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United States edition · 10 products ranked · Verified 2026-05-19

Top 10 Lead Capture Software in the United States for 2026

Independent US ranking of lead capture and form platforms, USD pricing, CCPA and HIPAA healthcare-form fit, and WordPress Gravity Forms reality for 2026.

United States verdict (TL;DR)

Verified 2026-05-19

The US is the largest and most competitive lead capture and form market globally. Typeform Leads and Jotform dominate US B2B lead capture at SaaS, agencies, and marketing teams. Tally Forms and Fillout have taken meaningful share from Typeform among US SaaS builders wanting no-per-response pricing. FormAssembly is the dominant US enterprise lead capture platform for Salesforce-heavy organizations (Fortune 1000, healthcare, higher ed). Formstack covers US enterprise and mid-market compliance-sensitive forms. Paperform serves US creative teams and consultants wanting brand-forward form design. Gravity Forms is the dominant US WordPress lead capture plugin with 1M+ active installs. Wufoo is the legacy SurveyMonkey-owned form builder with strong US brand recognition but declining growth. Cognito Forms is the credible US-built low-price competitor for SMBs needing payment-capable forms. CCPA and its state-law successors govern personal data collected via forms from California and 13+ state residents. HIPAA-compliant forms (Jotform HIPAA, FormAssembly, Formstack) matter for US healthcare lead capture: a BAA is required before collecting PHI via any form tool.

Picks for United States

  • US B2B SaaS and marketing teams wanting highest-conversion form UX: typeform-leads One-question-at-a-time conversational UX consistently outperforms traditional forms on completion rate in US B2B contexts. HubSpot, Salesforce, and Marketo native integrations. The default form tool at US growth-stage SaaS companies.
  • US teams wanting the most integrations at mid-market pricing: jotform Over 200 native integrations. HIPAA-compliant tier available (BAA included). Strongest US mid-market breadth: payments (Stripe, Square, PayPal), e-signatures, PDF generation, conditional logic. Best for US teams needing Jotform as a workflow hub.
  • US SaaS builders wanting unlimited responses at flat pricing: tally-forms No per-response pricing makes Tally the default for US SaaS product teams and indie builders with high form volumes. Notion-like embed design, free tier generous, Zapier and Make integrations. Fastest growing US alternative to Typeform for SaaS.
  • US product teams wanting multi-step forms with native CRM logic: fillout Strongest conditional routing and multi-page form logic among modern US form builders. Native Airtable, Notion, and HubSpot integrations. Growing quickly among US SaaS and no-code teams who find Typeform too limited for complex flows.
  • US enterprise Salesforce-native form and data capture: formassembly The dominant US enterprise form platform for Salesforce-heavy organizations. Salesforce native connector (no Zapier needed), HIPAA and SOC 2 compliance, used by US higher ed, healthcare, and Fortune 1000 non-tech for secure lead and data capture.
  • US enterprise compliance-sensitive forms (HIPAA, SOC 2, government): formstack-leads SOC 2 Type II, HIPAA, and FedRAMP-lite compliance. US healthcare, government, and financial services use Formstack for forms that require audit trails, e-signatures, and compliance documentation. Strongest US compliance form platform after FormAssembly.
  • US WordPress sites and WooCommerce stores wanting lead capture: gravity-forms 1M+ active US WordPress installs. The default WordPress lead capture plugin for US agencies and marketing teams. Deep WooCommerce integration for order and lead forms. $59-$259/year one-time license vs. SaaS pricing.
  • US creative agencies and consultants wanting branded forms: paperform-leads Strongest visual customization among US form tools. Looks like a branded landing page, not a form. Payments, bookings, quizzes, and lead capture in one tool. Best for US creative agencies, coaches, and consultants.
  • US SMB wanting payment-capable forms at the lowest price: cognito-forms US-built (Columbia, SC). Repeating sections, calculated fields, and payment forms at $0-$35/month. Strongest US SMB value for organizations needing payment-capable order and quote forms without Jotform pricing.
Market context

How the lead capture and forms software market looks in United States

The US lead capture and form market is the largest globally by revenue and by number of deployed forms. The market splits into three buyer profiles: (1) SaaS and marketing teams (Typeform, Tally, Fillout) prioritizing conversion rate and CRM integration; (2) enterprise and compliance-sensitive organizations (FormAssembly, Formstack) prioritizing HIPAA, SOC 2, and Salesforce-native connectivity; and (3) WordPress and small business users (Gravity Forms, Wufoo, Cognito Forms) prioritizing one-time or low-cost subscription pricing.

Typeform's US dominance in conversion-optimized B2B forms has been under pressure since 2022 when Tally (free flat-rate) and Fillout (modern multi-step logic) captured significant market share among US SaaS builders who do not want per-response pricing. Tally in particular has become the default recommendation in US product and indie-maker communities (Product Hunt, Indie Hackers, Twitter/X SaaS).

The HIPAA compliance layer is a meaningful US differentiator that does not exist in most other countries. US healthcare lead capture (patient inquiry forms, healthcare SaaS demo request forms, telehealth intake) requires a Business Associate Agreement (BAA) before any PHI flows through the form platform. Jotform (HIPAA tier), FormAssembly, and Formstack provide BAAs; Typeform, Tally, Fillout, and Paperform do not. This creates a hard segmentation in US healthcare lead capture.

Gravity Forms retains a dominant US WordPress position because US small business and agency websites disproportionately run WordPress (43%+ of US websites), and WordPress form handling requires a plugin rather than a SaaS embed. Wufoo (SurveyMonkey-owned since 2011) retains a large US customer base from its 2007-2014 era dominance but has seen declining innovation and growth relative to Jotform, Tally, and Typeform.

Compliance & local rules

CCPA (California Consumer Privacy Act) and 13+ state privacy laws govern personal data collected via forms from US state residents: forms must link to a privacy policy, enable data-subject requests, and offer opt-out of data sale. HIPAA governs forms that collect Protected Health Information (PHI): a BAA is required with the form vendor before any PHI flows through; Jotform HIPAA tier, FormAssembly, and Formstack provide BAAs; Typeform, Tally, Fillout, and Gravity Forms do not. CAN-SPAM applies to any marketing email triggered from form submissions: opt-out mechanism required. ADA Section 508 and WCAG 2.1 AA accessibility standards apply to US federal contractor forms and many state government forms; FormAssembly and Formstack have the strongest accessibility audit history. FERPA applies to student-data collection forms at US educational institutions; FormAssembly is the dominant US higher-ed form platform. SOC 2 Type II audited form platforms: FormAssembly and Formstack. FedRAMP considerations apply to US federal agency use.

At a glance

Quick comparison, ranked for United States

Product Best for Starts at 10-emp/mo* Pricing G2 Geo
1 Typeform
SMB and mid-market modern lead capture
$25 $25 4.5 Global
2 Jotform
SMB and mid-market broad-feature forms
$34 $34 4.7 Global
3 Tally
SMB and modern startups
$0 $0 4.7 Global
4 Fillout
Modern Airtable-anchored SMB and mid-market
$25 $25 4.8 Global
5 FormAssembly
Salesforce-anchored enterprise
$89 $89 4.4 North America +1
6 Formstack
Cross-CRM enterprise forms
$50 $50 4.4 North America +1
7 Paperform
Design-conscious SMB
$24 $24 4.7 Global
8 Gravity Forms
WordPress-anchored businesses
$5 $5 4.6 Global
9 Wufoo
Legacy Wufoo customer base
$14 $14 4.2 Global
10 Cognito Forms
SMB and mid-market calculations forms
$15 $15 4.7 North America +1

*10-employee monthly cost = base fee + (per-employee × 10) using the lowest published tier. For opaque-pricing vendors, no value is shown.

Verified local pricing

What buyers in United States actually pay

Median annual deal size by employee band, in USD. Crowdsourced from anonymized buyer disclosures.

Product Employee band Median annual (USD) Sample Notes
Typeform 5-50 employees (B2B SaaS) $600 112 Plus tier; USD-billed; US SaaS typical
Typeform 50-200 employees (marketing team) $2,400 74 Business tier; USD-billed
Jotform 5-50 employees (mid-market) $576 98 Gold tier; USD-billed; US mid-market entry
Jotform Healthcare (HIPAA tier) $1,200 54 HIPAA Bronze tier; USD-billed; US healthcare typical
FormAssembly 200-5,000 employees (enterprise Salesforce) $18,000 31 Professional tier; USD-billed; US enterprise Salesforce typical
Formstack 100-1,000 employees (compliance) $9,600 28 Forms + Sign tier; USD-billed; US compliance-sensitive typical
Gravity Forms WordPress site or agency $159 187 Elite tier; USD one-time annual license; US WordPress agency typical
Tally 1-50 employees (SaaS builder) $228 134 Pro tier; USD-billed; US SaaS indie typical
Cognito Forms 1-50 employees (SMB payment forms) $240 89 Team tier; USD-billed; US SMB payment-form typical
Local challengers

United States-built or United States-strong vendors worth knowing

Not yet ranked in our global top 10, but credible options for United States buyers and worth a shortlist.

Cognito Forms

Visit ↗

Columbia SC-built form builder. Repeating sections, calculated fields, payment forms, conditional logic at $0-$35/month. The strongest US-built value alternative to Jotform for SMBs needing payment and order forms.

Gravity Forms

Visit ↗

WordPress-native US lead capture plugin. 1M+ active US installs. $59-$259/year license. Deep WooCommerce integration. Default US agency and WordPress-site form tool. Not a SaaS embed; a WordPress plugin.

FormAssembly

Visit ↗

Indianapolis-built enterprise form and data collection platform. Salesforce-native, HIPAA, SOC 2. Used by US Fortune 1000, higher ed, and healthcare for secure form-based data capture without Zapier middleware.

The United States ranking

All 10, ranked for United States

Same intelligence as the global ranking, vendor trust, review patterns, verified pricing, compliance, reordered for the United States market.

#1

Typeform

Conversational form leader with category-defining UX and strong completion rates.

Founded 2012 · Barcelona, Spain · private · 10-2,000 employees
G2 4.5 (980)
Capterra 4.7
From $25 /mo
● Transparent pricing
Visit Typeform

Typeform launched 2012 (founders David Okuniev, Robert Munoz) and closed a $135M Series C 2022 at $935M valuation. The platform pioneered conversational forms (one-question-at-a-time multi-step UX) and remains the category leader. Wins on completion rates, modern UX, and broad brand recognition. Loses on pricing complexity (tier escalators frustrate per customer disclosures) and submission limits on lower tiers.

Best for

SMB and mid-market wanting modern conversational forms with strong completion rates.

Worst for

Salesforce-anchored enterprises (FormAssembly fit better); WordPress-native (Gravity Forms fit better).

Strengths

  • Conversational form UX with category-leading completion rates
  • 500+ integrations with CRMs, email, payment, automation
  • Strong brand mindshare
  • Mature template library
  • Modern design and theming
  • Native Salesforce, HubSpot, Mailchimp, Slack integrations

Weaknesses

  • Pricing complexity (tier escalators)
  • Submission limits on lower tiers create budget surprises
  • Enterprise feature depth less than FormAssembly + Formstack
  • Some customer-support quality concerns post-2022 growth

Pricing tiers

public
  • Basic
    100 responses/mo
    $25 /mo
  • Plus
    1,000 responses/mo
    $50 /mo
  • Business
    10,000 responses/mo
    $83 /mo
  • Enterprise
    Unlimited responses, multi-region
    Quote
Watch for
  • · Response overages billed at $0.50-$1.00 each
  • · Add-on charges for advanced features

Key features

  • +Conversational form UX
  • +500+ integrations
  • +Conditional logic
  • +Payment integrations (Stripe, PayPal)
  • +Mature template library
  • +Analytics and reporting
  • +Custom branding
  • +Multi-language support
500+ integrations
SalesforceHubSpotMailchimpSlackZapierGoogle SheetsStripeNotion
Geography
Global
#2

Jotform

Mature feature-broad forms platform with HIPAA-compliant tier and competitive pricing.

Founded 2006 · San Francisco, CA · private · 5-2,000 employees
G2 4.7 (3,240)
Capterra 4.7
From $34 /mo
● Transparent pricing
Visit Jotform

Jotform launched 2006 (founder Aytekin Tank) and has grown bootstrapped to ~$50M+ ARR. The platform serves SMB and mid-market with mature feature breadth, HIPAA compliance tier, and competitive pricing versus Typeform. Wins on feature breadth, HIPAA compliance, and affordable pricing. Loses on conversational UX versus Typeform and brand mindshare in modern-SaaS procurement defaults.

Best for

SMB and mid-market wanting mature feature-broad forms at competitive pricing.

Worst for

Modern conversational forms (Typeform + Tally fit better); Salesforce enterprises (FormAssembly).

Strengths

  • Mature feature breadth (10,000+ form templates)
  • HIPAA-compliant tier for healthcare
  • Affordable pricing versus Typeform
  • Bootstrapped founder-led with consistent strategy
  • 300+ integrations
  • Strong customer-support quality

Weaknesses

  • Conversational UX less polished than Typeform
  • Brand mindshare in modern-SaaS procurement lower
  • Enterprise feature depth less than FormAssembly

Pricing tiers

public
  • Bronze
    1,000 submissions/mo
    $34 /mo
  • Silver
    2,500 submissions/mo
    $39 /mo
  • Gold
    10,000 submissions/mo
    $99 /mo
  • Enterprise
    Unlimited submissions
    Quote
Watch for
  • · Submission overages billed; HIPAA add-on charges

Key features

  • +10,000+ form templates
  • +300+ integrations
  • +HIPAA-compliant tier
  • +Conditional logic
  • +Payment integrations
  • +PDF generation
  • +Mobile app
  • +Multi-language support
300+ integrations
SalesforceHubSpotMailchimpSlackZapierGoogle WorkspaceStripePayPal
Geography
Global
#3

Tally

Modern free-forever forms with modern UX; founder-led fast-growing alternative.

Founded 2020 · Ghent, Belgium · private · 1-500 employees
G2 4.7 (380)
Capterra 4.8
From $0 /mo
● Transparent pricing
Visit Tally

Tally launched 2020 (founders Marie Martens, Filip Minev) and has grown bootstrapped to disrupt the Typeform price-point. The platform serves SMB and modern startups with free-forever forms (unlimited responses, unlimited forms) plus paid tiers for advanced features. Wins on free-forever pricing, modern UX, and rapid growth. Loses on enterprise feature depth and brand mindshare in legacy procurement defaults.

Best for

SMB and modern startups wanting free or low-cost forms with modern UX.

Worst for

Enterprises requiring deep CRM integration (FormAssembly + Formstack fit better).

Strengths

  • Free-forever pricing (unlimited responses + forms)
  • Modern UX with conversational and standard form options
  • Founder-led fast-growing
  • Strong conditional logic and integrations
  • Notion-like editor experience
  • EU-data-residency native

Weaknesses

  • Enterprise feature depth less than peers
  • Brand mindshare in legacy procurement defaults lower
  • Capital base smaller than Typeform
  • Customer-support hours limited (EU timezone)

Pricing tiers

public
  • Free
    Unlimited responses + forms; basic features
    $0 /mo
  • Pro
    Custom branding + advanced features
    $29 /mo
  • Business
    Multi-user + enterprise features
    $89 /mo

Key features

  • +Free-forever pricing
  • +Modern Notion-like editor
  • +Conversational + standard form options
  • +Conditional logic
  • +Payment integrations (Stripe)
  • +100+ integrations
  • +Custom branding (Pro)
  • +EU-data-residency native
100+ integrations
NotionAirtableSlackZapierStripeGoogle SheetsWebhookMailchimp
Geography
Global
#4

Fillout

Modern conditional-logic forms with Airtable + Stripe native integration.

Founded 2021 · San Francisco, CA · private · 10-2,000 employees
G2 4.8 (220)
Capterra 4.7
From $25 /mo
● Transparent pricing
Visit Fillout

Fillout launched 2021 (founders Brad Vogel + Robert Lee ex-Brex) and closed a $10M Series A 2024 led by Index Ventures. The platform serves modern SMB and mid-market with conditional logic depth, Airtable + Stripe native integrations, and modern UX. Wins on conditional logic, Airtable integration, and modern developer-friendly approach. Loses on capital base and brand mindshare versus Typeform.

Best for

Airtable-anchored modern SMB and mid-market wanting deep conditional logic forms.

Worst for

Salesforce-anchored enterprises (FormAssembly fit better); WordPress-native.

Strengths

  • Strong conditional logic with deep branching
  • Native Airtable integration (deepest in category)
  • Native Stripe payment integration
  • Modern UX with developer-friendly approach
  • Founder-led with consistent strategy
  • Competitive pricing

Weaknesses

  • Capital base smaller than Typeform
  • Brand mindshare versus Typeform lower
  • Sales motion still building
  • Smaller integration ecosystem

Pricing tiers

public
  • Pro
    1,000 responses/mo
    $25 /mo
  • Business
    10,000 responses/mo
    $75 /mo
  • Enterprise
    Unlimited responses
    Quote
Watch for
  • · Response overages billed

Key features

  • +Strong conditional logic with deep branching
  • +Native Airtable integration (deepest)
  • +Native Stripe payment integration
  • +Modern UX
  • +Conversational + standard form options
  • +100+ integrations
  • +Custom branding
  • +Mobile-friendly
80+ integrations
AirtableStripeSalesforceHubSpotNotionSlackZapier
Geography
Global
#5

FormAssembly

Salesforce-native enterprise forms with HIPAA, GDPR compliance.

Founded 2006 · Bloomington, IN · pe backed · 500-25,000 employees
G2 4.4 (380)
Capterra 4.5
From $89 /mo
◐ Partial disclosure
Visit FormAssembly

FormAssembly launched 2006 and was acquired by Mainsail Partners (private equity) in 2018. The platform serves enterprise customers with the deepest Salesforce-native integration in the forms category plus HIPAA and GDPR compliance. Wins on Salesforce integration depth, compliance posture, and Fortune-500 references. Loses on UX modernization (less polished than Typeform + Tally) and pricing for SMB.

Best for

Salesforce-anchored enterprises (1000-25,000 employees) needing HIPAA/GDPR compliance.

Worst for

SMB on tight budget (Jotform + Tally fit better); modern conversational use cases (Typeform).

Strengths

  • Salesforce-native integration (deepest in category)
  • HIPAA and GDPR compliance native
  • Fortune-500 customer references
  • Enterprise scalability with workflow automation
  • Mature reporting and analytics
  • Strong Salesforce ecosystem partnership

Weaknesses

  • UX modernization less polished than Typeform + Tally
  • Pricing for SMB high relative to Jotform
  • Brand mindshare in modern-SaaS procurement defaults lower
  • Post-PE pricing pressure

Pricing tiers

partial
  • Essentials
    Basic forms + Salesforce integration
    $89 /mo
  • Team
    Multi-user + workflow
    $229 /mo
  • Premier
    Advanced features + HIPAA
    $359 /mo
  • Enterprise
    Custom + GDPR + multi-region
    Quote
Watch for
  • · Submission overages billed
  • · HIPAA add-on; implementation services $5K-$30K

Key features

  • +Salesforce-native integration (deepest)
  • +HIPAA + GDPR compliance
  • +Workflow automation
  • +Multi-user with role-based permissions
  • +Mature reporting and analytics
  • +Custom branding
  • +Payment integrations
  • +Multi-language support
60+ integrations
SalesforceHubSpotMicrosoft DynamicsMailchimpStripePayPalSlack
Geography
North America · Europe
#6

Formstack

Cross-CRM enterprise forms with workflow automation and document generation.

Founded 2006 · Fishers, IN · pe backed · 500-25,000 employees
G2 4.4 (420)
Capterra 4.4
From $50 /mo
◐ Partial disclosure
Visit Formstack

Formstack launched 2006 and was recapitalized by Silversmith Capital Partners in 2020 (terms undisclosed). The platform serves enterprise customers with cross-CRM forms (Salesforce, HubSpot, Microsoft Dynamics), workflow automation, and document generation. Wins on cross-CRM coverage breadth and workflow features. Loses on UX modernization and post-PE pricing trajectory.

Best for

Cross-CRM enterprises (1000-25,000 employees) needing workflow and document generation.

Worst for

Modern conversational use cases (Typeform fit better); SMB on tight budget (Jotform).

Strengths

  • Cross-CRM coverage (Salesforce, HubSpot, Microsoft Dynamics, Marketo)
  • Workflow automation with approvals
  • Document generation
  • HIPAA + GDPR compliance
  • Mature enterprise customer base
  • Multi-user with role-based permissions

Weaknesses

  • UX modernization less polished than Typeform + Tally
  • Post-PE pricing pressure since 2020 recapitalization
  • Pricing tier escalators frustrate customers
  • Implementation complexity for advanced workflows

Pricing tiers

partial
  • Starter
    Basic forms
    $50 /mo
  • Teams
    Multi-user + workflow
    $99 /mo
  • Pro
    Advanced features + integrations
    $191 /mo
  • Enterprise
    HIPAA + GDPR + custom workflow
    Quote
Watch for
  • · Submission overages billed
  • · HIPAA add-on; implementation services

Key features

  • +Cross-CRM coverage (Salesforce, HubSpot, MS Dynamics, Marketo)
  • +Workflow automation with approvals
  • +Document generation (PDF, Word)
  • +HIPAA + GDPR compliance
  • +Multi-user with role-based permissions
  • +Mature reporting and analytics
  • +Payment integrations
  • +Form analytics and heatmaps
80+ integrations
SalesforceHubSpotMicrosoft DynamicsMarketoMailchimpSlackStripePayPal
Geography
North America · Europe
#7

Paperform

Designer-friendly creative forms with strong content layout features.

Founded 2016 · Sydney, Australia · private · 5-500 employees
G2 4.7 (280)
Capterra 4.7
From $24 /mo
● Transparent pricing
Visit Paperform

Paperform launched 2016 and serves SMB and design-conscious teams with strong layout features and creative form design. Wins on design-friendly UX and modern content authoring. Loses on enterprise feature depth and brand mindshare.

Best for

Design-conscious SMB and small teams wanting creative form design.

Worst for

Enterprise compliance (FormAssembly + Formstack fit better); WordPress (Gravity Forms).

Strengths

  • Designer-friendly creative form design
  • Strong content layout and theming
  • Modern UX
  • Founder-led with consistent strategy
  • Affordable pricing
  • Stripe payment integration

Weaknesses

  • Enterprise feature depth less than peers
  • Brand mindshare in legacy procurement defaults lower
  • Capital base smaller than peers
  • Smaller integration ecosystem

Pricing tiers

public
  • Essentials
    Basic forms
    $24 /mo
  • Pro
    Advanced features + payments
    $39 /mo
  • Business
    Multi-user + workflow
    $79 /mo
  • Agency
    Multi-client + white-label
    $159 /mo
Watch for
  • · Submission overages billed

Key features

  • +Designer-friendly form design
  • +Strong content layout and theming
  • +Conditional logic
  • +Stripe payment integration
  • +Custom branding
  • +Multi-language support
  • +Mobile-friendly
  • +Webhooks and Zapier
50+ integrations
StripeZapierMailchimpSlackGoogle SheetsNotion
Geography
Global
#8

Gravity Forms

WordPress-native form leader with mature plugin ecosystem.

Founded 2008 · Marshalltown, IA · private · 1-1,000 employees
G2 4.6 (480)
Capterra 4.7
From $5 /mo
● Transparent pricing
Visit Gravity Forms

Gravity Forms launched 2008 by Rocketgenius and is the dominant WordPress-native form plugin. Wins on WordPress integration depth, mature plugin ecosystem, and one-time perpetual licensing alternative. Loses on standalone-cloud feature depth and modern UX.

Best for

WordPress-anchored sites needing native form integration.

Worst for

Non-WordPress (Typeform + Jotform + Tally fit better); enterprise compliance (FormAssembly).

Strengths

  • WordPress-native (deepest integration)
  • Mature plugin ecosystem with 1000+ add-ons
  • One-time license model option
  • Strong WordPress community
  • Founder-led with consistent strategy
  • Affordable pricing for WordPress sites

Weaknesses

  • Standalone-cloud feature depth less than Typeform + Jotform
  • WordPress dependency limits non-WordPress use
  • UX modernization slower than cloud-native peers
  • Plugin compatibility issues at WordPress upgrades

Pricing tiers

public
  • Basic
    1 site
    $5 /mo
  • Pro
    3 sites + add-ons
    $21 /mo
  • Elite
    Unlimited sites + all add-ons
    $32 /mo
Watch for
  • · Premium add-on licensing

Key features

  • +WordPress-native plugin
  • +Mature plugin ecosystem with 1000+ add-ons
  • +Conditional logic
  • +Payment integrations (Stripe, PayPal)
  • +Custom CSS and styling
  • +Multi-page forms
  • +Webhooks and Zapier
  • +GDPR compliance options
300+ integrations
StripePayPalMailchimpHubSpotSalesforceZapierSlackActive Campaign
Geography
Global
#9

Wufoo

SurveyMonkey-owned legacy form builder; product velocity slowed.

Founded 2006 · San Mateo, CA · private · 5-500 employees
G2 4.2 (360)
Capterra 4.4
From $14 /mo
● Transparent pricing
Visit Wufoo

Wufoo launched 2006 and was acquired by SurveyMonkey (now Momentive) for $35M in 2011. The platform remains operational within Momentive but product investment has visibly slowed: roadmap velocity dropped 50-70% per customer disclosures, UX has not modernized at peers pace, and Momentive customer-support quality post-Zendesk-cancelled-acquisition (2021) is uneven. Wins on legacy customer base and SurveyMonkey ecosystem integration. Loses on product velocity, UX modernization, and brand mindshare. Included for legacy/historical context.

Best for

Existing Wufoo legacy customers maintaining production deployments.

Worst for

New buyers (Typeform + Jotform + Tally fit better); modern conversational use cases.

Strengths

  • Legacy customer base since 2006
  • SurveyMonkey ecosystem integration
  • Mature feature set (when active)
  • Affordable pricing

Weaknesses

  • Product velocity visibly slowed
  • UX modernization stalled
  • Brand mindshare in modern procurement lower
  • Customer-support quality uneven post-Momentive Zendesk-acquisition-cancelled

Pricing tiers

public
  • Starter
    5 forms; 100 submissions/mo
    $14 /mo
  • Professional
    Unlimited forms; 1,000 submissions/mo
    $29 /mo
  • Advanced
    Unlimited forms; 17,500 submissions/mo
    $74 /mo
Watch for
  • · Submission overages billed

Key features

  • +Mature form builder
  • +Payment integrations (Stripe, PayPal)
  • +Conditional logic
  • +Custom branding
  • +Webhooks
  • +Reporting and analytics
  • +Mobile-friendly
80+ integrations
StripePayPalMailchimpZapierSlackSurveyMonkey
Geography
Global
#10

Cognito Forms

Mid-market forms with strong calculations and HIPAA compliance.

Founded 2013 · Columbia, SC · private · 5-1,000 employees
G2 4.7 (220)
Capterra 4.7
From $15 /mo
● Transparent pricing
Visit Cognito Forms

Cognito Forms launched 2013 and serves SMB and mid-market with strong calculation features and HIPAA compliance. Wins on calculations depth, HIPAA compliance, and affordable mid-market pricing. Loses on modern UX, brand mindshare, and capital base.

Best for

SMB and mid-market needing strong calculations + HIPAA compliance at affordable pricing.

Worst for

Enterprise (FormAssembly fit better); modern conversational UX (Typeform).

Strengths

  • Strong calculation and formula features
  • HIPAA compliance native
  • Affordable mid-market pricing
  • Founder-led with consistent strategy
  • Multi-language support
  • Mobile-friendly

Weaknesses

  • Modern UX less polished than Typeform + Tally
  • Brand mindshare in procurement defaults lower
  • Capital base smaller than peers
  • Smaller integration ecosystem

Pricing tiers

public
  • Individual
    500 entries/mo
    $15 /mo
  • Pro
    2,000 entries/mo
    $35 /mo
  • Team
    10,000 entries/mo + multi-user
    $99 /mo
  • Enterprise
    Custom + HIPAA + GDPR
    Quote
Watch for
  • · Entry overages billed

Key features

  • +Strong calculation and formula features
  • +HIPAA compliance native
  • +Conditional logic
  • +Payment integrations (Stripe, PayPal, Square)
  • +Multi-language support
  • +Custom branding
  • +Webhooks and Zapier
  • +Document generation
40+ integrations
StripePayPalSquareMailchimpSlackZapierMicrosoft Teams
Geography
North America · Europe

Frequently asked questions

The questions buyers actually ask before they sign.

Typeform vs Tally vs Fillout for US B2B lead capture in 2026: which wins?
The decision maps to volume and workflow complexity. Typeform wins when conversion rate is the primary variable and response volume is moderate (under 1,000/month per form): its conversational UX consistently outperforms grid forms in US B2B contexts, and HubSpot and Salesforce integrations are the most polished. Tally wins when response volume is high or unpredictable and you want flat-rate pricing: unlimited responses on the Pro tier at $19/month make it the default for US SaaS product teams and indie builders with high traffic. Fillout wins when conditional routing and multi-page logic are required: it handles complex branching and multi-step flows more cleanly than Typeform, and its native Airtable, Notion, and HubSpot connectors suit modern US no-code stacks. For simple B2B demo-request or contact forms, Tally or Typeform. For complex multi-step qualification flows, Fillout.
Which US form platform is HIPAA-compliant for healthcare lead capture?
HIPAA compliance for form tools requires a Business Associate Agreement (BAA) between your organization and the form vendor before any Protected Health Information (PHI) flows through the form. As of 2026, Jotform (HIPAA Bronze/Silver/Gold tiers), FormAssembly, and Formstack sign BAAs and maintain HIPAA-appropriate security controls (encryption at rest and in transit, audit logging, access controls). Typeform, Tally, Fillout, Paperform, and Gravity Forms do not offer HIPAA BAAs as of 2026. For US healthcare organizations collecting patient inquiries, intake forms, or clinical research consent via web forms, use Jotform HIPAA tier, FormAssembly, or Formstack. Gravity Forms has third-party HIPAA hosting companions but the plugin itself is not BAA-backed.
Is Gravity Forms still worth using over SaaS form tools for US WordPress sites in 2026?
Yes, for US WordPress-native sites and agencies. Gravity Forms at $59-$259/year (one-time annual license, no per-response pricing) is meaningfully cheaper than SaaS form tools for high-volume WordPress contact and lead forms. Its deep WooCommerce integration (order forms, quote forms, conditional product logic) has no SaaS equivalent in WordPress context. The trade-off: Gravity Forms requires WordPress hosting, plugin maintenance, and lacks Typeform-caliber conversion UX. For US agencies managing 10-50 WordPress client sites, the cost difference over SaaS tools is decisive. For US SaaS companies with non-WordPress tech stacks, Tally or Typeform are cleaner choices.
Typeform vs Tally vs Fillout vs Jotform, which one wins?
For modern conversational UX with strong brand recognition: Typeform. For free-forever pricing with modern UX: Tally. For deep conditional logic + Airtable integration: Fillout. For mature feature breadth at competitive pricing: Jotform. For HIPAA compliance: Jotform or Cognito Forms or FormAssembly.
When does Typeform stop being enough?
You outgrow Typeform when one of these is true: (1) Salesforce-anchored compliance forms (FormAssembly), (2) cross-CRM workflow + document generation (Formstack), (3) high-volume submissions with tier-escalator concerns (Tally free-forever or Jotform), (4) deep Airtable integration (Fillout), (5) HIPAA compliance for healthcare (FormAssembly + Jotform + Cognito Forms).
How much should I budget for lead capture software?
SMB free tier (10-100 employees): $0 (Tally free, Typeform free, Jotform free). SMB paid (10-100 employees): $480-$600/year (Paperform, Fillout, Typeform Basic, Jotform Bronze). Mid-market (100-2000 employees): $1.8K-$4.8K/year (Typeform Plus/Business, Jotform Silver/Gold, Fillout Pro, FormAssembly Essentials). Enterprise (2000+ employees): $18K-$24K/year (FormAssembly Enterprise, Formstack Pro, Jotform Enterprise).
How does conversational form UX affect completion rate?
Modern conversational forms (Typeform, Tally, Fillout) typically deliver 15-40% higher completion rates than traditional multi-field forms (Wufoo, legacy Formstack) for short forms (under 10 questions). For long forms (20+ questions), conversational UX still wins but by a smaller margin (5-15%). For lead capture specifically, conversational UX is recommended for cold-traffic top-of-funnel capture; traditional forms are often acceptable for warm-traffic bottom-of-funnel.
WordPress-native vs cloud form builder?
WordPress-native (Gravity Forms): best fit if 90%+ of your traffic is WordPress-hosted. Cloud (Typeform, Jotform, Tally, Fillout): best fit if you have multi-channel traffic (WordPress, custom apps, mobile, social ads, landing pages). Some teams use both: Gravity Forms for WordPress + Typeform for landing pages.
HIPAA compliance for healthcare forms?
Healthcare lead capture and intake forms require HIPAA compliance. FormAssembly, Jotform (HIPAA tier), Formstack, and Cognito Forms ship HIPAA compliance with Business Associate Agreements (BAAs). Typeform and Tally do not offer HIPAA-compliant tiers. For healthcare, evaluate FormAssembly or Jotform HIPAA-compliant tier as the standard pattern.
How is AI changing form building?
AI is reshaping form building at three layers: (1) Form authoring: AI generates form structure and field types from natural-language descriptions (Typeform AI, Jotform AI Agent, Tally AI, Fillout AI). (2) Response analysis: AI summarizes submission patterns and surfaces insights (most major platforms). (3) Personalization: AI adapts question flow based on respondent profile (early stage). The role is shifting from manual form authoring toward judgment-driven funnel optimization.
What about no-code platforms (Bubble, Webflow) for forms?
No-code platforms (Bubble, Webflow, Framer) ship basic form features sufficient for simple landing-page lead capture. For more sophisticated lead capture (conditional logic, integrations, conversion optimization, compliance), dedicated form platforms (Typeform, Jotform, Tally, Fillout, FormAssembly) deliver materially more depth. Many teams use both: no-code platform for landing pages + dedicated form for complex captures.
Cross-CRM strategy vs single-CRM-native?
For Salesforce-anchored enterprises wanting deepest integration: FormAssembly is the standard pattern. For cross-CRM (Salesforce + HubSpot + MS Dynamics) enterprises: Formstack is the standard pattern. For modern stacks using HubSpot or Pipedrive: Typeform, Jotform, Fillout all integrate well; Salesforce integration depth varies.
What about Wufoo and its post-SurveyMonkey trajectory?
Wufoo was acquired by SurveyMonkey for $35M in 2011 and remains operational within Momentive (SurveyMonkey rebrand). However, product investment has visibly slowed: roadmap velocity dropped 50-70% per customer disclosures, UX has not modernized at peers pace, and post-Momentive-Zendesk-acquisition-cancelled (2021) customer-support quality is uneven. We include Wufoo for legacy/historical context; for new deployments, Typeform + Jotform + Tally + Fillout are better choices.

Final word

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Last updated 2026-05-19. Local pricing reverified quarterly. Found something inaccurate? Tell us.