Marie Martens

Tally is based in Belgium/EU.

Tally is the simplest way to create forms, for free. We launched in 2020 and we’re a small, independent team based in Europe.

As a Belgium-based (EU) company, we fully comply with

Marie Martens is operating and growing.

Five years in, a team of 11, and still fully bootstrapped.

We grew from 10 to 11. We're still small by design, and we're in no rush to change that.

it meant an impossible price jump for us with over a million users

Powering 500,000+ teams

Marie Martens has a team of 11, up from 10.

Five years in, a team of 11, and still fully bootstrapped.

We grew from 10 to 11. We're still small by design, and we're in no rush to change that.

it meant an impossible price jump for us with over a million users

Powering 500,000+ teams

Marie Martens is five years in.

Five years in, a team of 11, and still fully bootstrapped.

We grew from 10 to 11. We're still small by design, and we're in no rush to change that.

it meant an impossible price jump for us with over a million users

Powering 500,000+ teams

Marie Martens has over a million users and over 500,000 teams.

Five years in, a team of 11, and still fully bootstrapped.

We grew from 10 to 11. We're still small by design, and we're in no rush to change that.

it meant an impossible price jump for us with over a million users

Powering 500,000+ teams

Marie Martens's business model is freemium with a genuinely generous free tier that provides unlimited forms and submissions for free and includes a 'Made with Tally' badge.

Tally is free to use with our branding enabled. People fill out a Tally form, see the badge, sign up. 2% of those users sign up for Tally Pro, which is how we grow.

Tally gives you unlimited forms and submissions, completely free, as long as you stay within our

Upgrade to access advanced features designed for growing teams and creators.

$24

$74

per month

2 months off

2% of badge-sourced signups convert to paid.

Tally is free to use with our branding enabled. People fill out a Tally form, see the badge, sign up. 2% of those users sign up for Tally Pro, which is how we grow.

Tally gives you unlimited forms and submissions, completely free, as long as you stay within our

Upgrade to access advanced features designed for growing teams and creators.

$24

$74

per month

2 months off

Marie Martens crossed $5M in annual recurring revenue (ARR)

just crossed $5M ARR

April 2026

$422K

Here we are 📍

January 2026

$358K

AI-powered search is now Tally's single biggest acquisition channel.

What has changed, since last year, is that this viral loop is no longer our biggest acquisition channel.

AI-powered search is.

ChatGPT, Claude, Gemini, and AI Overviews continue to grow as referral sources.

This graphs comes from our onboarding survey, where more and more users are telling us they found Tally through AI. Where our referrals used to come mostly from ChatGPT, Gemini and especially Claude is growing fast in the past months.

ChatGPT, Claude, Gemini and AI Overviews are all growing as referral sources for Tally.

What has changed, since last year, is that this viral loop is no longer our biggest acquisition channel.

AI-powered search is.

ChatGPT, Claude, Gemini, and AI Overviews continue to grow as referral sources.

This graphs comes from our onboarding survey, where more and more users are telling us they found Tally through AI. Where our referrals used to come mostly from ChatGPT, Gemini and especially Claude is growing fast in the past months.

The original and still-compounding loop is the free tier's 'Made with Tally' badge plus word of mouth.

word of mouth and the "Made with Tally" badge.

It's the same loop

we've had since day one, and it keeps compounding.

Both of these channels, word of mouth and AI search, are powered by the same thing:

Happy users sharing the word, recommending us on Reddit, supporting us online, and now even organizing meetups.

Reviews come in organically, and we ask for them in our monthly newsletter and when closing a support ticket.

Tally AI sets up conditional logic, answer piping via mentions, and default answers.

Tally AI can now set up simple conditional logic, handle answer piping through mentions, and configure default answers. We’re not turning into an AI form builder, but the focus is on making the tedious parts of form building disappear, such as building logic and calculations, so you can focus on the questions that matter.

which lets you connect AI tools like Claude, ChatGPT, or Cursor directly to your Tally account to build forms and analyze submissions through conversation.

Marie Martens explicitly declined to become an AI form builder.

Tally AI can now set up simple conditional logic, handle answer piping through mentions, and configure default answers. We’re not turning into an AI form builder, but the focus is on making the tedious parts of form building disappear, such as building logic and calculations, so you can focus on the questions that matter.

which lets you connect AI tools like Claude, ChatGPT, or Cursor directly to your Tally account to build forms and analyze submissions through conversation.

Marie Martens explicitly did not hire against growth.

AI is changing what it means to be a small team.

Having a tiny team used to be a curiosity. Now it's becoming the standard. Headcount is no longer a proxy for capability. If anything, I believe solopreneurs and indie hackers are uniquely equipped to navigate and grow with the help of AI.

We never threw people at problems. We always tried to do more with less, and AI accelerates that. For us it means less time spent on writing code, copy, and docs, and more time on the things that make Tally stand out: deciding what (not) to build, holding a high bar for quality, and caring about the details.

Marie Martens uses AI to absorb code, copy and docs work.

AI is changing what it means to be a small team.

Having a tiny team used to be a curiosity. Now it's becoming the standard. Headcount is no longer a proxy for capability. If anything, I believe solopreneurs and indie hackers are uniquely equipped to navigate and grow with the help of AI.

We never threw people at problems. We always tried to do more with less, and AI accelerates that. For us it means less time spent on writing code, copy, and docs, and more time on the things that make Tally stand out: deciding what (not) to build, holding a high bar for quality, and caring about the details.

Marie Martens's team can spend time on judgement calls and quality instead.

AI is changing what it means to be a small team.

Having a tiny team used to be a curiosity. Now it's becoming the standard. Headcount is no longer a proxy for capability. If anything, I believe solopreneurs and indie hackers are uniquely equipped to navigate and grow with the help of AI.

We never threw people at problems. We always tried to do more with less, and AI accelerates that. For us it means less time spent on writing code, copy, and docs, and more time on the things that make Tally stand out: deciding what (not) to build, holding a high bar for quality, and caring about the details.

Marie Martens's stated position is that headcount is no longer a proxy for capability.

AI is changing what it means to be a small team.

Having a tiny team used to be a curiosity. Now it's becoming the standard. Headcount is no longer a proxy for capability. If anything, I believe solopreneurs and indie hackers are uniquely equipped to navigate and grow with the help of AI.

We never threw people at problems. We always tried to do more with less, and AI accelerates that. For us it means less time spent on writing code, copy, and docs, and more time on the things that make Tally stand out: deciding what (not) to build, holding a high bar for quality, and caring about the details.

Marie Martens optimised for product quality instead.

Instead of setting a revenue goal, we said we'd focus entirely on product quality. No revenue targets, but: make the product better, stay close to users, and trust that the rest would follow.

We ran our first quarterly NPS survey. Our score sits at 66, ideally we want it above 70 (which is an excellent NPS score).

Each session is an hour, capped at 40 people, and our goal is to ship at least one thing that was requested during Office Hours every month.

Every support ticket, every feedback button response, every review, every feature request. It all goes there. Everyone reads it, everyone has context.