When was Formation founded?

Formation was founded in 2015 and raised its 1st funding round within a year of its incorporation.

Where is Formation located?

Formation is headquartered in San Francisco, United States. It is registered at 5959 Horton St., Ste. 300 Emeryville, CA 94608.

Who is the current CEO of Formation?

Christian Selchau Hansen of Formation.

How many employees does Formation have?

As of Dec 31, 2020, Formation has 71 employees, reflecting a 19% year-over-year decline in headcount.

Is Formation a funded company?

Formation is a funded company, having raised a total of $225M across 4 funding rounds to date. The company's 1st funding round was a $***** Series A round, raised on Oct 20, 2015.

When was the latest funding round of Formation?

Formation's latest funding was a $***** Post IPO round on Dec 23, 2020, with participation from 0 investor. Its primary sector is MarketingTech. In United States, the MarketingTech sector has seen $3.14B in funding in 2026 to date.

Where does Formation rank among its competitors?

Formation ranks 52nd amongst 446 active competitors, of which 51 are funded. It stands 2nd in terms of total funding among its competitors. The most recent competitor to raise funding was Nostra Ai, which secured $8.9M in Sep, 2024.

Who are the top competitors of Formation?

Formation's top competitors include Recurly, Privy and Connecto. Among them, Nostra Ai secured the most recent funding round in September, 2024.

Formation - 2026 Company Profile, Team, Funding & Competitors

Formation is an acqui-hired company based in San Francisco (United States), founded in 2015 by Ammon Haggerty, Christian Selchau Hansen and Jason Hickner. It operates as a Platform offering consumer intelligence solution. Formation has raised $225M in funding from BCG Digital Ventures. The company has 446 active competitors, including 51 funded and 51 that have exited. Its top competitors include companies like Recurly, Privy and Connecto.

Company Details

Platform offering consumer intelligence solution. Its Customer Goal Management (CGM) platform enables clients to analyze customer data, behavior, and motivation and use reinforcement learning(RL) and target customers at the individual level by providing a personalized solution and not based on customer segments. The company serves industries such as retail, hospitality, restaurant, travel, and grocery.

Website: formation.ai
Social
Email ID: *****@formation.ai
Registered Address: 5959 Horton St., Ste. 300 Emeryville, CA 94608

Key Metrics

Founded Year

2015

Location

San Francisco, United States

Stage

Acqui-Hired

Total Funding

$225M in 4 rounds

Latest Funding Round

Post IPO, Dec 23, 2020, $*****

Investors

BCG Digital Ventures & 2 more

Ranked

52^nd among 446 active competitors

Employee Count

71 as on Dec 31, 2020

Similar Companies

Recurly & 602 more

View Formation's full profile

Formation is associated with 2 legal entities given below:

Legal Entity Name	Date of Incorporation	Revenue	Latest Employee Count	Documents
Gritstone Bio, Inc. CIN: 5786190 , United States, Active	Aug 04, 2015	$10M - $50M (As on Dec 31, 2023)	231 (As on Dec 31, 2023)	-
FORMATION, LLC CIN: 204841152 , United States, Active	Apr 18, 2017	-	4 (As on Dec 31, 2020)	-

Formation has raised a total funding of $225M over 4 rounds. Its first funding round was on Oct 20, 2015. Formation has 3 institutional investors.

Here is the list of recent funding rounds of Formation:

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Date of Funding	Funding Amount	Round Name	Post-Money Valuation	Revenue Multiple	Lead Investors	Other Investors
Dec 23, 2020	2035567	Post IPO	9412546	4840397	8159953	7122242
Sep 07, 2017	2238656	Series B	1698824	9513907	1465171	2373149
Jul 25, 2016	4171847	Series A	8367345	8958822	BCG Digital Ventures	Starbucks

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View details of Formation's funding rounds and investors

The founders of Formation are Ammon Haggerty, Christian Selchau Hansen and Jason Hickner.

Here are the details of Formation's key team members:

Ammon Haggerty: Co-Founder & VP of Formation.
Christian Selchau Hansen: Co-Founder & CEO of Formation and founder of 1 other company.
Jason Hickner: Co-Founder / Principal Engineer of Formation.

View details of Formation's Founder profiles and Board Members

Formation's employee count trend

Formation has 71 employees as of Dec 20. The total employee count is 19.0% lower than what it was in Dec 19. Here is Formation's employee count trend over the years:

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Top competitors of Formation include Recurly, Privy and Connecto. Here is the list of Top 10 competitors of Formation, ranked by Tracxn score:

Rank	Company Details	Short Description	Total Funding	Investors	Tracxn Score
1st	Recurly 2009, San Francisco (United States), Series C	Provider of subscription management and recurring billing automation platform	$39.2M	F-Prime Capital, Polaris Partners & 11 others	73/100
2nd	Privy 2011, Boston (United States), Acquired	Provider of email and SMS marketing platform with expert strategy	$8.28M	500 Global, Atlas Venture & 18 others	60/100
3rd	Connecto 2013, Noida (India), Acquired	Cloud tools for marketers for customer engagement and lead capturing & management	$21M	-	59/100
4th	Segmentify 2015, Istanbul (Turkey), Acquired	Cloud-based product personalization tool for omnichannel retailers	$8M	StartersHub, Koc Holding & 10 others	58/100
5th	Sailthru 2008, New York City (United States), Acquired	Marketing automation and personalization platform	$67.5M	Benchmark, RRE Ventures & 11 others	58/100
6th	Skio 2021, New York City (United States), Acquired	Provider of subscription management platform for Shopify-based direct-to-consumer brands	$8M	Adjacent, Y Combinator & 7 others	57/100
7th	Qubit 2010, London (United Kingdom), Acqui-Hired	Personalization solution for online businesses	$74.8M	Goldman Sachs, Balderton Capital & 18 others	57/100
8th	Perq 2001, Indianapolis (United States), Public	Customer engagement platform for e-tailers	$14.3M	Poplar Ventures, Elevate Ventures & 8 others	57/100
9th	Nostra Ai 2020, Venice (United States), Series A	Provider of infrastructure platform unifying site speed, bot protection, and identity	$20M	NOMO Ventures, High Alpha & 8 others	54/100
10th	Productboard 2014, Oakland (United States), Series D	Developer of a platform for product management and customer feedback	$262M	Tiger Global Management, Dragoneer Investment Group ... & 12 others	53/100
52nd	Formation 2015, San Francisco (United States), Acqui-Hired	Platform offering consumer intelligence solution	$225M	Versant Ventures, BCG Digital Ventures & 1 others	39/100