About / Who we are
Designing, writing and building with the next decade in mind.
form-three is a Singapore-based Performance Design consultancy with no interest in the status quo. We bring together experts to tackle the hardest digital problems. The work is human, the backbone is AI.
Senior hands only
The people who set the strategy are the ones who deliver on it.
Independent
We are independently owned and operated.
Accountable
We establish the metrics and measure at every step, owning the results our work delivers.
The story
How we started
form-three grew out of a recurring pattern we see across organisations: clear intent and strong teams, but digital experiences that struggle to perform.
Design is often treated as delivery, measured by output, while data and analytics live somewhere else, disconnected from decisions. Underneath it all is a structural problem: design, content and search are bought separately, so nobody takes ownership of whether the whole journey actually works.
The strongest results come from experienced people working across all 3 at once, using data to inform judgment and staying accountable from strategy through to what goes live. This practice is Performance Design, and form-three was created to work this way.
Purpose-built AI now absorbs the production work a junior team used to do, so senior experts can cover ground that once needed a whole pod. The copy stays human, because that is what gets cited. And this way of working stays with your team long after we have said our goodbyes.
The senior team that delivers the work
Between us, decades across fintech, insurance, ecommerce, enterprise and government.
Kamil Gottwald
Founder & Principal
Kamil has more than two decades in design, technology and fintech. Led design at MoneyHero Group across four brands and four markets. Previously design lead at ING Bank Labs and innovation lead at Lloyds Banking Group.
Started form-three to give businesses the option to work with experts in their field, from strategy to launch.
Alexa Von Charles
Design & Research
Alexa has 12+ years in experience design across fintech and consumer products. Previously at Meta, MoneyHero and PropertyGuru.
Works on conversion-led design systems and acquisition journeys, and on turning ambiguity into flows people actually finish.
Jat Leng Low
Content & Copy
Jat Leng has 20+ years in messaging, content strategy, copywriting and UX, consistently user-first and conversion-led.
Wrote content and copy for financial product discovery at MoneyHero Group, including SingSaver. Across sectors and scale, from Kerry Group and Unilever to government and SMEs.
Dan Paris
Search & GEO
Dan has 25+ years in search performance, SEO and GEO. Led search strategy for OCBC, and has worked with MoneySmart, BankBazaar, PayPal and Standard Chartered.
Specialises in insurance and financial services search, measured on revenue.
Guzmán González
Transformation & Delivery
Guzmán has 15+ years delivering strategic and transformation programmes across corporate, agency and startups. Operations Lead for Apple Services' global digital performance programme.
Innovation Programme Lead at Engie. Previously Strategic Projects and Change Programme Lead at Dentsu, London and Singapore.
Who we work with
Financial services, fintech and commerce. We are strongest where the product is complex and a single conversion is worth real money.
form-three gives back
We give our time to small businesses in Singapore, Malaysia and Indonesia.
Open to 8 businesses a year, completely free. Sometimes, the smallest bit of help makes the biggest difference. An hour automating repetitive work. Simple website tweaks that turn visits into sales. A session with your team on using AI. Your business qualifies if you have 10 people or fewer, no digital product, and nobody in-house who does digital.
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