Behind the Site

Tally

tally.so

A free, Notion-style online form builder founded in Belgium, bootstrapped by two co-founders.

No-code / productivity SaaS › Online form and survey builderactiveResearched 2026-09-24

Age6 years2,3,6Founded 2020Confirmed
Based inGhent, Belgium6,7Confirmed
Employees11-504,7Company's own blog stated a team of 10 and later 11 people as of 2025; LinkedIn company page shows a smaller '2-10' size band which appears outdated relative to the company's own statementsLikely
FundingSelf-funded1,4,6,7Confirmed
PlatformsWeb, API2,7Likely
FoundersMarie Martens, Filip Minev3,5,6Co-Founder · Co-FounderConfirmed

Summary

Tally is an online form builder that lets users create forms, surveys, quizzes and payment forms by typing text into a document-like editor rather than using a traditional drag-and-drop interface. It was founded in Belgium in 2020 by Marie Martens and Filip Minev after they pivoted away from an earlier startup, Hotspot, a platform connecting hotels with travel influencers, when the COVID-19 pandemic collapsed that business. The company has remained fully bootstrapped and customer-funded, growing from a two-person team to roughly 10-11 people and reporting around $100,000 in monthly recurring revenue by March 2024 and about $5 million in annual revenue by 2026. Tally is headquartered in Ghent, Belgium, and continues to operate as a small, independent, web-based SaaS product with no outside investment.

20203,6

Before

Hotspot, a platform for travel influencers to trade marketing exposure for perks with hotels

After

Tally, a free no-code online form builder

Timeline

  1. 2020

    founded Tally founded3,6

    Marie Martens and Filip Minev pivot from their previous startup Hotspot after the COVID-19 pandemic collapsed its business, and start building Tally

  2. 2020-09

    launch Beta release3

    Beta version of Tally released, described as a form builder that works like a text document

  3. 2021-07

    milestone AMA on Indie Hackers2

    Co-founder Marie Martens describes bootstrapping the product to $30k ARR with a two-person team about one year after co-founding

  4. 2021

    milestone $8.5K MRR5

    Tally closed 2021 at $8.5K MRR with more than 1 million form submissions captured that year

  5. 2024-03

    milestone $100K MRR reached1

    Marie Martens reports Tally crossed $100,000 in monthly recurring revenue, up from $1K MRR in March 2021

  6. 2024-09-19

    launch Tally 2.0 launched on Product Hunt8

    Tally launched a redesigned Tally 2.0 on Product Hunt, becoming Product of the Month and gaining coverage in The Verge's Installer newsletter

Founders

  • Marie Martens3,5,6

    Co-Founder

    Marketing background; previously co-founded Hotspot, a platform connecting hotels with travel influencers, before pivoting to Tally in 2020

    blog.tally.solinkedin.com

  • Filip Minev3,5,6

    Co-Founder

    Developer; co-founded Hotspot with Marie Martens before pivoting to build Tally in 2020

Domains

DomainRoleFirst seen
tally.so2Primary product domain since public beta launchmain2020

Sources

  1. From Failure to $100K/Month in 5 Yearsgoodreads.com
  2. Meet Tally, the simplest way to create formsblog.tally.so
  3. How a NoCode form builder reached $8500 MRR in a crowded market | Tallylistenupih.com
  4. Marie Martens - Tally's blogblog.tally.so
  5. How a NoCode form builder reached $8500 MRR in a crowded market | Tallylistenupih.com
  6. How Tally created a form builder for people who care about designthe-brandidentity.com
  7. Tally | LinkedInbe.linkedin.com
  8. Becoming #1 Product of the Month: our Product Hunt launch resultsblog.tally.so
  9. About Tally: Meet the Team Behind the Form Buildertally.so
  10. I co-founded Tally ... AMA! - Indie Hackersindiehackers.com
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