Discover if this is a suitable investor for your startup. If they are we'll make a warm introduction for free. Otherwise, we'll connect you with matching investors.
Form Capital is an early-stage investment fund and design partnership founded by Bobby Goodlatte and Josh Williams. Established in the United States, the firm focuses on providing seed capital along with design expertise to startups. The organization emphasizes a hands-on approach, offering design sprints at no cost to founders, which cover critical areas such as branding, pitch decks, packaging, and product UX flows.
Currently, Form Capital manages a portfolio of 12 notable companies, showcasing its commitment to supporting visionary founders across various sectors. The firm operates as a thesis-agnostic entity, allowing it to adapt to the unique needs of each startup it partners with. This flexibility enables Form Capital to invest in a diverse range of industries, including fintech, SaaS, consumer products, and more.
Form Capital's founders, Bobby Goodlatte and Josh Williams, bring extensive experience from their previous roles in the tech industry, enhancing the firm's ability to provide valuable insights and resources to its portfolio companies. The firm is based in the United States and primarily focuses on seed-stage investments, making it an attractive option for early-stage startups seeking both capital and design support.
Form Capital invests in a variety of sectors, including fintech, SaaS, consumer products, enterprise software, developer tools, and social platforms. The firm typically invests between $200,000 and $300,000 in initial funding, positioning itself as a key player in the seed-stage investment landscape. In addition to financial support, Form Capital offers complimentary design sprints to assist founders with essential aspects of their business, such as branding, pitch decks, packaging, and product UX flows.
The firm operates without a narrow investment thesis, allowing it to support visionary founders across diverse industries. This thesis-agnostic approach enables Form Capital to adapt its investment strategy based on the unique needs and potential of each startup. Founders seeking investment from Form Capital should emphasize the importance of design, product UX, and branding in their pitches, as these elements are central to the firm's value proposition.
Form Capital's portfolio includes a mix of notable companies that highlight its investment strategy and sector focus. Key portfolio companies include:
Additional portfolio companies include:
Bobby Goodlatte - Co-Founder and Managing Partner. Bobby has a background as an angel investor in Coinbase, Envoy, Linear, and over 40 startups. He began his career at Facebook as the first designer on User Growth in 2008 and later led design for Facebook Photos.
Josh Williams - Co-Founder and Design Partner. Josh has worked with more than 30 startups, including Squarespace, Quip, Stripe, Breaker, and Astro. He was also the co-founder and CEO of Gowalla, which was acquired by Facebook.
To pitch Form Capital, founders should visit their website at Form Capital's website. The firm prefers pitches that include a clear explanation of how design, product UX, and branding are central to the startup's strategy. Founders should also be prepared to discuss their market positioning and growth potential.
While there is no formal application process beyond the website, a warm introduction can be beneficial. Response times may vary, but founders can expect to hear back regarding their pitch within a reasonable timeframe.
Form Capital runs a program called Form Capital, which focuses on providing design sprints to startups. These sprints are offered at no cost and cover essential areas such as branding, pitch decks, packaging, and product UX flows. Startups interested in participating in the program can apply through Form Capital's website.
As of April 2026, Form Capital continues to actively invest in early-stage startups, focusing on sectors such as fintech, SaaS, and consumer products. The firm has maintained its commitment to providing seed capital and design support to its portfolio companies.
Recent activity includes ongoing support for its portfolio companies, with a particular emphasis on enhancing their design and user experience capabilities. Form Capital's unique approach of combining funding with design expertise remains a key differentiator in the venture capital landscape.
What are Form Capital's investment criteria?
Form Capital focuses on seed-stage investments across various sectors, including fintech, SaaS, consumer products, and more. The firm typically invests between $200,000 and $300,000 in initial funding.
How can I pitch to Form Capital?
Founders can pitch to Form Capital by visiting their website at Form Capital's website. The firm encourages startups to emphasize the importance of design, product UX, and branding in their pitches.
What makes Form Capital different from other investors?
Form Capital combines seed funding with design expertise, offering complimentary design sprints to help founders with branding, pitch decks, packaging, and product UX flows. This unique approach sets them apart from traditional venture capital firms.
What is the geographic scope of Form Capital's investments?
The firm primarily focuses on investments within the United States, although it has some exposure to companies in Canada, the United Kingdom, France, and India.
What is the follow-on investment behavior of Form Capital?
While specific details on follow-on investments are not disclosed, Form Capital's model suggests that they may continue to support portfolio companies as needed, particularly if design support is required for subsequent funding rounds.
What types of startups are best suited for Form Capital?
Startups that prioritize design, product UX, and branding are ideal candidates for Form Capital. The firm is particularly interested in software UX, developer tools, fintech, enterprise, social, consumer, crypto/web3, and product-led startups.
All trademarks, logos and brand names are the property of their respective owners. All company, product and service names used in this website are for identification purposes only. Use of these names, trademarks, and brands does not imply endorsement.