Reform

What Reform is

Reform is a form builder aimed at one job, lead generation. Its home page calls it "the only conversion-focused form builder to help you maximize lead quality and quantity," and the headline promises "conversion optimized forms" that bring in more qualified leads. The reader it is written for is a marketer, a growth or demand team, or a founder who needs a clean form on a landing page and wants to know how it performs. The site credits FunnelEnvy, a revenue funnel optimization company, in its footer, and says Reform is "trusted by thousands of marketers." It does not state a headquarters location.

What you build and how

Reform builds lead-capture forms, contact forms, and survey-style questionnaires. You start from "easy-to-use, conversion-focused templates" or from a blank form, and the product's footer points to a no-code customization layer, a library of templates, and a "Done for You Forms" service for teams that would rather hand the job off.

The design argument is on the page: the more questions you ask, the more you learn, but longer forms have lower completion rates. Reform's answer is to keep collecting what people enter even when they leave before the end. The footer lists Abandoned Submissions and a Finish Later option for the same reason, so a half-finished form is still a lead you can follow up on. The Pro plan description adds that respondents can save drafts and that you can see incomplete responses.

Logic and structure are covered. The Basic plan lists conditional logic. The company's comparison page also says Reform supports multi-page forms, and that it can qualify and segment leads on customizable rules so that only high-quality leads move forward. It adds that Reform supports basic workflow automation, and that more complex routing may need extra setup. It is open about that trade-off, which helps if you are weighing it against a heavier workflow tool.

Testing and measurement are built in rather than bolted on. The home page has an "Experimentation" section with 2 parts. Real-time Analytics gives "instant feedback on how users interact with your forms, allowing for rapid iteration and improvement." A/B Testing lets you analyze the data you need to make informed decisions and keep improving form performance. For a team that lives in conversion rates, those sections are the core of the product.

Integrations are where Reform spends its explanation. The home page shows HubSpot, Salesforce, and Marketo, and describes CRM and marketing automation connections with custom mapping and duplicate handling. The pitch is that your CRM is the source of truth, so getting leads into it reliably matters more than the form builder your CRM ships. A separate Webhooks & APIs block covers apps, internal tools, and platforms without a native integration. The comparison page adds built-in real-time lead enrichment, advanced spam protection, and 1-click integrations. The Basic plan names Notion, Google Sheets, Zapier, and ConvertKit among its basic integrations, and the Pro plan adds "pro integrations."

Embedding is flexible. The home page lists "traditional iframes to modern web component and headless integrations," so a form can sit inside a marketing site or an app. The Basic plan includes headless forms, custom thank-you pages and redirects, and the option to hide Reform branding. The Pro plan adds custom CSS and JavaScript, and the footer lists Custom CSS & Code as a feature. Accessibility is listed as a feature too, under the heading Accessible Forms.

Payments and files appear in the comparison text. It says Reform integrates with payment processors so you can collect payments through forms, and the Pro plan lists file uploads. The site also notes data encryption and GDPR compliance on the same comparison page, and the footer links to Data Privacy Framework and Security and Compliance pages.

Evidence from the pages

Pricing is published on the comparison page. The Basic plan is $15 a month. It lists unlimited responses, conditional logic, hiding Reform branding on forms, email support, custom thank-you pages and redirects, headless forms, and basic integrations (Notion, Google Sheets, Zapier, ConvertKit, and others). The Pro plan is $35 a month and includes everything in Basic plus team access, file uploads, the option for respondents to save drafts, visibility into incomplete responses, custom CSS and JavaScript, and pro integrations.

There is also a free plan. The home page says "Free Plan: no credit card required" and "Unlimited responses on every plan." The site shows no response cap on any tier, and it does not give the free plan's other limits. We do not state those.

The home page carries a run of testimonials from people it names. Justin Jackson, co-founder of Transistor.fm, wrote "I've already switched some things from Typeform to Reform." Derrick Reimer, founder of SavvyCal, wrote "Reform is what Typeform should have been: clean, native-feeling forms that are quick and easy to spin up." Christian Randløv Schmidt, CTO of reel.energy, called it a "super clean product and great support." Andrew Warner of Mixergy said the company constantly sends emails with new additions, each based on real customer requests. These are the company's chosen quotes, so read them as the vendor's own selection.

Support on Basic is by email. The home page invites visitors to find out whether Reform is a good fit in 15 minutes, and the footer links to documentation, a blog, and a playbook. It also lists side-by-side comparison pages for Typeform, Cognito Forms, Heyflow, and Formstack.

Who it suits and who it does not

Reform suits a team where form completion and lead quality map straight to pipeline. A growth marketer running paid traffic to a landing page, a SaaS company routing demo requests into HubSpot or Salesforce, or a founder who wants a form that looks native without writing code will find the feature set aimed squarely at them. The unlimited responses on every tier, and a flat $15 or $35 a month on the published plans, make the cost easy to predict.

It is narrower than a general form tool. Reform's own comparison page says that complex routing may need additional setup, and the product is positioned around lead generation, not around research surveys or internal approval flows. The comparison page also says Reform's multi-page experience may not be as user-friendly as the native multi-step approach it credits to Cognito Forms. Nothing on the site mentions self-hosting or code export, so a team that needs to run its own infrastructure should ask. And if you need many seats on the cheapest tier, note that team access starts on Pro.