Formidable Forms

What Formidable Forms does

Formidable Forms is a WordPress form builder plugin operated by Strategy11, LLC, a privately held Delaware-incorporated company headquartered in Draper, Utah, with a distributed remote team. Founded in 2007 and bootstrapped throughout its history with no disclosed external funding, the company sells a tiered annual subscription product (Basic $39.50, Plus $99.50, Business $199.50, Elite $299.50) targeting freelancers, web development agencies, small and medium business owners, bloggers, and developers building on WordPress. The free version is distributed through the WordPress.org plugin repository as the top-of-funnel acquisition channel.

The core product is a PHP/MySQL-based WordPress plugin offering a visual drag-and-drop form builder with conditional logic, multi-step and conversational forms, save-and-continue, calculations, user registration, and 100+ pre-built templates. Beyond forms, the "Formidable Views" module enables front-end display of submission data as directories, calendars, timelines, job boards, real estate listings, charts, and lightweight web applications without PHP coding. The platform integrates with 20+ third-party services spanning payments (Stripe, PayPal, Square, Authorize.net), CRM (Salesforce, HubSpot), marketing automation (Mailchimp, Constant Contact, AWeber, GetResponse, Campaign Monitor, MailPoet), e-commerce (WooCommerce), communication (Twilio), and automation (Zapier, Webhooks, ChatGPT).

The go-to-market is product-led growth via WordPress.org organic discovery and direct website sales, supplemented by a 20% affiliate program, a 50,000+ subscriber newsletter, and content marketing. Reported scale metrics include 300K+ activations, 3M+ forms created, $350M+ in payments processed, and 4.8–4.9/5 average ratings across WordPress.org, Capterra, and G2. Leadership comprises co-founders Steph Wells (CEO) and Steve Wells, with Syed Balkhi (founder of WPBeginner and other WordPress properties) serving as advisor.

Name

Formidable Forms

Legal name

Strategy11, LLC

Website

https://formidableforms.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Formidable Forms is a bootstrapped WordPress form builder plugin (Strategy11, LLC) offering drag-and-drop form creation, payment collection, and front-end data displays via tiered annual subscriptions ($39.50–$299.50). It serves freelancers, agencies, and SMBs across 300K+ activations.

Ownership category

akta.pro rank

Product category

WordPress Form Builder Plugin

NAICS

Software Publishers (5132)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

eSignature, Forms & Digital Workflow Platforms (HDAEAHAJ)

Keywords

• WordPress form builder
• Form creation plugin
• Online payment forms
• Drag-and-drop forms
• Form automation software

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Annual Subscription Plans: Four tiered annual subscription plans (Basic, Plus, Business, Elite) with automatic renewal. Support, updates, and plugin downloads granted for one year. Users can cancel anytime with 14-day money-back guarantee for new accounts.
2. Plugin Licensing: Business and Elite licenses allow use on unlimited client sites. Individual site licenses available for Basic tier.
3. Affiliate Program: 20% commission for affiliates who refer new customers to Formidable Forms

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels12 records

Core offering

Formidable Forms is a WordPress form builder plugin that enables users to create, deploy, and manage forms and web applications on WordPress sites without coding. The plugin combines a drag-and-drop form builder with conditional logic, payment collection, front-end data display (directories, calendars, timelines), PDF generation, and 20+ native third-party integrations under a tiered annual subscription.

Product overview

Formidable Forms is a comprehensive WordPress form builder plugin offered as a tiered SaaS platform with four pricing plans (Basic, Plus, Business, Elite). The core plugin provides drag-and-drop form building with conditional logic, calculations, and mobile responsiveness. Premium add-ons extend functionality for payment collection (Stripe, PayPal, Square, Authorize.net), quizzes, conversational forms, multi-step forms, user registration, and web applications. The Formidable Views module enables displaying submission data on front-end as directories, calendars, timelines, charts, and job boards. Additional add-ons include PDF generation, ChatGPT AI integration, and 100+ pre-built templates for rapid deployment.

Differentiator

Problem solved

Functional benefit

Products and services

• Formidable Forms Core Plugin The flagship WordPress form builder plugin offering drag-and-drop form creation, conditional logic, calculations, multi-step and conversational forms, save-and-continue, PDF generation, user registration, payment collection, and 20+ native integrations. Distributed under GNU GPL v2 with four annual subscription tiers; targets freelancers, agencies, business owners, bloggers, and developers building WordPress websites.
• Form Templates

Quantifiable outcome

• $350M+ in payments processed
• +2 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration20 records

AI capability2 records

Feature13 records

Partnerships

18 partnerships are on record, tiered core, major, emerging and supporting.

• StripecoreTechnology or IntegrationPayment processing integration allowing users to accept credit card payments, subscriptions, and donations directly through forms. PCI compliant solution.
• PayPalcoreTechnology or IntegrationPayment processing integration for accepting PayPal payments through forms.
• SquarecoreTechnology or IntegrationPayment processing integration for Square payment gateway.
• Authorize.netcoreTechnology or IntegrationPayment processing integration for Authorize.net payment gateway.
• SalesforcemajorTechnology or IntegrationCRM integration allowing form entries to sync directly to Salesforce for lead and customer management.
• ZapiermajorTechnology or IntegrationAutomation integration enabling form entries to trigger workflows and connect to 5,000+ apps through Zapier.
• MailchimpmajorTechnology or IntegrationEmail marketing integration for collecting subscribers and syncing form data to Mailchimp lists.
• HubSpotmajorTechnology or IntegrationCRM integration for HubSpot marketing and sales automation.
• Google SheetsmajorTechnology or IntegrationDirect integration to send form submissions to Google Sheets spreadsheets.
• ChatGPTemergingTechnology or IntegrationAI integration leveraging OpenAI's ChatGPT for form automation and intelligent responses.
• WooCommercecoreTechnology or IntegrationE-commerce integration for customizable WooCommerce forms and order management.
• ACF (Advanced Custom Fields)supportingTechnology or IntegrationIntegration with ACF plugin for enhanced custom field functionality.
• TwiliosupportingTechnology or IntegrationSMS integration for form notifications and communication.
• GetResponsesupportingTechnology or IntegrationEmail marketing integration for GetResponse platform.
• Constant ContactsupportingTechnology or IntegrationEmail marketing integration for Constant Contact platform.
• Campaign MonitorsupportingTechnology or IntegrationEmail marketing integration for Campaign Monitor platform.
• AWebersupportingTechnology or IntegrationEmail marketing integration for AWeber platform.
• MailPoetsupportingTechnology or IntegrationWordPress email marketing integration through MailPoet.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Tally: Tally is a fast-growing free-tier form builder with a generous free plan that has been taking share from traditional form plugins, including in the SMB and freelancer segments. It is a relevant emerging competitor for low-friction form creation use cases.
• Paperform: Paperform is a design-forward form, survey, and landing page builder with payment integration capabilities that overlaps with Formidable Forms' payment and conversational forms features. It is a smaller, more design-focused alternative that competes for SMB customers.

Direct peers

• WPForms: WPForms is a leading drag-and-drop WordPress form builder created by the same team behind WPBeginner (Syed Balkhi, an advisor to Formidable Forms). It offers tiered pricing, payment integrations, and similar SMB/agency targeting, making it a very close direct competitor.
• Fluent Forms: Fluent Forms is a WordPress form builder plugin with tiered pricing, native payment integrations, and conversational/quiz features that compete directly with Formidable Forms. It targets the same SMB and agency segments with aggressive pricing.
• Gravity Forms: Gravity Forms is one of the most established and highest-rated WordPress form builder plugins, with a comparable tiered annual subscription model, add-on ecosystem, and developer-oriented feature set. It is the most direct head-to-head competitor to Formidable Forms in the WordPress forms category.
• Ninja Forms: Ninja Forms is a popular free-core WordPress form builder with paid add-ons, competing in the same drag-and-drop forms category for SMBs and agencies. Its freemium model and deep WordPress.org presence directly overlap with Formidable Forms' acquisition strategy.

Broad incumbents

• Typeform: Typeform is a larger SaaS form and survey platform known for its conversational form UX, which overlaps with Formidable Forms' Conversational Forms feature. It serves a similar SMB and enterprise customer base but operates as a standalone hosted platform rather than a WordPress plugin.
• Formstack: Formstack is a broader workflow automation and digital forms platform offering form building, payments, document generation, and workflow automation. It competes with Formidable Forms' more advanced use cases (Forms, PDF generation, automation) at higher price points.
• Jotform: Jotform is a major hosted form builder with a tiered subscription model, payment integrations, and 100+ templates that closely mirrors Formidable Forms' positioning. It serves SMBs and enterprises globally as an alternative to WordPress-native form plugins.
• SurveyMonkey: SurveyMonkey is a dominant survey and form platform that competes for the survey/quiz use cases that Formidable Forms addresses with its Quiz Maker and survey templates. It is a larger, publicly-traded alternative with deeper enterprise penetration.

Market position

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/FormidableForms
• YouTubeyoutube.com/c/FormidableFormsPlugin
• Facebookfacebook.com/formidableforms
• LinkedInlinkedin.com/company/formidableforms
• Instagraminstagram.com/formidableforms

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Formidable Forms