What Tally does

Tally is a Belgium-based, bootstrapped SaaS form builder founded in 2020 by co-founders Marie (Marie Martens) and Philip, who pivoted from a travel marketplace idea during COVID. The product is a free, no-code online form builder that works like a text document: users type questions on a page and insert blocks (Notion-style) to assemble forms, with no coding required and no account needed to start. Tally hosts all data in the EU (Google Cloud in Belgium), is GDPR-compliant, encrypts data in transit and at rest, and uses no cookie tracking. The platform supports advanced features — conditional logic, calculated fields, electronic signatures, file uploads, payments via Stripe, webhooks, multi-page forms, and 45+ languages — most of which are included in the free tier.

The core technology stack centers on a web-based block editor with native bidirectional sync to Notion (Tally is an official Notion technology partner), Airtable, Google Sheets, Coda, Slack, Zapier, Make, Pipedream, and Webhooks, all free for end users. Paid tiers add Pro features ($24/month: custom domains, collaboration, unlimited uploads, form/drop-off analytics, GA4 and Meta Pixel integrations, partial submissions, 30-day version history) and Business features ($74/month: data retention controls, email verification, 90-day version history). Tally operates a pure self-serve, product-led growth motion with no sales team.

The business model is a freemium SaaS with reported metrics of 800,000+ total users, 500,000+ teams, ~80,000 active free users, ~2,000 paying Pro subscribers, a 3% free-to-Pro conversion rate, $4M ARR as of October 2025 (up from $3M ARR in June 2025), a stated $5.7M valuation, and a team of roughly 5–8 people across Belgium, Germany, and Egypt. The company has never raised venture capital. Customer logos include Notion, Make, Buy Me a Coffee, Rakuten, and Glovo, with primary use cases spanning creators/solopreneurs, product teams, marketing teams, HR, and office operations.

Name

Tally

Legal name

Tally BV

Website

https://tally.so

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Tally is a bootstrapped, Belgium-based SaaS form builder offering unlimited free forms with a Notion-style block editor, native integrations (Notion, Airtable, Google Sheets), and EU-hosted GDPR compliance, serving creators, product teams, marketers, and SMBs.

Ownership category

akta.pro rank

Product category

Online Form Builder Software

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

eSignature, Forms & Digital Workflow Platforms (HDAEAHAJ)

Keywords

• Online form builder
• No-code forms
• Survey creation tool
• Data collection software
• Form automation platform

Headquarters

HQ city

Gent

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Infrastructure, Operations, Marketing or Sales

Revenue model

1. Pro subscription: Pro tier at $24/month (or $240/year for 2 months free), offering remove Tally branding, custom domains, collaboration features, advanced customization, email notifications, custom CSS, workspaces & folders, unlimited uploads (removing 10MB limit), form visit analytics, drop-off analytics, version history (30 days), and premium integrations (Google Analytics, Meta Pixel).
2. Business subscription: Business tier at $74/month, including everything in Pro plus data retention controls, email verification, and version history up to 90 days.
3. Free tier (freemium): Unlimited forms and submissions for free within fair-use guidelines. Users can access advanced features like conditional logic, signatures, calculations, file uploads, and integrations with Notion, Google Sheets, Airtable, Slack, Coda, Zapier, Make, Pipedream, and webhooks — all for free. Revenue is driven by conversion to Pro/Business tiers. Company reports 3% conversion rate with 80,000 free users and 2,000 paying Pro subscribers.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Tally is a no-code online form builder that lets users create forms by typing questions like in a text document and inserting blocks, similar to Notion. The core product is offered free with unlimited forms and submissions within fair-use guidelines, with optional paid Pro ($24/month) and Business ($74/month) tiers that remove branding and unlock collaboration, analytics, custom domains, and integrations. The platform supports conditional logic, calculated fields, e-signatures, payments via Stripe, file uploads, and native bidirectional syncs with Notion, Airtable, Google Sheets, Slack, Coda, Zapier, Make, Pipedream, and webhooks.

Product overview

Tally is a form builder platform offering both a free core product and two paid tiers (Pro at $24/month and Business at $74/month). The core product is a free, no-code form builder that works like a text document, offering unlimited forms and submissions within fair use guidelines. Native integrations include free syncs with Notion, Google Sheets, Airtable, Slack, Coda, Webhooks, Zapier, Make, and Pipedream. Premium Pro features add Google Analytics, Meta Pixel tracking, team collaboration, custom domains, and advanced analytics. Tally also provides developer tools including a public API and MCP server for AI agent integration. The platform positions itself as a Notion-style form builder focused on simplicity, privacy (GDPR-compliant, hosted in Europe), and a generous free tier.

Differentiator

Problem solved

Functional benefit

Products and services

• Tally Form Builder A free, no-code online form builder that works like a text document — users type questions on the page and insert blocks to create forms, similar to Notion's editor. Offers unlimited forms and submissions for free within fair-use guidelines, with built-in support for conditional logic, electronic signatures, file uploads, payments via Stripe, calculated fields, multi-page forms, custom domains, and native integrations with Notion, Airtable, Google Sheets, Slack, Coda, Zapier, Make, and Pipedream. Targeted at individuals, creators, product teams, marketing teams, HR teams, and enterprise users worldwide. Available on a freemium model with optional Pro ($24/month) and Business ($74/month) subscriptions.

Quantifiable outcome

• 3% conversion rate from free to Pro, with 80,000 free users and 2,000 paying Pro subscribers
• +4 more outcomes

Named customers8 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

AI capability2 records

Feature16 records

Partnerships

Seven partnerships are on record, tiered core.

• NotioncoreTechnology or IntegrationTally is an official Notion technology partner. The integration provides a free, native bidirectional sync between Tally forms and Notion databases — no Zapier or third-party tools required. Users can map Tally form fields to Notion properties, sync existing submissions, and route responses to Notion in real-time. The integration is completely free for all Tally users.
• Notion (Pack integration)coreTechnology or IntegrationTally has a Pack for Coda (pack.tally.so) that provides: send form submissions to Coda, visualize form results as charts, and embed Tally forms directly in Coda documents. The Pack is available for free and accessed by typing /tally in any Coda doc.
• Google SheetscoreTechnology or IntegrationFree native integration that automatically sends form submissions to Google Sheets in real-time. A new row is created in the connected spreadsheet for every form submission. Available to all Tally users at no cost.
• AirtablecoreTechnology or IntegrationFree native integration to send form responses to Airtable bases. Users can map Tally form fields to Airtable properties and sync existing submissions. Available to all Tally users at no cost.
• ZapiercoreTechnology or IntegrationFree integration with Zapier enabling Tally form submissions to trigger workflows across 6,000+ apps (HubSpot, Mailchimp, Salesforce, Google Calendar, etc.). Available to all Tally users. The Tally Zapier listing includes pre-made templates.
• Make (formerly Integromat)coreTechnology or IntegrationFree integration with Make enabling Tally forms to trigger automated workflows across thousands of apps. Make is a visual no-code automation platform. Tally provides pre-made templates for Make including Google Sheets rows, Airtable records, Slack notifications, and HubSpot CRM contacts.
• Google Cloud (Belgium)coreTechnology or IntegrationGoogle Cloud hosts Tally's infrastructure in Belgium (EU). All form data is stored in Europe on Google Cloud, contributing to Tally's GDPR compliance posture.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat6 records

Key highlights7 records

Customer concentration

• Xx.com/TallyForms
• Instagraminstagram.com/tallyforms
• TikToktiktok.com/@tallyforms

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tally