Total Attorneys
Total Attorneys is a Chicago-based lead generation service that delivers real-time, practice-area-matched client leads to solo practitioners and small U.S. law firms via the Martindale-Avvo legal network on a pay-per-lead basis.
- Company typePrivate
- Founded2002
- HeadquartersChicago, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Total Attorneys does
Total Attorneys is a Chicago-based lead generation service for solo practitioners and small law firms in the United States. Founded in 2002 and operating with 51-100 employees, the company connects attorneys with prospective clients by delivering qualified, practice-area and geography-matched leads directly to attorneys' email or smartphones in real time. Coverage spans nearly every major practice area including Bankruptcy, Criminal Defense, DUI/DWI, Divorce, Personal Injury, and SSDI.
The underlying technology is a real-time lead delivery platform that draws consumer intent from a network of affiliated legal content properties and routes matching leads to subscribed attorneys. Total Attorneys is a subsidiary of MH Sub I, LLC (dba Nolo) within Internet Brands' Martindale-Avvo portfolio, which provides access to over 25 million prospective clients and established consumer brands such as Lawyers.com and Nolo.com. Effective April 1, 2019, the company's standalone pay-per-lead program was retired and migrated to the Martindale-Nolo Pay Per Lead program, consolidating the offering under the parent network.
The business operates on a usage-based, pay-per-lead revenue model with no long-term contracts or commitments. Attorneys sign up directly through the Total Attorneys website and pay per delivered lead; bundled benefits include a free Nolo.com attorney profile and customizable campaigns. Distribution is primarily self-serve digital via totalattorneys.com, with leads sourced from the Martindale-Avvo network of legal information sites. No public pricing is disclosed. The company historically raised $15 million in 2012 led by Bain Capital Ventures and acquired VLOTech in 2009.
Total Attorneys firmographics
Firmographics- Name
- Total Attorneys
- Legal name
- MH Sub I, LLC
- Website
- https://totalattorneys.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Total Attorneys is a Chicago-based lead generation service that delivers real-time, practice-area-matched client leads to solo practitioners and small U.S. law firms via the Martindale-Avvo legal network on a pay-per-lead basis.
- Ownership category
- akta.pro rank
Total Attorneys industry classification
Industry- Product category
- Legal Lead Generation Software
- NAICS
- Offices of Lawyers (54111)
- SIC
- Services-Legal Services (8111)
- akta.pro primary industry
- Survey/Panel-Based Lead Capture & Co-Registration Services (BPAFAKAN)
Keywords
Where Total Attorneys is headquartered
LocationHeadquarters
- HQ city
- Chicago
- HQ country
- United States
- HQ region
- North America
Markets served
Total Attorneys business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Marketing or Sales, Technology or R&D, Personnel, Operations
Revenue model
- Pay-Per-Lead: Attorneys pay for each qualified lead delivered, matching their practice focus and location. Effective April 1, 2019, the program was migrated to Martindale-Nolo Pay Per Lead program. No long-term contracts or commitments required.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Pay-per-lead model with customizable campaigns |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels2 records
Total Attorneys product offering
Product offeringCore offering
Total Attorneys operates a cloud-based lead generation platform that connects attorneys with prospective clients by delivering qualified client details in real time to attorneys' email or smartphone. The platform, now part of the Martindale-Avvo legal network following the April 1, 2019 migration to the Martindale-Nolo Pay Per Lead program, matches clients to attorneys by practice focus and geographic location across areas including Bankruptcy, Criminal Defense, DUI/DWI, Divorce, Personal Injury, and SSDI.
Product overview
Total Attorneys is a lead generation service for attorneys, now operating as part of the Martindale-Avvo legal network following the migration of its legacy pay-per-lead program to Martindale-Nolo on April 1, 2019. The single core offering is a lead generation platform that delivers qualified client leads directly to attorneys' email or smartphones in real time. The platform leverages the network's properties including Nolo.com, Lawyers.com, and other legal information sites to match attorneys with clients seeking representation in areas such as Bankruptcy, Criminal Defense, DUI/DWI, Divorce, Personal Injury, and SSDI.
Differentiator
Problem solved
Functional benefit
Products and services
- Total Attorneys Lead Generation Platform A cloud-based lead generation platform that connects attorneys with prospective clients by delivering qualified client details in real time to email or smartphone. Provides exposure to over 25 million clients and matches leads to attorneys based on practice focus and geographic location. Targets solo practitioners and small law firms seeking flexible, contract-free client acquisition.
Quantifiable outcome
- Exposure to over 25 million clients, with 120,000 actively seeking an attorney at any given time
Companies that use Total Attorneys
Customer profileSegments2 records
Ideal customer profiles2 records
Total Attorneys technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Total Attorneys partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Martindale-AvvocoreTotal Attorneys is a member of the Martindale-Avvo legal network. Effective April 1, 2019, the pay-per-lead program was migrated to the Martindale-Nolo Pay Per Lead program. This partnership provides access to the network's client base and brand credibility in the legal industry.
- Nolo.comcoreAs part of the Martindale-Avvo network, Total Attorneys offers a FREE Nolo.com profile to enhance attorneys' online presence. Nolo.com is a leading legal information and services website.
- Lawyers.comminorPart of the network of legal websites (Lawyers.com, Nolo.com, DisabilitySecrets.com, DrivingLaws.com, CriminalDefenseLaw.com, TheBankruptcySite.com) that drive client leads to participating attorneys.
- Martindale-Nolo Pay Per LeadcoreThe lead generation platform that replaced the retired Total Attorneys pay-per-lead program on April 1, 2019. Delivers client details in real-time to attorneys' email or smartphone.
Scale indicators2 records
Recent moves5 records
Expansion highlights3 records
Total Attorneys competitors and assessment
Company assessmentDirect peers
- FindLaw: A leading legal marketing platform owned by Thomson Reuters that provides attorney directories, websites, and lead generation services. The most direct competitor to Total Attorneys in legal lead generation for solo and small law firms.
- Avvo: Online legal directory and attorney marketing platform owned by the same parent (Martindale-Avvo). Offers attorney profiles, ratings, reviews, and lead generation directly competing for the same customer base and ad budgets.
- Justia: Online legal information portal and attorney marketing platform that offers lawyer directories and marketing services. Competes directly for attorney advertising spend and consumer legal search traffic.
- Martindale-Hubbell: Historic legal directory and peer-review rating service, part of the same Martindale-Avvo network. Provides attorney profiles, peer review ratings, and marketing services targeting the same attorney base.
Broad incumbents
- LegalZoom: Large online legal services company offering document preparation, business formation, and attorney matching. Overlaps with Total Attorneys through its attorney matching service but operates as a broader consumer legal marketplace.
Others
- Nolo: Sister company operating under the same parent (MH Sub I, LLC dba Nolo). Publishes legal self-help books, software, and online legal information; functions as a content property within the network that Total Attorneys monetizes via leads.
- Lawyers.com: Sister legal directory site within the Martindale-Avvo network. Forms part of the content ecosystem that Total Attorneys' lead generation service leverages for consumer traffic and lead flow.
- LawPay: Legal-focused payment processing service for law firms. Adjacent ecosystem service that targets the same SMB-attorney customer base as Total Attorneys for cross-sell opportunities.
Emerging players
- Clio: Leading cloud-based legal practice management software serving solo and small law firms. Adjacent category to Total Attorneys' stated practice management offering, serving the same SMB-attorney customer profile.
- MyCase: Legal practice management platform for small law firms. Shares the same SMB-attorney customer base as Total Attorneys but focuses on case and practice management rather than client acquisition.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
Total Attorneys social profiles
Digital presenceTotal Attorneys financial estimates
Financial estimateRevenue estimate
Valuation estimate
Total Attorneys leadership team
Management profileNumber of profiles
Total Attorneys funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Total Attorneys M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Total Attorneys
What does Total Attorneys do?
Total Attorneys operates a cloud-based lead generation platform that connects attorneys with prospective clients by delivering qualified client details in real time to attorneys' email or smartphone. The platform, now part of the Martindale-Avvo legal network following the April 1, 2019 migration to the Martindale-Nolo Pay Per Lead program, matches clients to attorneys by practice focus and geographic location across areas including Bankruptcy, Criminal Defense, DUI/DWI, Divorce, Personal Injury, and SSDI.
Is Total Attorneys a public or private company?
Total Attorneys is a private company. It is classified as corporate owned and is currently operating.
When was Total Attorneys founded?
Total Attorneys was founded in 2002. It employs 51 to 100 people.
Where is Total Attorneys based?
Total Attorneys is headquartered in Chicago, United States, in the North America region.
How does Total Attorneys make money?
One revenue line is on record: pay-Per-Lead.
Who are Total Attorneys's main competitors?
Direct peers on record are FindLaw, Avvo, Justia and Martindale-Hubbell. LegalZoom is listed as a broad incumbent. Others are Nolo, Lawyers.com and LawPay. Emerging players are Clio and MyCase.
Does Total Attorneys have an API?
No public API is recorded for Total Attorneys.
What industry is Total Attorneys in?
Total Attorneys's product category is Legal Lead Generation Software. Its primary akta.pro industry code is BPAFAKAN, Survey/Panel-Based Lead Capture & Co-Registration Services. Its NAICS code is 54111 and its SIC code is 8111.