Understand
Formwink drafts a profile of your business and the customers you want. Every line is marked as confirmed by you, suggested from your website, or unknown — and suggestions wait for your review.
The form builder that learns your business
Your best form hasn’t been built yet.
Tell Formwink who your ideal customer is. Build smarter forms around them, understand who responds, and learn what to improve from real conversion outcomes.
Forms that learn who converts. Free during the beta.
Loomwork · an AI and automation studioSample
Who you want
Growing teams with a repeatable workflow to automate.
What your form asks
“What would you like to take off your team’s plate?”
Then follow-ups that fit the answer.
What it learns
Which inquiries your team marks as good fits, and what they had in common.
Understand · Ask · Recognize · Learn
A form should know the business it represents.
Formwink starts from who you want to work with, and every stage after that is yours to review before it goes anywhere near a visitor.
Ask
The form is built from that profile: a problem-first opening question, then follow-ups that fit the answer. Every field can explain why it is being asked.
Recognize
Each inquiry is checked against the criteria you set, with unknowns shown as unknown. Predicted fit is a starting point for your review, never a rejection.
Learn
Your reviews and recorded outcomes are what the learning uses. Nothing is called a pattern without them.
A worked example
Loomwork, an AI and automation studio.
Loomwork is a small studio that helps growing businesses automate customer onboarding, support triage, and internal handoffs using the tools they already have. Practical, scoped workflows, not “AI transformation.”
Sample business · fictional. Every figure on this page comes from one synthetic 90-day sample, and nothing here describes a real customer.
Business profile · loomwork.exampleProfile v1
Workflows we automate
Customer onboarding, support requests, internal handoffs
Website suggestion · Confirmed
Tools we work with
HubSpot, Notion, Slack, Zendesk, Airtable, Google Workspace
Customer-provided · Confirmed
Repeatable workflow
Happens weekly or more
Customer-provided · Confirmed
Operations or CS owner involved
Useful, may stay unknown
Customer-provided · Unknown allowed
What it learns
Learning needs your reviews, not just your traffic.
In the sample, 200 people saw the form, 100 started it,50 submitted, and the team reviewed 30 as qualified. That last number is the one Formwink optimises — reviewed qualified inquiries per visitor, not submissions.
Last 90 days · Form v1 · Profile v1 · Sample data
InsightICP-informed suggestion · not tested
“Not sure yet” doesn’t necessarily mean a poor fit.
In this sample, 9 of the 50 submissions chose “Not sure yet.” The team reviewed 4 of those 9 as qualified after a call.
Proposed change. Keep “Not sure yet.” Add the follow-up “Which part of your process takes the most manual effort?” on that path only. Nothing else changes.
Still unknown. Whether the question changes who completes the form. Whether the 4 qualified cases generalize — 9 is a small number. Until tested, this is a suggestion informed by your profile and your reviews, not a learned pattern.
Simulated test setup: No experiment results yet. A suggestion is never shown as a result.
Four rules we don’t bend.
Reviewed
You confirm or correct every fit assessment. No inquiry is rejected on a label.
Separated
Service fit and commercial qualification are different questions, kept apart.
Labelled
A suggestion says it is a suggestion. A test with no results says it has none.
Measured
Qualified conversion rate, not submissions. Improvement is measured, never claimed.
Start from a template
Six problem-first starting points.
Each one comes with an intended customer, a success goal, real questions, and qualification criteria. Pick one and onboarding starts from it.
Studios & agencies
Studio project inquiry
AI, automation, and digital studios taking project inquiries
Goal: Reviewed qualified inquiries per visitor
Studios & agencies
Website project brief
Design and web studios that need to understand the problem before quoting
Goal: Briefs complete enough to scope without a discovery call
Consultancies
Fractional leadership inquiry
Fractional CFO, CMO, COO, and RevOps consultants
Goal: Engagements with companies at the right stage
Pricing
Simple pricing. Value from the first form.
ICP-informed questions and fit explanations from day one. Insights and recommendations as your form gathers evidence.
Planned launch pricing. Formwink is in beta; paid plans are not yet available and terms may change.
Free
$0forever
No card needed
- 1 published form
- 100 submissions / month
- Slack and email
Pro
$19/ month
Or $190 billed annually
- 10 published forms
- 1,000 submissions / month
- Slack, email, routing, and webhooks
Questions people actually ask.
Including the ones where the answer is no.
Does Formwink change my form on its own?
No. Recommendations wait for your review. A change becomes a new version only when you approve it, and any version can be rolled back as another version.
What does “learning” actually use?
Your ideal customer profile, form behavior on your own forms, your reviewed qualification labels, and outcomes you record or connect. Learning is specific to your workspace.
Does the AI decide who is a good lead?
It explains how an inquiry matches criteria you set and flags what is unknown. You confirm or correct it. No inquiry is rejected automatically.
Do I need a CRM or Slack?
No. Email delivery and manual outcome entry are enough to start. Slack, webhooks, and CRM connections are optional.
Will my form get more submissions?
That is not what we promise. Formwink helps you measure reviewed qualified inquiries per visitor and test changes against that. Results depend on your traffic, offer, and review habits.
What happens to respondent data?
It stays in your workspace. Internal fit assessments are never sent to respondents. We do not train shared models on your submissions.
Forms that learn who converts.
Formwink is in beta. Everyone who applies gets an invite — fit only orders who we talk to first.