Tally

Tally is the indie-friendly form builder that has taken serious share from Typeform in the past two years, founded in 2020 by Marie Martens and Filip Minev as a husband-wife bootstrapped team in Belgium. The pitch is simple: everything Typeform charges $50+/month for, Tally gives away free. Forms, logic, payment collection, file uploads, custom domains, integrations — all on the generous free tier, with paid plans only adding nice-to-haves like custom branding removal and team workflows. What makes Tally remarkable isn't just the price; it's that the product is genuinely excellent. The builder is Notion-style (type / to insert any block — short text, multiple choice, file upload, payment, signature), which is dramatically more intuitive than Typeform's question-by-question flow. The result is a form-building experience that feels like writing a document, with conditional logic + branching + calculations layered on top. The core feature set is wider than most realise: • **Notion-style block editor** — type / to insert any question type, drag to reorder, embed images/video/markdown • **Conditional logic + branching** — show/hide questions based on previous answers, jump to specific sections, calculate scores • **Payment collection** — Stripe integration, charge fixed or variable amounts, sell products, accept donations (free on all plans) • **File uploads** — accept any file type, attach to responses, store in Tally or sync to Google Drive • **Hidden fields** — pass URL params into the form for tracking attribution • **Custom domains** — host forms on your own domain (forms.yourcompany.com) • **Notifications + integrations** — email notifications, Slack, Webhooks, Zapier, Make, Notion, Airtable, Google Sheets, native Calendly-style scheduling • **Embeds** — popup, slide-out, inline embed in any website • **Analytics** — built-in funnel analytics showing drop-off per question • **Anti-spam** — reCAPTCHA + honeypot built-in For founders the use cases: • **Waitlist forms** — every indie launch uses Tally for the 'join waitlist' form. Free, fast, looks great. • **Lead capture + qualification** — multi-step forms with logic that route leads to sales vs self-serve • **Customer feedback surveys** — NPS + open feedback with logic branching • **Order forms + product checkout** — accept payment via Stripe inside the form (genuinely useful for small product sales without Shopify) • **Job applications + intake forms** — file uploads + structured questions + email notifications • **Event registration** — RSVP + payment + custom confirmation page The pricing is the disruption story. Free tier covers unlimited forms, unlimited submissions, unlimited fields, payment collection, file uploads, all integrations, custom domains. The only thing locked: Tally branding on the form. Pro at $29/month removes branding + adds team workspaces + advanced analytics + email notifications customisation. Business at $89/month adds white-label + priority support. Where Tally wins clearly: 90% of Typeform's features for $0 vs Typeform's $50+/month, Notion-style builder is genuinely better than Typeform's UX, payment collection on free tier is unique in the category, the founders are responsive in public (Twitter/community), updates ship constantly. Where it loses: Typeform still has stronger brand recognition with non-technical buyers, deeper enterprise features (SOC2 audits, advanced compliance), and a more mature integration ecosystem; Tally's free tier brand watermark looks fine but might feel unprofessional for some use cases. My take: for 99% of founders building waitlists, lead-capture forms, surveys, or small order flows, Tally is the right call and Typeform is a waste of money. The free tier is genuinely complete — most teams never need to upgrade. The only reason to pay is to remove the small 'Made with Tally' badge. If you have a list of forms in your stack and Typeform is one of them, switch this week.