Typeform

Typeform is a Barcelona-based form builder that has redefined how businesses collect information online. Founded in 2012 by David Okuniev and Robert Munoz, Typeform introduced a conversational approach to forms that presents one question at a time, creating an experience that feels more like a dialogue than a data entry task. This design philosophy has proven remarkably effective, with Typeform reporting completion rates up to 3.5 times higher than traditional forms. The company has grown to serve over 150,000 organizations worldwide, from startups to Fortune 500 companies, and raised $135 million in Series C funding in 2025, bringing total funding to approximately $187 million.

The Conversational Form Experience

What sets Typeform apart from traditional form builders is its one-question-at-a-time interface. Instead of presenting respondents with a long, intimidating list of fields, Typeform reveals questions sequentially with smooth transitions and animations. This conversational approach reduces cognitive load and creates a sense of progress that encourages respondents to continue to the end. Each question fills the screen, demanding full attention and yielding more thoughtful responses. The result is not just higher completion rates but also higher quality data, as respondents are less likely to rush through or provide careless answers when each question receives individual focus.

The conversational design extends beyond simple aesthetics. Typeform supports a wide range of question types including multiple choice, rating scales, opinion scales, short and long text inputs, date pickers, file uploads, payment collection, and signature fields. Each question type is designed to be intuitive and engaging on both desktop and mobile devices, with touch-friendly interfaces that make completing forms on smartphones a pleasant experience rather than a frustrating one.

Logic Jumps and Conditional Logic

Typeform's logic jump feature allows form creators to build dynamic, branching surveys where the path a respondent takes depends on their previous answers. For example, a customer satisfaction survey might ask different follow-up questions depending on whether a customer rated their experience positively or negatively. This conditional logic eliminates irrelevant questions, shortening the form for each individual respondent and making the experience feel more personalized. Advanced users can create complex logic trees with multiple branches, variables, and calculations that power sophisticated use cases like product recommendation quizzes, lead qualification forms, and interactive assessments.

AI-Powered Form Creation

Typeform has embraced artificial intelligence to streamline the form creation process. The Creator AI feature allows users to describe their form in a few sentences and have the AI generate a complete, professionally designed form automatically. Users can also upload a PDF document, and the AI will transform it into a structured, interactive Typeform. This can reduce form creation time by a factor of five to ten, making it practical to create polished forms even for one-off use cases where manually designing a form would not be cost-effective. The AI also suggests improvements to existing forms, recommending better question phrasing, optimal question order, and additional questions that might improve data quality.

Video Forms

Typeform is one of the few form builders to offer video questions and video responses. Form creators can record video messages that play before or alongside questions, adding a personal touch that static text cannot match. Respondents can also submit video answers, which is transformative for use cases like recruitment (video interviews), customer testimonials, user research, and employee feedback. Video forms combine the structured data collection of traditional forms with the richness and nuance of face-to-face interaction, making them particularly valuable for qualitative research and relationship-building scenarios.

Integrations Ecosystem

Typeform integrates with over 300 third-party tools, making it easy to connect form submissions with your existing workflow. Native integrations include popular CRM systems like Salesforce and HubSpot, email marketing platforms like Mailchimp and ActiveCampaign, project management tools like Notion and Asana, and payment processors like Stripe. The Zapier integration opens connections to thousands of additional applications, enabling automated workflows such as creating a new contact in your CRM when someone completes a lead generation form, or sending a Slack notification when a support request is submitted.

For developers, Typeform offers a comprehensive REST API, webhooks for real-time event notifications, and an embed SDK that provides fine-grained control over how forms appear and behave when embedded in websites and applications. These developer tools enable custom integrations, white-label implementations, and advanced use cases that go beyond what the out-of-the-box integrations support.

Design and Branding

Typeform places a strong emphasis on visual design. Forms can be extensively customized with custom colors, fonts, backgrounds, images, and video. The platform offers over 100 professionally designed templates across categories including marketing, HR, customer success, education, and events. Custom branding allows businesses to create forms that feel like a natural extension of their brand experience rather than a generic third-party tool. For organizations with strict brand guidelines, the ability to control every visual element ensures consistency across all customer touchpoints.

Analytics and Results

Typeform includes built-in analytics that go beyond simple response counts. The Results dashboard shows completion rates, average time to complete, drop-off points where respondents abandon the form, and response distributions for each question. These insights help form creators optimize their forms by identifying questions that cause confusion or abandonment. For more advanced analysis, response data can be exported to spreadsheets or piped directly into business intelligence tools through integrations.

GDPR Compliance and European Data Protection

As a company headquartered in Barcelona, Spain, within the European Union, Typeform operates natively under GDPR. The company has invested significantly in data protection infrastructure, including EU-based data processing, comprehensive data processing agreements (DPAs), and built-in consent management features. Form creators can add GDPR consent questions, configure data retention policies, and handle data subject access requests through the platform. Typeform's privacy-by-design approach makes it a natural choice for European businesses that need to collect personal data through forms while maintaining full regulatory compliance.

Pricing Tiers

Typeform offers a free plan with basic features and limited response volume, making it accessible for personal projects and small-scale use. Paid plans start at approximately EUR 25 per month for the Basic plan, scaling up to the Plus plan at EUR 55 per month for 1,000 responses and the Business plan at EUR 89 per month for 10,000 responses with advanced features like custom branding removal, priority support, and advanced analytics. Enterprise pricing with custom terms is available for large organizations. While some users note that pricing can be high for response-heavy use cases, the quality of the form experience and the resulting higher completion rates often justify the investment in terms of cost per completed response.

Limitations to Consider

Typeform's conversational approach, while excellent for most use cases, may not be ideal for very long forms or data-heavy applications where respondents need to see all fields simultaneously. The free plan is quite limited in terms of response volume and features, which can make it difficult to evaluate the platform's full capabilities before committing to a paid plan. Pricing is based on response volume, so high-traffic forms can become expensive. The platform is also not open-source, meaning you depend entirely on Typeform's infrastructure and cannot self-host. Some advanced users have noted that complex logic flows can become difficult to manage in very large forms with many branching paths.

Who Should Use Typeform?

Typeform is ideal for marketing teams that need high-converting lead generation forms, HR departments conducting employee surveys and candidate assessments, customer success teams gathering feedback, educators creating interactive quizzes, and any organization that wants to make form completion a pleasant experience rather than a chore. It is particularly well-suited for European businesses that need GDPR-compliant data collection, companies that prioritize brand experience across all customer touchpoints, and teams that value design quality and user experience in their data collection tools.