Many of the average company’s most important interactions with users, from e-commerce orders to newsletter signups, happen through online forms. It’s not the most glamorous part of the customer engagement lifecycle, but it can be surprisingly complex due to the fact that large amounts of data change hands.

FormAssembly Inc. is working to streamline the process. The Bloomington, Indiana-based startup today announced that it has secured a $10 million investment from Level Equity, its first round of funding since launching in 2006. FormAssembly has racked up more than 4,200 customers during its 13-year run, including Fortune 500 companies such as Amazon.com Inc., Aetna Inc. and Volvo AB.

The startup sells a cloud-based form management platform aimed at nontechnical business users. Workers can create forms in a visual editor that provides ready-to-use templates and automatically adjusts content for different screen sizes. Administrators, in turn, have access to a management console that allows them to customize the platform for their companies’ needs.

One of FormAssembly’s main selling points is that it can be easily integrated with third-party cloud services. A sales department could sync email addresses from a newsletter subscription form to Salesforce, while a bank might have customer details in loan applications sent to its internal financial systems.

The startup also provides features for securing all this information. Administrators can centrally manage which employees can edit forms, require submitters to authenticate themselves and mark certain data fields as sensitive. For organizations that require more advanced privacy controls, FormAssembly offers a version of its platform dubbed FormAssembly Compliance that includes additional data protection features.

Privacy laws such as the European Union’s GDPR are driving more demand for tools that can simplify the management of consumer information. The new capital should put FormAssembly in a better position to capitalize on the opportunity. The startup, which currently has about 60 employees, plans to use the funding to expand its headcount “aggressively.”

Photo: FormAssembly