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Surveys · head to head

Cognito Forms vs Optimove

Cognito Forms logo

Cognito Forms

Surveys

Powerful forms made easy

From
Free
Free plan
Yes
Full reviewWebsite
Optimove logo

Optimove

Marketing

Retention marketing platform that forces control groups and reports uplift per customer

From
On request
Free plan
No
Full reviewWebsite

The short version

  • Only Cognito Forms has a free tier, so it costs nothing to try first.
  • Each has a real cost: Cognito Forms individual free plan caps at 100 entries per month and 1 user; Optimove it requires a customer-level data feed with transactions before it does anything useful, and mapping that feed typically takes weeks of joint work rather than days.
  • Prices and features above were last checked on 31 August 2026.

Where they differ

Only the attributes on which Cognito Forms and Optimove actually diverge.

Attributes where Cognito Forms and Optimove differ
AttributeCognito FormsOptimove
Starting priceFreeOn request
Pricing modelsubscriptionquote
Free tierYesNo
PlatformsWebWeb, iOS, Android, REST API
CategorySurveysMarketing

Identical on both: user rating (Not yet rated).

What each one covers

Drawn from each product's published feature list. An absence here means we hold no record of it - not that the product lacks it.

Only in Cognito Forms

Nothing recorded that Optimove does not also cover.

Only in Optimove

  • Customer modelling
  • Mandatory control groups
  • Optibot
  • Multichannel orchestration
  • Self-optimising campaigns
  • Realtime triggers

What people use each for

The jobs each tool is most often brought in to do.

Cognito Forms

  • Building HIPAA-compliant data collection forms without codingnot Optimove
  • Creating multi-step approval workflows for contract signingnot Optimove
  • Collecting payments inline within customer intake formsnot Optimove
  • Routing applications automatically based on responsesnot Optimove

Optimove

  • An operator that has to prove incremental revenue from retention marketing to a finance committeenot Cognito Forms
  • Segmenting a customer base by predicted value and lifecycle stage rather than by campaign list membershipnot Cognito Forms
  • Running hundreds of small always-on campaigns where per-campaign uplift decides which survivenot Cognito Forms
  • Coordinating retention messaging with paid audience suppression so lapsed customers are not paid for twicenot Cognito Forms

Where each one falls short

Documented limitations, not opinions. Every one is a constraint you would hit in normal use.

Cognito Forms

  • Individual free plan caps at 100 entries per month and 1 user
  • Pro plan ($24/mo monthly, $19/mo billed annually) still limits to 2 users and 2,000 entries per month
  • HIPAA compliance and single sign-on are restricted to the Enterprise tier ($174/mo monthly, $129/mo annual)

Optimove

  • It requires a customer-level data feed with transactions before it does anything useful, and mapping that feed typically takes weeks of joint work rather than days.
  • Pricing is based on tracked customers, so an inflated database of accounts that will never return costs money exactly like an unpruned email list does.
  • The modelling layer is largely opaque, so when a lifecycle stage assignment looks wrong there is limited ability to inspect why beyond vendor support.
  • The interface is dense and built for daily operators, and occasional users typically never become independent in it.
  • Email delivery is through bundled or third-party sending infrastructure rather than an in-house ESP, which adds a party to any deliverability investigation.

Pricing, plan by plan

Cognito Forms

Free
  • IndividualFree
    • 100 entries per month
    • 1 user
    • Cognito Forms branding included
  • Pro$24/month
    • 2000 entries per month
    • 2 users
    • Electronic signatures
  • Team$49/month
    • 10000 entries per month
    • 5 users
    • 5 guest access
  • Enterprise$174/month
    • Unlimited entries
    • 20 users
    • 20 guest access

Optimove

On request
  • Optimove$undefined/year
    • Priced by number of tracked customers
    • Channel modules and Kumulos-derived mobile messaging licensed separately
    • Annual contract including onboarding services

Which should you pick?

Choose Cognito Forms if

  • You want to start without paying.
Cognito Forms review

Choose Optimove if

  • You need customer modelling.
  • You work on Web, iOS, Android, REST API.
  • You also want mandatory control groups.
Optimove review

Questions people ask

Is Cognito Forms or Optimove better?
Neither clearly leads. Cognito Forms starts at Free and Optimove at On request, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Cognito Forms or Optimove?
Cognito Forms has a free tier; the other does not. Paid plans start at Free for Cognito Forms and On request for Optimove.
Does Cognito Forms or Optimove run on more platforms?
Cognito Forms runs on Web. Optimove runs on Web, iOS, Android, REST API.
Can I use Cognito Forms for free?
Yes. Cognito Forms has a free tier, so you can try it without paying. Optimove starts at On request.
What is Cognito Forms best used for?
Cognito Forms is most often used for building hipaa-compliant data collection forms without coding, creating multi-step approval workflows for contract signing, collecting payments inline within customer intake forms, routing applications automatically based on responses. Of those, building hipaa-compliant data collection forms without coding and creating multi-step approval workflows for contract signing are not what Optimove is typically brought in for.
What can Cognito Forms do that Optimove cannot?
Optimove covers Customer modelling, Mandatory control groups, Optibot, Multichannel orchestration.

Answered from the vendors’ own pages

Cognito Forms: How much does Cognito Forms cost?

Cognito Forms offers a free Individual plan with 100 entries per month. Paid plans start at $24/month for the Pro plan, $49/month for the Team plan, and $174/month for the Enterprise plan. Annual prepayment provides up to 20% discount off monthly rates.

Source
Optimove: Why does it insist on control groups?

Because uplift is the reported metric. Without a holdout the platform cannot attribute revenue, and the reporting that justifies the licence stops working.

Cognito Forms: What is the difference between Cognito Forms plans?

The Individual plan (free) includes 100 entries/month and 1 user. Pro adds electronic signatures and accommodates 2000 entries/month with 2 users. Team plan (Best Value) supports 10000 entries/month with 5 users and includes client portal and approvals. Enterprise provides unlimited entries, 20 users, and HIPAA compliance.

Source
Optimove: Is it only for iGaming?

No, but that is where its density of customers and its default lifecycle models are strongest. Subscription retail and financial services are the other common verticals.

Cognito Forms: Does Cognito Forms have a free version?

Yes, Cognito Forms offers a free Individual plan that includes 100 entries per month, 1 user, unlimited forms, and payment processing capabilities. Higher-tier plans are available for increased capacity and features.

Source
Optimove: Can it send email itself?

It orchestrates and personalises, then sends through connected delivery infrastructure. Deliverability remains a shared responsibility with that provider.

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