How Tally created a form builder for people who care about design

Tally, founded by Marie Martens and Filip Minev, has grown to over a million users by treating forms as a design problem worth solving properly. Built from Belgium, the form builder offers easy yet detailed visual customisation and even custom CSS, giving designers and studios full control over how their forms look and feel. Martens and Minev started the company in 2020 after the pandemic forced them to abandon their previous venture, a platform connecting hotels with travel influencers. Five years on, they’ve reached $5M in annual revenue without outside investment, kept the team deliberately small and built a product used by creatives for everything from project intake to client feedback. In this conversation, the co-founders discuss their design philosophy, why staying small is a competitive advantage, and what it takes to build a tool that is genuinely useful to designers. TBI: Hi Marie and Filip. As huge admirers and daily users of Tally, it’s great to be speaking to you! How are things? MM: Things are really good, thank you! We’re in a busy but exciting phase. The team has grown to 10 people now, which still feels surreal compared to where we started. We’re focused on improving Tally every day and making sure everything we ship is something we’re genuinely proud of. It’s a good phase to be in.