Typeform
The gold standard for conversational forms and surveys
Overview
Typeform is one of the products that shaped the online forms today. The brand set out to "make the forms feel human" with a one-question-at-a-time approach. The brand is in a league of its own when it comes to form design. But this comes at a price. And in Typeform's case, it's a steep one.
In this review, we tested Typeform's latest features, analyzed user feedback across multiple platforms, researched the company's recent evolution, and compared it to alternatives. Here's what we found.
Ease of Use 5/5
Typeform's interface is remarkably intuitive. The form tool feels modern and clean, with a PowerPoint-like structure: questions on the left, editing in the middle, and settings on the right. Adding questions is straightforward, and the platform does an excellent job of keeping complexity hidden until you need it.
The AI features genuinely deliver. Unlike many tools where AI feels like a gimmick, Typeform AI creates surprisingly good forms from simple prompts. It suggests relevant questions in logical order with appropriate field types. The AI Follow-up Questions feature automatically detects vague responses and asks for clarification; however, this feature is only available on growth plans, which start at 199 USD per month.
The one-question-per-page format is a long-time standout characteristic of Typeform. To everyone's surprise, recent updates have added multi-question pages for more flexibility.
Navigation is smooth, and most features are where you'd expect them. The UI is not as clean anymore as the features stack up over time, but it is as clean as it could be. Typeform gets 5 out of 5 from us for ease of use.
Features 4.5/5
The Typeform name is rarely mentioned for form features. But Typeform is feature-rich, and the company continues to invest heavily in new capabilities. The recent product launches show a platform evolving beyond simple forms.
AI capabilities stand out, especially the AI follow-up questions. Advanced form features include conditional logic, calculations, hidden fields, video questions with captions, partial submit points (to capture data from incomplete forms), and knowledge quizzes. The platform handles 25+ field types, including ratings, file uploads, and payment collection through Stripe or PayPal.
Workflow automation has become a major focus. The Workflow Builder automates complex processes, and native integrations with HubSpot, Slack, and other tools through Zapier make data flow seamlessly.
Data analysis tools include real-time dashboards, drop-off analysis per question, automatic chart generation, and AI-powered insights. You can export data in multiple formats or sync directly to Google Sheets.
However, some features come with significant limitations. reCAPTCHA (basic bot protection) is only available on Growth plans starting at $199/month. Checking reviews, this has frustrated many users who face bot submissions on lower-tier plans. Custom fonts and custom domains require enterprise plans. Team collaboration features are limited unless you're on Business or higher tiers.
As we said at the start, Typeform is feature-rich. But these features are only available to the rich. It is virtually impossible not see an upgrade pop-up while using the platform.
Key Features
Lacking Features
Looks & Design 5/5
The forms are simply gorgeous. The conversational, one-question-at-a-time interface feels modern and engaging. Animations are smooth, transitions are polished, and the overall form aesthetic is matched only by a handful of form builders.
Typeform offers extensive customization options, themes, fonts, colors, backgrounds, and logos. Even on basic plans, you can create professional-looking forms that match your brand. The responsive design works flawlessly across devices.
If you care about making a strong first impression with your forms, Typeform is the pinnacle.
Customer Satisfaction 3.5/5
This is where things get complicated. Typeform's ratings vary significantly across platforms and time periods, and there's a clear divide between product satisfaction and company satisfaction. (1.4 on Trustpilot, 3.3 on Glassdoor)
Typeform has 4+ stars on some review platforms, like Capterra and G2, but a shocking 1.4 on Trustpilot. More telling is the trend: many users note the platform's Glassdoor rating dropped from nearly 5 stars to 3 stars in about a year, reflecting significant internal changes after 2024 (when Jay Choi was appointed as the new CEO).
What people like:
- Beautiful Design: Users consistently praise the form aesthetics and user experience. The conversational interface gets high marks for boosting completion rates.
- Ease of Use: Most reviewers find the platform intuitive and easy to learn, especially for creating simple forms.
- Professional Results: Users appreciate how Typeform makes their business look more professional and credible.
- Integration Capabilities: The platform's ability to connect with other tools is frequently mentioned as a strength.
What people don't like:
- Pricing Concerns: This is the most common complaint. Users describe the pricing as "excessive," "unreasonable," and "not worth the value." The free plan's 10-response limit makes it essentially unusable for anything beyond testing. Multiple users expressed frustration at discovering their form stopped collecting responses after hitting the limit during important events or launches.
- Feature Gatekeeping: The reCAPTCHA situation deserves special mention. Many users are frustrated that basic bot protection is locked behind $199/month Growth plans. One detailed G2 review called it "crippleware," noting that Typeform is the only major form builder that gatekeeps CAPTCHA. Users running paid ads report wasting money on bot-generated leads that can't be filtered out on lower-tier plans.
- Technical Issues: Some users report forms randomly deleting questions or responses, login difficulties, and glitchy embedding on websites. Performance degrades with complex forms.
- Customer Support: Getting help from a human is reportedly difficult, with users stuck in AI chatbot loops. Some describe support as dismissive, always blaming user error rather than acknowledging product issues.
Based on user reviews, Typeform gets a 3.5 out of 5 for satisfaction. The product itself is excellent, but pricing practices, feature gatekeeping, and customer support affect the overall experience.
Who doesn't love some corporate backstory? We found Typeform's recent changes intruging and we kept on reading. In November 2024, Joaquim Lechà stepped down from the CEO role. Joaquim, or Kim, worked his way up from the bottom to become CEO; he was a long-time employee, homegrown, if you will. He has been the CEO since 2018. In 2024, the company saw some changes; first, pricing-related changes, then the leadership changes. Jay Choi was appointed as the new CEO. After some digging, we learnt that he previously consulted for Typeform, increasing profits through pricing changes and the introduction of premium "Growth Plans" before officially joining as CEO. Like every change, this had an impact. Glassdoor reviews from current and former employees paint a picture: talk of "toxic culture," "culture of fear," constant leadership turnover, layoffs shortly after assurances that "everything was fine," and a shift from "people-first" to "profit-first" priorities. However, we are big believers in credit where it's due. It seems to us that the leadership change boosted the innovation and the product's capabilities. We find Typeform's story interesting, and hope this summary of recent changes sheds some light on the situation.
Typeform Pricing 3/5
Typeform's pricing is where the company loses significant points. It's expensive, really expensive. Especially when compared to competitors offering similar or better features at lower prices.
Typeform has a free plan; for testing-purposes only. Typeform's free plan allows only 10 responses per month. So, realistically speaking, it is not possible to use Typeform for free. And they are making this clear from the start. As soon as you land on Typeform's homepage, the "See plans" button meets you instead of the usual "Sign up for free" or "Get started".
The company introduced new plans for marketers and HR teams. Also, the contacts and workflows are available as add-ons, which start at +25 USD/month.
Free
- 10 responses per month
- 1 user
Basic
- 100 responses per month
- 1 user
- Unlimited forms
Plus
- 1,000 responses per month
- 3 users
- Remove branding
Business
- 10,000 responses per month
- 5 users
- Drop-off analysis
Growth Essentials
- 10,000+ responses per month
- 5 users
- Data enrichment for 300 responses
- reCAPTCHA
- Clarify with AI
Growth Pro
- 10,000+ responses per month
- 5 users
- Data enrichment for 1,500 responses
- Drop-off rates
- Google Tag Manager
Talent
- 5,000 responses per month
- 3 users
- ReCAPTCHA
- Clarify with AI
- Video Questions & Answers
Enterprise
- Tailored response limits and seats
- Single Sign-On (SSO)
- Custom domain
- HIPAA and GDPR compliance
- Changing data center location
- Two-factor authentication
Pros & Cons of Typeform
Pros
- • Genuinely beautiful form design and aesthetics
- • Conversational form interface
- • Powerful AI features
- • Extensive customization options
- • Large integration ecosystem
- • Strong brand recognition
Cons
- • Very expensive pricing, especially for essential features
- • Free plan is essentially useless with only 10 responses
- • reCAPTCHA (bot protection) requires $199/month minimum
- • Custom fonts and domains locked behind enterprise pricing
- • Customer support can be difficult to reach
The Verdict
Typeform is the Rolls-Royce of form builders, beautifully designed, feature-rich, and premium-priced. If form aesthetics and completion rates directly impact your business, and you have the budget, Typeform delivers unmatched quality.
However, the pricing and recent shifts in company direction have made it harder to recommend unreservedly. The aggressive pricing, essential features locked behind expensive tiers, and internal changes (as they could affect product development) raise concerns about long-term value. The homepage's "See Plans" button feels emblematic: this is now a company focused on monetization rather than delighting users.
For small businesses, startups, or anyone on a budget, there are excellent alternatives that offer 80-90% of Typeform's capabilities at 20-30% of the cost. Consider Typeform when design quality and brand perception are critical, and you can justify the premium. Otherwise, explore alternatives first.
How Typeform compares to other form builders
Frequently Asked Questions about Typeform
Is Typeform for free?
Yes, Typeform is free to sign up and use. However, the free plan only allows 10 responses per month. So, a free plan exists, but only for testing purposes.
How much is Typeform per month?
Typeform offers many pricing plans. The "Plans for everyone" include Basic at $29/month, Plus at $59/month, and Business at $99/month. The "Plans for marketers" or also known as "Growth plans" include Growth Essentials at $199/month and Growth Pro at $349/month. The "Plans for HR" include the Talent at $169/month and the Enterprise at custom pricing.
When was Typeform founded?
Typeform was founded in 2012 by Robert Muñoz and David Okuniev.
Can Typeform work offline?
No, Typeform requires an internet connection to work.
Can Typeform track IP address?
No, the form owners on Typeform cannot see the Ip addresses of respondents.
Who is CEO of Typeform?
As of late 2024, Typeform's CEO is Jay Choi, a former CPO of Qualtrics.
Where is Typeform based?
Typeform is based in Barcelona, Spain, with an office in San Francisco, California
Can Typeform detect AI?
No, Typeform cannot detect AI answers. The best you can do is use the CAPTCHA feature under growth plans to avoid spam answers.
Is there an alternative to Typeform?
Yes, Typeform is a well-known tool that has many alternatives, such as Microsoft Forms for something completely free, Cognito Forms for internal processes, forms.app for the combination of features and aesthetics, and Opn Forms for an open source form tool.
Where is Typeform data stored?
All data you have on Typeform is hosted on Amazon’s AWS service, and is located in Virginia, USA by default. EU data hosting is reserved for Enterprise and Growth customers. This means you need a paid plan to be GDPR compliant with Typeform.
How was Typeform founded?
Typeform's foundation has an interesting story. The co-founders, Robert Muñoz and David Okuniev, meet in a co-working space and become friends. They help each other with their projects. Then they start an agency. One of their customers, Roca, asks them to create a form, a lead generation form, to use during a showcase. The founders work on a form that looks really good. This is the first spark for building a form tool in 2009. After a couple of years, the founders, tired of agency work, circle back to their form tool idea and start working on it. A fun fact: “It wasn’t called Typeform from the beginning. We started off as Quickieform. This was prelaunch, actually. The project was called Quickieform.” Then, after realizing what Quickie meant, the final name becomes Typeform. Founded in 2012, Typeform gets launced as a beta product in 2013. Today, Typeform is expected to have a valuation of more than 1 billion USD and become a unicorn.
This review has been researched and written following our strictly standardized FormBuilderTools methodology. We believe in transparency and consistency.
- We create real accounts and build actual forms.
- We test specific features like logic, payments, and integrations.
- We evaluate the respondent experience on mobile and desktop.
- We verify pricing claims and support responsiveness.