If your forms are asking every question upfront, you're losing leads before they ever convert. Progressive profiling fixes this by spreading data collection across multiple touchpoints, asking a few smart questions at a time and building richer lead profiles without overwhelming prospects at first touch.
The result: higher form completion rates, better-qualified leads, and a smoother experience for your audience. But not every tool handles progressive profiling the same way. Some are built into marketing automation platforms, others live inside dedicated form builders, and a few use AI to decide what to ask next based on what you already know about a contact.
Here are the top progressive profiling tools available in 2026, evaluated on ease of setup, intelligence of the profiling logic, CRM integrations, and how well they serve high-growth teams focused on conversion. Whether you're running demand gen, managing inbound pipelines, or optimizing lead capture at scale, there's an option here for you.
1. Orbit AI
Best for: High-growth teams wanting AI-driven lead qualification built directly into the form layer
Orbit AI is an AI-powered form builder with native progressive profiling and lead qualification logic built in from the ground up.
Where This Tool Shines
Most form tools treat progressive profiling as a feature you configure with rules. Orbit AI approaches it differently: the platform uses AI to adapt which questions appear based on prior responses and existing contact data, making the profiling logic dynamic rather than static. You're not just skipping known fields; you're actively routing each contact toward the questions most likely to qualify them further.
What also sets Orbit apart is that the form experience itself is conversion-optimized by design. Beautiful templates, smooth multi-step flows, and conditional logic come standard, so you're not trading aesthetics for intelligence. For teams where brand experience matters as much as pipeline quality, this combination is rare.
Key Features
AI-Driven Field Selection: Adapts which questions appear based on known contact data and prior form responses, not just static rule sets.
Lead Qualification Scoring: Qualification logic is embedded at the form layer, so leads are scored as they engage rather than after the fact.
Conversion-Optimized Templates: Beautifully designed form templates built specifically for high-completion, high-conversion outcomes.
Multi-Step and Conditional Logic Flows: Build branching, multi-step forms that guide prospects through personalized question paths.
CRM and Marketing Automation Integrations: Connects with the tools your revenue team already uses to keep contact data flowing.
Best For
Orbit AI is the strongest fit for SaaS companies, demand gen teams, and growth marketers who want progressive profiling and lead qualification to work together natively, without stitching together multiple platforms. If you want smart forms that look great and qualify leads automatically, this is built for you.
Pricing
Pricing details are available at orbitforms.ai. A free trial is available, making it easy to test the AI-driven profiling logic before committing.
2. HubSpot Forms
Best for: Teams already operating within the HubSpot ecosystem wanting seamless, CRM-aware progressive profiling
HubSpot Forms is a native form builder with a dedicated progressive profiling feature that checks existing CRM contact records and replaces already-known fields with new questions automatically.
Where This Tool Shines
HubSpot's progressive profiling works exactly as advertised within its own ecosystem. When a known contact submits a form, the platform checks their CRM record and swaps out fields you already have data on, replacing them with questions that fill in the gaps. It's clean, reliable, and requires zero third-party configuration if you're already on HubSpot.
The trade-off is that this feature is locked behind Marketing Hub Professional, which represents a significant pricing jump. For teams already at that tier, it's a no-brainer add-on. For teams evaluating HubSpot primarily for progressive profiling, the cost-to-feature ratio deserves scrutiny.
Key Features
Native CRM-Aware Progressive Profiling: Automatically checks contact records and replaces known fields with new questions on each form submission.
Automatic Field Replacement: No manual rule configuration needed; HubSpot handles the field logic based on what's already in the CRM.
Seamless Marketing Hub Integration: Forms feed directly into workflows, lead scoring, and nurturing sequences without additional setup.
Smart Form Embed Options: Flexible embed formats for landing pages, website pages, and pop-ups.
A/B Testing: Available on higher tiers for optimizing form performance over time.
Best For
HubSpot Forms is the right choice for marketing teams already invested in the HubSpot platform who want progressive profiling without adding another tool to the stack. It's less compelling as a standalone purchase.
Pricing
A free tier is available for basic forms. Progressive profiling requires Marketing Hub Professional, which starts at approximately $800 per month.
3. Marketo Engage
Best for: Enterprise B2B marketing operations teams running sophisticated lead scoring and nurturing programs
Marketo Engage is Adobe's enterprise B2B marketing automation platform with progressive profiling built directly into its native form builder.
Where This Tool Shines
Marketo treats progressive profiling as a core capability rather than an add-on. Within the Marketo Forms editor, you can designate fields as progressive, and the platform will cycle through them across a contact's interactions, pulling from the existing lead record to determine what to ask next. This is tightly woven into Marketo's broader lead scoring and nurturing engine, so the data you collect through progressive forms immediately influences how leads are routed and scored.
The depth of Marketo's data controls, compliance features, and Salesforce sync make it well-suited for large marketing operations teams. The complexity and cost, however, mean it's overkill for most SMB or early-stage teams.
Key Features
Built-In Progressive Profiling: Native progressive field logic in Marketo's form editor, cycling through unmapped fields across sessions.
Lead Scoring Engine Integration: Progressive form data feeds directly into Marketo's scoring models without additional configuration.
Advanced Segmentation and Nurturing Triggers: Form responses can instantly trigger segmentation updates and nurturing sequences.
Enterprise Compliance Controls: GDPR, data governance, and consent management built into the platform.
Deep Salesforce CRM Sync: Bidirectional sync with Salesforce keeps contact records consistent across marketing and sales.
Best For
Marketo Engage is best suited for enterprise marketing teams with dedicated MOps resources, complex lead scoring requirements, and an existing Salesforce or Adobe ecosystem investment.
Pricing
Enterprise pricing applies. Contact Adobe directly for a quote, as pricing is customized based on database size and feature requirements.
4. Typeform
Best for: Teams prioritizing form UX and conversational data collection without heavy CRM dependency
Typeform is a conversational form builder whose one-question-at-a-time format and conditional logic naturally create a progressive profiling experience without traditional CRM-field-skipping mechanics.
Where This Tool Shines
Typeform doesn't offer progressive profiling in the classic sense of checking a CRM and replacing known fields. What it does offer is arguably better for certain audiences: a form experience so conversational and low-friction that completion rates tend to be strong even when you're asking a meaningful number of questions. Conditional logic jumps mean respondents only see questions relevant to their prior answers, which mimics the progressive profiling effect within a single session.
Hidden fields allow you to pre-populate known contact data, which adds a layer of personalization when combined with email links or CRM-triggered form sends. For teams where experience quality is the primary lever, Typeform often outperforms more technically sophisticated options.
Key Features
Conversational Single-Question UI: Presents one question at a time for a lower-friction, higher-engagement form experience.
Conditional Logic Jumps: Routes respondents to different questions based on prior answers within the same form session.
Native CRM Integrations: Connects natively with HubSpot, Salesforce, and other platforms; broader integrations available via Zapier.
Hidden Fields for Pre-Population: Allows known contact data to be passed into the form, reducing redundant questions.
Brand Customization: Strong visual customization options for teams where brand consistency matters.
Best For
Typeform works best for marketing and product teams that prioritize form completion experience and are comfortable managing CRM-side field logic separately. It's a strong fit for mid-market SaaS and consumer brands.
Pricing
A free tier is available. Paid plans start at approximately $25 per month, with higher tiers unlocking additional logic features and integrations.
5. Salesforce Account Engagement (Pardot)
Best for: B2B sales teams running Salesforce who need progressive profiling tightly coupled to CRM prospect records
Salesforce Account Engagement (formerly Pardot) is Salesforce's B2B marketing automation platform with native progressive profiling tied directly to Salesforce CRM records.
Where This Tool Shines
For Salesforce-native organizations, Account Engagement's progressive profiling is compelling precisely because it draws from the same contact and prospect data that sales is already working with. When a known prospect hits a form, the platform checks their Salesforce record and surfaces only the fields that are missing, keeping the form short without sacrificing data completeness over time.
The integration with prospect scoring, grading, and Engagement Studio automation means that every progressive form interaction can trigger a downstream action: updating a score, moving a prospect through a nurture stage, or alerting a rep. It's a deeply connected system, though one that requires meaningful Salesforce investment to get full value from.
Key Features
CRM-Native Progressive Profiling: Pulls directly from Salesforce prospect records to skip already-known fields on repeat visits.
Prospect Scoring and Grading: Progressive form data feeds into Pardot's scoring and grading models automatically.
Engagement Studio Workflows: Form interactions trigger multi-step automation sequences within the Pardot environment.
Dynamic Content Personalization: Personalize landing pages and emails based on progressive profiling data collected over time.
Salesforce Sales Cloud Sync: Bidirectional data sync keeps marketing and sales records aligned in real time.
Best For
Account Engagement is the right fit for B2B organizations that are deeply invested in the Salesforce ecosystem and need progressive profiling to work as a native extension of their CRM, not an integration layer.
Pricing
The Growth plan starts at approximately $1,250 per month for up to 10,000 contacts. Enterprise and Advanced tiers are priced higher.
6. ActiveCampaign
Best for: SMB and mid-market teams wanting progressive profiling capabilities without enterprise-level pricing
ActiveCampaign is a marketing automation and CRM platform that enables progressive profiling through conditional form fields and contact-aware form behavior.
Where This Tool Shines
ActiveCampaign doesn't market progressive profiling as a named feature the way HubSpot or Marketo do, but the underlying capability is there. Conditional form fields can show or hide questions based on what's already known about a contact, and the platform's built-in CRM means form data updates contact records directly without a separate integration. Behavior-triggered automation sequences let you follow up on partial data with targeted asks over time.
For teams that want to build a progressive data collection strategy without spending thousands per month on a marketing automation suite, ActiveCampaign offers a practical middle ground. The tradeoff is that the progressive profiling logic requires more manual configuration than platforms where it's a native, dedicated feature.
Key Features
Conditional Form Fields: Show or hide fields based on existing contact data or prior form responses.
Behavior-Triggered Automation: Form interactions trigger sequences that can collect additional data over time through targeted follow-up.
CRM Contact Record Awareness: Forms connect directly to the built-in CRM, keeping contact profiles updated in real time.
Email Marketing and Segmentation: Deep integration between form data and email segmentation for targeted nurturing.
Site Tracking: Behavioral context from site visits enriches contact profiles alongside form data.
Best For
ActiveCampaign is a strong choice for SMB and mid-market teams that need a capable all-in-one platform and are willing to configure progressive profiling logic manually in exchange for significantly lower pricing.
Pricing
Plans start at approximately $15 per month for basic email and form features. CRM features and advanced conditional logic are available from the Plus tier at approximately $49 per month.
7. Formstack
Best for: Operations and enterprise marketing teams needing complex multi-step forms with workflow automation
Formstack is an enterprise form builder with advanced conditional logic, data prefill capabilities, and deep workflow integrations suited for complex progressive profiling use cases.
Where This Tool Shines
Formstack's strength is in handling form complexity at scale. Multi-step forms with branching logic, prefill from existing data sources, and approval workflow automation make it well-suited for organizations where forms are part of a larger operational process, not just a lead capture mechanism. Marketing teams using Formstack often combine it with Salesforce or HubSpot to build progressive profiling flows where form data feeds into CRM records and triggers downstream workflows.
It's also one of the few form builders with serious compliance credentials, including HIPAA-compliant options, which matters for healthcare, financial services, and other regulated industries that still need to do progressive lead capture.
Key Features
Advanced Conditional Logic: Sophisticated branching across multi-step forms for building complex progressive question flows.
Data Prefill: Pre-populate fields from existing data sources to reduce redundant questions for known contacts.
Workflow and Approval Automation: Route form submissions through approval chains and operational workflows automatically.
Enterprise Compliance: HIPAA-compliant options and strong data governance controls for regulated industries.
300+ Integrations: Connects with Salesforce, HubSpot, and a wide range of enterprise tools out of the box.
Best For
Formstack is best for enterprise marketing and operations teams that need form complexity, compliance, and workflow automation together. It's less ideal for teams primarily focused on conversion optimization or design quality.
Pricing
Plans start at approximately $83 per month billed annually. Enterprise pricing is available for larger teams and compliance-heavy requirements.
8. Ortto
Best for: Teams wanting progressive profiling informed by a full customer data platform, not just form history
Ortto is a customer data and marketing automation platform that builds unified contact profiles from multiple data sources, enabling progressive profiling with broader behavioral and firmographic context.
Where This Tool Shines
Most progressive profiling tools work from form history: what has this contact already filled out? Ortto goes further by building contact profiles from behavioral data, firmographic signals, email engagement, and in-app activity alongside form submissions. This means the progressive profiling logic can be informed by a richer picture of who a contact is and where they are in the buyer journey, not just which fields are blank in the CRM.
Ortto's journey analytics layer lets you visualize how contacts move through your data collection touchpoints over time, which is useful for teams that want to optimize the sequence of questions they're asking across a multi-touch campaign.
Key Features
CDP-Powered Contact Profiles: Builds unified contact profiles from form data, behavioral signals, and third-party sources.
Journey Analytics: Visualizes how contacts progress through data collection touchpoints across campaigns.
Form and Pop-Up Capture: Native form and pop-up tools that feed directly into the CDP layer.
Behavioral and Firmographic Data Integration: Enriches contact profiles with signals beyond form history alone.
Multi-Channel Automation: Email, SMS, and in-app messaging automation triggered by progressive profile data.
Best For
Ortto is well-suited for growth and marketing teams that want progressive profiling to be part of a broader customer data strategy, particularly those running multi-channel campaigns where behavioral context matters as much as form data.
Pricing
Plans start at approximately $99 per month. Higher-tier plans are available on request, with pricing based on contact volume and feature requirements.
9. Mutiny
Best for: ABM-focused teams doing account-level progressive profiling through website personalization
Mutiny is a website personalization platform that enables progressive profiling at the account level by personalizing what forms, CTAs, and gating logic are shown based on firmographic data and visitor behavior.
Where This Tool Shines
Mutiny approaches progressive profiling from a different angle than every other tool on this list. Rather than adapting which fields appear within a single form, Mutiny personalizes the entire page experience, including what form or CTA is shown at all, based on who the visitor is and what account they belong to. For ABM teams, this means high-value accounts see tailored experiences that reflect where they are in the buying journey, while lower-priority segments see standard gating logic.
This makes Mutiny particularly powerful for teams running account-based marketing programs where the goal isn't just to collect more data, but to create a differentiated experience for specific accounts at every touchpoint.
Key Features
Firmographic-Driven Personalization: Adapts forms, CTAs, and gating logic based on visitor firmographics and account data.
Account-Level Behavioral Targeting: Tracks and responds to account-level engagement signals across website visits.
Dynamic Content and CTA Adaptation: Personalizes the full page experience, not just individual form fields.
CRM and Intent Data Integrations: Connects with Salesforce, HubSpot, and platforms like 6sense for enriched targeting.
ABM Playbook Templates: Pre-built personalization playbooks for common account-based marketing scenarios.
Best For
Mutiny is the right fit for enterprise B2B teams running formal ABM programs who want progressive profiling to operate at the account and segment level, not just the individual contact level. It's not a fit for teams looking for a standalone form builder.
Pricing
Enterprise pricing applies. A demo is required to get a quote, as pricing is customized based on traffic volume and program scope.
Which Progressive Profiling Tool Is Right for You?
The right tool depends on where progressive profiling fits in your stack and what you're optimizing for. Here's a quick breakdown by use case to help you decide.
If you want AI-driven qualification built into the form layer: Orbit AI is the strongest fit. It's the only tool on this list where AI adapts the profiling logic dynamically, and it pairs that intelligence with conversion-optimized form design built specifically for high-growth teams.
If you're already on HubSpot: HubSpot Forms is the natural choice. The native CRM integration makes progressive profiling seamless, and you won't need to add another tool to your stack if you're already at the Marketing Hub Professional tier.
If your organization runs on Salesforce: Salesforce Account Engagement (Pardot) or Marketo Engage are the logical options, depending on whether you need a mid-market or enterprise-grade solution. Both offer deep CRM-native progressive profiling tied to Salesforce data.
If you're an SMB or early-stage team: ActiveCampaign gives you a capable all-in-one platform at a fraction of the cost of enterprise alternatives. Typeform is also worth considering if form experience quality is your primary lever.
If you're running ABM at scale: Mutiny operates at a level the other tools don't, personalizing the entire page experience by account. It's a complement to your form tools rather than a replacement, but for ABM-focused teams it's in a category of its own.
Progressive profiling is one of the highest-leverage improvements you can make to a lead generation program. The difference between a form that asks everything at once and one that builds contact profiles intelligently over time shows up in both completion rates and lead quality downstream.
Transform your lead generation with AI-powered forms that qualify prospects automatically while delivering the modern, conversion-optimized experience your high-growth team needs. Start building free forms today and see how intelligent form design can elevate your conversion strategy.