Financial services firms face a challenge that most form builders weren't designed to solve. You need to capture leads from prospects who are sharing sensitive financial details, satisfy compliance requirements that vary by jurisdiction, and qualify those leads before they ever reach an advisor's desk. A generic contact form with a name and email field isn't going to cut it.
The right lead capture form for financial services needs to balance conversion optimization with data security, regulatory compliance, and intelligent lead routing. We evaluated the landscape and narrowed it down to the tools that genuinely serve financial services teams, from independent advisors to enterprise wealth management firms. Here's what delivers.
1. Orbit AI
Best for: High-growth financial services teams that need AI-powered lead qualification built into every form.
Orbit AI is an AI-powered form builder with built-in lead qualification, designed for teams that care about lead quality as much as lead volume.
Where This Tool Shines
What separates Orbit AI from general-purpose form builders is the intelligence layer built directly into the form experience. Rather than capturing raw submissions and leaving your team to manually sort through them, Orbit AI scores and qualifies leads in real time based on how prospects respond. For financial services, where an advisor's time is genuinely expensive, that automatic triage is a meaningful operational advantage.
The platform is also designed with conversion in mind from the ground up. The templates are modern and clean, which matters in financial services: prospects sharing sensitive financial information are more likely to complete a form that looks and feels trustworthy. Conditional logic and dynamic fields mean each prospect sees a form tailored to their situation, not a one-size-fits-all questionnaire.
Key Features
AI Lead Scoring: Qualifies and prioritizes leads automatically in real time based on form responses, so your team focuses on the highest-value prospects first.
Conversion-Optimized Templates: Modern, professional form designs with trust-building aesthetics suited to financial services contexts.
Conditional Logic and Dynamic Fields: Forms adapt based on user responses, creating a personalized experience that improves completion rates.
CRM Integrations: Routes qualified leads directly into your CRM, eliminating manual handoffs and keeping your pipeline clean.
Built for High-Growth Teams: The platform is architected around lead quality over volume, which aligns directly with how financial services firms measure pipeline success.
Best For
Financial advisory firms, wealth management teams, and fintech companies that are scaling lead generation and need intelligent qualification without adding headcount. Particularly strong for teams running paid acquisition campaigns where lead quality directly impacts ROI.
Pricing
Visit orbitforms.ai for current pricing plans. A free option is available to get started.
2. Jotform
Best for: Financial services teams that need a broad template library and flexible compliance features.
Jotform is a versatile form builder with an extensive template library, payment integrations, and encryption features suited to financial services compliance needs.
Where This Tool Shines
Jotform's sheer breadth makes it a practical choice for financial services teams that need to build multiple form types quickly. With thousands of templates, including financial services-specific options, you can stand up a new lead capture form without starting from scratch. The platform's encryption and HIPAA compliance options on higher-tier plans give compliance teams something concrete to point to.
The built-in payment processing integrations are a bonus for firms that collect application fees, retainer payments, or initial deposits alongside lead information. Conditional logic and form calculations also enable basic financial tools like loan estimators or investment range calculators.
Key Features
10,000+ Templates: Includes financial services-specific forms for loan applications, investment inquiries, and advisor intake.
HIPAA Compliance: Available on higher-tier plans, providing a compliance foundation for regulated data handling.
256-bit SSL Encryption: Applied across all forms, giving prospects confidence their data is protected.
Built-in Payment Processing: Supports Stripe, PayPal, and Square for collecting payments alongside form submissions.
Conditional Logic: Adapts forms based on user responses to create more relevant lead capture flows.
Best For
Smaller financial services firms or independent advisors who need a flexible, affordable platform with solid compliance features and don't require deep AI-driven qualification capabilities.
Pricing
Free plan available. Paid plans start at $34/month.
3. Typeform
Best for: Financial services teams prioritizing a low-friction, conversational lead capture experience.
Typeform is a conversational form builder known for its one-question-at-a-time format that creates engaging, high-completion lead capture experiences.
Where This Tool Shines
In financial services, form abandonment is a real problem. Asking someone to share their income, investable assets, or financial goals in a dense, multi-field form can feel overwhelming or intrusive. Typeform's conversational format breaks that experience into a sequence of focused, friendly prompts that feel more like a dialogue than a data intake form. That design approach can meaningfully improve completion rates on sensitive financial questionnaires.
The logic jumps and branching capabilities allow you to route prospects through different question paths based on their answers, which functions as a lightweight qualification layer. A prospect who indicates they have significant investable assets can be routed through a more detailed intake flow, while others receive a shorter path to an introductory consultation.
Key Features
Conversational Interface: One-question-at-a-time format reduces cognitive load and improves completion rates on sensitive financial forms.
Logic Jumps and Branching: Routes prospects through tailored question paths based on their responses for basic lead qualification.
Trust-Building Design: Clean, modern aesthetics that communicate professionalism to cautious financial prospects.
CRM and Marketing Integrations: Connects with major platforms to pass leads into your existing pipeline workflows.
Hidden Fields: Enables campaign tracking and attribution without adding visible fields to the form experience.
Best For
Financial services firms running consumer-facing campaigns where first impressions matter and form completion rates are a primary concern. Works well for initial advisor inquiry forms and prospect qualification surveys.
Pricing
Free plan available. Paid plans start at $25/month.
4. HubSpot Forms
Best for: Financial services teams already running their marketing and sales pipeline inside HubSpot.
HubSpot Forms is a CRM-native form builder that feeds leads directly into HubSpot's marketing and sales pipeline with full lifecycle tracking.
Where This Tool Shines
If your team lives inside HubSpot, the native forms integration is genuinely powerful. There's no middleware, no Zapier connection to maintain, and no sync delay. Every form submission creates or updates a contact record in real time, triggering whatever lead scoring, nurture sequences, or assignment rules you've built. For financial services teams with structured sales processes, that tight integration eliminates a lot of operational friction.
Progressive profiling is a standout feature for firms that engage prospects across multiple touchpoints. Rather than asking the same questions on every form, HubSpot can surface new fields for returning visitors, gradually building a richer picture of each prospect over time without overwhelming them on the first interaction.
Key Features
Native CRM Integration: Zero third-party connectors needed; submissions flow directly into HubSpot contact records and pipelines.
Progressive Profiling: Collects additional data on returning visitors without repeating questions already answered.
Automatic Lead Scoring: Assigns lifecycle stages and scores based on form responses and behavioral data.
Smart Fields: Adapts form fields based on known contact data to reduce friction for returning prospects.
Free Tier: Core form functionality is available at no cost with a HubSpot CRM account.
Best For
Financial services firms that have already adopted HubSpot as their CRM and marketing platform. Less compelling as a standalone choice if you're not invested in the HubSpot ecosystem.
Pricing
Free with HubSpot CRM. Advanced features in Marketing Hub start at $800/month.
5. Formstack
Best for: Regulated financial services firms that need compliance-grade form handling, digital signatures, and audit trails.
Formstack is a compliance-focused form and workflow platform built specifically for regulated industries, offering HIPAA support, digital signatures, and detailed audit trails.
Where This Tool Shines
Formstack takes compliance seriously in a way that most general-purpose form builders simply don't. For financial services firms operating in regulated environments, the combination of HIPAA-compliant data handling, digital signature capture, and workflow automation for approval chains addresses requirements that other tools treat as afterthoughts. If your forms trigger internal review processes, document routing, or advisor approval workflows, Formstack can handle that end-to-end.
The audit trail and compliance reporting features are particularly valuable for firms that need to demonstrate regulatory adherence. When a regulator asks how a particular piece of client data was collected, processed, and stored, having a documented trail built into your form platform is a significant advantage over stitching together records from multiple systems.
Key Features
HIPAA-Compliant Forms: Handles and stores sensitive financial and personal data with compliance-grade security controls.
Digital Signature Capture: Built-in via Formstack Sign, enabling compliant electronic signatures on intake forms and agreements.
Workflow Automation: Manages approval chains, document routing, and multi-step review processes after form submission.
Audit Trails: Detailed compliance reporting that documents data collection and handling for regulatory review.
Financial CRM Integrations: Connects with Salesforce, Microsoft Dynamics, and other platforms common in financial services.
Best For
Wealth management firms, insurance companies, and financial advisors in heavily regulated environments where compliance documentation is a non-negotiable requirement. Also strong for firms that need digital signatures integrated into their intake process.
Pricing
Starts at $50/month. Enterprise plans with full compliance features are available.
6. Gravity Forms
Best for: Financial services firms running WordPress sites that need deep customization and developer-level control.
Gravity Forms is a WordPress-native form plugin with deep customization options, an extensive add-on ecosystem, and developer-friendly architecture.
Where This Tool Shines
For financial services firms whose primary web presence is built on WordPress, Gravity Forms offers a level of customization that hosted form builders can't match. The plugin integrates directly into the WordPress environment, and the developer hooks, filters, and add-on library give technical teams the flexibility to build genuinely sophisticated lead capture experiences, including multi-page intake flows, conditional logic chains, and calculation fields for financial tools like loan estimators or investment range calculators.
The add-on ecosystem covers CRM integrations, payment processing, and email marketing, which means you can build a fairly complete lead capture and routing workflow without leaving the WordPress environment. For firms with in-house developers, the customization ceiling is high.
Key Features
Deep WordPress Integration: Works natively with shortcodes and the block editor for seamless site integration.
Extensive Add-On Library: Covers CRMs, payment processors, and marketing platforms for a complete workflow.
Calculation Fields: Enables loan estimators, investment calculators, and other financial tools within the form itself.
Conditional Logic: Multi-page form support with branching logic for sophisticated lead qualification flows.
Developer Hooks and Filters: Full customization capability for technical teams building complex financial services applications.
Best For
Financial services firms with WordPress-based websites and access to developer resources. Less practical for teams without technical capacity or those not already on WordPress.
Pricing
Starts at $59/year for a single site license.
7. Unbounce Smart Builder
Best for: Financial services teams running paid acquisition campaigns who need AI-optimized landing pages with integrated lead capture.
Unbounce Smart Builder is an AI-powered landing page and form builder designed to maximize conversions on paid traffic campaigns, with built-in A/B testing.
Where This Tool Shines
Unbounce occupies a different niche than most form builders on this list: it's primarily a landing page platform where the form is one component of a larger conversion-optimized experience. For financial services firms spending on paid search or social campaigns, that distinction matters. Rather than driving traffic to a generic page with an embedded form, you can build dedicated landing pages where every element, headline, imagery, trust signals, and form placement, is optimized for conversion.
The Smart Traffic feature is a genuine differentiator. Rather than running a traditional A/B test and waiting for statistical significance, Smart Traffic uses machine learning to automatically route individual visitors to the variant most likely to convert based on their attributes. For financial services campaigns where cost-per-lead is high, that optimization can have a real impact on campaign economics.
Key Features
AI-Optimized Layouts: Generates landing page designs with integrated lead capture forms optimized for conversion.
Smart Traffic: Automatically routes visitors to the highest-converting page variant using machine learning.
Built-in A/B Testing: Tests form and page variations to identify what resonates with financial services prospects.
Sticky Bars and Popups: Secondary lead capture mechanisms for visitors who don't engage with the primary form.
CRM and Automation Integrations: Passes leads into your existing marketing and sales infrastructure.
Best For
Financial services marketing teams with active paid acquisition budgets who want to treat landing page optimization as a strategic lever, not an afterthought. Less relevant for organic or inbound-focused teams.
Pricing
Starts at $74/month.
8. Cognito Forms
Best for: Smaller financial services firms and independent advisors who need powerful features at an accessible price point.
Cognito Forms is an affordable form builder with built-in calculation fields, payment processing, and conditional logic that punches above its price point.
Where This Tool Shines
Cognito Forms is often overlooked in favor of more heavily marketed competitors, but for smaller financial services firms and independent advisors, it delivers a strong feature set at a fraction of the cost of enterprise alternatives. The built-in calculation fields are particularly useful: you can build quote forms, financial assessment tools, and eligibility estimators without custom development or third-party integrations.
The generous free plan with unlimited forms is a genuine differentiator for firms testing their lead capture approach before committing to a paid platform. GDPR compliance features and data encryption cover the baseline security requirements that financial services prospects expect.
Key Features
Calculation Fields: Enables quotes, estimates, and financial assessments directly within the form experience.
Payment Processing: Supports Stripe, PayPal, and Square for collecting payments alongside lead information.
Conditional Logic: Includes repeating sections for complex financial data collection scenarios.
Data Encryption and GDPR Features: Covers baseline compliance requirements for financial services contexts.
Generous Free Plan: Unlimited forms on the free tier, making it accessible for firms with limited initial budgets.
Best For
Independent financial advisors, small RIAs, and boutique financial services firms that need capable, professional forms without enterprise-level pricing. Also a strong option for teams that want to prototype lead capture flows before investing in a more robust platform.
Pricing
Free plan available. Paid plans start at $15/month.
9. Salesforce Web-to-Lead
Best for: Financial services firms that are fully committed to the Salesforce ecosystem and need zero-friction lead injection into their CRM.
Salesforce Web-to-Lead is a native Salesforce lead capture tool that injects form submissions directly into Salesforce CRM with assignment rules and duplicate management.
Where This Tool Shines
Web-to-Lead is not a standalone form builder in the traditional sense. It's a native Salesforce capability that creates a direct pipeline from your web forms into your Salesforce instance with no middleware required. For enterprise financial services firms where Salesforce is the system of record, that zero-latency, zero-integration-maintenance path is operationally significant. Lead assignment rules can automatically route submissions to the right advisor based on geography, asset range, or service interest the moment a form is submitted.
For firms using Salesforce Financial Services Cloud, the integration goes deeper. Industry-specific data models, household relationship tracking, and advisor workflow tools all become accessible from the moment a lead enters the system. If your firm has invested in the Salesforce ecosystem, Web-to-Lead is the logical lead capture layer.
Key Features
Direct CRM Injection: Creates leads in Salesforce instantly with zero middleware or third-party connectors.
Lead Assignment Rules: Automatically routes leads to the appropriate advisor based on configurable criteria.
Duplicate Management: Keeps your CRM data clean by identifying and managing duplicate lead records.
Financial Services Cloud Compatibility: Works natively with Salesforce's industry-specific financial services workflows and data models.
Salesforce Flow Integration: Enables complex qualification logic and downstream automation using Salesforce's native workflow engine.
Best For
Enterprise wealth management firms, large broker-dealers, and financial institutions that have made Salesforce their core CRM and need a compliant, native lead capture solution that slots directly into existing infrastructure.
Pricing
Included with Salesforce CRM licenses. Sales Cloud starts at $25/user/month.
Which Tool Is Right for Your Financial Services Team?
The right choice depends on what your biggest constraint actually is. Every firm on this list has different priorities, and the best tool is the one that addresses yours most directly.
If intelligent lead qualification is your primary need, Orbit AI is the standout option. The AI-powered scoring and real-time qualification built into the form experience means your advisors spend their time on prospects who are actually ready to engage, not sorting through raw submissions manually.
For compliance-heavy environments where audit trails and digital signatures are non-negotiable, Formstack is built for exactly that context. If your team lives inside Salesforce, Salesforce Web-to-Lead is the natural fit. If HubSpot is your CRM of choice, HubSpot Forms delivers the tightest native integration.
Teams focused on conversational, low-friction experiences for consumer-facing campaigns will find Typeform particularly effective. Firms running paid acquisition campaigns should take a close look at Unbounce, where the entire landing page is part of the conversion equation. And for independent advisors or smaller firms watching their budget, Cognito Forms delivers a strong feature set at an accessible price.
The common thread across the best tools in this category is intentionality: they're not just collecting names and email addresses. They're capturing the right information, in the right sequence, in a way that builds trust with cautious financial prospects and routes qualified leads to the right people automatically.
If you're ready to move beyond generic contact forms and build lead capture experiences that actually qualify your pipeline, start building free forms today with Orbit AI and see how AI-powered qualification can transform the quality of leads your financial services team works with.