LegalHero

What LegalHero does

LegalHero is a Danish online legal services platform founded in 2016 and headquartered in Copenhagen. It operates as a two-sided marketplace serving both as a procurement tool for clients seeking legal help and as a client management layer for lawyers. The consumer-facing brand, EJura, is a self-service website (ejura.dk) that hosts a comprehensive library of Danish-language legal guides covering rental and housing law, property division and inheritance, design rights and intellectual property, contract law, business law, and procedural topics such as witnesses and legal representation. The site explicitly disclaims that its guides are not legal advice and refers users to qualified attorneys when professional help is required, positioning the content as a top-of-funnel acquisition channel rather than a substitute for legal counsel.

The company's product is built on a standard CMS stack (GeneratePress on WordPress) with no disclosed proprietary technology, integrations, or APIs. Distribution is exclusively direct-to-consumer via the website, with no app, SDK, or developer-facing surface. The business model is not publicly disclosed — no pricing, subscription tiers, or transactional fees are stated — but the architecture (free guides, lawyer referral posture) implies lead generation or referral-based monetization on the lawyer side, paired with a content-marketing funnel targeting Danish consumers.

Strategically, the company has expanded vertically within Danish legal topics and has invested in a partnerships function (VP Partnerships), suggesting an intent to formalize the lawyer supply side of the marketplace. Operations remain single-country (Denmark) with no disclosed geographic expansion, M&A, or material funding events beyond the 2016 founding round. Headcount of 101-250 employees is notable for a content-led legaltech site and implies operational functions beyond content production — likely including lawyer onboarding, customer support, and business development.

Name

LegalHero

Website

https://legalhero.dk

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

LegalHero is a Danish online legal services marketplace operating the EJura consumer portal, providing free Danish-language legal guides and acting as a procurement tool connecting clients with partner lawyers in Denmark.

Ownership category

akta.pro rank

Product category

Legal Technology (LegalTech)

NAICS

Legal Services (5411)

SIC

Services-Legal Services (8111)

akta.pro primary industry

Legal & Regulatory Publishing (Case Law, Statutes, Treatises) (MPAJACAA)

Keywords

• Online legal services
• Legal information platform
• Legal procurement tools
• Danish legal guides
• Lawyer client management

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Distribution channels1 record

Marketing channels1 record

Core offering

LegalHero operates an online platform for legal services that functions as a procurement tool for clients and as client management software for lawyers. Through its EJura brand it also maintains a Danish-language library of free legal guides covering rental law, property division, design rights, contract law, business law, and related topics, referring users to qualified lawyers when professional help is needed.

Product overview

EJura is a single-platform legal information website offering a comprehensive collection of guides and informational articles on Danish legal topics. The core offering consists of a searchable library of guides covering rental and housing law, asset division and inheritance, design rights and intellectual property, legal representation, and contract/business law. The platform does not provide direct legal advice but serves as an educational resource that refers users to qualified lawyers and attorneys when professional legal assistance is needed.

Differentiator

Problem solved

Functional benefit

Products and services

• EJura Legal Guides Platform A Danish-language legal information platform providing educational guides and informational articles on topics including rental law, property division, design rights, contract law, and business law. It is designed to help Danish consumers understand complex legal matters and directs users to qualified lawyers and attorneys when professional help is required; the guides are explicitly disclaimed as not constituting legal advice.
• LegalHero Procurement & Lawyer Client Management Platform

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves4 records

Expansion highlights4 records

Regional players

• Advodan: Danish law firm chain with strong consumer-facing digital presence. Local competitive reference point for LegalHero's Danish lawyer-procurement value proposition.
• 3 Legant: Scandinavian (Swedish) legal tech offering. Regionally relevant peer for LegalHero given shared Nordic market and similar consumer legal information/procurement orientation.
• Legalstart: France-based online legal services platform for entrepreneurs and SMBs. Comparable two-sided legal services model operating in a different European jurisdiction, useful for understanding the European legal-tech playbook.
• FreeLegal: European consumer legal information and lawyer directory service. Comparable as a regional legal-content platform serving non-lawyers with referral to attorneys.

Broad incumbents

• LegalZoom: Large US online legal services platform offering document preparation, attorney matching, and business formation. Directly comparable as a consumer-facing legal services brand, though operating at much larger scale and in a different jurisdiction than LegalHero/EJura.
• Rocket Lawyer: Online legal platform providing document templates, attorney consultations, and a subscription SaaS model for SMBs and consumers. Comparable business model combining self-serve legal content with paid legal services.

Direct peers

• Avvo: US-based legal information and lawyer directory platform combining free legal guides/Q&A with a lawyer-matching marketplace. Closest functional analogue to EJura's content-plus-procurement model.
• Nolo: Long-running publisher of do-it-yourself legal guides, books, and forms for consumers and small businesses. Highly comparable as a legal information content business with adjacent lawyer-service referrals.
• LawDepot: Consumer and SMB-focused online legal document and information provider. Comparable self-serve content-plus-template model serving non-lawyers with common legal needs.

Emerging players

• Lawpath: Australian legal tech platform offering document automation, lawyer marketplace, and subscription plans for SMBs. Comparable emerging-market legal marketplace comparable to LegalHero's stated procurement/CRM positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/legalheroHQ
• Facebookfacebook.com/legalheroHQ
• LinkedInlinkedin.com/company/legalhero

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

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 LegalHero