Justify
Justify is a Norwegian legal tech platform offering attorney-reviewed digital legal documents — wills, advance directives, cohabitation and co-ownership agreements — to Norwegian consumers, distributed directly online and through bank alliances (SpareBank 1, Eika, Lokalbank).
- Company typePrivate
- Founded2018
- HeadquartersStavanger, Norway
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
What Justify does
Justify is a Norwegian legal technology company headquartered in Stavanger that provides digital legal document services to private individuals, operated through two entities — Justify AS (the technology platform) and Justify Advokatfirma AS (the legal advisory entity providing attorney review). Its core products include testament (will), fremtidsfullmakt (advance directive / future power of attorney), samboerkontrakt (cohabitation agreement), and sameiekontrakt (co-ownership contract), all created through a guided questionnaire workflow and quality-checked by lawyers before signing. The platform also offers a Digital Safe for secure document storage, an Inheritance Simulator, a free needs assessment tool (Behovsanalyse), and three recurring subscription tiers (Basis, Pluss, Total) that bundle free document modifications, legal first-aid, and lawyer consultations.
Underlying technology is a cloud-based SaaS platform hosted on Microsoft Azure (EU), with BankID and Vipps used for authentication, Stripe and Vipps for payment processing, Sendgrid for email, Intercom for support chat, and PostHog for product analytics. AI-assisted legal guidance is a stated feature, but all AI-generated advice is quality-controlled by lawyers prior to delivery — a lawyer-in-the-loop architecture rather than a standalone AI product. There is no disclosed proprietary AI model, training pipeline, or research output.
The business model combines one-time document purchases (e.g., Sameiekontrakt at 2,990 kr) with recurring annual subscription tiers and a referral program (500 kr credit to both referrer and referred friend). Distribution is hybrid: direct-to-consumer via the justify.no website, mobile-friendly self-service with social media presence (Instagram, LinkedIn, Facebook), and — most distinctively — embedded distribution through Norwegian bank alliances (SpareBank 1 group, Eika Gruppen's 50+ local banks, Lokalbank's 16 savings banks, and multiple regional savings banks). Justify serves Norwegian consumers across life stages — singles, cohabiting couples, married couples, and seniors — and claims 80,000+ customers with a 4.7/5 average rating. The company is privately held, appears bootstrapped after a single ~$570K round in March 2019, and operates with a small team of approximately 10 people.
Justify firmographics
Firmographics- Name
- Justify
- Legal name
- Justify AS
- Website
- https://justify.no
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Justify is a Norwegian legal tech platform offering attorney-reviewed digital legal documents — wills, advance directives, cohabitation and co-ownership agreements — to Norwegian consumers, distributed directly online and through bank alliances (SpareBank 1, Eika, Lokalbank).
- Ownership category
- akta.pro rank
Where Justify is headquartered
LocationHeadquarters
- HQ city
- Stavanger
- HQ country
- Norway
- HQ region
- Europe
Offices2 records
Markets served
Justify business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- One-time Document Product Sales: Individual legal documents (testament, fremtidsfullmakt, samboerkontrakt, sameiekontrakt) sold as one-time purchases. Prices vary by document type (e.g., sameiekontrakt at 2990 kr). Documents include legal quality control, secure storage, and digital access.
- Subscription Service Packages: Recurring subscription tiers (Basis, Pluss, Total) offering ongoing benefits including free document updates, legal guidance for heirs when documents are used, priority support, and access to all products. Annual billing with automatic renewal.
- Referral Program: Users can invite friends and both receive 500 kr bonus credit for use on products and services, driving customer acquisition through existing user base.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Sameiekontrakt - One-time purchase for co-ownership agreement |
| Subscription | Annual | Justify Basis - Basic subscription with free document updates |
| Subscription | Annual | Justify Pluss - Mid-tier with legal first aid and advokat consultation |
| Subscription | Annual | Justify Total - Full package with unlimited document creation |
| Other | Pay-as-you-go | Referral Program - 500 kr bonus for both parties |
| Freemium | Pay-as-you-go | Free needs assessment |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
Justify product offering
Product offeringCore offering
Justify is a Norwegian digital legal services platform that enables individuals to create, sign, and securely store personalized legal documents including wills (testament), advance directives (fremtidsfullmakt), cohabitation agreements (samboerkontrakt), and co-ownership contracts (sameiekontrakt). The cloud-based SaaS platform combines AI-assisted guidance with attorney quality control, offering one-time document purchases and recurring subscription tiers (Basis, Pluss, Total) that include ongoing document updates, legal guidance for heirs, and attorney consultations.
Product overview
Justify is a digital platform for legal agreements in private life, offering a portfolio of legal document products (Fremtidsfullmakt, Testament, Samboerkontrakt, Sameiekontrakt) that are lawyer-drafted and quality-assured. Products are complemented by subscription service tiers (Basis, Pluss, Total) providing ongoing support and legal guidance, and a Digital Safe for document storage. The platform is available directly to consumers and through banking partners.
Differentiator
Problem solved
Functional benefit
Products and services
- Fremtidsfullmakt
Quantifiable outcome
- Over 80,000 users have selected Justify for their legal document needs
- +2 more outcomes
Companies that use Justify
Customer profileNamed customers6 records
Segments7 records
Ideal customer profiles3 records
Justify technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature6 records
Justify partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- SpareBank 1coreSpareBank 1 is an alliance of independent Norwegian banks that actively recommend Justify to their customers as part of holistic financial planning services. Multiple SpareBank 1 member banks including SpareBank 1 Sør-Norge feature Justify on their platforms.
- Sparebanken MørecoreNorwegian regional savings bank offering Justify legal services to customers through partnership and recommendation.
- SpareBank 1 Sør-NorgecoreMajor SpareBank 1 regional bank with active partnership providing Justify to customers. Testimonial from Ella Skjørestad, Group Director, endorses the partnership value.
- Eika GruppencoreFinancial conglomerate representing Norway's largest alliance of local banks with over 50 member banks. Eika includes Justify in their comprehensive service offerings to customers.
- LokalbankcoreAlliance of 16 independent Norwegian savings banks collaborating to offer Justify's legal services as part of their product offerings to maintain competitive local services.
- Rogaland SparebankminorRegional Norwegian savings bank recommending Justify legal services to customers.
- Jæren SparebankminorRegional Norwegian savings bank in Jæren region recommending Justify to customers.
- Plan Norge InternationalminorNorwegian branch of Plan International that recommends Justify legal services to its members and supporters.
- MicrosoftcoreMicrosoft Azure used for storing application data within EU; Microsoft Application Insights used for usage analytics. Data always stored encrypted.
- VippscoreVipps used for payment processing for Justify's services. Also used for account authentication alongside BankID.
- StripecoreStripe used for payment processing for Justify's legal services.
- BankIDcoreBankID used for secure customer authentication and digital document signing. Integrated into login and registration flow.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
Justify competitors and assessment
Company assessmentDirect peers
- LegalZoom: US-based online legal document preparation platform offering wills, powers of attorney, business formation and other consumer legal documents through a guided digital experience with attorney support — directly comparable in product mix and self-service legal-document model.
- Rocket Lawyer: Online legal services platform providing document creation, attorney consultations and subscription legal plans to consumers and small businesses. Closely mirrors Justify's combination of self-service document generation with bundled lawyer access.
- Trust & Will: US-based digital estate planning platform focused specifically on wills, trusts and advance directives — a near-direct competitor in Justify's core product category (testament, fremtidsfullmakt) with similar modern UX and subscription upsell.
- FreeWill: US estate planning platform that helps consumers create wills and related documents online, often distributed through nonprofit and financial institution partnerships — parallel to Justify's distribution strategy via banks and Plan Norge International.
- LawDepot: Canada-based online legal document preparation service offering wills, cohabitation agreements, and a wide range of personal/business templates via guided questionnaires — closely matches Justify's document-creation, subscription, and one-time purchase model.
- Cake (cake.com): Consumer-focused end-of-life and estate planning platform offering wills, advance directives and related planning — a focused competitor in the personal estate-planning category where Justify operates.
- LegalNature: Online legal document service offering wills, powers of attorney, real estate and family law templates with attorney-reviewed options — directly comparable consumer-facing legal document SaaS.
Emerging players
- Wealth.com: Estate planning technology platform primarily serving financial advisors — overlaps with Justify's will and trust products but distributes through wealth-management professionals rather than directly to consumers or banks.
Broad incumbents
- Avvo: Large US legal services marketplace providing lawyer directory, Q&A and document services — broader in scope than Justify but operates in adjacent consumer-legal-tech territory and could expand into Norwegian/Nordic markets over time.
Others
- Signicat: Norwegian digital identity and e-signature provider underpinning BankID-class authentication in the Nordics — adjacent ecosystem enabler rather than a competitor, but a critical infrastructure partner for any Norwegian legaltech including Justify.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Justify social profiles
Digital presenceJustify financial estimates
Financial estimateRevenue estimate
Valuation estimate
Justify leadership team
Management profileNumber of profiles
Profiles1 record
Justify subsidiaries and ownership
Company hierarchySubsidiaries1 record
Justify funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Justify M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Justify
What does Justify do?
Justify is a Norwegian digital legal services platform that enables individuals to create, sign, and securely store personalized legal documents including wills (testament), advance directives (fremtidsfullmakt), cohabitation agreements (samboerkontrakt), and co-ownership contracts (sameiekontrakt). The cloud-based SaaS platform combines AI-assisted guidance with attorney quality control, offering one-time document purchases and recurring subscription tiers (Basis, Pluss, Total) that include ongoing document updates, legal guidance for heirs, and attorney consultations.
Is Justify a public or private company?
Justify is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Justify founded?
Justify was founded in 2018. It employs 1 to 10 people.
Where is Justify based?
Justify is headquartered in Stavanger, Norway, in the Europe region.
How does Justify make money?
Three revenue lines are on record. One-time Document Product Sales are the primary driver. The others are subscription Service Packages and referral Program.
Who are Justify's main competitors?
Direct peers on record are LegalZoom, Rocket Lawyer, Trust & Will, FreeWill, LawDepot, Cake (cake.com) and LegalNature. Wealth.com is listed as an emerging player. Avvo is listed as a broad incumbent. Signicat is listed as an others.
Does Justify have an API?
No public API is recorded for Justify.