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Forma.ai

Forma.ai is a Toronto software company that turns sales compensation into a science, using AI to individualize and automate how large enterprises pay their sales reps. Founded in 2016 by Nabeil Alazzam, it replaced the spreadsheets most companies still use for their second-largest cost centre, and serves enterprises like Autodesk, OpenTable and Trustpilot.

🚀 Rocketship ’22Sales TechTorontoFounded 2016forma.ai ↗
US$45MSeries B raised in 2022, led by ACME CapitalPR Newswire (2022) ↗
15Msales reps in the US that enterprises compensate — the market Forma targets, per its CEOTechTO stage 2023-08-17 ↗
May 2024First acquisition - Toronto's SeaMonster, for activity-based sales incentives; terms undisclosed, CTO Jesse Lancaster joined as VP Data EngineeringForma.ai press release, 2024-05-23 ↗

The people

Nabeil AlazzamFounder & CEO · 2 TechTO talks

What they build

Forma.ai PlatformAI-supported sales performance and compensation management for large enterprises — individualizing and automating incentive plans.Product page ↗

Open roles via the TechTO Job Board

Working at Forma.ai

Browse open roles across the community on the TechTO Job Board — Canada’s most connected tech network. Forma.ai’s roles show up here whenever they post.

Open roles on the TechTO Job Board ↗Or their own careers page: forma.ai/careers ↗

Jobs live on jobs.techto.org — the only structured source. We link to it rather than scraping career sites, so the board is always the source of truth.

On the TechTO stage

TECHTO

The Founders Journey ft. Nabeil Alazzam of Forma.ai

June 2023
Watch on YouTube ↗
TECHTO

Attracting and Retaining your first customers | A Candid Conversation with CEO Nabeil Alazzam

August 2023
Watch on YouTube ↗

Every talk is searchable — ask the archive about Forma.ai ↗

About

Founded in Toronto in 2016 by Nabeil Alazzam, Forma.ai is a sales performance and compensation management (SPM) platform. It grew out of Alazzam's work advising Fortune 500s on sales-force effectiveness at ZS Associates, and closed a US$45M Series B in 2022 led by ACME Capital to scale its AI-supported approach to individualized, autonomous sales comp.

Backers

ACME Capital (led Series B), Crosslink Capital, Golden Ventures, Uncork Capital, xfund, Gaingels

More from TechTO ×6

Newsletter
August 23, 2023: Lessons learned from Silicon ValleyThe TechTO newsletter · mentions Forma.ai
2023
Newsletter
August 17, 2023: Build the best data infrastructureThe TechTO newsletter · mentions Forma.ai
2023
Newsletter
August 10, 2023: From founding vision to revolutionizing automationThe TechTO newsletter · mentions Forma.ai
2023
Newsletter
August 9, 2023: Upcoming Event NewsThe TechTO newsletter · mentions Forma.ai
2023
Newsletter
July 28, 2023: This is how you build the best sales compensation strategyThe TechTO newsletter · mentions Forma.ai
2023
Newsletter
July 5, 2023: You'll love this founder origin storyThe TechTO newsletter · mentions Forma.ai
2023

Quick answers

What does Forma.ai do?

It uses AI and data science to individualize and automate sales compensation for large enterprises, turning what most companies run on spreadsheets into a managed, science-based process.

Who founded Forma.ai?

Nabeil Alazzam, in Toronto in 2016. He is still CEO.

How much has Forma.ai raised?

It closed a US$45M Series B in 2022 led by ACME Capital, bringing total funding to roughly US$58M across three rounds.

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Maintained by TechTO · facts sourced and dated · last reviewed Jul 20, 2026