Pure Legal

What Pure Legal does

Pure Legal is a Calgary-based law firm operating as a sole-practitioner or small partnership (1–10 employees) that delivers wills, estate administration, guardianship, family law, and notary services to individual consumers in the Calgary and surrounding Alberta area. The firm operates on a direct-to-consumer go-to-market model, serving clients by appointment at its Mission district office and acquiring customers primarily through organic search and an SEO-targeted blog addressing Alberta-specific legal questions. Pure Legal differentiates on transparent flat-fee pricing (for example, $2,500 for a grant of probate versus the Alberta market norm of "$2,250 plus 1% of estate value") and offers flexible payment plans for clients without retainers, positioning itself as an accessible, price-transparent alternative to traditional hourly-billing Alberta law firms.

The firm's product portfolio spans six core service lines: wills and estate planning packages (individual at $900, couple at $1,200), estate administration and probate ($2,500–$2,800 flat fee), contentious estate matters ($375/hour), adult guardianship and trusteeship applications ($2,900–$5,900), family law agreements and uncontested divorce ($1,900–$2,800), and notarial services ($30–$50 per document). Pure Legal generates revenue through professional services fees, with flat-fee billing for defined-scope matters and hourly billing for contentious or non-core work. No funding rounds, external investors, parent company, or institutional ownership are disclosed; the firm appears to be independently owner-operated.

The firm operates using standard legal practice management tools rather than proprietary technology platforms, and no AI/ML capabilities, software products, patents, or partnerships are disclosed. Operating status is active as evidenced by 2025 website content, though a separate news reference to a "Pure Legal collapse" appears to concern a different UK-based entity rather than this Calgary firm. Customer concentration is structurally low given a long-tail consumer base and per-matter flat-fee pricing, though revenue predictability is correspondingly limited by the absence of recurring contracts.

Name

Pure Legal

Legal name

Pure Legal

Website

https://purelegal.ca

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Pure Legal is a Calgary-based law firm providing wills, estate administration, guardianship, family law, and notary services to individual consumers in Alberta on transparent flat-fee pricing. It positions itself as an accessible, affordable alternative to traditional hourly-billing law firms.

Ownership category

akta.pro rank

Product category

Legal Services

NAICS

Offices of Lawyers (54111), Offices of Notaries (54112)

SIC

Services-Legal Services (8111)

akta.pro primary industry

Family & Private Client (Trusts & Estates) Law (BPAHAAAK)

Keywords

• Estate planning services
• Probate administration
• Family law agreements
• Wills and estates
• Notarial services

Headquarters

HQ city

Calgary

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Legal Services Fees: Pure Legal generates revenue through flat-fee billing for legal services including wills, estate administration, guardianship, family law agreements, and notarial services. The firm also charges hourly rates for contentious estate matters and non-core legal services.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Pure Legal is a Calgary-based law firm providing wills and estate planning, estate administration and probate, contentious estate representation, adult guardianship and trusteeship applications, family law agreements (cohabitation, prenuptial, postnuptial, separation), uncontested divorce, and notarial/commissioner services to individual clients in Calgary and surrounding Alberta areas. Services are offered with transparent flat-fee pricing and flexible payment plan options for clients without retainers.

Product overview

Pure Legal is a Calgary-based law firm offering a unified suite of legal services centered on wills, estates, and family law. The firm provides estate planning (wills, powers of attorney, personal directives), estate administration (grants of probate and administration), contentious estate matters, adult guardianship and trusteeship applications, family law agreements and uncontested divorce, and notarial services. All services are offered with transparent flat-fee pricing, distinguishing the firm from traditional hourly-billing law firms.

Differentiator

Problem solved

Functional benefit

Products and services

• Wills and Estate Planning Package

Quantifiable outcome

• Potential to save thousands of dollars on estate administration compared to other Alberta law firms

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Expansion highlights3 records

Emerging players

• LawDepot: Canadian online legal forms and document platform including wills, power of attorney, and family law templates. Caters to the same do-it-yourself, price-sensitive customer that Pure Legal's flat-fee model addresses.
• LegalWills.ca: Canadian wills and estate planning software platform with related online services for executors and beneficiaries. Adjacent technology-enabled competitor for the same everyday-Canadian will and estate planning customer.

Direct peers

• Willful: Canadian online wills and estate planning platform serving everyday Canadians with affordable, fixed-price products. Targets the same price-sensitive, DIY-leaning consumer segment as Pure Legal's flat-fee will and estate packages, but delivers through a digital experience rather than a brick-and-mortar law firm.
• Heritage Law: Calgary-area boutique law firm focused on wills, estates, and family law. Closest same-geography peer to Pure Legal in terms of practice area composition and direct-to-consumer positioning for Calgary and area residents.
• Epilogue Wills: Canadian online wills service offering guided will creation with lawyer-reviewed options. Competes directly with Pure Legal's will and estate planning packages for the same flat-fee, consumer-first Alberta/Calgary-adjacent customer.

Broad incumbents

• McLennan Ross LLP: Established Alberta-based full-service law firm with a dedicated wills, estates, and trusts practice across Calgary and Edmonton. Competes in the same private-client space but with a much broader practice and traditional (often hourly) billing structure.
• ARAG Legal Protection (Canada): Canadian legal expense insurance and protection plan provider offering access to lawyers across practice areas including wills, family, and estate matters. Broader incumbent addressing the same everyday-Canadian consumer need for predictable, affordable legal services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/pure-legal

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 Pure Legal