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Fillout
Fillout is a no-code form builder for creating powerful and customizable forms, surveys, and quizzes.
Market Data Board
4.2M monthly avgRead the market signal first
Traffic and channel data use SimilarWeb methodology; keyword metrics come from DataForSEO; ranking and revenue signals come from Toolify. Evidence snapshot 2026-07-06.Estimated monthly traffic (directional, not audited revenue).
Primary market category.
Non-brand search share indicates how much task-led discovery may exist.
Channel mix share of visits
Top countries traffic share
Competitor traffic three-month visits
Keyword Evidence
5 keywordsTask-keyword opportunity table
Score is Shipsite's opportunity score, blending the metrics on the left. Auditable inputs are Volume, KD, CPC, allintitle and KGR.| Keyword | Volume | KD | CPC | KGR | Score |
|---|---|---|---|---|---|
| typeform alternative | 260 | 0 | $13.43 | — | 65.2 |
| online form builder | 12.1K | 71 | $22.93 | — | 32 |
| survey maker | 2.4K | 100 | $11.9 | — | 0 |
| quiz maker online | 110 | 47 | $3.39 | — | 23.4 |
| form to airtable | 10 | 0 | — | — | 18 |
KGR is shown once allintitle sampling lands for a keyword; Volume, KD and CPC are already auditable.
Product Evidence
0 capturesProduct and pricing captures
Only the product's own public pages are shown here.No public product screenshots passed the current evidence gate.
Strategy Frameworks
Business canvases and strategic analysis
Nine grounded views derived from the measured product, traffic, keyword and market evidence: Business Model Canvas, Value Proposition Canvas, SWOT, 3C, 4P, PEST, Porter's five forces, the customer empathy map and the customer journey map — opened by the insight brief.One-line positioning
Fillout: Fillout pairs unlimited free forms and per-response pricing with native Airtable/Notion write-back to capture users priced out of Typeform.
Target user
Target users are creators and small teams building forms/quizzes that write into Airtable/Notion, paying by response volume.
Category role
Within the form-tool category, Fillout positions as a low-cost Typeform alternative via its free tier and integrations.
THE VERDICTFillout underprices Typeform and out-integrates rivals to win solopreneurs, yet stays ~1/30th of Jotform's scale.
Non-obvious insights
- No organic-search share plus KD-71 'online form builder' shows Fillout's 4.2M visits are barely SEO-driven.
- At 4.2M visits vs Jotform's 127.7M and Typeform's 96.8M, Fillout's Typeform price-targeting remains a marginal slice.
- >65% of users are outside the US (Israel, France), yet Fillout relies on a single Stripe payment processor.
Mechanisms worth studying
- Proves a comparison keyword plus generous free tier can pull price-sensitive users from a pricier incumbent.
- Disproves that integration depth alone unseats a leader — traffic is still only ~3% of Jotform's.
01 · Business Model Canvas
Business Model Canvas
- Airtable, Notion, and HubSpot as integration partners; Stripe for payments.
- No evidence of channel or ecosystem partners beyond the named integrations.
- No evidence of investors or strategic capital partners.
- Stripe is the sole evidenced processor, so billing and subscriptions depend on one vendor.
- Building and maintaining write-back integrations and advanced form logic.
- No evidence on operational quality metrics such as uptime or support SLAs.
- Capturing comparison-intent demand via 'typeform alternative' search positioning.
- GTM leans on 'typeform alternative' pages and embed-driven referral loops over heavy SEO spend.
- Must maintain OAuth compliance with three platform partners plus GDPR handling for EU users.
- Unlimited free forms, integration write-back, and per-response pricing with advanced logic on paid tiers.
- Per-response pricing ties cost to usage rather than flat seat fees.
- No review or sentiment evidence exists to assess emotional or social value.
- The generous free tier lets users trial the product before committing to a paid tier, lowering adoption risk.
- Native write-back integrations with Airtable/Notion/HubSpot form the ecosystem differentiator.
- Primarily self-service subscription with no evidence of a sales-assisted motion.
- No evidence of support channels such as chat, email, or SLAs.
- Response volume growing with customer usage could drive expansion revenue, though no churn/retention data exists.
- No reviews, NPS, or other trust-signal evidence is available.
- End users need to build forms/quizzes and sync responses into Airtable/Notion/HubSpot without separate tools.
- Buyers upgrade tiers based on monthly response volume; admins configure integrations, logic, and branding.
- Used when teams need forms tied into existing Airtable/Notion/HubSpot workflows rather than standalone surveys.
- Pain is Typeform's costly per-response pricing; gain is a generous free tier plus native integrations.
- Per-response pricing ties cost to actual usage growth; the exact savings versus Typeform is not evidenced.
- Proprietary write-back integrations with Airtable/Notion/HubSpot.
- A 4.2M monthly-visit user base dominated by direct and referral traffic.
- Team size, funding, and infrastructure capacity are not disclosed in the evidence.
- 4.2M visits is ~4.3% of Typeform's traffic, making Fillout a challenger, not a leader.
- Needs engineering capacity to keep multi-platform write-backs compatible with upstream API changes.
- Direct 62% and Referrals 17% dominate; embedded forms likely drive backlink-style referrals.
- Direct traffic (61.9%) and referrals (17.2%) dominate, suggesting word-of-mouth discovery over paid channels.
- Self-serve subscription on the official site, processed via Stripe.
- Delivered as a web-based SaaS tool with no evidence of physical-delivery steps.
- No evidence describes the customer-service delivery channel.
- Engineering cost to build and maintain multi-platform write-back integrations and advanced logic.
- Variable processing/storage cost scaling with response volume under per-response pricing.
- No evidence on customer-support or operations cost structure.
- High-CPC keywords (e.g., $22.93) imply acquisition-cost pressure if paid channels are used.
- Heavy free users' Airtable/Notion write-backs add API/storage cost unrecovered by revenue.
- Tiered per-response subscriptions (Starter $15/mo, Pro $40/mo).
- Upgrades driven by response-volume caps, advanced logic, and de-branding needs.
- No evidence of revenue streams beyond tiered subscriptions.
- Unknown if Fillout offers white-label/agency reseller plans or a standalone API product.
02 · Value Proposition Canvas
Value Proposition Canvas
Product side · Value Map
- Unlimited form builder available on the free tier.
- Native write-back connectors for Airtable/Notion/HubSpot.
- Tiered per-response pricing (Starter $15/Pro $40) undercuts Typeform's comparable plans.
- Native write-back eliminates manual export/import steps into Airtable.
- Unlimited free forms let users trial the product risk-free.
- Advanced logic and de-branding gated to Pro tier create a clear upgrade reason.
Customer side · Customer Profile
- Functional job: build forms/quizzes with responses landing automatically in Airtable/Notion/HubSpot.
- Emotional job: escape the anxiety of manual data re-entry and overage billing.
- Typeform's per-response pricing causes bills to spiral with volume.
- Data is siloed between the form tool and Airtable/Notion, requiring manual syncing.
- Unlimited forms on the free tier let users start at zero cost.
- Write-back integrations skip extra spend on middleware automation tools like Zapier.
03 · SWOT
SWOT Matrix
- Unlimited forms on the free tier form a low-cost acquisition funnel.
- Native write-back to three major platforms gives it broad integration coverage.
- A 17.2% referral channel share shows the product carries its own word-of-mouth momentum.
- A sufficiently generous free tier could weaken conversion motivation to paid tiers.
- The positioning depends on staying cheaper than Typeform, limiting margin room.
- The core keyword 'online form builder' has KD 71, making organic-only acquisition difficult.
- Search demand for 'typeform alternative' signals a comparison-shopping segment to capture.
- Low-difficulty long-tail terms like 'form to airtable' point to underserved integration-specific queries.
- Quiz-maker search demand suggests room to expand into adjacent quiz-based use cases.
- Jotform's 127.7M monthly visits dwarf Fillout's traffic scale.
- Typeform itself draws 96.8M monthly visits, remaining the traffic leader in the category.
- If Typeform lowers its pricing or expands its free tier, Fillout's price-arbitrage positioning weakens.
04 · 3C / 05 · 4P
3C Analysis & 4P Mix
- Engineering capability concentrates on maintaining multi-platform write-back APIs rather than form-UI innovation.
- Low ticket size ($15-40/mo) plus free-tier acquisition means unit economics hinge on high conversion.
- At 4.2M monthly visits, it occupies a challenger position feeding on Typeform's price-overflow users.
- End users need to build forms/quizzes and sync responses into Airtable/Notion/HubSpot without separate tools.
- Pain is Typeform's costly per-response pricing; gain is a generous free tier plus native integrations.
- Per-response pricing ties cost to actual usage growth; the exact savings versus Typeform is not evidenced.
- Typeform is the explicit same-job competitor Fillout positions against on price.
- Jotform is a same-budget substitute form builder with far larger traffic.
- Formstack appears as a traffic-adjacent form tool; direct competitive overlap is unconfirmed.
- Core product is unlimited free forms plus advanced logic unlocked at the Pro tier.
- Product differentiation is native write-back, not form-design aesthetics.
- Three tiers: Free (1,000 responses), Starter $15/mo, Pro $40/mo.
- Pricing scales with response volume rather than flat seats, growing elastically with usage.
- 61.9% of traffic is Direct, so distribution relies heavily on the owned website for conversion.
- 17.2% comes via Referrals, suggesting embedded forms on customer sites act as a distribution channel.
- High direct-plus-referral share suggests word-of-mouth discovery rather than paid-ad-driven growth.
- Comparison-intent keywords suggest promotion should target bottom-funnel switchers rather than broad awareness.
06 · PEST
PEST Macro Environment
- France is 4.5% of traffic, so cross-border data transfer to US-based write-backs faces GDPR scrutiny.
- The core value prop depends on Airtable/Notion/HubSpot keeping APIs open; tightening terms is a policy risk.
- Israel is 5.5% of traffic, so regional economic volatility there could affect SaaS purchasing budgets.
- Low-ticket $15-40/mo pricing targets small-team budgets, which are cut first in macro downturns.
- The rising trend of non-technical teams building Airtable/Notion ops stacks expands demand for write-back tools.
- Only the Pro tier removes branding, reflecting users' sensitivity to brand image when sharing forms.
- Fillout's edge rests on API write-back depth, which erodes if Airtable/Notion ship native form features.
- Unknown whether Fillout has any AI-assisted form/quiz generation capability in its current feature set.
07 · Five Forces
Porter's Five Forces
Basic form-building has low entry barriers, but multi-platform write-back depth raises the bar for entrants.
Airtable/Notion/HubSpot control API access and Stripe controls payment rails, giving suppliers leverage.
Forms are easily comparable and switching to Typeform or Jotform is low-friction for buyers.
Substitutes include Airtable/Notion's own built-in forms, or Google Forms for non-integrated needs.
Typeform's 96.8M and Jotform's 127.7M visits dwarf Fillout's 4.2M in direct rivalry.
08 · Empathy Map
Customer Empathy Map
Primary personaAn ops-minded solo founder or small agency lead building client-intake forms into Airtable, fed up with Typeform's overage bills.
- Searched 'typeform alternative' looking for a cheaper substitute.
- Searched 'form to airtable' wanting a form that writes data directly.
- Worries that Typeform's bill will spiral out of control as responses grow.
- Believes manually copying data into Airtable wastes time and invites errors.
- Compares Fillout's and Typeform's per-response pricing tables side by side.
- Trials the free tier up to 1,000 responses to test the Airtable/Notion write-back.
- Feels squeezed and frustrated by Typeform's response-based billing.
- Feels relieved once data starts flowing automatically into Airtable.
09 · Journey Map
Customer Journey Map
Discover01
Evaluate02
Onboard03
Retain04
Advocate05
Emotion curve (inferred)
Key behavior
Searches 'typeform alternative' and lands on Fillout's comparison page.
Evaluates the free-tier response cap against write-back capability.
Connects an Airtable account and maps the first form's write-back fields.
Nears the 1,000-response free cap and evaluates upgrading to Starter.
Recommends Fillout in agency/founder communities as the money-saving option.
Friction / drop-off
The broad 'online form builder' keyword (KD 71) is dominated by giants like Jotform.
Advanced logic and de-branding are locked behind Pro, a limit discovered only mid-evaluation.
Field mapping requires manual fixes if it doesn't match the Airtable schema.
The 1,000-response free cap is quickly hit by growing teams, forcing a pay decision.
Unknown whether Fillout runs a referral-incentive or affiliate program, despite referrals being 17.2% of traffic.
Product lever
A 'vs Typeform' comparison landing page captures high-intent price-comparison traffic.
Unlimited forms on the free tier lower the barrier to trial decisions.
Native Airtable/Notion connectors skip the need for a Zapier middle layer.
Per-response billing naturally aligns usage growth with upgrade willingness.
Referrals at 17.2% of traffic suggest the product itself drives word-of-mouth.
EVIDENCE BOUNDARIESNo data on Typeform's own pricing prevents quantifying the actual cost savings claim.; No churn, repurchase, or NPS data exists to assess customer-relationship quality.; Team size, funding, and infrastructure cost structure are unknown.; Actual paid-acquisition spend is unknown despite high-CPC keywords ($13-23) in the category.
Sources & Method
Evidence boundaries
Official website: https://fillout.com
Ranking and revenue signals come from Toolify; traffic, channels and country distribution use SimilarWeb methodology; keyword Volume, KD and CPC come from DataForSEO. This is a research snapshot, not investment advice.
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