Paperform

Paperform is the form and landing page builder Diony and Dean McPherson bootstrapped from Sydney, Australia in 2016. It differentiates from Google Forms, Typeform, and JotForm by treating forms as flowing documents rather than structured question lists — you write text around your form fields, creating a reading experience that feels more like a conversation than a questionnaire. Forms can include rich media, embedded videos, custom CSS, and conditional logic that shows or hides sections based on previous answers. The platform grew to $4M+ ARR with a team of 20 by targeting a premium segment of creators, coaches, and small businesses who care about design quality. Paperform's payments integration (Stripe and PayPal directly in forms) enables use cases that stretch far beyond simple surveys: event registration with ticket purchase, appointment booking with deposit, product order forms with shipping calculation. The Australian-built company competes globally against US giants by focusing on the one thing its customers say matters most: the form should look good without needing a designer.