About Formaloo
Formaloo OI helps organizations collect, understand, and act on the information their operations depend on. We combine an agent-first enterprise platform with forward-deployed experts who work alongside customers to redesign, automate, and improve critical operations.
Our story
Formaloo began with a simple belief: every organization is different, so every organization should be able to build software around the way it actually works.
Forms were our starting point. From there, Formaloo expanded into surveys, portals, databases, dashboards, documents, applications, and automated workflows.
But as our customers built more complex operations, we saw that collecting information was only the beginning. The real challenge was everything that happened next: interpreting the information, coordinating people, waiting for approvals, preparing documents, updating systems, handling exceptions, and making sure the right action happened at the right time.
That realization led to Formaloo OI. Today, we help organizations design and run complete, AI-enabled operations, from the first interaction to the final outcome.
Formaloo OI (Operations Intelligence)
01
Collects the information your operation needs.
02
Understands that information through AI-powered analysis and insights.
03
Acts by triggering the workflows, decisions, communications, and system updates required to move the process forward.
Every organization collects more than it understands, and understands more than it acts on. Most enterprises want to use AI, but struggle to apply it at scale across real operations. AI pilots remain disconnected from business processes, data, systems, policies, and teams. Formaloo OI is built to solve that problem.
Describe the outcome you want to achieve, and Formaloo OI helps design and build the complete process around it. From intake and approvals to documents, communications, integrations, dashboards, and AI agents, everything is connected as one secure, production-ready operation.
Formaloo OI works through three pillars: Collect, Understand, and Act. It collects the information your operation needs, understands that information through AI-powered analysis and insights, and acts by triggering the workflows, decisions, communications, and system updates required to move the process forward.
Our forward-deployed experts work alongside your business, operations, IT, and security teams to redesign existing processes, connect your systems, deploy AI safely, and support adoption across the organization. We do not simply provide another platform and leave your team to configure it alone.
Formaloo OI turns enterprise AI from isolated experiments into scalable operations. You describe the goal. We help build, deploy, and continuously improve the process that delivers it.
So the invitation is simple, and it's open to any organization. Bring us the messy version, the spreadsheet everyone works around, the approval chain that lives in email, the process nobody has written down. We'll bring the platform, the engineers, and the security posture that lets a regulated business actually deploy it.
Let's talk numbers
Our team values and culture
We share the same passion with companies like WordPress & GitLab by sharing our values as our creed, check out Matt’s post “Why Your Company Should Have A Creed.”
01
I will never stop learning. I believe in the power of self-learning and learning by doing. I believe what you learn is always greater than what you know.
02
I believe coding and creating products is an art and real artists ship. I believe perfect is the enemy of good. I believe a working product is the primary measure of progress. I will embrace thinking outside the box and I know there’s no such thing as a status quo. I believe the outcome matters more than the process, working hours, or being in the office.
03
I believe in the power of ideas. I will value simplicity, impact, and efficiency above all else. I will build our business sustainably through passionate and loyal customers. I am in a marathon, not a sprint, and no matter how far away the goal is, the only way to get there is by putting one foot in front of another every day. Given time, there is no insurmountable problem.
04
I will make a dent in IT history by changing the way people work with data. I believe for a product to be impactful, it should be a platform for its users’ success. I am more motivated by impact than money. I will communicate as much as possible because it’s the oxygen of a distributed company.
05
I will never pass up an opportunity to help out a colleague, and I’ll remember the days before I knew everything. I won’t just work on things that are assigned to me. I won’t put off until tomorrow what I can do today. I believe people’s skills and creativity always matter more than their certifications. I will contribute and give back to communities, more than I took from them.
Canada
Toronto
10 Dundas St, ON M5B 2G9
Estonia
Tallinn
A laturi 3, 5th floor, 10114
United Kingdom
London
2 Eastbourne Terrace, W2 6LG
We’re dedicated to building a diverse team, in all senses of the word. And in the spirit of our behavior of radical candor: we’re not there yet. But here’s how we’re doing so far.
Farokh Shahabi
Co-founder & CEO
Noosh Baratpour
Co-founder and CMO
Hasan Noori
Co-founder and CTO
Amir Hashemi
CIO
Bahar Dehghani
Frontend Developer
Elham Feyzolahi
Frontend Developer
Aida Rezakhani
Frontend Developer
Sahar Gholipour
Product Quality Manager
Alisina Fakhraei
Product Quality Manager
Natalie Bratsun
Customer Success Specialist
Tequila Albus Fang
Chief happiness officer
Self-serve
Free forever. No credit card required.
✓ AI-powered form builder
✓ Automated workflows
✓ E-signatures & Documents
✓ Client & team portals
✓ Dashboards & analytics
✓ Start fast with templates
Concierge service
In a focused discovery session, we’ll map the current process, identify where AI and Formaloo OI can create measurable value, and outline a practical path to production.
✓ Agent-first platform with a forward-deployed team
✓ EU-hosted by default
✓ Data residency, private-cloud, and self-hosted deployment options
✓ Designed to support GDPR, HIPAA, and PCI DSS requirements
