Every category where a model named Forma for a mid-market B2B company. Share is first choices across the direct, paraphrase, budget and scale prompts; rank is within every product named in that category.

Category	Function	Share	Rank	Negative rate	Labels	Quadrant
Flexible benefits and lifestyle spending accounts	Compensation and total rewards	19%	2 of 76	12%	42	accepted challenger
Benefits administration	Core HR and payroll	0%	21 of 54	0%	3	under 10 labels · led by PlanSource at 23%

Movement

This is the first edition on this tier, so no move can be computed for Forma yet. From the next edition this section shows, per buyer segment, whether its share moved by more than the measured noise floor.

By model

How each model treated Forma across every prompt where it was named for a mid-market B2B company. Twelve models, six prompts per category.

Model	First choice	Alternative	Mention	Negative	Labels
Claude Haiku 4.5	1	2	0	0	3
GPT-5.4 mini	1	0	0	0	1
Gemini 3.5 Flash	2	2	0	1	5
Perplexity Sonar	2	1	1	1	5
Grok 4.1 Fast	2	2	1	1	6
Mistral Small	2	1	0	0	3
DeepSeek V4 Flash	2	3	0	1	6
Llama 4 Maverick	0	0	2	0	2
Qwen 3.7 Flash	0	0	1	0	1
Kimi K2	2	2	1	1	6
GLM 4.7 FlashX	1	0	1	0	2
MiniMax M2.5	2	2	1	0	5

By framing

Which of the six questions produced the naming. By model says how often; this says asked what. The first-choice count on the right carries the marks of the models that produced it.

FramingLabels by classFirst choices

Direct34 labels10

Paraphrase27 labels16

Comparative32 labels22not counted in share

Budget-constrained21 labels2

Scale-constrained16 labels1

Negative12 labels3not counted in share

First choiceAlternativeMentionNegative142 labels in all, every segment counted; 29 of the 54 first choices count toward share, since the comparative and negative framings do not. The bar is one segment per label class, to scale within the framing.

What the models said for it

Verbatim evidence the judge attached to positive labels.

“Forma is a highly comprehensive personalized benefits platform... Choose Benepass or Forma if you want the convenience of a physical or virtual debit card” Gemini 3.5 Flash · Flexible benefits · comparative prompt · first choice

“Largest scale (1M+ users). G2: 4.8/5... Scope: Narrow LSAs (Compt) vs. broad (Forma: tax wrappers + global rules); Scalability: Forma for enterprises” Grok 4.1 Fast · Flexible benefits · comparative prompt · first choice

“Forma — Best for Global, Scalable Lifestyle Spending ... Massive global footprint (110+ countries, ~1 million members)” Kimi K2 · Flexible benefits · comparative prompt · first choice

“Forma: Best Overall for Global Teams & Unified Benefits ... Forma is the strongest all-around contender.” Gemini 3.5 Flash · Flexible benefits · direct prompt · first choice

And against it

Verbatim evidence attached to negative labels. A warning on a product with few labels is a warning; on a product with many, it is one voice among them.

“Avoid platforms with high implementation fees — Some enterprise-focused providers (like Forma) charge $10,000+ ... overkill” DeepSeek V4 Flash · Flexible benefits · budget prompt · hard negative

“Avoid higher-end ones like Benepass/Forma/Espresa” Grok 4.1 Fast · Flexible benefits · budget prompt · hard negative

“platforms like Forma have also seen user pushback over unclear purchase guidelines and inconsistent support responses” Gemini 3.5 Flash · Flexible benefits · negative prompt · soft negative

“the available sources do not show it as the lowest-cost option” Perplexity Sonar · Flexible benefits · budget prompt · soft negative

Named alongside

The products named in the same answers as Forma, over the 142 answers that named it. Took the first choice instead counts the answers where the other product was the first choice and Forma was named but was not.

ProductSame answerTook the first choice insteadHead to head

Benepass100 of 14214Compare →

Compt83 of 14228Compare →

Rippling37 of 1424Not in the top three

Gusto33 of 1424Not in the top three

Espresa29 of 1420Not in the top three

Benefitfocus24 of 1422Not in the top three

JOON22 of 14211Not in the top three

ADP Workforce Now20 of 1425Not in the top three

ThrivePass20 of 1420Not in the top three

Fringe19 of 1422Not in the top three

A head-to-head page exists where both products are in a category's top three. The other rows are the same fact without a page behind them, so they link to the product instead.

What carried it into the answer

The sites and pages cited by the answers that named Forma. A fact about retrieval, not a lever on the model.

Citations exist only for the models that return a source list, four of the twelve in this edition, so these counts come from 128 of the 142 answers that named Forma and are not a share of its labels.

Domains cited

guideflow.com93

joinforma.com92

getbenepass.com89

g2.com83

compt.io67

f6s.com38

kota.io36

espresa.com25

gartner.com25

dupple.com23

571 of the 571 domain citations in answers naming Forma came from somebody else's page.

Pages cited

compt.io/blog/15-best-lifestyle-spending-account-providers58

compt.io/blog/benepass-alternatives-for-lifestyle-spending-accounts-lsas56

guideflow.com/blog/lifestyle-spending-account-software55

joinforma.com/resources/best-personalized-benefits-platforms49

getbenepass.com/blog/lifestyle-spending-account-vendors43

joinforma.com/resources/employee-benefits-platform-providers40

kota.io/blog/7-best-employee-benefits-platforms-in-202636

getbenepass.com/blog/employee-benefits-platform33

Pages are listed as the models cited them.

Is this your product?

Claim this page

Claiming is free and changes nothing in the data. A claimed page shows a verified contact who is told when each edition publishes and when Forma's standing changes by more than the noise floor; the right to propose corrections to the vendor table, meaning names the judge wrote that should or should not read as Forma, applied by version and listed in the change log; and a one-line description supplied by the vendor and marked as such.

It does not get any change to labels, shares or verdicts, any preview, or any say over which quotes appear. A verification link goes to your work email; an address at forma.ai is approved on the spot, any other address is reviewed by hand.

Your name and company appear on the claimed page, or the company alone if you ask below. A title and a LinkedIn address appear there too if you give them, and are left off if you do not. Your email address is never published.