Brandwave

How popular isForma?

In September 2026, people searched for Forma by name about 980 times worldwide, an 8.4% decrease from the previous year. These searches made up 0.14% of all global flexible employee benefits platform searches, placing Forma seventh out of eight platforms. When we asked both ChatGPT and Google AI Overviews about flexible employee benefits platforms, Forma appeared in one of the five answers and was the fifth most recommended of the eight.

Search and AI answers in September 2026

Forma is the seventh most searched of 8 competitors and the fifth most recommended in AI answers.

  1. RipplingShare of searches 78.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. Employee NavigatorShare of searches 15.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  3. GustoShare of searches 3.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  4. BenepassShare of searches 2.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  5. FormaShare of searches 0.14%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th

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Top flexible employee benefits platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Forma was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Forma is the fifth most recommended of the eight.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Rippling1st
  2. Gusto2nd
  3. Employee Navigator3rd
  4. Benepass4th
  5. Forma5th
  6. Compt6th
  7. Ben7th
  8. Espresa–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Rippling5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Employee Navigator4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Gusto3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Benepass2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ben1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Forma1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Compt1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Espresa0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about flexible employee benefits platforms

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Which flexible employee benefits platforms compete with Forma?

Forma against flexible employee benefits platforms worldwide, by month

Share of searches by month for Rippling, Employee Navigator, Gusto, Benepass, Forma. The figures are in the table below the chart.

View monthly share of searches table
MonthRipplingEmployee NavigatorGustoBenepassBenEspresaFormaCompt
Oct 202574.6%17.7%4.6%1.6%0.71%0.59%0.17%<0.01%
Nov 202563.8%27.8%4.8%2%0.74%0.62%0.25%<0.01%
Dec 202567.7%24.2%4.2%2.7%0.62%0.45%0.3%<0.01%
Jan 202672.4%17.1%5.4%3.5%0.71%0.58%0.27%0.01%
Feb 202676.2%14.8%4.7%3%0.69%0.41%0.22%<0.01%
Mar 202672.9%17.2%5.4%2.8%1%0.47%0.2%0.01%
Apr 202675.4%14.6%5.6%2.9%0.83%0.4%0.24%0.01%
May 202669.5%19.9%6.2%2.7%0.9%0.54%0.2%<0.01%
Jun 202673.5%17.5%5.5%2.4%0.65%0.39%0.17%<0.01%
Jul 202676.7%15%4.6%2.5%0.62%0.41%0.16%<0.01%
Aug 202674.3%17.7%4.5%2.4%0.59%0.4%0.16%<0.01%
Sep 202678.4%15.2%3.3%2.1%0.53%0.42%0.14%0.01%

  1. 1.Rippling

    78.4%

    Held 1st. 566K estimated branded searches, +22.3% vs prior month. Share +4.1 points.

  2. 2.Employee Navigator

    15.2%

    Held 2nd. 110K estimated branded searches, 0% vs prior month. Share -2.4 points.

  3. 3.Gusto

    3.3%

    Held 3rd. 23.5K estimated branded searches, -16.4% vs prior month. Share -1.3 points.

  4. 4.Benepass

    2.1%

    Held 4th. 14.9K estimated branded searches, -0.07% vs prior month. Share -0.3 points.

  5. 5.Ben

    0.53%

    Held 5th. 3.8K estimated branded searches, +4.1% vs prior month. Share -0.1 points.

  6. 6.Espresa

    0.42%

    Held 6th. 3K estimated branded searches, +21.5% vs prior month. Share 0 points.

  7. 7.Forma

    0.14%

    Held 7th. 980 estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.Compt

    0.01%

    Held 8th. 90 estimated branded searches, +125% vs prior month. Share 0 points.

Compare popularity between Forma and its closest rivals

Every comparison with Forma

7 comparisons

How has branded search demand for Forma changed worldwide over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Forma worldwide fell from 1.1K to 980.
  • Across the 12 months ending September 2026, Forma’s share of searches among flexible employee benefits platforms worldwide held steady, from 0.17% to 0.14%.

How did search popularity change for flexible employee benefits platforms worldwide in September 2026?

6 changes

  1. In September 2026, Rippling gained share of searches among flexible employee benefits platforms worldwide, from 74.3% to 78.4%.

  2. In September 2026, Employee Navigator lost share of searches among flexible employee benefits platforms worldwide, from 17.7% to 15.2%.

  3. In September 2026, Gusto lost share of searches among flexible employee benefits platforms worldwide, from 4.5% to 3.3%.

  4. Estimated monthly branded searches for Compt worldwide rose 125% over 12 measured months, from 40 to 90 in September 2026.

  5. Estimated monthly branded searches for Benepass worldwide rose 49.5% over 12 measured months, from 9.9K to 14.9K in September 2026.

  6. Estimated monthly branded searches for Espresa worldwide fell 18.7% over 12 measured months, from 3.7K to 3K in September 2026.

How are Forma’s branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using Forma’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • forma benefits
  • forma benefits platform
  • forma employee benefits
  • forma flexible benefits
  • joinforma

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