The agency, the lab and the spinout share craft but not an org chart. The roles, the pipeline that ties them together, and what the structure gives those who work with us.
By Simon Torngren · July 29, 2026
Formise does not stand alone. It belongs with Memorise, the agency delivering marketing to real clients, and with Dynamic SEO, which started in the lab and moved out. Three operations, three roles, one shared craft.
The usual reading of such a trio is a corporate group: a parent company on top and subsidiaries below. This is not that, and the difference is not cosmetic. It decides what each of them is allowed to cost, risk and promise.
Memorise is the agency: the client network and the delivery. Its promise is marketing you can see in the business, and that promise cannot absorb daily experiments. The site the agency runs on was built in the lab, and that build is in the memorise.se case.
Formise is the lab: the place where observations are tested, built and allowed to break without any client delivery being at risk. Why that space is needed at all is in Building in a lab.
Dynamic SEO is the spinout: the idea that was tested in the lab, held up, and moved out. The youngest sibling and at the same time the most important proof, because a lab without spinouts is a hobby. The product is in its own case.
Memorise and Formise share craft and people, not an org chart. Neither sits above the other, and neither can give the other orders. That is the whole difference from a corporate group, where the structure exists to direct from the top.
The overlap of people is what makes the pipeline work in practice. Simon, who builds in the lab, is also a partner and COO at Memorise: the same person who builds sits in the agency where the clients are, so the way from a finished build to someone actually using it is short. A connection of flesh and blood, not of ownership lines.
The structure protects both directions. The agency is never weighed down by half-finished product ideas, and the lab never has to compromise on testing because a delivery is at stake. Each gets to be entirely what it is.
The path looks the same every time: build in the lab, distribute through Memorise's client network, and let what holds up become its own company. The four steps of the build are on the process page, and what happens in the last move is in the spinout model.
The distribution link is easy to miss but carries much of the model. A lab with no route to users builds blind. The client network gives every build real problems to be tested against and real users to fail in front of, and that is why the observations come out of client work. Groteket shows that step most clearly: built in the lab, marketed by the agency, and it is in its own case.
Three concrete things. The delivery is protected: what is being tested lives in the lab, and what delivers has left it. The capability is proven: an idea has already gone the whole way from observation to its own company. And all of it can be checked: the company, the registration number, the year and the people are stated openly under About, together with the link to the registry.
Credibility you cannot look up is just a phrasing. This structure is built to be looked up.
Simon is the one who builds. He takes an idea from observation to something that runs: prototypes, products and the technical ground they stand on.
Is Formise the parent company of Memorise or Dynamic SEO?
No. They are siblings, not parent and child. Neither sits above the other, and neither can give the other an order. That is the whole difference from a group structure.
What do the three operations share?
Craft and people, not an org chart. The same person who builds in the lab sits in the agency where the clients are, so the road from a finished build to someone using it is short.
How does Dynamic SEO relate to the other two?
It started as an observation from client work, was built in the lab, and spun out into a company of its own. The whole road is in the case.
Why does the structure matter to a client or partner?
The delivery is protected because experiments live in the lab, the capability is proven because one idea has already gone all the way, and all of it can be looked up under About.
Want to see where your idea sits in the model?