM across the globe.

Our Values

Customer Focus

We’re a strategic partner with a commitment to quality, product improvement, and value delivery. We always aim to be of service and advocate relentlessly for our customers in every arena.

Accountability

We step up and own it whenever the opportunity requires, and we do what we say we’re going to do—for our customers and for our teammates. We learn from our failures and mistakes, and we celebrate and share in our successes.

Innovation

We’re problem-solvers at heart. We never tire of solving the right problems and motivating those around us to dream bigger.

Teamwork

We win and lose as one team. We seek out and value opinions from all, and we make time to help when help is needed.

Integrity

We do what’s right, even if it isn’t always easy. We choose transparency, honesty, and consistency—and we trust others to do the same.

Meet the team.

Ali Moosani

Chief Executive Officer

Ramakant Pandrangi

Chief Technology Officer

Heather Larrabee

Chief Marketing Officer

Ryan Lucas

Chief Revenue Officer

Nancy Milhous

Chief Financial Officer

Lydia Henke

Chief Human Resources Officer

Jeff Wong

VP of Services

Rafal Cycoń

Chief Data Scientist

Tomasz Ziętek

General Manager, Image Recognition

Travis Swicegood

General Manager, FieldConnect

Cory Knopp

VP of Sales

Kevin Corcoran

VP of Account Management

Alexander Zagvazdin

VP of Product

Oleksii Banasevych

Head of Engineering

Jeff Wrona

VP of Strategic Implementation

Nick Wilson

VP of TechOps

Joe Krzeczkowski

VP of Engineering

Josh Mitchell

VP of Professional Services

Dima Bekinin

Director of Product

Zach Capshaw

Director of Product

Ken Smith

Sr. Director of Global Support

Matt Collins

Sr. Director of Brand

Pavel Shlendyk

Director of Delivery

Lisa Wanda

Director of Account Management

Iuliia Proskurina

Director of Solution Engineering

Spencer Lebel

Director of Operations, Communications

Cassie Williams

Director of Customer Success