Funnel teardown: Tally (Forms and surveys)
Founder(s): Marie Martens and Filip Minev

Tally turns the freemium ceiling into the headline. The funnel is the price line.

TL;DR: Tally's funnel leads with a single, unconditional promise: free forever, unlimited forms, unlimited submissions. That price line IS the hook, the story, and most of the offer. The lesson for indie founders: when your category is crowded, one specific structural promise on the hero converts better than a feature list.

What they sell: A free-tier-first forms and surveys product, with a paid Pro tier for white-label, file uploads, and advanced logic.
Who it's for: Creators, indie founders, and small teams who want a Typeform-quality form without a per-response paywall.
Pricing: Free tier with unlimited forms and submissions. Pro tier sits in the low-double-digits per month range (verified 2026-05-17).

Hook pattern: Structural promise as hero
The hero communicates one structural difference from the dominant incumbent (Typeform) and lets that difference do the heavy lifting. There is no metaphor and no founder narrative on the first scroll. The implicit argument is: if you already know the category, you know what 'unlimited' is worth, and you do not need more copy.

Story pattern: Show, do not tell
Story is told through live form examples and the in-product trial flow, not through a written narrative. The reader is funnelled into building a form within two clicks of the homepage. The proof is the build experience itself, which removes any need to claim ease of use in copy.

Offer pattern: Price ladder where the floor is the offer
The free tier is not a trial. It is the offer. The paid tier is a small upsell for users who already shipped a form and discovered which Pro feature they want. This inverts the standard SaaS funnel: instead of leading with a paid plan and discounting, Tally leads with the free plan and lets usage expose the paid tier's value.

What's working:
One price line replaces an entire features section above the fold.|Category-anchor positioning (against Typeform) makes the differentiator legible to a cold reader in one second.|The free tier carries no submission cap, which is the single objection most indie founders have to other form tools.|Product-led growth: the form-build flow is the demo, the demo is the trial, and the trial is the signup.|Public template gallery doubles as long-tail SEO and as social proof for use cases.

What to adapt:
Lead the hero with the one structural promise that beats your category leader. Not three. Not a list. One.|If your product is a tool, make the demo BE the homepage. Do not gate the experience behind a video.|Use the free tier to remove the specific objection your competitors charge for. Not a generic free tier.

What to avoid:
Do not copy the no-narrative approach if your product is not in a category the reader already understands. You need a story when the category is unfamiliar.|Do not lead with free if your unit economics cannot support it. Tally has venture funding and a long horizon.

Brunson lens:
Hook: Category anchor plus a single structural promise (free forever, unlimited).
Story: Product-as-demo: the homepage IS the trial, so the story is experienced rather than read.
Offer: Inverted price ladder: the floor (free) is the offer; paid is a usage-driven upsell.
Value ladder tier: Front-end lead funnel (free tier as bait, paid tier as the next rung).