Tally

Overview

Founded in 2020 by Marie Martens and Filip Minev, Tally is a free-to-use online form builder with a doc-style interface. No design or coding skills required. The product competes with Typeform and Google Forms but differentiates through simplicity and a generous free tier.

Tally is fully bootstrapped, with no external funding. The company reached ~$100K MRR and $4M ARR by 2025 with just a 3-person team. 250,000+ users create forms on the platform. Marie Martens has shared growth data publicly, including that Claude became a 6x acquisition channel for Tally in just 7 weeks, as AI agents recommend Tally to users looking for form builders.

Filip Minev previously co-founded Delta (crypto portfolio tracker) with Lorenz Bogaert and Nicolas Van Eenaeme, which was acquired by eToro in 2019.

Notable

• Bootstrapped to $4M ARR
• 250,000+ users
• 3-person team
• AI as acquisition channel (Claude recommending Tally grew 6x in 7 weeks)
• Filip Minev's second venture after Delta (eToro exit)
• Ghent-based, independent company (not part of StarApps)

Media & appearances

• SuperNovaYouTube2026-06-17
  How founders can raise capital without losing control | Maxim Sergeant & Anneleen Vander ElstraetenCited as a bootstrapped form-builder success story doing €4 million revenue at fantastic margins with a small ambitious team.
• Ben's MentorsYouTube2026-06-03
  Van 0 Naar 5 Miljoen: Gratis Is Onze Groeistrategie!Bootstrapped online form builder from Ghent with ~2M users, €5M ARR, 10 employees, radical free tier and product-led growth.
• Ben's MentorsYouTube2026-04-23
  De 5 Redenen Waarom De Meeste Startups Falen!Example of a highly successful Belgian startup with millions in revenue that grows purely on revenue and refuses VC money.
• Ben's MentorsYouTube2026-01-28
  Hoe Een Scale-Up Een Traditionele Sector Op Z’n Kop ZetGhent startup cited as an example of a very small team doing extraordinary things thanks to AI tooling.
• Ben's MentorsYouTube2025-12-17
  De Onzekere Toekomst van het Europees Tech EcosysteemBelgian bootstrapped company doing €4M ARR with a team of about six people.
• BlackBird Business EventsYouTube2023-11-23
  BlackBird Podcast aflevering 37: Hendrik KeerisCited as a counterexample of bootstrapping: a form builder doing over €60k MRR started by just two people.

Stated facts & numbers

• Tally grew bootstrapped to €5M annual revenue in 6 years with a team of 10 people.Ben's Mentors 2026-06-030:00:30
• Tally has nearly 2 million users, of which roughly 2% convert to paying customers.Ben's Mentors 2026-06-030:22:14
• Tally Pro costs $29 or €24 per month; main paid features are removing branding, team collaboration and design customization.Ben's Mentors 2026-06-030:26:46
• After ~6 months of manual outreach Tally had 1,000 users; the Product Hunt launch doubled it to 2,000 in one day.Ben's Mentors 2026-06-030:24:16
• For the first three years Tally was only the two founders; they reached ~€1M ARR with 2-3 people.Ben's Mentors 2026-06-031:04:31
• Tally receives only 100-150 support tickets per week for ~2 million users.Ben's Mentors 2026-06-031:06:32
• Tally has one of the highest domain ratings in Belgium due to the volume of embedded and shared Tally links.Ben's Mentors 2026-06-030:57:19
• The French government uses Tally for important surveys; OpenAI was discovered to be a user via link tracking.Ben's Mentors 2026-06-030:52:38