ReliaGuide
ReliaGuide, a Public Benefit Corporation headquartered in Traverse City, Michigan, operates a cloud-based SaaS platform that powers bar-sponsored lawyer directories, referral networks, digital membership cards, and advertising marketplaces for U.S. state and local bar associations and their lawyer members.
- Company typePrivate
- Founded2012
- HeadquartersTraverse City, United States
- Headcount—
- GTM typeB2B
- OfferingSoftware
What ReliaGuide does
ReliaGuide, legally CloudLaw, Public Benefit Corporation dba ReliaGuide®, is a cloud-based SaaS company that builds and operates bar-sponsored online directories and member services for U.S. state and local bar associations. Founded in 2012 (originally as ZeekBeek) by a team of practicing lawyers and headquartered in Traverse City, Michigan, the company delivers a platform-plus-modules architecture across four core products: Find a Lawyer Directory (public-facing member search and lead generation), Lawyer Referral Network (lawyer-only cross-state peer referral community), Digital Membership Cards (Apple/Google Wallet-issued credentials with push notification and SMS messaging), and Resource Hub (advertising marketplace for legal practice vendors). Two additional sub-products, Advocate Square (lawyer-to-lawyer and lawyer-to-vendor community) and RELIAGUIDE Travel (an AI/ML-powered travel marketplace aggregating 500+ airlines and 5M hotels with cash-back rewards for premium members), extend the platform into broader member benefit and non-dues revenue generation.
The company operates a B2B2C distribution model in which bar associations are the contracted enterprise buyer and host ReliaGuide solutions on their own websites, with lawyer members signing in via existing bar credentials. End consumers encounter ReliaGuide's Find a Lawyer directories while searching for legal help on bar association sites. Revenue is generated from bar partners through a combination of partnership revenue share on non-dues programs, subscription or recurring fees, advertising on Resource Hub and Digital Membership Cards (banner ads, sponsored messages, preferred placement), and transaction fees on lead generation. Pricing is not publicly disclosed and operates as a revenue-sharing arrangement on an annual billing cadence.
ReliaGuide currently serves a named footprint of six state bar associations across the U.S. Midwest and Southeast (Georgia, Illinois, Indiana, Michigan, Mississippi, Nebraska), which it describes as part of a growing multi-state network. The company holds a registered ReliaGuide® trademark, operates as a Public Benefit Corporation, and reports no external institutional investors or parent company in available sources.
ReliaGuide firmographics
Firmographics- Name
- ReliaGuide
- Legal name
- CloudLaw, Public Benefit Corporation dba ReliaGuide®
- Website
- https://reliaguide.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Short description
- ReliaGuide, a Public Benefit Corporation headquartered in Traverse City, Michigan, operates a cloud-based SaaS platform that powers bar-sponsored lawyer directories, referral networks, digital membership cards, and advertising marketplaces for U.S. state and local bar associations and their lawyer members.
- Ownership category
- akta.pro rank
ReliaGuide industry classification
Industry- Product category
- Bar Association Software
- NAICS
- Professional, Scientific, and Technical Services (541), All Other Travel Arrangement and Reservation Services (561599)
- SIC
- Services-Membership Organizations (8600), Services-Advertising Agencies (7311)
- akta.pro primary industry
- Affinity, Membership & Association Referral Programs (FSAEAMAL)
- akta.pro secondary industries
- Referral, Advocacy & Community/UGC Platforms (Refer-a-Friend, Ambassador Programs) (THALAKAO), Guest Experience & Engagement (CRM, Messaging, Loyalty) (THALACAF), Loyalty Commerce & Affiliate/Offer Platforms (Shopping Portals, Cashback, Offers) (THALAKAJ), Co-Branded Card & Card-Linked Offers Enablement (Issuer/Network Integrations) (THALAKAI), Travel Deal, Loyalty & Subscription Platforms (BPAMAIAM)
Keywords
Where ReliaGuide is headquartered
LocationHeadquarters
- HQ city
- Traverse City
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
ReliaGuide business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Non-Dues Revenue Services: The company helps legal organizations generate revenue beyond membership dues through directory services, referral networks, and advertising platforms. Multiple products (Find a Lawyer, Lawyer Referral Network, Resource Hub, Digital Membership Cards) all contribute to non-dues revenue streams.
- Advertising and Listing Revenue: Resource Hub generates revenue through tiered advertising plans, banner ad sales, and preferred placement for businesses targeting legal professionals. Can be sold as advertiser self-serve or organization-managed model.
- Digital Membership Card Sponsorships: Digital membership cards provide non-dues revenue through sale of banner advertisements, sponsored messages, and special offers delivered via push notifications and SMS messaging.
- Directory and Lead Generation: Find a Lawyer directory delivers new client leads to members, providing a healthy revenue stream for bar associations that can be used to fund other initiatives.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Annual | Partnership-based pricing model for bar associations |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
ReliaGuide product offering
Product offeringCore offering
ReliaGuide provides a cloud-based SaaS platform purpose-built for bar associations and legal organizations, delivering four integrated modules: Find a Lawyer Directory (public-facing member search), Lawyer Referral Network (lawyer-to-lawyer peer referrals across a multi-state network), Digital Membership Cards (Apple Wallet/Google Wallet issuance), and Resource Hub (advertising marketplace for legal practice resources). The company also offers Advocate Square, an online legal community, and RELIAGUIDE Travel, an AI/ML-powered travel marketplace aggregating flights from 500+ airlines and 5 million hotels. The platform is sold exclusively through partnerships with bar associations, with ReliaGuide handling full-service strategy, technical configuration, and launch support.
Product overview
ReliaGuide operates as a platform-plus-modules architecture delivering four integrated core products for bar associations and legal organizations: the Find a Lawyer Directory (public member search tool), the Lawyer Referral Network (lawyer-to-lawyer peer referral community), the Resource Hub (advertising marketplace for practice resources), and the Digital Membership Cards (mobile wallet-based membership credential). These products share a common infrastructure and member data layer, enabling bars to deploy one or more modules to drive non-dues revenue and member engagement. The platform is supplemented by two additional offerings — Advocate Square (an expanded networking and legal services provider marketplace) and RELIAGUIDE Travel (an AI-powered travel booking marketplace with member cash-back rewards) — which extend the platform's value proposition into broader member services and non-dues revenue generation.
Differentiator
Problem solved
Functional benefit
Brands
- Advocate Square: An online legal community that connects lawyers to lawyers and lawyers to legal service providers, allowing members to acquire new clients, refer cases, and find legal service providers.
- RELIAGUIDE Travel
Products and services
- Find a Lawyer Directory A public-facing member directory that enables site visitors to search for and connect with member lawyers through a user-friendly, flexible search interface, turning web traffic into new client leads and generating non-dues revenue for bar associations. Deployed on the bar's own website with member login through existing bar credentials.
- Lawyer Referral Network An exclusive lawyers-only online community for peer-to-peer referrals, allowing member lawyers to receive and make referrals, co-counsel on cases, and expand their professional network across a growing multi-state network of partner bar associations.
- Digital Membership Cards A digital replacement for printed membership cards, delivered instantly to Apple Wallet and Google Wallet for eligible members. Provides near real-time updated member information, push notifications, SMS messaging, and lock screen messages, while opening new non-dues revenue channels through banner ads, sponsored messages, and special offers.
- Resource Hub An online legal services guide and marketplace that connects member lawyers to practice resources (accounting, billing, case management software, expert witnesses, investigative services) and enables bar associations to generate advertising and preferred-placement revenue from businesses targeting legal professionals.
- Advocate Square An exclusive online legal community platform that connects lawyers to lawyers for networking and referrals, and connects lawyers to legal service providers (accounting, billing, case management software, expert witnesses, investigative services, marketing) to build out their practices.
- RELIAGUIDE Travel A travel marketplace aggregating flights from over 500 airlines and 5 million hotel properties, using AI and machine learning to personalize itinerary search results and deliver optimal travel recommendations in seconds. Includes cash-back rewards for premium members.
Quantifiable outcome
- Legal organizations can fund initiatives that would otherwise be delayed or tabled through generated non-dues revenue
- +2 more outcomes
Companies that use ReliaGuide
Customer profileNamed customers6 records
Segments2 records
Ideal customer profiles2 records
ReliaGuide technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability3 records
Feature2 records
ReliaGuide partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core.
- State Bar of GeorgiacoreLong-standing partnership where ReliaGuide hosts Find a Lawyer directory and provides member services on behalf of the State Bar of Georgia. Lawyers sign in using existing bar credentials.
- Illinois State Bar AssociationcoreReliaGuide provides member directory and networking solutions for Illinois lawyers, hosting the portal and managing member access through ISBA credentials.
- Indiana State Bar AssociationcorePartnership providing lawyer directory and referral network services to Indiana State Bar Association members.
- State Bar of MichigancoreHosting member directory and communication tools for the State Bar of Michigan with integrated sign-in through bar credentials.
- Nebraska State Bar AssociationcoreOperating member portal and directory services for Nebraska lawyers through partnership with the Nebraska State Bar Association.
- The Mississippi BarcoreProviding digital membership and referral services to Mississippi Bar members through the ReliaGuide platform.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
ReliaGuide competitors and assessment
Company assessmentDirect peers
- Avvo: Avvo is a major online lawyer directory and ratings platform that connects consumers with attorneys; owned by LegalZoom. Directly comparable to ReliaGuide's Find a Lawyer directory product and competes for the same consumer search audience.
- Justia: Justia provides lawyer directories, legal information, and marketing tools for attorneys and law firms. Comparable as a broad online legal platform with directory and member-services components similar to ReliaGuide.
- Martindale-Hubbell: Martindale-Hubbell, owned by LexisNexis, is one of the oldest and largest lawyer directories with peer-review ratings. Closely comparable as a multi-decade lawyer directory and bar-affiliated marketing platform serving attorneys and bar associations.
- Nolo: Nolo is a legal information publisher and lawyer directory offering consumer-facing legal content and attorney listings. Comparable to ReliaGuide's consumer-facing Find a Lawyer directory and adjacent legal-information and marketing services.
- Super Lawyers: Super Lawyers is a rating service and attorney directory featuring lawyers across more than 70 practice areas. Comparable as a directory/ranking platform targeting both consumers searching for lawyers and lawyers seeking visibility.
- Lawyers.com: Lawyers.com is an attorney directory owned by Martindale-Hubbell/LexisNexis that lists attorneys by practice area and geography. Directly comparable as a consumer-facing lawyer search and directory platform.
- FindLaw: FindLaw, a Thomson Reuters business, provides lawyer directories, legal websites, and online marketing services targeted at attorneys and bar associations. Directly competes with ReliaGuide's directory and marketing offerings to bar members.
Emerging players
- MemberSuite: MemberSuite is an AMS platform for associations and member-based organizations providing CRM, events, and member self-service. Comparable to ReliaGuide's bar-association functionality but at broader horizontal-software positioning.
- Impexium: Impexium is an association management software platform delivering member CRM, events, and engagement tools for trade and professional associations. Comparable to ReliaGuide as an AMS provider that membership organizations use, though more generalist.
Broad incumbents
- Community Brands (YourMembership / MemberSuite): Community Brands is a large software suite for associations including member engagement, events, learning, and directories. Comparable to ReliaGuide as an association-management software provider that could expand into bar-specific verticals.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
ReliaGuide social profiles
Digital presenceReliaGuide financial estimates
Financial estimateRevenue estimate
Valuation estimate
ReliaGuide leadership team
Management profileNumber of profiles
ReliaGuide funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ReliaGuide 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 ReliaGuide
What does ReliaGuide do?
ReliaGuide provides a cloud-based SaaS platform purpose-built for bar associations and legal organizations, delivering four integrated modules: Find a Lawyer Directory (public-facing member search), Lawyer Referral Network (lawyer-to-lawyer peer referrals across a multi-state network), Digital Membership Cards (Apple Wallet/Google Wallet issuance), and Resource Hub (advertising marketplace for legal practice resources). The company also offers Advocate Square, an online legal community, and RELIAGUIDE Travel, an AI/ML-powered travel marketplace aggregating flights from 500+ airlines and 5 million hotels. The platform is sold exclusively through partnerships with bar associations, with ReliaGuide handling full-service strategy, technical configuration, and launch support.
Is ReliaGuide a public or private company?
ReliaGuide is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ReliaGuide founded?
ReliaGuide was founded in 2012.
Where is ReliaGuide based?
ReliaGuide is headquartered in Traverse City, United States, in the North America region.
How does ReliaGuide make money?
Four revenue lines are on record. Non-Dues Revenue Services are the primary driver. The others are advertising and Listing Revenue, digital Membership Card Sponsorships and directory and Lead Generation.
Who are ReliaGuide's main competitors?
Direct peers on record are Avvo, Justia, Martindale-Hubbell, Nolo, Super Lawyers, Lawyers.com and FindLaw. Emerging players are MemberSuite and Impexium. Community Brands (YourMembership / MemberSuite) is listed as a broad incumbent.
Does ReliaGuide have an API?
No public API is recorded for ReliaGuide.
What industry is ReliaGuide in?
ReliaGuide's product category is Bar Association Software. Its primary akta.pro industry code is FSAEAMAL, Affinity, Membership & Association Referral Programs, with a secondary code of THALAKAO, Referral, Advocacy & Community/UGC Platforms (Refer-a-Friend, Ambassador Programs). Its NAICS code is 541 and its SIC code is 8600.