Tally (Forms and surveys)
Created by: Marie Martens and Filip Minev

Tally prices on a structural promise (free forever, unlimited) and lets the brand-removal pain handle the upgrade.

TL;DR: Tally's pricing page is a single structural promise (free forever, unlimited forms, unlimited submissions) plus a paid tier that removes the Tally brand and unlocks logic. The free tier is not a trial; it IS the offer. The lesson for indie founders: when the incumbent monetizes per-submission, leading with unlimited becomes the entire pricing strategy.

What they sell: A forms and surveys product that competes against Typeform on price model.
Who it's for: Creators, indie founders, small teams who refuse per-submission paywalls.
Pricing model: Freemium with structural anchor on free tier
Payment frequency: Monthly subscription with annual discount available
Free trial behavior: No trial because the free tier IS production-grade for most use cases.
Number of tiers: 3

Anchor pattern: Free as anchor
The free tier is the page's center of gravity. Pro and Business exist for buyers who self-select into the upgrade. The anchor strategy is inverted from typical SaaS: instead of pricing the highest tier first to make the middle tier look reasonable, Tally prices the floor first and lets the paid tiers feel optional rather than necessary.

Upgrade trigger: Brand removal at marketing-surface deployment
The free tier includes a small Tally attribution. The upgrade trigger fires when the founder is ready to publish a form on their public marketing site without third-party branding. This is a behaviorally-aligned trigger: willingness-to-pay spikes precisely when the founder wants to look professional, not before.

What's working:
Free-forever-unlimited compresses the entire pricing strategy into one promise readers retain after closing the tab.|Brand removal as upgrade trigger aligns the charge to the moment the buyer's willingness-to-pay structurally rises.|Tier names (Free, Pro, Business) are category-conventional, which removes friction in evaluation.|Annual discount captures the small percentage of buyers ready to commit yearly without forcing the choice on monthly buyers.|Pricing page lists what each tier includes positively, not what is missing — avoids the loss-aversion trap.

What to adapt:
Pick one structural pricing promise the incumbent cannot match without breaking their model. Then lead with it.|Place the upgrade trigger at the moment willingness-to-pay structurally spikes, not at an arbitrary feature count.|Use category-conventional tier names. Cute names (Sapling, Sprout, Tree) add friction; Free, Pro, Business does not.

What to avoid:
Do not lead with free-forever-unlimited if your marginal cost per user is meaningfully positive. The model only works when free users cost you near zero.|Do not assume the brand-removal trigger works for non-public outputs. If your buyer does not publish your tool's output, the upgrade never fires.

Brunson lens:
Stack: Inverted stack — value is concentrated on the free tier, paid tiers are usage extensions.
Value ladder: Two-rung ladder: free (lead) plus paid (subscription core). No high-ticket back-end.
Decoy/anchor: Free-as-anchor — the page's price gravity is the floor, not the ceiling.
Payment mechanics: Monthly subscription with optional annual discount; no usage metering.

Pricing last verified: 2026-05-17