Primary Law Group

What Primary Law Group does

Primary Law Group, P.C. is a Los Angeles-headquartered business law firm serving companies, founders, shareholders, and boards across California and New York. Founded in 2020 by Joshua D. Kroot—who trained at a global AmLaw firm in New York and Los Angeles—the firm operates with 1-10 employees from a single office at 355 S Grand Ave Suite 2450, Los Angeles. The practice is built on a senior-oversight, lean-team model, with trusted specialists (appellate, e-discovery, insurance coverage, regulatory) added per matter with client approval to preserve a single point of accountability. There is no proprietary software or platform; service delivery is conducted by attorneys admitted in both California and New York under the entity Primary Law Group, P.C. (a California professional corporation).

The firm offers a broad 15-line service portfolio organized around four pillars: business disputes (founder/partner/shareholder disputes, business litigation, contract disputes, class action defense, consumer law defense), business transactions and formation (formation, transactions, startup advising), insurance coverage and disputes, and fractional in-house counsel. On the consumer-protection side, it defends companies selling, servicing, financing, or supporting consumer products against CLRA, Song-Beverly, Magnuson-Moss, and UCL claims. For individuals, the firm selectively handles employment discrimination, wage & hour/FLSA, fraud, and real-estate nondisclosure matters with a free initial consultation.

Primary Law Group monetizes through three engagement models: retainer arrangements (typically multi-year), flat fees for defined phases or deliverables, and a subscription-based fractional general counsel offering billed monthly. Intake is sales-led via a website contact form and phone (+1 (213) 677-0856), with the same-business-day response commitment and a conflicts check preceding any engagement letter. The firm is privately held with no disclosed funding, parent company, or institutional investors, and its geographic footprint is explicitly limited to California and New York.

Name

Primary Law Group

Legal name

Primary Law Group, P.C.

Website

https://primarylawgroup.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Primary Law Group is a Los Angeles-headquartered, founder-led law firm serving companies, founders, shareholders, and boards across California and New York with business litigation, transactions, insurance coverage, consumer law defense, and subscription-based fractional general counsel services.

Ownership category

akta.pro rank

Product category

Business Law Services

NAICS

Offices of Lawyers (541110), Offices of Lawyers (54111)

SIC

Services-Legal Services (8111)

akta.pro primary industry

Personal Injury & Insurance Defense (BPAHAAAM)

Keywords

• Business litigation services
• Fractional general counsel
• Class action defense
• Founder shareholder disputes
• Consumer law defense

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Legal Services - Professional Fees: Revenue generated from legal professional services including litigation, advisory, and transaction work. Engagement models include retainer arrangements, flat fees for defined phases or deliverables, and subscription-based fractional general counsel services. Individual matters may offer free initial consultation.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Primary Law Group is a boutique business law firm providing business litigation, corporate counseling, and fractional in-house legal services to companies, founders, shareholders, and boards in California and New York. Core offerings span founder/partner/shareholder disputes, business and class action litigation, contract and insurance coverage disputes, business formation and transactions, startup advising, consumer law defense, and ongoing fractional general counsel engagements.

Product overview

Primary Law Group is a law firm offering a unified portfolio of legal services rather than a software product platform. The firm is led by Joshua D. Kroot and provides business counsel for companies, founders, and shareholders in California and New York. Core service areas include: Founder, Partner & Shareholder Disputes (ownership conflicts, information rights, buy-sell enforcement); Business Litigation (commercial disputes, arbitration); Class Action Defense; Contract Disputes; Insurance Coverage & Disputes; Business Formation; Business Transactions; Startup Advising; and Consumer Law Defense. The firm also offers Fractional In-House Counsel for ongoing legal support without a full-time department. For individuals, the firm handles select matters in employment discrimination, fraud, real estate nondisclosure, and wage & hour claims on a limited basis. The services are structured around lean teams with senior oversight, responsive intake, plain-English communication, upfront budgeting, and clear legal judgment with options and trade-offs.

Differentiator

Problem solved

Functional benefit

Products and services

• Founder, Partner & Shareholder Disputes Legal representation for founders, minority shareholders, LLC members, boards, and companies in ownership and governance matters involving control, information rights, fiduciary duties, dilution, valuation, and buy-sell enforcement.
• Business Litigation Representation for companies, founders, shareholders, and investors in commercial disputes, including contract claims, business torts, insurance coverage disputes, and domestic/international arbitration.
• Consumer Law Defense Defense of companies selling, servicing, financing, or supporting consumer products — including retail, e-commerce, marketplaces, manufacturers, and auto operations — against CLRA, Song-Beverly, Magnuson-Moss, and UCL claims.
• Fractional In-House Counsel Ongoing legal support for contracting, policies, negotiations, and pre-litigation issues with predictable engagement terms for businesses needing regular in-house style legal judgment without a full-time legal department.
• Class Action Defense Defense against putative class and representative actions including exposure assessment, certification risk analysis, targeted motion practice, narrowed discovery, and settlement architecture.
• Contract Disputes Handling of contract failures including performance, payment, and indemnity issues with the goal of enforcing rights, fixing what is fixable, and resolving disputes through litigation or arbitration when needed.
• Insurance Coverage & Disputes Interpretation of insurance policies, management of carrier dynamics, and resolution of coverage disputes for D&O, E&O, CGL, or cyber coverage including notice, reservation, tender, and timing strategies.
• Business Formation Entity structuring services for founders, partners, and investors including practical governance, cap-table clarity, IP protection, and relationship protection for entities that scale.
• Business Transactions Drafting and negotiating commercial agreements including asset/stock acquisitions, strategic alliances, joint ventures, distribution deals, customer/vendor contracts, licensing, and commercial leases.
• Startup Advising Advisory services for founders covering early-stage formation, founder agreements, seed/Series-A financing, IP assignment, NDA alignment, investor equity negotiation, terms of service, and compliance for launch.
• Representation for Individuals in Select Matters Limited individual case representation for employment, consumer, and fraud matters with free initial consultation and focused advocacy with trial experience.
• Fraud and Financial Misconduct Representation for individuals in fraud and business-related misconduct matters involving investment, partner, or real-estate transactions including document gathering and options mapping.
• Wage & Hour / FLSA Representation in select wage-and-hour claims including unpaid overtime, off-the-clock work, meal/rest violations, and misclassification with discussion of class/collective options.
• Employment Discrimination & Retaliation Representation in serious discrimination or retaliation claims including discrimination based on protected status, retaliation after reporting concerns, and harassment matters.
• Real Estate Fraud / Nondisclosure Representation for individuals in real estate fraud matters including nondisclosure of defects, misstatements in transfer disclosures, and escrow/closing problems.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves5 records

Expansion highlights4 records

Direct peers

• Susman Godfrey: Elite litigation boutique known for complex commercial and founder/ownership disputes on a lean partner-led model — comparable to PLG's positioning in high-stakes business litigation with senior accountability.
• Gunderson Dettmer: Leading startup and venture-focused law firm headquartered in Silicon Valley with concentrated practice in founder disputes, financings, and shareholder matters — directly comparable to PLG's startup advising and founder/partner/shareholder dispute work.
• Quinn Emanuel Urquhart & Sullivan: Premier litigation boutique with deep practice in complex commercial disputes, founder/ownership conflicts, and class action defense — directly comparable to PLG's core litigation offerings and similar lean/elite positioning.

Broad incumbents

• Cooley LLP: Major full-service firm with one of the largest tech/startup practices in the US, including founder disputes, venture financings, and litigation — comparable client base (founders, shareholders, boards) but much larger and broader portfolio.
• Fenwick & West: Tech-focused California firm with strong startup formation, venture financings, and commercial litigation practices — comparable on CA-side founder and corporate counseling work, though much larger and more diversified.
• Goodwin Procter: Full-service firm with a strong startup/VC and complex litigation practice serving founders, shareholders, and growth companies — comparable client base to PLG but with much broader geographic and practice-area coverage.
• Orrick Herrington & Sutcliffe: Tech and innovation-focused firm with significant startup, shareholder, and litigation practices serving founders and growth-stage companies — comparable CA-based founder/shareholder client base.
• Wilson Sonsini Goodrich & Rosati: Premier tech and startup law firm with deep founder, shareholder, and corporate counseling practice in California — serves overlapping CA-based founder and shareholder client base but as a much larger full-service incumbent.

Emerging players

• Elevate (LexisNexis): Provider of flexible, subscription-based outside legal services and fractional support to in-house teams — directly comparable to PLG's fractional in-house counsel subscription offering.
• Founders Legal: Boutique law firm focused on startups, founders, and emerging companies with subscription and flat-fee pricing models — comparable in target market (founder-led startups) and alternative-fee approach to PLG's fractional GC offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/primary-law-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Primary Law Group