Tally
Tally is a form builder that uses a document-based interface instead of a traditional drag-and-drop builder, letting users type questions and insert blocks for contact collection, payments, signatures, and files. It supports conditional logic, calculated fields, and partial submission capture, with native integrations to Notion, Google Sheets, Airtable, Slack, and Zapier. The free tier offers unlimited forms and submissions (within fair usage), while the Pro plan ($29/mo) enables custom domain hosting and removes Tally branding for white-label client deployments. Agencies use Tally to build branded intake forms, lead-gen forms, and surveys as part of client retainers, particularly for SMB clients who need simple data collection without enterprise pricing.
Tally is a form builder, priced at $29 a month on the Pro plan, integrating with Notion, Google Sheets, Airtable and Slack. InnovaAI rates it 8 of 10 for agency resale, with partial white-label.
Agency Audit
Tally is a document-style form builder that lets agencies create unlimited forms and submissions on the free tier, with conditional logic, payment collection, signatures, and file uploads built in. It integrates natively with Notion, Google Sheets, Airtable, and Zapier, making it useful for agencies building client-facing data collection workflows. The free tier removes pricing friction for small client projects, while the Pro plan ($29/mo) enables white-label hosting via custom domains. Best fit: marketing and digital agencies that bundle form-building into retainers for SMB clients or use forms as lead-gen infrastructure for their own service delivery.
8.0/10
65%
1d about a day
- Your clients need branded lead-gen or contact forms and you want to avoid per-submission fees. Tally's free tier supports unlimited submissions, so you can white-label on the Pro plan ($29/mo) without per-response charges.
- You already use Notion or Google Sheets for client data workflows. Tally syncs form submissions directly to these tools via native integrations, eliminating manual data entry.
- You're building SMB service retainers that include form infrastructure (surveys, intake forms, application forms). The free tier lets you prototype client forms before upselling to a branded Pro plan.
- Your clients require HIPAA or SOC2 Type II compliance. The scraped content confirms GDPR compliance and encryption, but does not mention healthcare or advanced security certifications.
- You need multi-tenant client reporting dashboards with agency-level analytics. Tally offers drop-off analytics on the Pro plan, but no evidence of agency-facing reporting or sub-account management.
- Your clients demand full white-label branding including form builder UI. The Pro plan removes Tally branding and enables custom domains, but the form-building interface itself remains Tally-branded.
Profit Path
$29/mo
$199–$499/mo
Hybrid
Planning benchmark at United States price levels. Not a measured market survey.
Platform Features
Core capabilities of Tally
Document-style form creation
Build forms by typing like in a text document, inserting blocks for questions, payments, signatures, and files. Agencies can create and iterate client forms in minutes without learning a form-builder UI, reducing onboarding friction for non-technical clients.
Conditional logic and branching
Show or hide form sections based on respondent answers, or calculate values dynamically. Enables agencies to build personalized intake forms, scoring questionnaires, and pricing calculators without custom code.
Custom domain hosting and white-label branding
The Pro plan ($29/mo) removes Tally branding and allows hosting on custom domains. Agencies can present forms as client-owned assets, supporting white-label retainers and branded lead-gen campaigns.
Native integrations with Notion, Google Sheets, and Airtable
Form submissions sync directly to these tools, eliminating manual data export. Agencies can build client workflows where form responses automatically populate CRM records, spreadsheets, or project databases.
Payment collection and signatures
Accept one-time payments via Stripe and collect e-signatures in a single form. Useful for agencies building client intake forms that require deposits, contract signatures, or order collection.
Partial submission capture
Record incomplete form submissions before respondents finish. Agencies can recover partial leads and follow up with prospects who abandoned multi-page forms.
What Makes Tally Different
Unique advantages vs similar tools in this niche
Unlimited forms and submissions for free
vs Typeform and Jotform limit submissions on free plansTally offers unlimited forms and submissions without paywalls, as long as you stay within fair usage guidelines.
Document-style form building
vs Traditional drag-and-drop form buildersTally works like a text document, allowing you to type questions and insert blocks similar to Notion.
GDPR compliance and EU hosting
vs US-based form builders with unclear data policiesTally is hosted in Europe, GDPR compliant, and encrypts data in transit and at rest.
Latest Updates
Recent releases and improvements for Tally
Faster search and a dashboard redesign
Improvement2026-09-11Search is faster with instant results for forms, workspaces, folders and help center articles. Dashboard redesigned with a new workspace header, cleaner form rows, and forms sorted by last updated.
Tally in ChatGPT, Claude and Superhuman Go
New2026-08-27Official plugin in ChatGPT, verified connector in Claude, and a Tally connector in Superhuman Go for building and managing forms via AI assistants.
Email notifications for failed integrations and import forms from files
New2026-08-04Email alerts when integrations fail due to expired tokens or other issues. New ability to import PDF, image, JSON, CSV, and Markdown files as editable draft forms.
Conditional logic redesign and accessibility improvements
Improvement2026-07-14Conditional logic has a new look with cleaner interactions, better keyboard support, and a more consistent design for easier use.
Investment ROI Calculator
Value equation analysis for Tally, based on the Hormozi framework
What is the Hormozi framework? A four-factor score: (what the service delivers × how reliably it delivers) divided by (how long it takes × how much effort it requires). A higher Value Multiplier means a better return on the time and money invested: faster, easier, and more proven results.
3.3× value multiple: invest $29/mo and agencies typically charge $199–$499/mo for the work it powers.
Why This Succeeds
Higher is betterClient Results Potential
What your clients actually get
Incremental gains: position as part of a larger solution stack
Tally makes it simple for anyone to build free online forms.
Reliability Score
How consistently this delivers results
Reliable with proper setup: most agencies see consistent delivery
Powering 500,000+ teams at the world’s best companies
Implementation Challenges
Lower is betterTime to First Revenue
How long until you can start earning
Fast launch: about a day to first delivery
Get started within hours: minimal setup required
Setup Effort
What it takes to get running
Near-turnkey: minimal setup before you can sell
Low effort: self-service setup with guided onboarding
Strong ROI. Tally at $29/mo supports market rates of $199–$499. Its 3.3× value-equation score weighs client outcome and likelihood against the time and effort to deliver, not cost.
Pricing
Tally platform cost to your agency
Starts at $29/mo (Pro), scales to $89/mo (Business)
Free
- Unlimited forms
- Unlimited submissions
- Collect payments
- Collect signatures
Pro
- Remove Tally branding
- Custom domains
- Collaboration with unlimited team members
- Partial submissions
Business
- Everything in Pro
- Control data retention
- Verify emails
- Version history up to 90 days ago
Partial White-Label
Tally offers partial white-label capabilities. Some branding customization may be limited.
- Custom domain & branding under your agency name
- Remove Tally branding. Hide all branding and make your forms truly your own.
- Custom domains. Host forms on your custom (sub)domain to create branded links.
Market Intelligence
How agencies monetize Tally: real offer economics and market positioning
- Marketing agencies
- Digital agencies building client-facing forms
- Agencies needing branded data collection
- Agencies needing complex multi-tenant client portals
- Enterprise organizations requiring advanced data governance
Service Retainer
ai-poweredAgency charges monthly retainer for managed service. Fee varies by client size and scope.
Offer Economics: What You Charge vs. What It Costs
Margin includes platform cost + agency labor at $75/hr.
Local service businesses (salons, clinics, contractors) needing intake, booking, and contact forms without technical overhead
Funded startups and regional brands needing multi-step lead capture, onboarding flows, and CRM-connected form automation
Multi-location or mid-market companies needing standardized data collection, compliance-ready forms, and cross-team collaboration workflows
Enterprise organizations requiring scalable, compliant, multi-team form infrastructure with advanced integrations and dedicated management
Scale Economics: Based on Starter Offer
Using Tally Forms Starter at $299/client. Platform: $29/mo. Labor: 2h/client × $75/hr.
Net = MRR - platform cost - labor (2h/client × $75/hr).
Investment Decision Framework
Strategic vetting analysis for Tally
Strong Buy
Strong agency fit, low resell friction
Buy If
5Your clients need branded lead-gen or contact forms and you want to avoid per-submission fees. Tally's free tier supports unlimited submissions, so you can white-label on the Pro plan ($29/mo) without per-response charges.
You're building SMB service retainers that include form infrastructure (surveys, intake forms, application forms). The free tier lets you prototype client forms before upselling to a branded Pro plan.
You already use Notion or Google Sheets for client data workflows. Tally syncs form submissions directly to these tools via native integrations, eliminating manual data entry.
Your clients need conditional logic or calculated forms (e.g., pricing calculators, branching questionnaires). Tally's conditional logic and calculator blocks handle these without custom code.
You want to collect payments, signatures, or file uploads in a single form. Tally bundles all three in the free tier, so you don't need separate tools for each.
Skip If
5Your clients require HIPAA or SOC2 Type II compliance. The scraped content confirms GDPR compliance and encryption, but does not mention healthcare or advanced security certifications.
You need multi-tenant client reporting dashboards with agency-level analytics. Tally offers drop-off analytics on the Pro plan, but no evidence of agency-facing reporting or sub-account management.
Your clients demand full white-label branding including form builder UI. The Pro plan removes Tally branding and enables custom domains, but the form-building interface itself remains Tally-branded.
You need advanced payment processing features (subscription billing, invoicing, revenue recognition). Tally collects one-time payments via Stripe but does not handle recurring billing or invoicing workflows.
Your clients operate in regulated industries requiring data residency outside Europe. Tally is hosted in Europe; no option to select alternative data centers is mentioned.
Bottom Line
Tally is a document-style form builder that lets agencies create unlimited forms and submissions on the free tier, with conditional logic, payment collection, signatures, and file uploads built in. It integrates natively with Notion, Google Sheets, Airtable, and Zapier, making it useful for agencies building client-facing data collection workflows. The free tier removes pricing friction for small client projects, while the Pro plan ($29/mo) enables white-label hosting via custom domains. Best fit: marketing and digital agencies that bundle form-building into retainers for SMB clients or use forms as lead-gen infrastructure for their own service delivery.
Reality Check
Tally's free tier is unlimited but subject to fair usage guidelines, which are not publicly detailed. Agencies reselling to clients should clarify usage thresholds before committing to retainers. Payment processing requires Stripe integration, adding a dependency outside Tally's platform.
Low effort: self-service setup with guided onboarding
Academy for Tally
Work through it in order: the course for this service first, then the modules behind it.
Course for this service
Tally Agency Implementation, White-Label Forms & Retainer Delivery
Learn how to build and deploy branded intake forms, lead-gen forms, and scoring questionnaires as recurring client services using Tally's document-style builder and custom domain hosting. This course covers form architecture for different client verticals, conditional logic setup for personalized experiences, integration workflows to automate data routing, and pricing strategies for form-building retainers.
Open the courseNo Academy modules are published for this service yet. Browse the full Academy
Core concepts
The mental model you need to price and scope the work.
- Tally Free-Tier Margin MapConcept
Tally's free plan carries unlimited forms and submissions, so an agency can build a client's intake, booking, and contact forms at zero vendor cost and bill the build as a fixed setup fee. The margin math changes the moment the client asks for a custom domain or removal of Tally branding: that is Pro at $29/mo, or $24/mo billed annually, and it should be passed through inside the retainer rather than absorbed. A salon client on a $299/mo Forms Starter retainer needs three branded forms and a Google Sheets sync, which the free tier covers. The same client asking for a domain-hosted booking page moves to Pro, and the agency either adds $29/mo to the retainer or folds it into a higher tier. Business at $89/mo, or $74/mo annual, only enters the picture when a client needs data retention controls or verified submissions, which is rare for SMB intake work.
- Portal Depth LadderConcept
Portal Depth Ladder ranks client portals by how much operational history they hold, not by feature count. Rung one is file exchange. Rung two adds approvals and threaded decisions. Rung three holds billing, scope history, and request queues. Each rung raises the cost of leaving, because a departing client forfeits context rather than a login. For agencies, depth is the retention asset: a portal that only stores deliverables is replaceable by a shared drive, while one holding eighteen months of approved scope makes the relationship expensive to unwind. The tradeoff is real. Deep portals concentrate client data inside one vendor, so agencies running bundled suites such as SuiteDash or Assembly inherit lock-in alongside stickiness, while lighter tools like SuperOkay or Clinked keep exit cheap and integration work high. Pick the rung your retainer economics can defend, then staff the migration path before renewal season arrives.
- Portal Surface Area TradeoffConcept
Portal Surface Area Tradeoff holds that every capability you push into a client portal (files, approvals, billing, chat, scheduling, deal rooms) widens the surface you must maintain, secure, and support, and that surface grows faster than the headcount serving it. Agencies feel this when a retainer client asks for one more tab and the answer requires a new integration, a new permission model, and a new onboarding doc. Bundled platforms absorb that cost: SuiteDash-style systems ship CRM, invoicing, and portals in one stack, while Assembly and ClientVenue bundle contracts and reporting into a single branded workspace. Standalone tools such as Clinked or SuperOkay stay narrow but push integration work back onto your delivery team. The framework asks one question before adding a feature: does this reduce client email volume enough to justify the permanent maintenance load it creates?
Decision and risk
How to judge the fit, and the ways it goes wrong.
- Tally Rule: Adopt When Forms Are Delivery Infrastructure, Not a Portal ReplacementEvaluation Rule
Adopt Tally as the form and data-collection layer inside existing retainers, and only upgrade to Pro when a client's brand requires a custom domain or Tally branding must be removed.
- Client Portal Rule: Match Portal Architecture to Billing Model, Not Feature CountEvaluation Rule
Choose a bundled portal when your delivery and billing workflow is already standardized, and choose a standalone portal when your stack is heterogeneous and integration cost is the price of flexibility.
- Tally: Buy vs Skip (Agency Client Intake and Data Collection)Decision Framework
IF your agency needs branded client intake, lead-gen, or survey forms and can live with Tally's free tier (unlimited forms and submissions) or the Pro plan at $29/mo ($24/mo annual) for custom domains and removal of Tally branding, THEN Tally is a low-friction fit for delivery workflows. IF you require a full white-label client portal with file sharing, approvals, and project tracking, THEN Tally is the wrong category and you should defer to a portal platform like Clinked or Assembly.
- The Tally Free-Tier Trap: Why Agencies Fail With Tally on Unbounded Client SubmissionsFailure Pattern
- The Ghost Portal Trap: Why Client Portals Stall After OnboardingFailure Pattern
Delivery system
Blueprints and procedures for running it as a service.
- Tally Client Intake Portal Sprint (5-7 days)Implementation Blueprint
Agencies build a branded Tally intake and lead-capture portal for a single client, wiring conditional logic, file uploads, payment collection, and Google Sheets or Notion sync into one managed retainer deliverable.
- Tally Client Intake Form Build and Handoff (Onboarding)Operating Procedure
- Portal Access Provisioning and Client Onboarding (Onboarding)Operating Procedure
- Portal Adoption Rescue Sequence (Retention)Operating Procedure
13 modules selected for Tally
Real User Results
What agencies say about Tally
“No brainer”
No brainer. As easy as Typeform but only a fraction of the price. I'm not switching back ever. One thing I'd like is the ability to export a specific submission as a .csv rather than the entire thing. I know it's a bit weird but it would fit one of my use cases.
Read on Trustpilot“Felt like I was overpaying”
Felt like I was overpaying on Typeform so I went to find an alternative. So glad I found this. It's sooo easy to use but also very flexible. Had to take the pro plan so that I can host on my domain.
Read on Trustpilot“This is by far my favorite”
This is by far my favorite form builder. It's powerful but still easy and cheap. Honestly I don't get the bad ratings other people gave. Been using it for years.
Read on TrustpilotFrequently Asked Questions
Answers about pricing, setup, implementation, and more
Tally is a form builder that works like a text document: you type questions and insert blocks for contact info, payments, signatures, files, and conditional logic. Forms sync submissions to Notion, Google Sheets, Airtable, Slack, and 1000+ apps via Zapier. Agencies use it to build branded client intake forms, lead-gen forms, and surveys without coding.
Tally lists 3 plans; the paid ones run from $29 a month (Pro) to $89 a month (Business). The typical margin on reselling Tally is 65% of the fee, after the platform and labor at $75 an hour.
Partial white-label: the Pro plan ($29/mo) removes Tally branding from forms and enables custom domain hosting, so clients see their own branded forms. However, the form-builder interface itself remains Tally-branded if clients need to edit forms directly. For agency-only white-label (client-facing forms only), the Pro plan is sufficient.
Yes. Tally has native integrations with Notion and Google Sheets, so form submissions sync automatically to these tools. It also integrates natively with Airtable, Slack, Coda, Google Analytics, and Meta Pixel. For other apps, use Zapier or Make.
Initial form creation takes 5-15 minutes using Tally's document-style interface. Integration setup (connecting to Notion, Google Sheets, or Zapier) adds 5-10 minutes per integration. Total time to launch a branded client form is typically 15-30 minutes once the agency account is configured.
Marketing agencies building lead-gen forms for clients, digital agencies creating client intake or application forms, SMB service businesses (consultants, coaches, agencies) collecting customer data, and e-commerce stores running surveys or checkout forms. Best for clients under $5M revenue who need simple, branded data collection without enterprise form platforms.
Tally is GDPR compliant, hosted in Europe, does not use cookie tracking, and encrypts all form data in transit and at rest. The Business plan ($89/mo) adds data retention controls so agencies can set automatic deletion policies for client data.
Yes. The Pro plan ($29/mo) includes collaboration with unlimited team members, so clients can edit their own forms. However, if clients need to edit forms, they will see the Tally interface; only the published form itself is white-labeled on custom domains.