How Reform Achieved #1 on Product Hunt and 500 Sign-Ups in a Day
This form builder helps you create beautiful, high-converting forms without complexity or code.
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The "Why" Behind Reform
Reform was co-founded in March 2021 by Peter Suhm and Bjørn Lindholm. The inspiration came from a shared frustration with existing form builders, which were either too complex or didn't align with their minimalist design ethos. The goal was clear: to create a form builder that was simple, visually appealing, and easy to use for businesses of all sizes.
“While researching different form builders, I realized that I didn’t like any of them, and when I talked to my startup friends about it, they felt the same way. I asked the developer I had brought on to work on Branch if he wanted to explore this idea with me as a co-founder, and he said yes.” — Peter Suhm.
Building and Launching the Product
The founders kicked off by validating the concept using Rob Fitzpatrick’s “Mom Test” framework. They needed to find out:
If people wanted the kind of form builder they were going to make wanted to make
If they would be able to find the distribution they needed in the crowded form builder space
In April 2021, they built a landing page using Figma mockups and a hard-coded form to showcase their vision. They invited early feedback from about 20-30 beta testers. Over the next few months, they iterated based on user input to keep the product simple.
The first public version of Reform officially launched in September 2021.
Achieving Product-Market Fit
By the end of 2021, Reform had gained traction with its target audience of small businesses, marketers, and SaaS companies. The minimalist approach resonated with users looking for an alternative to cluttered, feature-heavy tools like Typeform and Google Forms. Feedback during the beta phase indicated strong alignment with market needs, validating their product-market fit within months of launch.
Go-To-Market Strategy
The big moment came in October 2021, when Reform launched on Product Hunt. Preparation for the launch took about 2-3 weeks, focusing on crafting the perfect pitch. The launch was a resounding success:
#1 Product of the Day and #1 Product of the Week on Product Hunt.
Peter's tweet about the launch garnered over 100,000 impressions.
Reform saw 500 new sign-ups on launch day alone.
Users quickly embraced Reform's simplicity and effectiveness.
Justin Jackson, Co-founder of Transistor fm, shared, "Early user of Reform here! Loving the simplicity; I've already switched some things from Typeform to Reform".
Similarly, Christian Randløv Schmidt, CTO of reel energy, noted, "I've been using Reform for a landing page contact form for the past couple of months—really loving it so far! Super clean product and great support."
🎁 Here’s our Product Hunt Launch Template—just in case you’re looking to launch your own product on the platform.
User Base and Revenue
Reform adopted a simple pricing structure, charging $15 per month for its core service. By the end of 2022, the company had built a steady stream of monthly recurring revenue (MRR), though specific numbers have not been disclosed publicly. What is known is that the pricing model helped Reform acquire paying customers quickly while keeping operations lean.
Fundraising Efforts
In 2022, Reform secured funding from TinySeed, a well-known SaaS accelerator, as well as several angel investors. This funding provided the necessary resources to scale the product, enhance features, and expand marketing efforts.
Acquisition by FunnelEnvy
Reform's journey took a pivotal turn in July 2023, when it was acquired by FunnelEnvy, a company specializing in Revenue Funnel Optimization. The acquisition aimed to integrate Reform’s lead capture form capabilities into FunnelEnvy’s broader full funnel optimization services.
Arun Sivashankarn, Founder of FunnelEnvy, stated:
“We believe that forms aren’t just some afterthought you slap on a website to collect data. They’re an essential step in forming a trusted relationship between parties, the critical interaction that demonstrates that the value you’re promising is enough for someone to entrust you with their (often sensitive) information and time. Unfortunately, in our times, clogged inboxes and privacy concerns make it as important as ever to ensure that forms remain an integral part of the digital trust-building process.
As part of my search to make better forms more accessible, I came across Reform and was incredibly impressed with what Peter and Bjørn had built, and just as importantly the manner in which they had built it. We’re humbled and excited to be taking the baton with an unwavering goal: to help you create forms that look great, are awesome to fill out, and integrate with your workflow.”
Since the acquisition, the Reform team has been working on an ambitious product roadmap that aligns with FunnelEnvy’s mission of empowering marketers with tools to increase lead conversion rates, minimize low-quality responses, and seamlessly integrate forms into modern Martech workflows. Reform's updated positioning focuses on delivering advanced features like multistep forms, conditional logic, and enriched data capture to optimize lead generation efforts.
We recommend Reform for your MarTech Stack if you want to build high-converting lead capture forms that minimize spam and improve response quality. Check out our deep dive into the Reform form builder here.
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