Manchester-based marketing analytics company Formisimo has appointed a new Managing Director. 

Formisimo, founded by Tom New and Al Mackin, improves conversion of users through online checkouts and forms, aiming to solve the problem of lost customers at the final stage of the buying or interest process.  

Its platforms are used by thousands of companies Worldwide, including Capital One, Experian, NewEgg, Toyota and Allianz. 

Alun Lucas arrives after holding a number of senior roles across the marketing and technology industries including at Google, WPP and Publicis, and will be responsible for building on the company’s recent successful launch of its Zuko Form Analytics product. 

“I have previously admired Formisimo’s technology and growth trajectory from afar, so it is a privilege to take on this role,” Lucas said. 

“The COVID pandemic has forced businesses to realise they have to be digital first and they are paying greater attention to the conversion rates of their online registration forms and checkouts.  

“Formisimo are ideally placed to help them maximise their performance.” 

Rupert Wingate Saul, Investment Director at AXM Venture Capital and an investor in the company, said: “Having worked with Alun on and off over the past decade, I am confident that he will complement the already excellent team at Formisimo as they scale themselves further.” 

Formisimo was established in 2014 and has been backed by a number of venture capital and angel investors including the North West Fund, Creative England, Seedcamp and Publicis Groupe.