Advice Company

What Advice Company does

Advice Company is a privately held Public Benefit Corporation founded in 1995 and headquartered in Sausalito, California. The company operates a portfolio of three vertical-specific professional directory platforms — ExpertPages, Senior Care Advice, and AttorneyPages — that connect consumers seeking expert guidance with qualified professionals across financial, senior care, and legal verticals. The company employs 1-10 people and distributes its services directly to consumers through self-serve web platforms, relying on organic search traffic as its primary consumer acquisition channel. The site is built on Squarespace, indicating a lightweight technology footprint.

The underlying technology is a straightforward web-based directory platform enabling professionals to create listings and consumers to discover and contact them. The company generates revenue through subscription-based professional listing fees across its three portfolio sites. It does not provide legal advice or make legal referrals, positioning itself as an information and connection service rather than a service provider. Named leaders include co-founder Bart Dobbelaere (owner) and co-founder Gerry Goldsholle (founder & CEO), with Mary Martin serving as Vice President of Human Resources.

As a Public Benefit Corporation, Advice Company balances profit objectives with a stated public benefit mission. The company is privately held with no institutional investors and only $1 million in cumulative disclosed funding across two rounds (1995 and 2005). Its website has been continuously operational for over 30 years, suggesting self-sustaining but not venture-scale economics.

Name

Advice Company

Legal name

Advice Company, a Public Benefit Corporation

Website

https://AdviceCompany.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1–10 employees

Short description

Advice Company is a privately held Public Benefit Corporation operating three vertical professional directory platforms — ExpertPages, Senior Care Advice, and AttorneyPages — that connect consumers seeking expert guidance with qualified professionals across financial, senior care, and legal verticals, monetized via subscription listing fees.

Ownership category

akta.pro rank

Product category

Online Professional Directory Services

NAICS

Web Search Portals and All Other Information Services (51929)

SIC

Services-Prepackaged Software (7372)

akta.pro industry

PRIMARYBPAMAAAG

Recommendation & Discovery Engines (content/product)

Business & Public Services/Web, Mobile & Digital Platforms/Search, Discovery & Web Portals

SECONDARYFSAEAMAM

Lead Generation, Comparison & Marketplace Platforms (Financial Products)

Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Introducers, Finders & Referral Networks

Keywords

• Professional directory services
• Online expert referrals
• Legal information services
• Senior care advice
• Consumer advice platform

Headquarters

HQ city

Sausalito

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

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

Revenue model

1. Professional Directory/Listing Services: The company appears to generate revenue by providing professional directory services, connecting consumers seeking expert advice (financial experts, senior care providers, attorneys) with listed professionals through its portfolio brands. Revenue likely derives from professional listing fees or subscription-based placement.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Advice Company operates a portfolio of consumer-facing web directory platforms that connect individuals seeking expert guidance with qualified professionals across three verticals: financial/expert advice (ExpertPages), senior care (Senior Care Advice), and legal services (AttorneyPages). The company monetizes by enabling professionals to list and promote their services on these vertical-specific discovery sites, while providing consumers informational resources and a directory to find vetted experts.

Product overview

Advice Company operates as a multi-platform portfolio of professional directories that connect consumers with experts across different verticals. The company offers three distinct products: ExpertPages (a general expert professional directory), Senior Care Advice (a senior care guidance platform), and AttorneyPages (a legal professional directory). These products function as parallel platforms that help consumers find and connect with professionals through information and engagement, while enabling professionals to establish online visibility within their respective domains.

Differentiator

Problem solved

Functional benefit

Brands

• ExpertPages: Platform connecting users with expert professionals
• Senior Care Advice
• AttorneyPages

Products and services

• ExpertPages A professional directory platform connecting consumers with expert professionals (e.g., financial experts), enabling experts to build their online presence and reach potential clients seeking professional guidance.
• Senior Care Advice A specialized platform providing guidance and resources for seniors and their families seeking care-related advice and professional connections, facilitating discovery of senior care providers and facilities.
• AttorneyPages A legal professional directory connecting individuals seeking legal assistance with qualified attorneys, facilitating information discovery and professional engagement. The company explicitly does not provide legal advice or make legal referrals.

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves3 records

Expansion highlights2 records

Broad incumbents

• FindLaw: Thomson Reuters-owned legal information and attorney directory platform. Competes with AttorneyPages as a much larger incumbent with broader editorial content and consumer legal tools.
• Martindale-Hubbell: Long-established attorney directory and rating service. Direct functional overlap with AttorneyPages in attorney discovery, with deeper rating methodology and longer operating history.
• Yelp: General-purpose local business directory with reviews used by consumers to find attorneys, financial advisors, and senior care providers. Indirect competitor across all three of Advice Company's verticals.

Direct peers

• A Place for Mom: Senior care advisory and referral network connecting families with senior living and care providers. Direct competitor to Senior Care Advice, though with a higher-touch referral model.
• Lawyers.com: Legal directory and lawyer-finding service operated by Martindale-Hubbell/Internet Brands. Directly comparable to AttorneyPages in consumer-facing attorney search.
• Avvo: Online legal directory connecting consumers with attorneys via listings, reviews, and Q&A. Directly competes with Advice Company's AttorneyPages in the legal-vertical consumer discovery category.
• Super Lawyers: Attorney directory and rating service using peer nominations and independent research. Comparable to AttorneyPages in attorney discovery, with a different rating methodology.
• Nolo: Legal information publisher and attorney directory serving consumers with self-help legal content and lawyer referrals. Overlaps with both AttorneyPages and the broader consumer-legal information positioning of Advice Company.
• Caring.com: Senior care resource and directory platform connecting families with senior living, home care, and related providers. Directly comparable to Advice Company's Senior Care Advice vertical.

Regional players

• Vitals: Online doctor and healthcare provider directory. Comparable directory/discovery model to Advice Company's verticals, though focused on medical rather than financial, legal, or senior-care professionals.

Market position

Strengths3 records

Weaknesses3 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/advice-company

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds2 records

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 Advice Company