Employee Navigator vs Forma:Which is more popular?
In September 2026, Employee Navigator had more branded searches than Forma among flexible employee benefits platforms worldwide. Employee Navigator had about 110,000 branded searches, while Forma had 980. Employee Navigator made up 15.2% of all flexible employee benefits platform searches we track, and Forma accounted for 0.14%. When we asked ChatGPT and Google AI Overviews about flexible employee benefits platforms, Employee Navigator appeared in four of the five answers and Forma in one. Employee Navigator was mentioned before Forma in three out of four answers.
Who do people search for more?
Employee Navigator, about 112 searches for every 1 for Forma
Who does AI mention more?
Employee Navigator, mentioned in 4 of 5 answers, Forma in 1
Who does AI recommend more?
Employee Navigator, named ahead of Forma in 3 of 4 answers
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Top flexible employee benefits platforms in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Employee Navigator was mentioned in four out of five: in all three ChatGPT answers and in one of the 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. Employee Navigator was listed before Forma in three out of four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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
Asked ChatGPT
“Which employee benefits platform should I use?”
Asked ChatGPT
“What are the best flexible employee benefits platforms?”
Asked ChatGPT
“What's the best employee benefits platform for flexible benefits administration?”
Searched Google, AI Overview
“employee benefits platforms”
Searched Google, AI Overview
“benefits administration software”
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.
Is Employee Navigator or Forma more popular in search?
This chart shows how often people search Google for Employee Navigator and Forma by name. Each line represents a brand's share of searches for all eight flexible employee benefits platforms we track, month by month, from English-language searches worldwide.
Share of searches by month for Employee Navigator, Forma. The figures are in the table below the chart.
View monthly share of searches table
| Month | Rippling | Employee Navigator | Gusto | Benepass | Ben | Espresa | Forma | Compt |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 74.6% | 17.7% | 4.6% | 1.6% | 0.71% | 0.59% | 0.17% | <0.01% |
| Nov 2025 | 63.8% | 27.8% | 4.8% | 2% | 0.74% | 0.62% | 0.25% | <0.01% |
| Dec 2025 | 67.7% | 24.2% | 4.2% | 2.7% | 0.62% | 0.45% | 0.3% | <0.01% |
| Jan 2026 | 72.4% | 17.1% | 5.4% | 3.5% | 0.71% | 0.58% | 0.27% | 0.01% |
| Feb 2026 | 76.2% | 14.8% | 4.7% | 3% | 0.69% | 0.41% | 0.22% | <0.01% |
| Mar 2026 | 72.9% | 17.2% | 5.4% | 2.8% | 1% | 0.47% | 0.2% | 0.01% |
| Apr 2026 | 75.4% | 14.6% | 5.6% | 2.9% | 0.83% | 0.4% | 0.24% | 0.01% |
| May 2026 | 69.5% | 19.9% | 6.2% | 2.7% | 0.9% | 0.54% | 0.2% | <0.01% |
| Jun 2026 | 73.5% | 17.5% | 5.5% | 2.4% | 0.65% | 0.39% | 0.17% | <0.01% |
| Jul 2026 | 76.7% | 15% | 4.6% | 2.5% | 0.62% | 0.41% | 0.16% | <0.01% |
| Aug 2026 | 74.3% | 17.7% | 4.5% | 2.4% | 0.59% | 0.4% | 0.16% | <0.01% |
| Sep 2026 | 78.4% | 15.2% | 3.3% | 2.1% | 0.53% | 0.42% | 0.14% | 0.01% |
How has the Employee Navigator and Forma comparison changed over the last 12 months?
3 findings
- Employee Navigator was ahead of Forma in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Employee Navigator’s share of searches among flexible employee benefits platforms worldwide moved from 17.7% to 15.2%, and its estimated monthly branded searches held steady at 110K.
- Across the 12 months ending September 2026, Forma’s share of searches among flexible employee benefits platforms worldwide moved from 0.17% to 0.14%, and its estimated monthly branded searches moved from 1.1K to 980.
How did search popularity change for flexible employee benefits platforms worldwide in September 2026?
1 change
In September 2026, Employee Navigator lost share of searches among flexible employee benefits platforms worldwide, from 17.7% to 15.2%.
How are branded searches counted?
6 search terms
Brandwave collects information about searches that people make online using Employee Navigator’s and Forma’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Employee Navigator
1 branded search term
- employee navigator
Forma
5 branded search terms
- forma benefits
- forma benefits platform
- forma employee benefits
- forma flexible benefits
- joinforma
Other head-to-heads among flexible employee benefits platforms
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