Typeform

Typeform is a form and survey builder aimed at marketing, research, hiring and customer teams who want questionnaires that adapt to each respondent instead of showing everyone the same list of fields. The company's home page puts it as "AI forms & automation": the form builder is the core, and around it sit workflow and research products. The About page says Typeform was founded in 2012, is now a remote-first company with an international team of over 250 employees, and helps "over 150,000 businesses" collect data with forms, surveys and quizzes.

What you build and how

The home page splits the platform into three jobs. "ASK" is Intelligent Forms, forms that adapt to every respondent and then analyze the data for insights. "ACT" is Growth Flow, which converts and keeps customers with "automated AI segmentation and follow-ups". "LEARN" is Research Flow, for "AI-moderated studies and automated reports". Both flow products carry a New label. A fourth item, Contacts & Automations, is described as automated workflows to grow your business.

The form builder itself is where most people start. The tools menu names a form builder, survey maker, quiz maker, test maker, poll builder, application form builder, landing page builder, NPS form builder, registration form builder and short form builder. The home page says Typeform AI builds forms "at the drop of a prompt", and the pricing page lists AI-powered form creation on every paid plan.

Logic is the main mechanic. You add logic to connect, skip and rearrange questions, so a respondent only sees what applies to them. Recall pulls data from previous answers, variables, hidden fields, scores and prices into later questions. Custom variables keep track of numeric or text values, and hidden fields carry data you already hold into the form. A form can have multiple endings, shown to different respondents based on your logic, which can trigger order summaries, thank you notes or feedback requests. For scored content, the pricing page says you can "use logic to calculate quiz scores and create outcome quizzes". A signature question lets people sign and send agreements inline, payment questions accept payment via Stripe, and file upload questions take attachments. Forms can be translated so respondents answer in their own language, reCAPTCHA blocks bots, and duplicate responses can be prevented. A feature called Clarify with AI asks AI-generated follow-up questions to draw out more detailed answers.

Video is the other distinctive piece. A dedicated page describes interactive video forms: you can add video questions or enable video answers using built-in options in the form builder, with no coding. The process, as the page puts it, mainly involves selecting the video block and uploading or recording content. The page names video testimonials, detailed customer stories and in-depth feedback as the uses where tone and emotion matter most. Saving videos to Drive or Slack can be automated with Zapier, which the page calls optional.

Design control covers premium themes from a designer-made gallery, your logo on every screen, custom link previews for social and messaging apps, removing the Typeform footer, a brand kit of logos, images and media, custom fonts, a custom form ID in the URL, a custom subdomain and a custom email domain. Connecting a custom domain to your account is marked Enterprise only.

Publishing is web-first. You embed a form on your website, in an email and more, and set launch options so an embed opens after a delay, on scroll or on page exit. Forms can close after a response is submitted or redirect to a URL. Templates are organized by use: the footer names a trivia quiz, interactive story, job application form, event registration form and NPS survey among the popular ones, with categories for lead gen forms and quizzes, registration, customer success, file upload, application, event and educational forms.

Automation and analysis sit after the form. Email notifications, follow-up emails to respondents, automated lead scoring and routing, and data enrichment are listed on the pricing page. Results can be downloaded as XLSX or CSV, and analytics show views, starts, submissions, completion rate, time to complete and question drop-off. Smart Insights offers AI-powered analysis and reports. Research Flow recruits and screens participants from a built-in panel, runs moderated and unmoderated video research, and transcribes and tags it; the home page says it uses 400+ targeting criteria.

Integrations are a large part of the pitch. The pricing page lists more than 500 services through Zapier, plus direct connections to Airtable, Google Sheets, HubSpot, Pipedrive, Mailchimp, Slack, Calendly, Salesforce, Google Analytics, Google Tag Manager and Meta Pixel. The integrations directory adds Klaviyo, Excel Online, Intercom, Microsoft Teams, monday.com, Notion and ActiveCampaign. Developers get Typeform's APIs to create, update and delete forms, themes and images, block references for code, and webhooks that send responses to any URL. Typeform MCP, labeled New, is described as a way to use Typeform from your AI tools.

The evidence from the pages

The pricing page publishes plans in USD. The plan cards show Basic at 39 USD a month billed monthly or 28 USD a month billed yearly, with 100 responses a month and 1 user. Plus is 79 USD or 56 USD, with 1,000 responses and 3 users. Business is 129 USD or 91 USD, with 10,000 responses, 5 users, drop-off rates, conversion tracking and live chat. Growth Flow is 379 USD a month after a 14-day free trial (266 USD on yearly billing), credit card required, with 10,000 responses, 5 users, 1,500 enriched responses a month and a Salesforce integration. A Talent plan for HR teams costs 169 USD a month or 119 USD on yearly billing, with 3,000 responses and 3 users. The comparison table further down the same page prints lower monthly figures for Basic, Plus and Business, so the checkout price is the one to trust. Response limits reset monthly; the maximum with add-ons is 750 on Basic, 2,500 on Plus and 50,000 on Business.

A free plan exists. The About page says it lets you create unlimited forms, access 3,000+ templates and start getting responses, and the FAQ describes it as basic features with a limited number of responses per month. The Contacts & Automations add-on costs 25 USD a month for 2,400 actions (not on Free or Basic) or 75 USD a month for 12,000 actions, and holds up to 25,000 contacts.

On security, the pricing page says GDPR compliance is built in and 2FA is available. SSO through Okta, OneLogin, Azure, PingFederate or other SAML, OAuth or OpenID providers, HIPAA compliance and a choice of US or EU data center are Enterprise only. The FAQ says data sits in AWS, is encrypted in transit with TLS 1.2 and at rest with AES 256-bit keys. Support runs by email on all plans, with live chat and priority support higher up and a dedicated manager on Enterprise.

The site claims "over 48 million responses collected monthly" and that it is trusted by 95% of the Fortune 500. Customer stories credit Viva with cutting time to hire by 75% and SmartBug Media with 40% more sales leads from one form. A quote from Barry's reads "We just hosted a virtual event for 60,000 people using Typeform for the bookings."

Who it suits and who it does not

Typeform suits a marketer who needs a quiz or lead-gen form that feels like a conversation, a recruiter collecting applications with video answers, a research team running AI-moderated interviews, or an operations person who wants answers pushed into Airtable, Slack or Salesforce without code. Logic, recall and multiple endings let one form serve several audiences.

It is less of a fit for someone who needs an internal app or a full website: it collects and routes answers rather than serving as an app's database. Pricing is per plan with a fixed number of seats and responses, so a high-volume survey can push you up a tier quickly, and custom domains, SSO and HIPAA sit on Enterprise. The Growth Flow and Research Flow products are labeled New, so expect them to keep changing.