Sign In

Jason F.

Founder | CEO at Forma

Jason F. is the Founder and CEO of Forma, a company he co-founded in January 2017 with Max Hsieh.1 Forma is a flexible benefits platform that aims to provide personalized employee benefits for modern businesses.2

Jason has a strong background in product management and entrepreneurship. Before founding Forma, he served as the Director of Product Management at Comfylife, where he led a high-functioning team and grew revenue sevenfold over 12 months.1 He also held the position of Product Manager at Comfylife, where he improved product sales conversion rates from 15% to over 20%.1

Jason holds a Bachelor of Applied Science in Materials Science and Engineering from UCLA, which he completed from 2009 to 2013.1 He further developed his entrepreneurial skills through AngelPad from 2018 to 2019.1

Under Jason's leadership, Forma has gained backing from influential investors in the industry.2 The company focuses on providing flexible benefits that adapt to employees' lives, addressing the evolving needs of today's workforce.2

Jason is fluent in both Mandarin and English, with native or bilingual proficiency in both languages.1

Highlights

Aug 19 · linkedin

Creating a benefits program that employees actually rave about on social media? That’s something I didn’t see coming.

This week, I was tagged in several posts from members and HR admins sharing what they’re loving about their LSAs this month. It got me thinking about the impact we've made.

When we market our solution, we rightly emphasize how Lifestyle Spending Accounts (LSAs) can boost companies' return on benefits investment, save administrators countless hours, and—most importantly—allow employees to choose the perks that matter most to them.

But there's so much more to LSAs.

The best part of my job is seeing members take to social media to share how they use their benefits. Some stories are quirky, others deeply emotional (I have a soft spot for the puppy posts!), but all showcase a sense of pride, meaning, and employer loyalty that money can't buy.

One story that stands out is from an employee who used their LSA to support their dog’s cancer treatments. The joy and gratitude were palpable—it’s moments like these that remind me why we do what we do.

Our customers have tapped into this by highlighting Forma benefits on their careers pages and resharing employee posts (with permission). LSAs are creating meaningful connections and showing employees they’re valued.

Let’s keep the conversation going! How are you using your LSAs? Share your stories in the comments or tag me in your posts!

#LSAs #HRInnovation #EmployeeBenefits #EmployeeRetention #CompanyCulture

Jul 30 · linkedin

I recently returned from a trip to Japan and narrowly missed the chaos caused by the Crowdstrike outage that affected thousands of travelers.

Airlines are now scrambling to compensate passengers with miles and vouchers, which got me thinking: why are we often more deliberate with our airline miles, credit card points, and hotel rewards than with cash?

Behavioral economists explain this through concepts like the Endowment Effect and mental accounting. We value what we own more and categorize money into different 'accounts'—each valued differently. We’re also more sensitive to losing something we already have (hello, loss aversion!).

This concept also explains exactly why Lifestyle Spending Accounts (LSAs) are so effective.

LSAs create an emotional attachment for employees. Rational or not, these accounts make us think carefully about how to use the funds. The items or experiences acquired through LSAs are valued more. (We have evidence: our conjoint analysis proved LSAs have a 53% higher value perception for benefits chosen by employees versus those chosen by the employer. Comment below if you’d like a copy of the report.)

Some might argue, “Why not just give employees cash directly in their paycheck?”

This might seem logical, but you’re missing the point. Cash can easily become 'out of sight, out of mind,' not creating the same emotional connection.

LSAs drive meaningful incentives towards outcomes employers desire: investments in health and wellness, better work-life balance, professional development, and more.

Am I crazy? Do you have any thoughts? Any research you've come across that backs this theory up?

#LSAs #HRInnovation #EmployeeBenefits #EmployeeRetention #CompanyCulture

Related Questions

What inspired Jason F. to start Forma?
How did Jason F.'s experience at Comfylife influence his leadership style at Forma?
What are some of the key achievements Jason F. has accomplished at Forma?
How does Forma's approach to employee benefits differ from traditional companies?
What challenges has Jason F. faced as the CEO of Forma?
Jason F.
Jason F., photo 1
Jason F., photo 2
Add to my network

Location

San Francisco Bay Area