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Most SaaS founders assume you need funding, a big team, or aggressive scaling to grow. Tally didn't. The no-code form builder hit $150K MRR and 400,000 users with just four full-time employees. Here's how they did it. From pandemic pivot to hockeystick growth Tally wasn't the first startup from Marie Martens and Filip Minev. They originally built a travel startup — but when COVID hit, they pivoted. In 2020, they launched Tally, a freemium form builder that removed the limits most competitors imposed. - 99% of features were free
- Unlimited forms and responses
- No forced branding on paid plans
It worked. By March 2021, they hit $1K MRR. By March 2024, $100K MRR. And now? $150K and growing. How Tally grew without traditional SaaS playbooks Tally's success didn't come from paid ads or aggressive outbound sales — just a smart strategy that played to their strengths. - Freemium with built-in virality Every free user's form had a "Made with Tally" badge, turning each one into a mini billboard. The more people used Tally, the more new users discovered it.
- Building in public Marie and Filip shared everything — revenue numbers, wins, mistakes, and lessons learned. That kind of transparency builds trust, and trust turns into loyal customers.
- Instead of throwing money at ads, they focused on organic growth. They got active in no-code communities, social media, and forums, making sure people heard about Tally in all the right places.
- Keeping it simple Tally wasn't trying to be everything to everyone. They made a form builder that simply works, more like a text document than a complicated tool. That simplicity made it easy to love — and easy to stick with.
By 2024, Tally had a strong foundation, but instead of chasing more features or bigger customers, they focused on refinement: - Improved UX and onboarding to help users see value faster.
- Cut discounts after realizing they attracted low-retention customers.
- Tested paid marketing, partnering with YouTube influencers to amplify organic word-of-mouth.
- Made strategic hires, bringing in a customer success manager and an engineer to free up time for bigger initiatives.
Tally didn't grow by doing more — they grew by doubling down on what worked. What we can learn from Tally Tally's journey proves that you don't need venture capital or massive teams to build a profitable SaaS. Many companies chase growth at all costs, but Tally's success came from doubling down on a simple, user-friendly product, a strong free tier, and organic word-of-mouth. Freemium can work, but only if your product has built-in virality. Community and content marketing aren't just buzzwords — they're powerful acquisition channels when done right. The smartest growth strategy isn't always expansion. Sometimes, it's about sharpening your focus. Would love to hear your thoughts — have you followed Tally's journey or used their forms? Reply and let me know what you think of their growth strategy! —Corey Swipe Files does not have sponsors. We have partners. We partner with trusted top-tier service providers. In fact, I reached out to them — each one has been carefully selected and vetted so I have 100% confidence in recommending them to you. Doing business with them supports this newsletter. 😊 See how these services can help you grow and mention "Swipe Files" or "Corey" for special treatment: - Conversion Factory — My SaaS marketing and design agency without the BS of unpredictable costs or contracts.
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