amicable

What amicable does

Amicable (legal entity: E-Negotiation Ltd) is a UK-based direct-to-consumer online legal service that helps separating and divorcing couples in England and Wales reach financial and parenting agreements outside of traditional solicitor-led litigation. Founded in 2015 by Kate Daly and Pip Wilson following Daly's own divorce experience, the company sells a tiered portfolio of fixed-fee services — from a £300 Simple Divorce through £1,200–£1,800 Automated and Assisted Divorce + Consent Order packages to £3,450–£5,910 Guided and Complete Negotiation services — with optional add-ons including a £310 Separating with Children service, £210 Joint Advice Consultation, a Co-parenting mobile app, and a recurring amicable Space membership. Underlying technology consists of a customer-facing dashboard for status tracking and financial disclosure submission, a Service Diagnostic tool that routes users to appropriate tiers, video/telephone consultations delivered via Teams and Calendly, and standard infrastructure (Stripe payments, HubSpot CRM, Cloudflare, PostHog analytics, Google/Meta advertising pixels); no AI/ML capability is evidenced.

The business model is predominantly transactional services revenue (fixed fees with optional 3–10 month payment plans and split-between-couple billing) supplemented by a nascent recurring layer via amicable Space membership. Go-to-market is a multi-channel direct-to-consumer motion combining traditional awareness (2024 London OOH and radio "Friends & Family" campaign, 2025 first national TV ad "Still a Family"), content marketing (The Divorce Podcast, advice blog, community forum, free tools such as Court Fees Calculator and Divorce Timeline), and paid acquisition (Google, Meta, Reddit, YouTube). The customer base is a long tail of individual separating couples served by an 80+ person team dominated by former family solicitors and mediators, with a notional B2B "Employers" channel for employee assistance programs that remains underdeveloped. Amicable is B Corp certified (2026), a LexisNexis Legal Awards 2023 winner, and has raised approximately £2.4M in disclosed funding across 2017, 2020, and March 2022 rounds, the last led by 24 Haymarket and timed to the UK's No-Fault Divorce legislation.

Name

amicable

Legal name

E-Negotiation Ltd

Website

https://amicable.io

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

amicable is a UK online legal service that helps separating and divorcing couples in England and Wales reach financial and parenting agreements via tiered fixed-fee packages, supported by an 80+ specialist team, online dashboard, co-parenting app, and content/community ecosystem.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Divorce Services: Fixed-fee divorce services ranging from simple automated divorce to comprehensive negotiation support, with flexible payment plans available
2. Consent Order Services: Preparation of legal consent orders documenting financial agreements, available in automated, assisted, and guided tiers
3. Negotiation Services: Expert-led negotiation sessions to help couples reach fair financial agreements, including one-to-one support and multiple joint sessions
4. Separation Agreement Services: Services for cohabiting couples or those separating before divorce, including agreement preparation and negotiation support
5. Children Services: Separating with children coaching sessions to help parents agree on arrangements outside of court
6. Joint Advice Consultation: 60-minute video or telephone consultation with divorce specialist priced at £210 per couple
7. amicable space Membership: Premium membership with exclusive content, live events and community forum

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels10 records

Core offering

amicable provides fixed-fee online divorce, consent order, separation agreement, and negotiation services for couples in England and Wales, delivered through a tech-enabled dashboard with human divorce specialist support. Customers self-select or are guided by a diagnostic tool into tiered service packages (Simple Divorce from £300, Automated Consent Order from £900, Assisted tiers from £1,500, and full Negotiation services from £3,450 to £5,910), with add-ons for children arrangements and joint consultations. The offering is anchored on a couples-led (joint, non-adversarial) approach positioned as an alternative to traditional solicitor-led divorce.

Product overview

amicable is an online legal service platform for separating and divorcing couples, offering a tiered portfolio of services ranging from fully automated to fully assisted. The core platform includes a Service Diagnostic Tool that recommends appropriate services, and a customer dashboard for managing the divorce process. The main service tiers are: Simple Divorce Service (for straightforward divorces without financial arrangements), Divorce and Consent Order Services in three tiers (Automated £1,200, Assisted £1,800, and Negotiation services up to £5,910), and Separation Agreement Services for cohabiting couples (Automated £900 to Complete £5,910). Add-on services include Separating with Children Service (£310), Joint Advice Consultation (£210), Co-parenting App, amicable Space membership, and The Divorce Podcast. Supporting tools include a Divorce Timeline guide, Parenting Plan E-book, and Court Fees Calculator. All services feature flexible payment plans and work with couples together (rather than each party separately) to keep the process amicable.

Differentiator

Problem solved

Functional benefit

Brands

• amicable space: A membership area with exclusive content, podcasts, webinars, and a community forum for people navigating relationship change.
• The Divorce Podcast

Products and services

• Simple Divorce Service Fixed-fee divorce service for couples who have no financial arrangements to make or want to get started with divorce while leaving financial discussions for later. Includes dashboard, legal forms completion, and court process management. From £300.
• Automated Consent Order Service Service for couples in total agreement about finances who are comfortable without specialist guidance. Includes dashboard, technical support, consent order preparation, and court process management. From £900.
• Assisted Consent Order Service Service for couples in total agreement with a dedicated Divorce Specialist reviewing fairness of the agreement and preparing court explanations. From £1,500.
• Automated Divorce and Consent Order Service Combined service for couples in total agreement about finances with simple or no assets. Includes dashboard, technical support, consent order preparation, and full court process management. From £1,200.
• Assisted Divorce and Consent Order Service Combined service for couples in total agreement about finances with a dedicated Divorce Specialist assigned to answer questions, guide through the process, review agreement fairness, and manage court correspondence. From £1,800.
• Guided Negotiation Service Service for couples who have agreed key parts of their financial arrangement but need help finalising the rest, with up to four one-hour negotiation sessions with a dedicated Divorce Specialist. Includes divorce filing if not started. From £3,450.
• Complete Negotiation Service End-to-end support service for couples needing comprehensive assistance to reach fair agreements or those with financially or emotionally complex circumstances. Includes dedicated Divorce Specialist, one-to-one support, up to six negotiation sessions, and full legal document preparation. From £5,910.
• Automated Separation Agreement Service Service for cohabiting couples or those separating before divorce who are in total agreement about finances without needing specialist guidance. Includes dashboard and separation agreement documents. From £900.
• Assisted Separation Agreement Service Service for cohabiting couples with a dedicated Separation Specialist to guide through the process and lead sessions. From £1,500.
• Guided Negotiation with Separation Agreement Service Service for cohabiting couples who have agreed key parts of finances but need help finalising, with up to four one-hour negotiation sessions and full legal document preparation. From £3,450.
• Complete Negotiation with Separation Agreement Service Comprehensive service for cohabiting couples needing end-to-end support with up to six negotiation sessions, one-to-one support, and full separation agreement preparation. From £5,910.
• Separating with Children Service Add-on service for separated couples with children, providing a 90-minute joint session with a Co-parenting Specialist and access to parenting plan templates to help reach parenting agreements outside of court. £310.
• Joint Advice Consultation 60-minute video or telephone session with an experienced Divorce Specialist to understand the divorce process, decide if amicable is right, or get joint information on court settlement requirements. £210 per couple.
• Co-parenting App Digital mobile app to support separated parents with parenting plans, communication support, and guidance as family life changes. Available for download internationally.
• amicable Space Membership Premium subscription membership area with exclusive content, podcasts, webinars, and community forum for people navigating relationship change from planning together through life after separation.
• Service Diagnostic Tool Interactive online tool that guides users through questions about their relationship status, location, financial situation, and children to recommend the most appropriate amicable service for their circumstances.

Quantifiable outcome

• 95% success rate for helping couples reach financial agreements through Negotiation Services
• +1 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• StripecoreTechnology or IntegrationPayment processing partner enabling credit card transactions on the website. Stripe cookies (__stripe_mid, __stripe_sid) indicate integration for secure online payments and flexible payment plan processing.
• HubSpotcoreTechnology or IntegrationCRM and marketing automation platform used for customer relationship management, marketing campaigns, and analytics tracking.
• CalendlycoreTechnology or IntegrationScheduling and booking platform used for customer consultations and appointment booking.
• Google (reCAPTCHA, Analytics, Ads)coreTechnology or IntegrationAnalytics for website traffic analysis, reCAPTCHA for bot protection, and Google Ads for paid marketing campaigns.
• Meta Platforms (Facebook)coreGTM or Marketing PartnerSocial media marketing partner for Facebook advertising and tracking, with Meta pixel installed for ad targeting and conversion tracking.
• YouTubeminorGTM or Marketing PartnerEmbedded video content hosting for podcast and marketing videos, with tracking cookies for user engagement measurement.
• RedditminorGTM or Marketing PartnerSocial sharing and community engagement through Reddit share-button functionality and advertising.
• AppsflyerminorGTM or Marketing PartnerMobile attribution and marketing analytics for app install campaigns and cross-platform user tracking.
• CloudflarecoreTechnology or IntegrationContent delivery network and security services including load balancing, DNS, and bot protection (__cfbm, cf_clearance cookies).
• Living Wage FoundationminorOthersAccredited Living Wage Employer, demonstrating commitment to paying real living wage to employees.
• CookiebotcoreTechnology or IntegrationCookie consent management platform managing GDPR compliance and cookie preferences on the website.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Divorce Online: UK-based online divorce service offering fixed-fee, automated divorce processing. Directly comparable to amicable's Simple Divorce and Automated tiers with a similar self-serve model serving separating couples in England and Wales.
• National Online Divorce: UK online divorce service providing fixed-fee divorce and consent order services. Competes head-to-head with amicable's automated and assisted tiers for cost-conscious customers seeking non-solicitor divorce solutions.
• Sorted: UK cooperative divorce service helping couples reach amicable agreements. Closely aligned with amicable's couples-led, non-adversarial value proposition, targeting similar customer segment in England and Wales.
• Wevorce: US-based tech-enabled divorce mediation platform that facilitates collaborative divorce processes for couples. Comparable to amicable's Guided and Complete Negotiation tiers through a structured, technology-supported mediation model.
• Hello Divorce: US online divorce service offering fixed-fee, tech-enabled divorce and mediation with tiered pricing. Closely parallels amicable's product architecture, combining automated document preparation with optional human specialist support.

Emerging players

• OurFamilyWizard: Co-parenting communication and scheduling platform widely used by separating and divorced parents. Directly comparable to amicable's Co-parenting App feature, serving the post-separation parenting use case.
• 2houses: Co-parenting app providing shared calendar, messaging, and expense tracking for separated parents. Comparable to amicable's Co-parenting App as an adjacent post-separation family management tool.

Broad incumbents

• LegalZoom: Large US-based online legal services platform offering document preparation across many practice areas including family law. Represents a broad incumbent whose expansion into divorce offerings could compete with amicable's automated tiers.
• Rocket Lawyer: Global online legal services platform providing document preparation, legal advice, and attorney services across multiple practice areas including family. Comparable broad incumbent whose technology-enabled service model parallels amicable's automated offerings.
• Mishcon de Reya: Leading UK traditional family law firm serving high-net-worth clients. Represents the established incumbent against which amicable positions its lower-cost, non-adversarial cooperative alternative in the UK family law market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/amicableapps
• Xx.com/amicableapps

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Funding overview

Funding rounds3 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about amicable