A nip forming device includes an endless belt that is flexible and rotates and a nip former that is disposed opposite an inner circumferential face of the endless belt. A pressure rotator presses against the nip former via the endless belt to form a nip between the endless belt and the pressure rotator, through which a conveyed object is conveyed. A separator is disposed downstream from the nip in a conveyance direction of the conveyed object. The separator separates the conveyed object from the endless belt. The separator includes a non-contact portion separated from the endless belt and a contact portion that contacts the endless belt. The contact portion retains a gap having a predetermined size between the non-contact portion and the endless belt.