Tally
Tally is a bootstrapped form builder that has emerged as the most credible challenger to Typeform in the B2B SaaS segment, building a loyal following among indie makers, SaaS founders, and GTM operators who want Typeform-quality conversational forms without Typeform’s pricing — which reaches $89/month for business-tier features that Tally offers on its free plan. Founded in Belgium in 2020 by Marie Martens and Filip Minev, Tally has grown to an estimated $1 million or more in ARR through a product-led, community-driven GTM motion with virtually no paid acquisition. The product is built on a Notion-like block editor that makes form building more intuitive than Typeform’s legacy wizard interface while supporting conditional logic, file uploads, payment collection via Stripe, and native integrations with HubSpot, Notion, Google Sheets, and Airtable. Tally’s free tier — which includes unlimited forms, unlimited submissions, and Tally branding — is the most generous in the category and has been the primary acquisition driver, converting a substantial percentage of free users to paid plans through feature unlocking rather than submission gating. As of May 2026, Tally is the indie darling of the form builder category, gaining share fastest on the pure value-for-money axis against Typeform, Jotform, and Paperform.