Draft:Tally Forms
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Tally is a Belgian software as a service company that provides an online form-building tool. The platform allows users to create no-code forms for data collection, surveys, applications and lead generation. Tally was founded in 2020 by Marie Martens and Filip Minev and is known for being bootstrapped and independently profitable.
History
[edit]Tally was launched in August 2020 by Marie Martens and Filip Minev, a Belgian-Bulgarian couple based in Ghent, Belgium. The founders created Tally to offer a simpler, more flexible alternative to traditional form builders like Google Forms and Typeform, targeting small businesses, creators, and startups.
The company is self-funded and bootstrapped and gained traction in startup communities by promoting its freemium pricing model. By early 2023, Tally reported over $1 million in annual recurring revenue (ARR), and by 2025 reached $3 million ARR with a team of fewer than 10 people.[1]
Product
[edit]Tally is a no-code form builder that runs entirely in the browser. It enables users to create forms in a similar way to typing in a text editor and offers a range of features including advanced customization options, logic jumps, conditional workflows, payment integrations, and embed options. The platform supports integrations with tools such as Notion, Airtable, Google Sheets, Make and Zapier.[2]
In a July 2025 review, Fast Company highlighted Tally's ability to create "great free surveys in 60 seconds", citing its streamlined design, generous free offering, and privacy compliance as standout elements.[3]
Business Model
[edit]Tally operates on a freemium basis. The core product, including unlimited forms and responses, is available free of charge, while premium features such as advanced integrations, removal of Tally branding, and custom domains are offered through paid plans. Unlike many of its competitors, Tally remains fully bootstrapped and self-funded, which is a deliberate decision, according to co-founder Marie Martens.[4]
In 2025, Tally published a detailed account on its blog describing the company's growth from $2 million to $3 million in annual recurring revenue. The post highlighted how Tally maintained a small team, focused on product improvements driven by user feedback, and relied on word-of-mouth and content marketing to scale without external funding.[1]
Reception
[edit]Tally has been recognized in the European startup ecosystem for its bootstrapped approach and rapid growth. In 2023, they won a Golden Kitty from Product Hunt for being the Best Bootstrapped & Small Team.[5]
In 2024, De Tijd, a leading Belgian business newspaper, profiled co-founder Marie Martens as part of its "Jong Geweld" (Young Talent) series, highlighting the company's vision and approach to sustainable startup building.[6]
See also
[edit]References
[edit]- ^ a b Martens, Marie (10-06-2025). "From 2 to $3M ARR: How We Bootstrapped Tally With a Tiny Team". Tally. Retrieved 15-07-2025.
{{cite web}}: Check date values in:|access-date=and|date=(help) - ^ "Features - Tally". Tally Forms. Retrieved 2025-07-15.
- ^ Caplan, Jeremy (07-04-2025). "Tally lets you design great free surveys in 60 seconds". Fast Company. Retrieved 15-07-2025.
{{cite web}}: Check date values in:|access-date=and|date=(help) - ^ "How to bootstrap to multi-million ARR". Sifted. Retrieved 2025-07-15.
- ^ "Golden Kitty Awards 2023". Product Hunt. 15-07-2025. Retrieved 15-07-2025.
{{cite web}}: Check date values in:|access-date=and|date=(help) - ^ "Jong Geweld | Marie Martens, medeoprichter van Tally: 'We houden vast aan onze visie om één ding heel goed te doen'". De Tijd (in Dutch). 2025-03-11. Archived from the original on 2025-03-13. Retrieved 2025-07-15.
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