Freeform
Internal tools without the internal-tools tax. Freeform turns your Merkava data, external APIs, and custom tables into forms, admin panels, and lightweight workflows. Runs standalone at freeform.co or mounts inside Merkava as a Drive. No Airtable licensing cliffs, no Retool per-seat math.
Forms, tables, workflows — in your Merkava workspace.
- Forms that capture anywhere. Embed Freeform forms on any site. Submissions land as typed records — routed to CRM, ATS, Centerline, or a custom Freeform table.
- Admin panels without code. Point Freeform at a Merkava table or an external Postgres. You get a filterable, editable grid with permissions in under a minute.
- Workflows that fire on events. When a form submits, when a row changes, when a Drive publishes a signal — trigger a chain of actions. Slack, email, webhooks, other Drives.
- Typed records, not spreadsheets. Every field has a type. Freeform validates at write time — no more "we had a date stored as a string" at 2 AM.
- Multi-tenant out of the box. Tables scope per venture automatically. Run twenty businesses without twenty separate Airtable workspaces.
Why not Airtable or Retool.
Three steps to a tool.
Define the record.
What are the fields, what's required, who can read and write. Freeform generates the table and the API together.
Attach a surface.
Form for capture, grid for editing, workflow for automation. One record, many surfaces — change one, the others update.
Wire the triggers.
On submit, on change, on schedule. Fire into Slack, email, another Drive, or an external webhook. Trace every run in the audit log.
Admin panel for a candidate intake table.
Composite of Freeform's grid + form view. Actual UI ships with launch.
The glue Drive.
The questions lead-gen operators actually ask.
How is Freeform different from Typeform, Tally, or Jotform?
Those are form builders — submissions land in their database and you sync somewhere. Freeform is a Drive inside Merkava: every submission lands directly in the entity layer (Prospector contacts, Crew applications, custom Drive collections). No webhook to wire, no Zapier middle. The form-to-CRM gap that's the #1 source of lost lead data — Freeform doesn't have it.
Where do submissions go?
You decide per form. Lead forms → Prospector contacts. Job applications → Onramp candidates. Support requests → Relay tickets. Custom collections → any Drive that accepts entity intake. The submission is structured data tagged to the right Drive from the moment it's submitted.
Custom logic — branching, conditional fields, multi-step?
Yes. Branching based on prior answers, conditional show/hide, multi-step flows with progress, prefill from URL params or the visitor's existing entity record (if they're a known contact). Visual editor with drag-drop logic, or expression syntax for power users.
White-label?
Yes — embed Freeform on any domain, custom CSS or class hooks for full visual control. Or host the form on a Webster page (the most common pattern: Webster builds the page, Freeform embeds the form, submissions land in Merkava).
Spam protection?
Multi-layer. Honeypot fields, optional reCAPTCHA, rate limiting per IP, fingerprint-based duplicate detection. Submissions flagged as suspicious go into a moderation queue; clean submissions go straight to the destination Drive.
How does Freeform work with Webster?
Direct embed: a Freeform form ID becomes a Webster component. Webster pages can host any Freeform form; styling inherits the Webster site's design tokens. Form changes propagate to every Webster page where the form is embedded — no copy-paste maintenance.
What does Freeform cost?
Bundled into the GROWTH executive at $199/mo — CMO + 7 marketing specialists, Freeform included alongside Beacon, Quillsly, Nitrous, Webster, Affiliation, and Manifest. Or hire the whole C-Suite at $599/mo. Standalone Freeform pricing on the post-launch roadmap.
Build the missing internal tool.
Freeform is live. External Drive · $29/mo standalone or bundled with the GROWTH exec hire ($199/mo) or C-Suite ($599/mo). Airtable-style app builder for operators — runs at freeform.co and mounts inside Merkava as a Drive against the same entity layer as Prospector, Crew, and Onramp.