GoHighLevel made a name for itself for marketing and sales automation shortly after its launch in 2018. 

Since then, we’ve seen multiple new platforms, such as Formaloo, stepping in and offering even more customization and flexibility that’s perfect for agencies.

As 2025 draws closer, it’s a great time to reassess the tools you use for agency management. And before you invest into a new tool, it helps to understand what it does best and where it falls short. 

Today, I’ll compare the features, pricing, and user experiences of two top platforms: GoHighLevel vs. Formaloo. 

By the end, you’ll have a clearer idea of which one is the better fit for your agency. Let’s start by understanding both platforms!

What is GoHighLevel? 

GoHighLevel, or HighLevel, is an integrated marketing and sales platform founded in 2018 with 60,000+ current active customers and 1.4 million+ businesses served. 

It offers tools agencies need to: 

• Capture leads through landing pages, surveys, forms, calendars, and inbound phone system
• Nurture them via voicemail, forced calls, SMS, emails, and FB Messenger
• Close them using built-in tools to collect payments, schedule appointments, and track analytics

It is a platform that can also be used to create custom white-label apps for PlayStore. 

GoHighLevel gained a lot of popularity just after entering the markers because it claims to replace hundreds of different marketing solutions through one consolidated platform at a fraction of the costs. 

However, like any platform, you will find both positive and negative user experiences. 

What is Formaloo?

Formaloo is primarily a customer engagement platform and a no-code app-builder that provides data-driven solutions to businesses. 

It was founded in 2020 and since then, has been used to engage over 1 million employees, analyze 30 million customers, and create 700,000 forms and apps worldwide. 

Over 25,000 businesses across 30+ countries rely on Formaloo to unite their teams, tools, and data in one platform.

As of now, Formaloo offers: 

• Custom CRM builder
• Quiz, survey, and poll maker 
• Business calculator builder 
• Chatbot builder 
• Enterprise survey software 
• Formaloo AI 
• No code AI builder 

It is used by startups and business teams across sales, HR, e-commerce, operations, and as well as in healthcare and education. 

GoHighLevel vs. Formaloo

Through a bird’s eye view, there’s a head-to-head competition between GoHighLevel vs. Formaloo since there are a lot of overlapping features.

However, I found GoHighLevel more as a marketing platform than an all-in-one solution. Its email marketing features are particularly impressive. 

Whereas Formaloo is a comprehensive platform that takes care of both your clients and customers. It also surpasses GoHighLevel in branding and AI capabilities and has a more flexible pricing structure. 

But before jumping to any conclusions, here’s how GoHighLevel vs. Formaloo stacks up against each other in terms of specific features.

Marketing suite

GoHighLevel is branded as a marketing and sales tool, so naturally, its marketing features are pretty extensive. 

It offers a built-in emailing feature, LC-Email, which reduces the need for third-party emailing software. 

You can design and send single email blasts or automated campaigns using templates or a drag-and-drop editor. However, on top of the subscription fee, it comes with an additional cost of $0.675 per 1,000 emails sent. 

Other marketing features include landing page creation, drip scheduling, automatic subscribe/unsubscribe, trigger links, and social media post scheduling. It also offers a prospecting tool for targeted marketing. 

In comparison, Formaloo’s marketing features combine market research, lead generation, and customer engagement. You can create lead capture forms, feedback surveys, and customer satisfaction surveys. 

Formaloo also allows marketing automation with user-defined triggers. The platform allows you to create your own custom CRM and manage your tasks and leads on secure cloud storage or on-premise. 

Its enterprise-grade security ensures that your data remains protected with industry-leading compliance certifications.

App builder

The app-building capabilities of GoHighLevel vs. Formaloo are somewhat similar. 

GoHighLevel offers the following builders: 

• A multi-step funnel builder for marketing purposes with around a dozen templates
• A website builder for landing pages or comprehensive sites, though not suitable for large-scale e-commerce sites due to a lack of inventory management
• Form and survey builder with custom data fields 
• Chat widget builder for websites 
• Course builder for educators 

In comparison, Formaloo lacks a course builder but has better no-code builders aimed at businesses with free templates, such as: 

• Interactive calculator builder that can be embedded in websites 
• No-code AI builders for businesses to create their own AI solutions and custom apps
• Quiz and survey builder with 30+ question types, visual logic, calculations, offline surveys, and templates for CSAT, NPS, feedback, post-event, and market research surveys
• Chatbot builder with templates for customer support chatbot, feedback chatbot, price estimator chatbot, product recommendation chatbot, lead generation chatbot, and more
• Portal and dashboard builder

Workflow management

Both GoHighLevel vs. Formaloo have extensive workflow management features, though they look a little different from each other. 

GoHighLevel has a visual workflow builder that lets you map out complex automation processes, including lead capture, CRM, appointment bookings, and marketing campaigns. 

Workflow AI then manages responses and automates multi-channel communication, appointment bookings, and follow-ups. You can set up unlimited workflows with multiple automation steps. 

Formaloo, on the other hand, allows you to customize your processes and sync your database accordingly. The platform uses logic to trigger actions based on user actions. You can create client portals at Formaloo to manage each client’s needs separately. The automation capabilities eliminate repetitive tasks like approvals, data entry, and notification. 

Formaloo’s advanced access controls allow granular permission settings that provide collaboration without compromising data security. The workspace can also be branded using your logo and colors. 

Reporting and analytics

There are three main native reporting and analytics tabs you will find on the GoHighLevel dashboard. 

The call reporting tab tracks answered and missed calls, call sources and total call volumes. 

The appointment dashboard provides insights into scheduled appointments. It tracks confirmed bookings, no-shows, and cancellations. The attribution reports of two types: 

• Conversion reporting for performance metrics such as revenue generated, leads converted, opportunities identified, etc
• Source reporting displays marketing channel performance

Formaloo, in contrast, offers AI-powered analytics with features like: 

• AI-generated reports with key trends and actionable insights
• Real-time charts, tables, and filters with custom brand colors
• Personalized dashboards with engaging visuals
• Automatic Net Promoter Scores (NPS) generation
• Auto-saved filters so you can revisit and analyze specific segment
• Access management to allow only authorized personnel to view data 

You will find Formaloo’s analytics to be more engaging and illustrated in easy-to-understand visuals. Plus, the AI features suggest specific actions to improve your standing based on your own data.

AI features

GoHighLevel has a bunch of AI solutions. They include: 

• Content AI that generates social media posts, emails, website headlines, blogs, and more according to user prompts 
• Reviews AI particularly for suggesting or autopiloting responses to customer feedback 
• Conversation AI, a chatbot that can manage one-time inquiries and answer FAQs based on training 
• Workflow AI integrates with ChatGPT in the Workflow builder to enable custom workflow automation 

Formaloo AI, in comparison, goes heavy on AI-driven, unbiased, engaging data collection and data-protected analysis rather than just relying on generative AI. 

The no-code custom AI Builder allows businesses to create custom AI systems tailored to their data, processes, and workflows. Users can design their own AI-driven apps with a simple drag-and-drop interface. 

What makes Formaloo AI particularly better is its Product Research suite. 

The solution offers in-depth product analysis and insights into business opportunities, threats, and competitor strategies—all without the need to share sensitive data with any third-party apps. 

It can even run on-premise on your own servers so you can have total control. 

Pricing

GoHighLevel is comparatively more expensive than Formaloo. It provides two pricing plans: 

• Starter plan for $97/month with all the tools to capture, nurture, and close leads website builder, social calendar, and unlimited contacts
• Unlimited plan for $297/month with everything in the starter plan as well as API access, unlimited sub-accounts, and a branded desktop app. 

You can try out both plans for 14 days before committing to a plan. 

Formaloo has a slightly more flexible pricing structure with 4 tiers. 

The free forever plan for individuals is sufficient enough for solopreneurs to create unlimited forms, apps, and databases with up to 2,000 records per base. 

The three paid plans are priced as follows: 

• Pro plan for startups at $12/month, the biggest feature of which is a collaborative workspace
• Team plan for small to medium-sized teams at $38/month with the option to remove all Formaloo branding, unlimited records, domains, and clients
• Enterprise solution for large teams with a custom demo and pricing structure that offers an on-premise option 

Final verdict: Which platform is better for your agency?

Choosing between GoHighLevel vs. Formaloo really comes down to what your agency currently struggles with. Both platforms have a long list of features, some of which overlap, but they also shine in different use cases. 

GoHighLevel, for example, has email marketing features, a visual workflow builder that allows for complex automation, and a course builder that you don’t find in Formaloo. 

However, Formaloo has an intuitive, drag-and-drop interface to create custom applications, surveys and forms quickly. 

Its AI-driven data analytics and conditional logic features are particularly beneficial for teams that prioritize personalized customer engagement and data-driven decision-making. 

Additionally, consider the pricing of both solutions and your budget before making a decision.

FAQs

What is GoHighLevel used for?

GoHighLevelis used as a marketing and sales solution by small businesses and agencies. It heps with landing page creation, email, and SMS marketing with a few additional features like funnel and workflow builder and some AI apps. 

What is Formaloo used for?

Formaloo is used for surveys and app-building through its no-code drag-and-drop builder. It also offers a marketing suite and a custom CRM which can be hosted on cloud or on-premise. 

Check out Formaloo-An all-in-one tool for agencies

Formaloo’s agency OS is made for agencies like yours with the tools to design and deliver customized solutions for their clients, including bespoke dashboards, CRMs, and analytics tools.

Besides what I talked about earlier, you will find folder-level access management, PayPal and Stripe integration, branded client portals, and templates for all your needs. 

Formaloo can connect to over 5,000 different apps for a cohesive workflow. 

You can try Formaloo for free today!