Lawyer

What Lawyer does

Lawyer.com is a US-based online legal marketplace and directory connecting individual consumers with lawyers across all 50 US states and every Canadian province and territory, including remote jurisdictions such as Nunavut. Founded in 2008 and headquartered at 25 Mountainview Blvd. in Basking Ridge, New Jersey, the company operates an AI-powered matching platform layered with a human Expert Intake Team that reviews and finalizes consumer case submissions before routing them to relevant attorneys. Consumers submit case details through a website intake form or via a dedicated phone line (800-620-0900), and matched attorneys respond directly within minutes.

The company's product surface has expanded beyond the core directory to include FreeLawChat.Ai (an AI-assisted chat tool for consumers unsure how to describe their case), LawyerLine.ai (a call-answering service for lawyers), the Legal Protection Plan subscription (offering free consultations and discounted hourly fees), state- and practice-specific SEO pages, and the annual Lawyer Growth Summit event. The platform reports over 1,000,000 monthly consumer visits and earns media coverage in CNN, Newsweek, Buzzfeed, People Magazine, Business Insider, Daily Mail, and ABA Journal.

Lawyer.com monetizes primarily through marketplace commissions and premium lawyer memberships (featured placement and lead prioritization), with additional transaction-fee revenue from the Lawyer Growth Summit event (attendance fees and sponsorships). Consumer access is free; lawyer subscription pricing is not publicly disclosed. The firm is privately held with 11-50 employees, has not raised institutional venture or private equity capital, and operates as Lawyer.com, Inc. under CEO Colleen Joyce. The 2024/2025 Lawyer Growth Summit earned Silver and Bronze Stevie Awards at the 24th Annual American Business Awards in 2026, and the company has extended thought leadership into Asia-Pacific via a 2026 partnership with Australasian Lawyer and NZ Lawyer.

Name

Lawyer

Legal name

Lawyer.com. Inc.

Website

https://lawyer.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Lawyer.com is an online legal marketplace connecting consumers with lawyers across all US states and Canadian provinces through AI-powered matching and a human intake team, monetizing via lawyer subscriptions, marketplace commissions, and events.

Ownership category

akta.pro rank

Product category

Online Legal Marketplace / Lawyer Directory

NAICS

Legal Services (5411)

SIC

Services-Legal Services (8111)

akta.pro primary industry

Personal Injury & Insurance Defense (BPAHAAAM)

akta.pro secondary industry

Litigation & Dispute Resolution (BPAHAAAB)

Keywords

• Online legal marketplace
• Lawyer directory
• Lawyer matching service
• Legal referral platform
• Law firm advertising

Headquarters

HQ city

Basking Ridge

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Lawyer Directory / Marketplace Commission: Lawyer.com operates as an online legal marketplace connecting consumers with lawyers. Lawyers pay for placement or lead referrals when matched with consumers, generating revenue on a per-lead or commission basis. Premium featured lawyer placements and premium membership tiers provide additional paid visibility.
2. Events — Lawyer Growth Summit: Annual conference targeting law firms and legal professionals, generating revenue through attendance fees and sponsorships. The 2024/2025 edition earned Stevie Awards recognition; the next summit is planned for July 15-17, 2026 at Fontainebleau Las Vegas.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Lawyer.com operates an online legal marketplace and directory that connects consumers seeking legal help with qualified lawyers across all 50 US states and all Canadian provinces and territories. Consumers submit case details through a web intake form or by calling 800-620-0900, the Expert Intake Team finalizes and routes the request, and matched lawyers contact the consumer directly. Lawyers and law firms pay for lead referrals, premium featured placements, monthly memberships, and event sponsorships, while consumers access the matching service free of charge and may subscribe to the Legal Protection Plan.

Product overview

Lawyer.com operates as an online legal marketplace and growth platform that connects consumers with lawyers through its directory and matching services. The core offering includes the Lawyer.com Directory and matching service, which allow users to search for attorneys by practice area and location. The platform has expanded beyond its directory origins to include AI-powered tools (FreeLawChat.Ai), human-driven intake services (LawyerLine.ai), and events (Lawyer Growth Summit). Additional offerings include a Legal Protection Plan subscription and comprehensive state-specific lawyer pages covering all U.S. states and Canadian provinces.

Differentiator

Problem solved

Functional benefit

Products and services

• Lawyer.com Directory & Matching Service Online legal marketplace and directory covering every US state and Canadian province/territory, with an AI-powered matching engine backed by a human Expert Intake Team that finalizes consumer case details and routes qualified leads to lawyers. Free for consumers; lawyers pay for placements and lead referrals.
• Lawyer Growth Summit Annual multi-day conference targeting law firm principals and leaders, providing education on growth strategies, networking, and thought leadership, and generating revenue through attendance fees and sponsorships.
• LawyerLine.ai Call answering and intake service for lawyers that handles inbound phone inquiries on behalf of law firms, converting calls into qualified intake details.
• FreeLawChat.Ai AI-powered chat service that helps consumers articulate their legal situation before they are matched with an attorney through Lawyer.com.
• Legal Protection Plan Subscription plan for consumers that provides unlimited free consultations, free wills and testaments, access to experienced U.S. lawyers, and 25% off hourly fees.

Quantifiable outcome

• Over 1,000,000 consumers find their lawyer on Lawyer.com each month

Named customers11 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Australasian Lawyer and NZ LawyerminorGTM or Marketing Partner · 19 May 2026Lawyer.com participated in the 2026 Legal Tech Trends survey conducted by Australasian Lawyer and NZ Lawyer, contributing data on technology adoption among legal professionals and future investment plans. This partnership positions Lawyer.com as a thought leader in the global legal technology space beyond its North American base.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• FindLaw: FindLaw, owned by Thomson Reuters, is a long-standing lawyer directory with state- and practice-area-specific pages, attorney profiles, and consumer legal content — a close parallel to Lawyer.com's hyper-local SEO directory and matching service.
• Avvo: Avvo operates an online legal directory and lawyer-matching marketplace serving consumers across all US states, with lawyer profiles, reviews, and lead-generation tools — directly comparable to Lawyer.com's directory + matching + lead-routing core offering.
• Lawyers.com (Martindale-Hubbell): Martindale-Hubbell's Lawyers.com is one of the oldest US lawyer directories, with peer-review ratings and a consumer-facing search across practice areas and locations — directly competing with Lawyer.com for both consumer traffic and lawyer-side subscriptions.
• Nolo: Nolo publishes legal self-help content and maintains a lawyer directory with practice-area and geographic search, mirroring Lawyer.com's combination of legal-information content marketing and directory listings to drive consumer referrals to attorneys.
• Justia: Justia operates a free lawyer directory, legal Q&A forums, and informational content heavily indexed for legal SEO — a direct adjacency to Lawyer.com's SEO-driven directory + content + matching funnel.

Broad incumbents

• LegalZoom: LegalZoom is a scaled legal-services platform offering document preparation, registered agent services, and — increasingly — attorney matching. It overlaps with Lawyer.com's consumer-acquisition motion and competes for the same SMB and consumer legal-services wallet.
• Rocket Lawyer: Rocket Lawyer is a subscription-based online legal services platform with attorney access and document automation, overlapping with Lawyer.com's Legal Protection Plan subscription product and broader consumer-to-lawyer motion.

Emerging players

• UpCounsel: UpCounsel is a marketplace matching businesses with freelance attorneys, focused on SMB and transactional matters. It competes with Lawyer.com for the lawyer-supply and SMB/consumer legal-services demand side, though with a more business-segment skew.
• HG.org: HG.org is a global legal directory with country-, state-, and practice-area-specific pages and legal articles, overlapping Lawyer.com's SEO-driven, hyper-local international directory footprint (e.g., Canadian provinces).
• LawDepot: LawDepot provides legal documents and templates and has expanded into US consumer legal services. Its directory and form-based services compete for the same consumer demand that funnels through Lawyer.com's matching intake.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/lawyer
• YouTubeyoutube.com/@LDC2025/videos
• Facebookfacebook.com/lawyerdotcom
• LinkedInlinkedin.com/company/lawyer-com
• Instagraminstagram.com/lawyerdotcom

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Lawyer