LawInfo

What LawInfo does

LawInfo is a privately held online legal services marketplace founded in 1995 and headquartered in Eagan, Minnesota. The company operates a nationwide attorney directory spanning all 50 US states and Washington DC, designed to connect consumers seeking legal representation with attorneys and law firms. Users search the platform by legal issue, location, or attorney name and access thousands of free legal articles, FAQs, and videos covering practice areas including personal injury, criminal defense, family law, bankruptcy, estate planning, employment law, and immigration. The company employs 51-100 people and operates exclusively through its web platform with no mobile app presence disclosed.

The core product is a web-based attorney directory augmented by the proprietary Lead Counsel Verification program, which independently verifies attorneys through state bar associations and conducts annual reviews to confirm bar license validity and practice-area credentials. Additional product surfaces include a Legal Resource Library organized by practice area and state, and a Live Chat Support feature for agent-assisted matching of consumers to attorneys in their area. The platform layers third-party signals onto attorney profiles, including Super Lawyers ratings and average years of experience from state bar data, with the Lead Counsel Verified badge functioning as the primary proprietary quality differentiator. An OneTrust integration manages cookie consent and privacy preferences for regulatory compliance.

LawInfo's business model is built on attorney lead generation and referral fees, functioning as a two-sided marketplace in which consumers use the platform for free and attorneys pay for directory visibility and lead referrals. The go-to-market motion is product-led: SEO-optimized practice-area and state landing pages, free educational content, and the Lead Counsel Verified badge drive organic consumer acquisition, while attorney acquisition is supported by the verification program's credibility signaling. Pricing for consumers is free, with all listed personal injury attorneys offering free initial consultations; attorney pricing for listings, subscriptions, and lead-generation fees is not publicly disclosed.

Name

LawInfo

Legal name

LawInfo

Website

https://lawinfo.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

51–100 employees

Short description

LawInfo is a privately held online attorney directory and legal resource marketplace, founded in 1995 and based in Eagan, Minnesota. It connects consumers nationwide with verified attorneys across dozens of practice areas via its Lead Counsel Verification program, and monetizes through attorney lead generation and referral fees.

Ownership category

akta.pro rank

Product category

Online Legal Directory

NAICS

All Other Legal Services (541199), Web Search Portals, Libraries, Archives, and Other Information Services (519)

SIC

Services-Legal Services (8111)

akta.pro primary industry

Legal Reference (Statutes, Case Law, Practice Guides) (EDAGAGAB)

Keywords

• Attorney directory services
• Lawyer referral platform
• Legal information resources
• Attorney verification services
• Legal marketplace

Headquarters

HQ city

Eagan

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Attorney Lead Generation / Referral Fees: LawInfo generates revenue by connecting consumers with attorneys. Attorneys are listed in the directory and the platform likely charges for visibility or referral leads.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

LawInfo operates a nationwide online attorney directory and legal information platform. Consumers can search for attorneys by legal issue, location, or firm name, browse attorney profiles featuring Lead Counsel Verified badges and Super Lawyers ratings, and access thousands of free articles, FAQs, and videos on legal topics. Attorneys participate as listed professionals whose credentials are verified through the proprietary Lead Counsel program, and LawInfo monetizes the resulting connections through lead generation and referral fees.

Product overview

LawInfo operates a legal services marketplace consisting of an attorney directory (core search platform for finding lawyers by legal issue, location, or name), Lead Counsel Verified (attorney quality assurance program with state bar verification and annual reviews), and a Legal Resource Library (thousands of free articles, FAQs, and videos on legal topics). The platform also offers live chat support to connect users with attorneys. All core services work together to help individuals find qualified legal representation nationwide.

Differentiator

Problem solved

Functional benefit

Brands

• Lead Counsel Verification: An attorney verification and quality assurance program that independently verifies attorneys through state bar associations and conducts annual reviews to confirm they practice in advertised areas and maintain valid bar licenses.

Products and services

• Attorney Directory Nationwide searchable directory of attorneys allowing users to find qualified legal representation by legal issue, location, or attorney/firm name. Profiles feature Lead Counsel Verified badges, Super Lawyers ratings, and average years of experience, and are available across all 50 US states and major metropolitan areas.
• Lead Counsel Verified

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Nolo: Nolo publishes legal guides, do-it-yourself legal products, and an attorney directory. It is a peer through its combination of legal information content and attorney listings, mirroring LawInfo's hybrid content-plus-directory model.
• LegalMatch: LegalMatch is a legal matching service that connects consumers with attorneys based on their legal issues. It is a direct competitor in the consumer-to-attorney referral layer with a similar affiliate/referral revenue model.
• Justia: Justia offers a free attorney directory, legal Q&A, and a large library of legal information and case law. It is a direct peer in providing consumer-facing legal content alongside attorney listings.
• Avvo: Avvo operates a legal directory with attorney profiles, ratings, and Q&A. It is a direct competitor to LawInfo, serving the same consumer-to-attorney matching use case with overlapping product functionality and target audience.
• Martindale-Hubbell: Martindale-Hubbell is a legacy attorney rating and directory service. It is a direct peer in attorney discovery and credentialing, and operates Lawyers.com as a companion consumer-facing platform.
• FindLaw: FindLaw is a long-running legal directory and information site operated by Thomson Reuters. It competes directly with LawInfo in attorney listings, practice-area content, and consumer lead generation.
• Lawyers.com: Lawyers.com, operated by Martindale-Hubbell, provides a nationwide attorney directory and legal information content. It directly overlaps with LawInfo's directory and consumer-facing legal resources.

Others

• Clio: Clio is a leading legal practice management software provider for law firms. While it does not directly compete with LawInfo's consumer directory, it is connected as an enabling technology that law firms use, and Clio's growth into client intake tools could intersect with LawInfo's referral flow.

Broad incumbents

• LegalZoom: LegalZoom is a large online legal services platform offering incorporation, wills, and document automation alongside attorney matching. It is comparable as a broader legal-services marketplace that competes partially with LawInfo's lead-generation value proposition.

Emerging players

• Rocket Lawyer: Rocket Lawyer offers online legal documents, on-demand attorney access, and a member-based legal services subscription. It overlaps with LawInfo on the consumer-facing legal help use case but is structured around subscriptions rather than directory leads.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/lawinfo
• Facebookfacebook.com/LawInfo

Revenue estimate

Valuation estimate

Number of profiles

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 LawInfo