Formidable pricing

A form fill tells you someone typed an email address. A qualified conversation tells you who they are, what they need, and when they want to talk. It also tells you whether they fit your ideal customer profile: the kind of buyer you actually want. The conversation is what fills your calendar with good meetings, so the conversation is what you pay for.

It also keeps us honest. Formidable earns its keep by qualifying leads properly, booking the right meetings, and briefing your sales team. Qualified conversations are what the pricing is built on. Padding your CRM with junk contacts earns us nothing.

Your monthly bill is the number of qualified conversations completed, times your tier price. Not every inbound lead becomes one - some never open the chat, and those cost you nothing. Three examples, at three sizes:

Those volumes are illustrative. They are not a claim about what your own traffic will do.

What counts as a qualified conversation?

A conversation starts when a lead opens the chat after submitting your form. It's complete when one of two things happens: the agent finishes its qualification job, or the lead stops replying and a waiting period closes the chat. Qualifying means the agent has checked the lead against your ideal customer profile, asked the questions a good salesperson would ask, and reached a verdict on fit.

Which conversations are billed, and which aren't?

Every completed conversation is billed, whatever the verdict. Sorting a poor fit out of your pipeline is work too - the redirect saves your team a dead call. Some things are never billed: a form fill with no conversation costs you nothing, someone who opens the chat and leaves straight away costs you nothing, and a chat that goes quiet before the agent finishes qualifying isn't billed either.

Is there a free trial?

Yes, on every tier. Your first month with Formidable is free, on your own website and your own traffic. There is no cap on conversations during the trial and no card required. You see real conversations, real meetings and real briefs before you pay anything.

What happens after the free month?

You pick the tier that matches your monthly lead volume and billing starts from there, monthly. Nothing converts automatically, because no card was taken to convert - if the free month didn't earn its place, you stop.

What happens if our lead volume grows?

Your tier matches your monthly lead volume, so more leads move you to the next tier, where your cost per lead is lower. A tier change is agreed with you first - it never happens automatically. The product stays the same on every tier - full qualification, booking and briefs - and moving up also means more of the setup work is included in your price rather than billed as a one-off fee.

Is there a set-up fee?

On Starter, depending on your stack, a one-off set-up fee may apply on top of your tier price. Whether one applies to you depends on what we have to connect. On Growth and Scale the set-up fee is waived. What doesn't change, whatever your stack: you're billed monthly, seats are never charged, and a tier change is agreed with you first. Not sure whether a fee applies to yours? Ask us - we'll tell you straight.

Is Formidable right for you?

It fits B2B companies with steady inbound coming through the website, and a sales team that can say what makes a lead worth their time. Formidable earns its price when a good inbound lead should end in a sales conversation. If your motion is entirely self-serve, with nothing to book, skip it. The same goes while your qualification criteria are still unsettled, or when every lead deliberately gets the same next step. Define the journey first, then add tooling; once a booked meeting is the goal, the free month is the honest test.