The agency, the lab and the spinout share craft but not an org chart. The roles, the pipeline that ties them together, and why it is built that way.
By Simon Torngren · July 29, 2026
Formise does not stand alone. It belongs with Memorise, the agency delivering marketing for 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 a trio like that is a corporate group: a parent on top and subsidiaries below. This is not that, and the difference is not cosmetic. This page explains how the parts actually fit together, and why the structure looks the way it does.
Memorise is the agency: the client network and the delivery. Its promise is marketing that shows up in the business, and that promise tolerates no experiments in its daily work. The whole story behind the agency is in the Memorise case.
Formise is the lab: the place where observations are tested, built and allowed to break without any client's delivery being at stake. 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, and moved out. It is 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 an order. That is the whole difference from a group, where the structure exists to steer from the top.
The overlap in people is instead 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 road from a finished build to someone actually using it is short. It is a connection of flesh and blood, not of ownership lines.
The structure also protects both directions. The agency is never burdened with half-finished product ideas, and the lab never has to compromise its testing because a delivery is at stake. Each gets to be entirely what it is.
The road looks the same every time: build in the lab, distribute through Memorise's client network, and let what holds become its own company. The four steps of a build are on the process page, and what happens in the final step is in the spinout model.
The distribution leg is easy to miss but carries much of the model. A lab with no road to users builds blind; the client network gives every build real problems to be tested against and real users to fail in front of. That is why the observations come out of client work, and why the lab sits exactly where it sits.
For a client or partner the model means 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: one idea has already gone all the way from observation to its own company. And all of it can be checked: the company, the registration number, the year of registration and the people are in the open under About, together with the link to the registry.
Credibility you cannot look up is just phrasing. The structure is built to be looked up.
Simon is the one who builds. At Formise he takes an idea from observation to something that runs: prototypes, products and the technical foundation 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?