Formidable Pricing

Starter €5.99 · Growth €4.99 · Scale €3.99 per conversation. Which plan you are on is decided by your monthly inbound leads, not chosen.

The same place our diagnostic gets them. The 40 minutes is the research a rep does before a first call plus the qualifying they do on it: 30 minutes of reading up, 10 minutes of asking. The hourly figure is what an hour of a mid-market sales rep costs a European employer once salary and on-costs are counted. We have deliberately left out the bigger cost - a call that should never have been booked at all - because working that one out needs figures from your CRM that a pricing page does not have. So what you see is the conservative number, and the real cost is higher.

Your monthly inbound leads. Starter: up to 50 inbound leads a month. Growth: 51 to 100 inbound leads a month. Scale: more than 100 inbound leads a month. A plan change is agreed with you first - it never happens automatically.

The price per conversation, and how much of the setup work is included in your price rather than billed as a one-off fee. The product itself is the same on every tier.

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.

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.

It's billed, like every completed conversation, whatever the verdict. Sorting a poor fit out of your pipeline is work too - the redirect saves your team a dead call, and the brief tells them why it wasn't a fit.

Nothing. A form fill with no conversation costs you nothing. The same goes for someone who opens the chat and leaves straight away, and for a chat that goes quiet before the agent finishes qualifying.

You don't pay for it. Spam and obvious test submissions aren't billed, whatever the agent did with them.

Monthly, after the month. Your bill is the number of qualified conversations completed that month, times your plan's price per conversation. Conversation charges are never taken in advance; a one-off set-up fee, where one applies, is separate from the monthly bill.

Your first month is free on every tier - no cap on conversations, no card. It runs on your own website and your own traffic, so you see real conversations, real meetings and real briefs with no conversation charges before your free month ends. A set-up fee, where one applies, is separate and stated in its own line below.

You pick the plan 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.

Your plan matches your monthly lead volume, so more leads move you to the next plan, where your cost per lead is lower. A plan change is agreed with you first - it never happens automatically. The product stays the same on every plan - 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.

On Starter, depending on your stack, a one-off set-up fee may apply on top of your plan 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 plan change is agreed with you first. Not sure whether a fee applies to yours? Ask us - we'll tell you straight.

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.

No. Pricing doesn't depend on how many people on your team use it.

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.