--- title: "HubSpot Forms vs Tally: Which Is Better in 2026? | Paperform" description: HubSpot Forms vs Tally compared on pricing, CRM write-back, logic, payments and compliance. CRM-attached lead capture against the simplest free form builder, updated 2026. url: "https://paperform.com/form-builders/hubspot-forms-vs-tally" type: static generatedAt: "2026-10-12T00:05:05.468Z" --- ![](/images/og/form-builders/hubspot-forms-vs-tally.png) # HubSpot Forms vs Tally: Which Is Better in 2026? Choose HubSpot Forms if submissions need to land in HubSpot CRM as scored, nurtured contacts and a security team has to sign off. Choose Tally if you want the form built in ten minutes for nothing. HubSpot bills by seat, contact and credit; Tally bills by nothing at all until you remove its branding at $24/month. These two answer completely different questions, which is why the comparison is worth making. HubSpot Forms exist to feed a CRM — the form is the front door of a marketing machine, and its value comes from what happens to the contact record afterwards. Tally exists to end the negotiation over form pricing: unlimited forms and unlimited submissions on a free plan, within a published fair use policy, with conditional logic, calculations, Stripe payments and e-signatures included at zero. So the choice is rarely about which builds a nicer form. It is about whether your organisation is buying into a marketing platform or opting out of paying for forms entirely. ### Quick Verdict Choose HubSpot Forms if: - Your company already runs sales and marketing on HubSpot CRM - Lead scoring, nurture sequences and attribution matter more than the form - Progressive profiling shortens repeat forms for known contacts - Procurement requires SOC 2 Type II and SSO from the vendor - Budget exists for Marketing Hub tiers, not just for a form tool Choose Tally if: - You need a good-looking form today and no procurement cycle - Volume is unpredictable and you refuse to be metered for it - Answers belong in Notion, Airtable or a spreadsheet, not a CRM - EU hosting and GDPR cover your compliance requirements - Conditional logic and calculations should not cost extra ## The Five Numbers That Decide It | Dimension | HubSpot Forms | Tally | | --- | --- | --- | | Entry paid price | $20/seat/month (Starter); capable forms at $890/month | $24/month billed annually, unlimited seats | | Integrations / API | 1,600+ App Marketplace apps, full REST API | 1,000+ via native connectors and Zapier, REST API and an MCP server | | Conditional logic | Dependent fields; smart forms and progressive profiling need Professional | Conditional logic plus a formula editor, free on every plan | | Payment processors | 1 (Stripe, paid plans only) | 1 (Stripe, included free) | | Compliance | SOC 2 Type II, SOC 1 Type II, SOC 3, GDPR, CCPA; HIPAA via BAA on Enterprise only | GDPR and EU hosting only. No SOC 2, no HIPAA, no SSO or 2FA at any tier | ## Feature Comparison HubSpot Forms ships around 15 CRM-aligned field types with no calculations, no appointment booking and no signature field. Tally covers a wider input set and adds a formula editor, but has no CRM of its own to write into. | Feature | HubSpot Forms | Tally | | --- | --- | --- | | Form Building | | Document-style editor | No | Yes | | AI form creation | No | Yes | | AI form shortening (Breeze Intelligence) | Yes professional | No | | AI agents (Agent Hub / Agent Builder) | Yes starter | No | | Question types | Yes | No | | Multi-page forms | Yes starter | Yes | | Guided mode (one question at a time) | No | No | | Conditional logic | Yes professional | Yes | | Calculations field | No | Yes | | AI calculations assistant | No | No | | Scoring | No | Yes | | Answer piping | No | Yes | | Pre-filling and hidden fields | Yes | Yes | | Save and resume | No | No | | Appointment/booking field | No | No | | Signature field | No | Yes | | Color picker field | No | No | | API-powered dropdowns | No | No | | Google address search | No | No | | File uploads | Yes | Yes | | Form unpublishing | Yes | No | | Automatic lead enrichment | Yes professional | No | | Automatic deal creation from forms | Yes professional | No | | Field types | No | 20+ | | Formula editor | No | Yes | | Auto-close by number | No | Yes | | Auto-close by date | No | Yes | | Import from other form builders | No | Yes | | PDF generation | No | Yes | | Payments | | Stripe payments | Yes starter | Yes | | PayPal payments | No | No | | Square payments | No | No | | Braintree payments | No | No | | Google Pay | No | No | | Product sales (eCommerce) | No | Yes | | Subscriptions | No | Yes | | Coupons and discounts | No | No | | Custom pricing rules | No | Yes | | Tax calculations | No | No | | Quotes/invoices | No | No | | Refunds | No | No | | 3D Secure | No | No | | Design & Customization | | Template gallery | Yes | Yes | | Rich media (images, GIFs, videos) | No | Yes | | Unsplash and Giphy integration | No | No | | Image editor | No | No | | Adobe Creative Cloud | No | No | | Language translation | No | Yes | | Advanced theming | Yes starter | Yes pro | | Custom form URL | No | Yes | | Custom domains | No | Yes pro | | Custom HTML & CSS | Yes starter | Yes pro | | Remove branding | Yes starter | Yes pro | | Custom email domains | No | Yes pro | | Analytics | | Submission results and reports | Yes | Yes | | AI report insights | No | No | | Drop-off analysis | No | No | | Conversion analytics | Yes professional | No | | Google Analytics & Facebook Pixel | Yes | Yes pro | | Custom analytics scripts | No | No | | Partial submissions | No | Yes pro | | Answer Insights | No | Yes | | Paperform analytics | No | Yes pro | | Collaboration | | Multi-user accounts | Yes | Yes pro | | User permissions and management | Yes starter | Yes pro | | Advanced permissions & admin | Yes enterprise | No | | Form sharing (templates) | Yes | Yes | | Workspace organization | No | No | | Spaces and tag management | No | Yes pro | | Security | | SOC 2 Type II | Yes | No | | GDPR compliant | Yes | Yes | | HIPAA compliant | Yes enterprise | No | | SSL encryption | Yes | Yes | | Two-factor authentication | Yes | No | | SSO (SAML) | Yes enterprise | No | | reCAPTCHA | No | Yes | | Data residency | Yes enterprise | No | | Custom S3 storage | No | No | | Enforce 2FA for all users | No | No | | Local data residency | No | Yes | | Custom S3 storage (BYO) | No | No | | Integrations & API | | Native integrations | Yes | 17+ | | Zapier | Yes starter | Yes | | Make (Integromat) | Yes starter | Yes | | Webhooks | Yes starter | Yes | | API | Yes | No | | WordPress plugin | Yes | Yes | | Embed options | Yes | No | | Standard API | No | Yes | | Business API | No | No | | AI assistant connectors (MCP / ChatGPT / Claude) | No | Yes | | Integration failure alerts | No | Yes | | oEmbed support | No | Yes | ## Where HubSpot Forms Wins ![HubSpot Forms](/images/form-builders/hubspot-forms/screenshot-homepage.png) *HubSpot Forms: lead capture wired directly into HubSpot CRM and Marketing Hub.* ### The submission becomes a contact, not a row A HubSpot form submission creates or updates a CRM contact with no integration in between. That record then carries lifecycle stage, lead score, deal association, email history and attribution. Tally's equivalent is a webhook or a Zapier step that pushes the same data into HubSpot a few seconds later, which works, but it is a pipe you own and maintain rather than a product behaviour. For a demand generation team measured on pipeline, the native path removes an entire class of breakage. ### Progressive profiling and smart fields HubSpot can ask a returning visitor different questions than a first-time one — building a contact profile across several visits rather than demanding fifteen fields up front. Tally has no concept of a known respondent at all. This is the single capability on this page that no amount of Tally configuration reproduces, and it is worth noting that it sits on Marketing Hub Professional at $890/month rather than on Starter. ### A compliance story you can hand to procurement HubSpot publishes SOC 2 Type II, SOC 1 Type II, SOC 3, GDPR, CCPA, the EU Cloud Code of Conduct and TRUSTe certification, with SAML SSO and data residency on Enterprise. HIPAA support is real but narrow — HubSpot will sign a BAA only with Enterprise customers that identify as covered entities and enable sensitive-data settings, so Free, Starter and Professional do not qualify. Even with that caveat, it is a far longer list than a ten-person startup can produce. ### Free forms that are genuinely free Unlimited forms and unlimited submissions on the free CRM, with 2,000 marketing email sends a month and two users. HubSpot branding stays on the form until you reach Starter, but for a small B2B team the free tier collects leads and stores them properly at no cost. ## Where Tally Wins ![Tally](/images/form-builders/tally/screenshot-homepage.png) *Tally: Notion-style block editing, with unlimited forms and submissions on the free plan under a fair use policy.* ### Nothing is metered, and the free plan is the most generous in the category Tally's free plan carries unlimited forms and unlimited submissions under a published fair use policy, and includes conditional logic, calculations, Stripe payments, e-signatures, file uploads, answer piping, 45+ languages and integrations with Notion, Airtable, Google Sheets, Zapier, Make and n8n. HubSpot's free tier is also unmetered on submissions, but its pricing model is metered everywhere else: $20 per seat on Starter, $45 for each seat past the three included on Professional, tiered marketing contacts, and HubSpot Credits at $9 per extra 1,000 for AI and agent runs. Tally charges per account, not per person or per contact. ### Built in minutes, by anyone Tally's editor works like a Notion page — start typing, insert fields with slash commands, publish. No signup is required to build a first form, and the free Tally AI assistant will draft, brand, translate or troubleshoot one from a chat window. G2 scores Tally 4.8/5 for ease of use across 97 reviews, against 4.3 for HubSpot Marketing Hub. HubSpot's form editor is not hard, but it lives inside a platform with 31 adjacent products and an onboarding requirement at higher tiers. ### Logic and maths at the bottom of the price list Conditional logic and the formula editor are free in Tally. In HubSpot, the equivalent intelligence, smart forms and A/B testing, appears at Professional. A team that needs branching questions and a calculated score can have it from Tally for $0, or from HubSpot for $890/month plus a $3,000 onboarding fee. That comparison is the reason Tally shows up in so many HubSpot Forms alternatives roundups. ### EU hosting and no lock-in Tally is made and hosted in the EU with no cookie tracking, and it imports forms from Typeform, PDF, image, JSON, CSV and Markdown. Because it sits outside any CRM, switching CRMs does not mean rebuilding forms. HubSpot Forms are a Marketing Hub feature rather than a standalone product, so leaving HubSpot means leaving the forms behind. ## Where HubSpot Forms Falls Short - **The form builder itself is thin:** roughly 15 CRM field types, no calculations at any price, no appointment booking, no signature field, no answer piping. - **The capable tier is expensive:** $890/month for three seats, a required $3,000 one-time onboarding fee, and $45/month per additional seat. - **Success moves the invoice:** seats, marketing contact tiers and metered HubSpot Credits all climb as usage grows. - **Minimal design control:** basic theming, no custom CSS on free, HubSpot branding until Starter. - **Weak form-level analytics:** no drop-off tracking, no field-level data, no partial submissions. G2 reviewers call tracking "a huge gap". - **No eSignature product:** contracts mean buying DocuSign or similar alongside. - **Lock-in:** forms are inseparable from the CRM that stores their data. ## Where Tally Falls Short - **No SOC 2, no SSO, no 2FA** on any tier including the $89/month Business plan, which is the highest plan sold. There is no enterprise option to buy. - **Stripe only,** with no coupons, tax rules, invoicing or refund handling around it. - **No workflow or approval routing:** anything past submit-and-notify goes out to Zapier, Make or n8n. - **No CRM behaviour:** no lead scoring, no lifecycle stages, no progressive profiling, no attribution. - **Analytics behind Pro:** visit tracking, drop-off data and partial submissions all require the $24/month tier. - **A small team and a young company:** founded 2020, around ten staff, email-only support and no dedicated support tier at any price. - **Blocks, not a document:** the editor stacks content in a column, so layout freedom is limited. ## Pricing Comparison Tally's top plan costs $89/month. HubSpot's mid plan costs $890/month before onboarding. That tenfold gap is the clearest fact on this page, and it reflects that one product is a form builder while the other is a marketing platform that includes forms. ![HubSpot pricing](/images/form-builders/hubspot-forms/screenshot-pricing.png) *HubSpot Marketing Hub pricing, verified in USD on 22 September 2026.* Compare With #### HubSpot Forms Free plan 14 days trial Free Free forms: Unlimited submissions: Unlimited users: 2 Marketing Hub Starter $20 /mo forms: Unlimited submissions: Unlimited users: Per seat Marketing Hub Professional $890 /mo $800 /mo billed annually forms: Unlimited submissions: Unlimited users: 3 Core Seats included (additional Core Seats from $45/mo) Marketing Hub Enterprise $3600 /mo forms: Unlimited submissions: Unlimited users: 5 Core Seats included (additional Core Seats from $75/mo) Verified 2026-09-22 #### Tally Free plan Free Free forms: Unlimited submissions: Unlimited storage: N/A users: 1 file uploads: 10 MB per file Pro $29 /mo $24 /mo billed annually forms: Unlimited submissions: Unlimited storage: N/A users: Unlimited file uploads: Unlimited Business $89 /mo $74 /mo billed annually forms: Unlimited submissions: Unlimited storage: N/A users: Unlimited Verified 2026-09-22 | Product | Plan | Monthly Price | Annual Price (per month) | Free Plan | Free Trial | Limits | | --- | --- | --- | --- | --- | --- | --- | | HubSpot Forms | Free | Free | Free | Yes | 14 days | forms: Unlimited, submissions: Unlimited, users: 2 | | HubSpot Forms | Marketing Hub Starter | $20/mo | $20/mo billed annually | forms: Unlimited, submissions: Unlimited, users: Per seat | | HubSpot Forms | Marketing Hub Professional | $890/mo | $800/mo billed annually | forms: Unlimited, submissions: Unlimited, users: 3 Core Seats included (additional Core Seats from $45/mo) | | HubSpot Forms | Marketing Hub Enterprise | $3600/mo | $3600/mo billed annually | forms: Unlimited, submissions: Unlimited, users: 5 Core Seats included (additional Core Seats from $75/mo) | | Tally | Free | Free | Free | Yes | No | forms: Unlimited, submissions: Unlimited, storage: N/A, users: 1, file uploads: 10 MB per file | | Tally | Pro | $29/mo | $24/mo billed annually | forms: Unlimited, submissions: Unlimited, storage: N/A, users: Unlimited, file uploads: Unlimited | | Tally | Business | $89/mo | $74/mo billed annually | forms: Unlimited, submissions: Unlimited, storage: N/A, users: Unlimited | Read the HubSpot column carefully. Professional lists at $890/month standard, $800/month on an annual commitment, and neither figure includes the mandatory $3,000 onboarding charge or the seats past the three bundled in. Enterprise is $3,600/month with $7,000 onboarding. Tally's ladder is $0, $24 and $74 billed annually, with unlimited team members at every paid step. ## What Users Say Tally 4.73 / 5 (201 reviews) G2 4.8 (97) Capterra 4.9 (41) GetApp 4.9 (41) Trustpilot 3.8 (22) HubSpot Forms 4.28 / 5 (23,340 reviews) G2 4.4 (15,915) Capterra 4.5 (6,256) Trustpilot 1.5 (1,169) Tally rates 4.8/5 on G2 and 4.9/5 on Capterra, with value for money its strongest sub-score at 4.9 and customer support its weakest at 4.5. HubSpot Marketing Hub rates 4.4/5 on G2 across nearly 16,000 reviews, with value for money its lowest sub-score at 4.1. HubSpot's company-level Trustpilot profile sits at 1.5/5 across 1,169 reviews, dominated by complaints about cost and inflexible annual contracts; Trustpilot attracts unhappy customers by design, so treat it as directional. The pattern across both products is consistent — people like what HubSpot does and resent what it costs, and people like Tally and wish there were more of it. ## The Option That Resolves the Tradeoff The reason this comparison feels unsatisfying is that both products stop at the same place from opposite directions. Tally hands the finished submission to Zapier and steps back. HubSpot keeps the contact but has no calculation engine, no eSignature and no payment option beyond Stripe, and puts workflows behind a $890/month tier. In both cases the person who ends up connecting the form to the signature to the invoice to the approval is you. [Paperform](https://paperform.com) is built for the case where the form starts a process. One subscription covers Paperform for forms, Papersign for eSignatures and Stepper for workflow automation, so an application that needs a countersigned agreement and a two-step approval stays in one account instead of three. Its Excel-style calculations do more than total a cart: the same formulas decide which questions and pages appear, which conditional email fires, what an integration payload contains and what the success page says. Payments run through five gateways (Stripe, PayPal, Square, Braintree and Google Pay) with products, subscriptions, coupons, tax and refunds handled in the form. Pricing works the opposite way to HubSpot's. Pro is $59/month, or $49/month billed annually, with unlimited submissions and unlimited seats within fair use, 25 signed documents a month and 20,000 automation credits. Business is $149/month, or $124/month annually, adding SSO, ten workspaces, 100 signed documents and the Business API. There is no onboarding fee, no per-seat charge, no marketing contact ladder and no metered credit for support. Be clear about the comparison though: Tally's paid entry is $24/month and HubSpot's Starter is $20/seat, so both undercut Paperform's $49. What the difference buys is the absence of a meter and the three products that would otherwise be three invoices. On the compliance line, Paperform holds SOC 2 Type II, GDPR and CCPA, with SAML SSO on Business, and it is not HIPAA compliant and signs no BAAs. HubSpot wins that dimension outright at Enterprise. Paperform has been bootstrapped and profitable since 2016, with 4000+ integrations including a native HubSpot connector, so it feeds the CRM rather than living inside it. If you want the wider field first, see our [ranking of the best form builders](/form-builders/best-form-builders/), or the focused comparisons at [Paperform vs Tally](/form-builders/paperform-vs-tally/) and [Paperform vs HubSpot Forms](/form-builders/paperform-vs-hubspot-forms/). Teams leaving either product usually start at [HubSpot Forms alternatives](/form-builders/hubspot-forms-alternatives/) or [Tally alternatives](/form-builders/tally-alternatives/). ## The Verdict **HubSpot Forms if the CRM is the point.** When your revenue team already operates in HubSpot, native contact write-back, lead scoring and progressive profiling are worth more than any form feature, and the compliance posture clears procurement. Accept that the form builder is basic and that the useful tier costs $890/month plus onboarding. **Tally if the form is the point.** For a straightforward form that ends at the submit button, Tally is a good choice and hard to argue against on price. Unlimited responses, logic and calculations for nothing, a pleasant editor and EU hosting cover an enormous share of real requirements. **Paperform when the submit button is the beginning.** Several brands or clients to keep separate, payments with real pricing logic behind them, a contract that has to be signed and filed, an approval chain with a person at each step, or a compliance checklist someone else wrote — those are the five places where both products on this page run out, and where one subscription covering forms, signatures and workflow stops you being the integration between three tools. ## Frequently Asked Questions Is Tally a realistic replacement for HubSpot Forms if we still run HubSpot CRM? For the form itself, yes. Tally reaches HubSpot through Zapier, Make, n8n and signed webhooks, so submissions can still create or update contacts. What you give up is the native write-back: HubSpot Forms pre-fill from an existing contact record, feed lead scoring directly, and support progressive profiling that asks a returning visitor new questions instead of the ones already answered. If those three behaviours drive your pipeline, the connector does not replace them. If your forms are simply collecting an email and a use case, Tally does the job and costs nothing to run. Which one can a security team actually approve? HubSpot, without much argument. HubSpot holds SOC 2 Type II, SOC 1 Type II, SOC 3, GDPR and CCPA, with SAML SSO and data residency on Marketing Hub Enterprise at $3,600/month. Tally publishes GDPR compliance and EU hosting and nothing else: no SOC 2, no ISO 27001, and no SSO or 2FA on any plan including the $89/month Business tier, which is the top of its range. The gap only matters once someone outside your team sends a questionnaire, but when that happens Tally has no answer to give. Can either HubSpot Forms or Tally take payments beyond Stripe? No. Both support Stripe and only Stripe, and HubSpot requires a paid Marketing Hub Starter seat before payment collection turns on at all, while Tally includes its Stripe block on the free plan. Neither offers PayPal, Square, Braintree or Google Pay, and neither handles coupons, regional tax rules, invoicing or refunds inside the form. One price and one button is the limit for both. How much does HubSpot cost once forms get properly capable? Marketing Hub Professional is $890/month for three Core Seats, plus a required $3,000 one-time onboarding fee, plus $45/month for each seat beyond the three. That is the tier where smart forms, A/B testing, progressive profiling and real workflows live. Starter at $20/seat/month (currently as low as $7/seat on a limited-time new-customer promotion) removes HubSpot branding and adds Stripe payments, but leaves the advanced form features locked. Tally removes branding at $24/month billed annually with no seat charge and no onboarding fee. Do HubSpot Forms or Tally handle conditional logic better? Tally, for most buyers, because of where the logic sits in the price list. Tally includes conditional logic and a formula editor on its free plan. HubSpot offers dependent fields and progressive profiling, but the smart-form behaviour that makes those worth having is a Professional feature at $890/month. HubSpot also has no calculation engine at any tier, so scoring or pricing maths has to move into a workflow. Reviewers do flag that large Tally branching trees are hard to debug, since there is no visual logic map to trace. Which is the safer long-term bet, a public company or a ten-person team? Different risks rather than one clear winner. HubSpot has been trading since 2006 and serves more than 200,000 customers, so it will be there; the risk is repricing, and its packaging has been re-layered repeatedly with seats, marketing-contact tiers, metered HubSpot Credits and paid add-ons. Tally, founded in 2020 and bootstrapped with around ten people, will not reprice you into a corner, but it is a young company with email-only support and no tier to escalate to when a launch goes wrong on a deadline. ## Sources & References 1. [HubSpot Marketing Hub Pricing](https://www.hubspot.com/pricing/marketing) — HubSpot, September 2026 2. [Tally Pricing](https://tally.so/pricing) — Tally, September 2026 3. [HubSpot Forms Review (2026): Features, Pricing & Limitations](https://www.knock-ai.com/blog/hubspot-forms-review) — Knock AI, 2026 4. [Tally Review 2026: Honest Verdict + 15 Real User Reviews](https://hackceleration.com/labs/review/tally) — Hackceleration, 2026 5. [HubSpot Marketing Hub Reviews](https://www.g2.com/products/hubspot-marketing-hub/reviews) — G2, September 2026 Last updated September 22, 2026 ## Ready to try Paperform? Create beautiful forms, payment pages, and workflows — no code required.