Total Legal

What Total Legal does

TotalLegal is a self-service legal document platform operated by Pro Se Planning, Inc., a privately held corporation founded in 2000 and headquartered in Bellevue, Washington (with a Kalamazoo, Michigan mailing address). The platform enables individual consumers, families, and small business owners to generate state-specific legal documents without hiring an attorney, by completing an online questionnaire that produces a customized document for download, print, or physical delivery. The catalog spans estate planning (Last Will and Testament, Living Will, Power of Attorney, Medical Power of Attorney), real estate and financial transactions (Quitclaim Deed, Warranty Deed, Promissory Note, Bill of Sale, Rental/Lease Agreement), personal matters (Legal Name Change), and business formation (LLC, S-Corp/C-Corp Incorporation, Registered Agent Service), with coverage across 49 states and DC for wills and all 50 states for living wills and powers of attorney.

The underlying technology is a proprietary online interview engine paired with state-specific legal form templates, delivered through a secure web platform (128-bit SSL encryption, daily Symantec audit). A Document Storage Vault is provided to subscription members. The company has cumulatively helped over one million users create legal documents and maintains an A+ rating with the Better Business Bureau, with editorial coverage in PC Magazine, the Wall Street Journal, the New York Times, and US News.

TotalLegal monetizes through a mix of one-time document purchases priced $19–$99, the TotalLegal Plan subscription ($7.49/month annual or $9.95/month monthly) that bundles up to 10 free documents per month plus storage and discounted third-party attorney services, and tiered business formation packages ($99 Full Service or $299 Premium, plus $99/year Registered Agent). Go-to-market is product-led growth: a direct-to-consumer self-serve website with content marketing (extensive help-center article library) and SEO as primary acquisition channels, supplemented by light organic social presence and a remote online notarization partnership with NotaryLive. The company also operates DivorceWriter.com as a wholly owned sister brand. There are no disclosed funding rounds, no institutional investors, and no public filings; the business appears to be bootstrapped and founder-controlled.

Name

Total Legal

Legal name

Pro Se Planning, Inc.

Website

https://totallegal.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

TotalLegal is a self-help legal document platform that enables consumers and small business owners to generate state-specific legal documents via online questionnaires without hiring an attorney, offering wills, deeds, business formation, and a subscription plan.

Ownership category

akta.pro rank

Product category

Legal Document Preparation Software

NAICS

All Other Legal Services (541199)

SIC

Services-Legal Services (8111)

akta.pro primary industry

Document Preparation & Recording Services (Deeds, Liens) (BPAJAOAG)

Keywords

• Self-help legal documents
• Online will creation
• Estate planning forms
• LLC formation services
• Legal document templates

Headquarters

HQ city

Bellevue

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Individual Document Sales: One-time purchases of individual legal documents at various price points ($19-$99). Customer completes online interview, pays, and receives document for self-execution.
2. TotalLegal Plan Subscription: Monthly ($9.95/month) or annual ($7.49/month) subscription providing access to create up to 10 free legal documents per month, document storage vault, and discounted attorney services through third-party service providers.
3. Business Formation Services: LLC formation (Full Service $99 + state fees), Incorporation services, Registered Agent services ($99/year). Self-filing options available free (customer pays only state filing fees).
4. Premium Add-on Services: S-Corporation upgrade ($49), Operating Agreement ($149), Registered Agent Service ($99/year), Priority filing within one business day.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

TotalLegal is a self-help online legal document platform that enables individuals and small business owners to create customized, state-specific legal documents without hiring an attorney. Users complete an online interview/interview and instantly generate documents such as wills, powers of attorney, living wills, deeds, leases, promissory notes, LLC formations, and incorporations. Documents are delivered digitally (email/download) or by mail, with optional professional filing services for business formation.

Product overview

TotalLegal is a self-help legal document platform operated by Pro Se Planning, Inc. that enables users to create, customize, and download legal documents without an attorney. The platform offers a portfolio of document products across estate planning (Last Will and Testament, Living Will, Power of Attorney, Medical Power of Attorney), real estate (Quitclaim Deed, Warranty Deed, Rental/Lease Agreement), personal legal matters (Bill of Sale, Legal Name Change, Promissory Note), and business formation (LLC Formation, Incorporation, Registered Agent Service). Users complete an online questionnaire/interview to generate personalized state-specific documents. The core offering is individual document purchases ($19-$99), supplemented by the TotalLegal Plan subscription ($7.49-$9.95/month) that provides free document creation and cloud storage. Business services include LLC and corporation filing at various service tiers. Documents are delivered as downloadable files (primarily Microsoft Word format with PDF state forms where applicable).

Differentiator

Problem solved

Functional benefit

Products and services

• Last Will and Testament A comprehensive last will and testament enabling users to specify asset distribution, name guardians for minor children, create trusts, designate executors, and state funeral/burial instructions. Available for 49 states and DC (excluding Louisiana) at $39.
• Living Will Also known as an Advanced Health Care Directive; specifies preferences for artificial life support if the user becomes permanently unconscious or dying and unable to communicate. Covers end-of-life care decisions including life-sustaining treatment and pain management. Priced at $19.
• Power of Attorney Legal document granting a trusted individual authority to act on the user's behalf. TotalLegal offers both financial power of attorney (covering real estate, banking, investments, and other financial matters) and medical power of attorney for health care decisions. Priced at $29 for financial.
• Medical Power of Attorney Also known as Health Care Power of Attorney, this document gives a trusted agent authority to make health care decisions if the user becomes incapacitated. Often created alongside a Living Will. Priced at $99.
• Bill of Sale Document providing receipt for property sales and documenting agreement terms between buyer and seller. Required in many states for transferring title to motor vehicles, watercraft, and aircraft. Priced at $19.
• Legal Name Change Complete legal name change procedure enabling users to change first, middle, and/or last names through court filing. Includes step-by-step instructions and required court forms. Can also be used to change a minor child's name. Priced at $49.
• Quitclaim Deed Legal deed for transferring real estate where the Grantor relinquishes all claims to property without warranties. Commonly used for transfers between family members, funding trusts, settling title disputes, or property transfers in divorces. Priced at $39.
• Warranty Deed Real estate deed where the Grantor relinquishes rights and agrees to defend the property against claims. Available in General Warranty Deed and Special/Limited Warranty Deed variants. Priced at $39.
• Rental/Lease Agreement Contract specifying terms and conditions for tenant occupancy of residential property. Includes rules landlords and tenants must follow per state law. State-specific agreements for homes, apartments, condos, and vacation properties. Priced at $99.
• Promissory Note Written contract between Lender and Borrower setting terms for money borrowing and repayment. Also used in sales transactions where buyer does not pay full balance at purchase. Customizable for any state.
• LLC Formation Service Limited Liability Company formation service with three tiers: Self-File (Free - user files directly with state), Full Service ($99 + state fees - TotalLegal files within one business day and provides name search and Operating Agreement), and Premium ($299 + state fees - adds one year Registered Agent Service).
• Incorporation Service Corporation formation service for S-Corp and C-Corp structures. Self-file option is free; Full Service ($99 + state filing fees) includes name availability search and TotalLegal files Articles of Incorporation. Provides liability protection, ability to raise capital, and potential tax advantages.
• Registered Agent Service Registered Agent service for businesses requiring a registered agent for LLC or corporation compliance. Available as add-on with LLC Premium Service or standalone at $99/year.
• S-Corporation Upgrade Upgrade service for businesses electing S-Corporation tax status to potentially reduce self-employment taxes. Priced at $49.
• TotalLegal Plan Subscription membership providing free creation of common legal documents including Will, Living Will, Complete Estate Plan, Power of Attorney, and Medical Power of Attorney, plus Document Storage Vault Service. Qualifying family members covered. Pricing: $7.49/month annual ($89/year) or $9.95/month monthly. Includes 7-day free trial.

Quantifiable outcome

• Over 1 million legal documents created by users
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• LawDepot: Self-serve legal document platform selling individual forms and subscription plans across wills, real estate, business, and personal matters. Closely comparable product catalog and pricing model to TotalLegal.
• LegalZoom: Largest US DIY legal document and business formation platform. Directly competes with TotalLegal on wills, POAs, LLC formation, and registered agent services with greater scale, brand recognition, and product breadth.
• Northwest Registered Agent: Registered Agent and business formation provider that also sells standalone LLC packages. Comparable to TotalLegal's LLC formation, incorporation, and Registered Agent SKUs.
• Rocket Lawyer: Subscription-based online legal document and attorney-connection service with overlapping document categories (wills, LLC, POA) and a similar self-serve funnel and pricing architecture.
• Swyft Filings: Online incorporation and LLC formation service with tiered packages including Registered Agent. Competes head-to-head with TotalLegal on small business formation and filings.
• Incfile (now Bizee): Discount LLC formation service with a freemium entry point and paid Registered Agent upsell. Directly comparable on business formation pricing and packaging to TotalLegal's LLC tiers.

Emerging players

• Wealth.com: Digital estate planning platform for financial advisors and consumers. An emerging player in the same online estate planning category as TotalLegal's will/POA/living will products.
• Trust & Will: Digital estate planning platform offering wills and trusts online with a modern UX and brand focus. Comparable on the will-creation experience but positioned deeper in estate planning than TotalLegal.
• FreeWill: Free online will-creation service used heavily by nonprofits and consumers. Targets the same estate planning entry point as TotalLegal, often converting users from free wills into paid legal services.

Broad incumbents

• Nolo: Long-standing legal information and document publisher with a broader editorial footprint. Overlaps with TotalLegal on form sales and legal articles while also publishing consumer legal guides.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/totallegal
• Facebookfacebook.com/TotalLegal
• LinkedInlinkedin.com/company/totallegal

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 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 Total Legal