Formation (acquired by BCG) Employee Directory

Software DevelopmentCalifornia, United States11-50 Employees

Formation is a software development company focused on delivering personalized customer experiences at scale. The firm utilizes artificial intelligence and machine learning to continually learn about individual preferences and interactions, refining offers across both digital and physical channels to improve relevance and effectiveness. Its platform aims to help marketing teams engage and retain customers more efficiently while driving incremental revenue and higher customer lifetime value for brands.

Headquartered in San Francisco, California, Formation operates within the enterprise marketing technology space and targets brands seeking data-driven, dynamic offers rather than mass messaging. The company emphasizes continuous insight from each customer interaction to inform subsequent offers, supporting a shift from generic campaigns to individualized experiences across multiple touchpoints. A recent development noted is leadership expansion in the growth organization, reflecting ongoing efforts to scale its offer optimization capabilities.

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