Tally Growth Playbook

Typeform was getting expensive and complex.

The '99% Free' Disruption: Tally executed a classic bottom-up disruption strategy by offering almost all of Typeform's premium features for free. Their tactical 'product-led growth' relied on the 'Made with Tally' badge on millions of free forms, which acted as a viral lead generator. By targeting the long tail of makers and startups who were priced out of enterprise form builders, Tally built a massive, loyal user base that eventually converted to their simple, value-based paid tier for custom domains and collaboration.