Martindale
Martindale-Hubbell operates the longest-running online legal directory in the U.S., listing over one million lawyers and law firms and monetizing via subscription profiles, peer-review ratings, websites, lead generation, and live chat sold to attorney customers.
- Company typePrivate
- Founded1868
- HeadquartersNew Providence, United States
- Headcount251–500
- GTM typeB2B
- OfferingDigital Commerce or Content
What Martindale does
Martindale (legal entity MH Sub I, LLC dba Internet Brands, operating under the Martindale-Hubbell brand) is a U.S.-based online legal directory platform founded in 1868 and headquartered in New Providence, New Jersey. The platform maintains a searchable database of over one million lawyers and law firms across the United States and Canada, structured by practice area, geography, and law school, and is anchored by its Martindale-Hubbell Peer Review Ratings system — including the AV Preeminent designation, which has been issued for over 138 years and functions as the de facto gold-standard credential in U.S. legal marketing.
The product surface is organized in two layers: a consumer-facing discovery layer (Attorney/Law Firm Search, Law School Alumni Search, Legal Library, Bar Associations Search, Ratings & Reviews) and an attorney-facing monetization layer grouped under the 'Grow Your Practice' suite, comprising Legal Profiles, WebVantage websites, LeadVolume lead generation, and ChatVantage live chat. The technology stack is a content-and-directory platform with SEO-optimized practice-area and location landing pages; no AI/ML systems, APIs, or SDKs are disclosed.
Commercially, Martindale operates a B2B2C marketplace. Consumers access the directory free of charge, while attorneys and law firms purchase subscription-based marketing services on annual contracts with custom quote-based pricing. The company is a wholly owned subsidiary of Internet Brands, co-located under the 'Martindale-Avvo' Legal Marketing Network with sister brand Avvo, and is privately held with no external funding, no public listing, and no disclosed revenue.
Martindale firmographics
Firmographics- Name
- Martindale
- Legal name
- MH Sub I, LLC
- Website
- https://martindale.com
- Company type
- Private
- Founded year
- 1868
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Martindale-Hubbell operates the longest-running online legal directory in the U.S., listing over one million lawyers and law firms and monetizing via subscription profiles, peer-review ratings, websites, lead generation, and live chat sold to attorney customers.
- Ownership category
- akta.pro rank
Martindale industry classification
Industry- Product category
- Legal Directory Services
- NAICS
- Offices of Lawyers (541110)
- SIC
- Services-Legal Services (8111)
- akta.pro primary industry
- eDiscovery, Litigation Support & Legal Hold (BPAEAPAE)
Keywords
Where Martindale is headquartered
LocationHeadquarters
- HQ city
- New Providence
- HQ country
- United States
- HQ region
- North America
Markets served
Martindale business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Attorney Profiles and Listings: Paid attorney profile subscriptions providing enhanced visibility and professional listings in the directory.
- Lead Generation Services: Lead volume services connecting attorneys with prospective clients actively searching for legal representation.
- Website Development: WebVantage website development services for attorneys to establish their online presence.
- Live Chat Services: ChatVantage live chat service for attorneys to capture and convert website visitors into clients.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Custom enterprise packages for law firms |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Martindale product offering
Product offeringCore offering
Martindale operates an online legal directory marketplace connecting consumers seeking legal representation with attorneys and law firms. The platform hosts listings for over one million lawyers and law firms, provides peer review ratings (including the AV Preeminent designation), and sells marketing services such as premium profiles, lead generation, attorney websites, and live chat to help legal professionals acquire clients.
Product overview
Martindale-Hubbell operates a comprehensive online legal directory platform offering both core discovery services and professional marketing tools. The core platform consists of the Online Directory for attorneys and law firms, paired with search tools for Attorney/Law Firms Search, Law School Alumni Search, Legal Library Search, and Bar Associations Search. The platform also includes the Martindale-Hubbell Ratings & Reviews system with peer and client ratings. The Grow Your Practice suite provides add-on marketing services including Legal Profiles, Attorney Websites (Webvantage), Lead Generation, and Live Chat Service (Chatvantage). The Bar Register of Preeminent Lawyers serves as a premium sub-brand highlighting top-rated attorneys. The company has been rating attorneys for 150 years and maintains a database of over one million lawyers and law firms across the United States and Canada.
Differentiator
Problem solved
Functional benefit
Products and services
- Martindale-Hubbell Online Directory Comprehensive online directory for attorneys and law firms containing listings for more than one million lawyers. Serves as a search platform for consumers to find attorneys by location, practice area, or specific criteria.
- Attorney/Law Firms Search
- Law School Alumni Search
- Legal Library Search
- Bar Associations Search
- Martindale-Hubbell Ratings & Reviews Peer and client review rating system for attorneys, including the AV Preeminent rating—the company's highest honor for legal ability and ethical standards. Has been rating attorneys for over 138 years.
- Grow Your Practice
- Attorney Websites (WebVantage)
- Lead Generation (LeadVolume)
- Live Chat Service (ChatVantage)
- The Bar Register of Preeminent Lawyers
Quantifiable outcome
- 79% of U.S. legal professionals use AI tools, and Martindale is one of 7 directories controlling AI citations for legal queries
Companies that use Martindale
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Martindale technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Martindale partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- AvvocoreAvvo is operated as part of the same Legal Marketing Network under MH Sub I, LLC dba Internet Brands. The platforms share branding (Martindale-Avvo) for certain services including lead generation and website development (WebVantage, LeadVolume, ChatVantage).
Scale indicators3 records
Recent moves1 record
Expansion highlights4 records
Martindale competitors and assessment
Company assessmentDirect peers
- Avvo: Avvo operates a competing legal directory and attorney rating platform targeting the same SMB attorney and consumer segments. It is operated under the same MH Sub I, LLC parent as Martindale, making it both a direct competitor and a sister brand within the Legal Marketing Network.
- FindLaw: FindLaw, owned by Thomson Reuters, is a leading online legal directory and attorney marketing platform. It competes directly with Martindale in attorney profile subscriptions, website development, and lead generation for U.S. law firms.
- Lawyers.com: Lawyers.com is a consumer-facing attorney directory operated by Martindale-Avvo/Internet Brands, providing another competitive marketplace entry point for attorneys and consumers seeking legal services.
- Justia: Justia provides a free legal directory, marketing services for attorneys, and a large legal information portal. It competes with Martindale in attorney marketing and SEO-driven consumer legal search.
- Nolo: Nolo is a legal information and attorney directory site with do-it-yourself legal products. It overlaps with Martindale on consumer-facing legal content, attorney listings, and SMB attorney marketing.
- Super Lawyers: Super Lawyers is a patented attorney rating and directory service. It competes with Martindale's AV Preeminent peer review system in identifying and promoting top-rated attorneys to consumers.
- LegalMatch: LegalMatch is an online legal matching service connecting consumers with attorneys, directly competing with Martindale's lead generation offering.
- LawInfo: LawInfo is an online legal directory and lead generation service targeting consumers seeking attorneys, overlapping with Martindale's directory and LeadVolume products.
Emerging players
- HG.org: HG.org is a global legal directory and information resource. While smaller in U.S. SMB attorney marketing than Martindale, it overlaps in legal articles, attorney listings, and international reach.
Broad incumbents
- Thomson Reuters: Thomson Reuters owns FindLaw and Westlaw and serves the broader legal information and technology market. While not a pure directory competitor, it overlaps with Martindale in attorney marketing services and legal content distribution.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Martindale social profiles
Digital presenceMartindale financial estimates
Financial estimateRevenue estimate
Valuation estimate
Martindale leadership team
Management profileNumber of profiles
Martindale subsidiaries and ownership
Company hierarchySubsidiaries1 record
Martindale funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Martindale 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 Martindale
What does Martindale do?
Martindale operates an online legal directory marketplace connecting consumers seeking legal representation with attorneys and law firms. The platform hosts listings for over one million lawyers and law firms, provides peer review ratings (including the AV Preeminent designation), and sells marketing services such as premium profiles, lead generation, attorney websites, and live chat to help legal professionals acquire clients.
Is Martindale a public or private company?
Martindale is a private company. It is classified as corporate owned and is currently operating.
When was Martindale founded?
Martindale was founded in 1868. It employs 251 to 500 people.
Where is Martindale based?
Martindale is headquartered in New Providence, United States, in the North America region.
How does Martindale make money?
Four revenue lines are on record. Attorney Profiles and Listings are the primary driver. The others are lead Generation Services, website Development and live Chat Services.
Who are Martindale's main competitors?
Direct peers on record are Avvo, FindLaw, Lawyers.com, Justia, Nolo, Super Lawyers, LegalMatch and LawInfo. HG.org is listed as an emerging player. Thomson Reuters is listed as a broad incumbent.
Does Martindale have an API?
No public API is recorded for Martindale.
What industry is Martindale in?
Martindale's product category is Legal Directory Services. Its primary akta.pro industry code is BPAEAPAE, eDiscovery, Litigation Support & Legal Hold. Its NAICS code is 541110 and its SIC code is 8111.