Kevin JohnsonLegalShield is an American legal service provider based in Ada, Oklahoma. Harland Stonecipher founded the company in 1972 as Sportsman’s Motor Club to help consumers facing vehicle accident lawsuits. In 1976, the company was incorporated as Pre-Paid Legal Services, Inc. and expanded into Canada in 1999. In 2011, MidOcean Partners acquired Pre-Paid Legal for $650 million and changed its name to LegalShield after its acquisition. In 2018, Stone Point Capital purchased LegalShield from MidOcean. As of March 2023, LegalShield had 1.75 million memberships and protected around 4.4 million people across the US and Canada. [1]
LegalShield is one of North America’s leading legal service providers. The company sells its products through employer groups and multi-level marketing channels in the US and Canada. Individuals, families, and small businesses can access identity theft protection and privacy management solutions through IDShield. In March 2023, LegalShield won a Bronze Stevie Award in the Contact Center Professional of the Year category.
LegalShield has disrupted the traditional legal system by leveraging technology and innovation to provide affordable legal advice, counsel, protection, and representation. However, it is not the only legal plans provider on the market. The company faces tough competition from Martindale-Avvo, LegalZoom, Rocket Lawyer, Keeper Security, Incfile, AVG, FindLaw, Guardz, ZenBusiness, and Agency. [2]
Here is an in-depth analysis of LegalShield’s top 25 competitors and alternatives:
1. Martindale-Avvo
Year founded: 2006
Headquarter: El Segundo, California
Martindale-Avvo is a leader in online legal services. Its legal marketing websites cover over 1,000 practice areas. As of March 2023, Martindale-Avvo attracted over 25 million consumers monthly. The company’s sites were ranked in Clio’s 2023 Best Legal Directories.
Martindale-Avvo is one of America’s largest online legal networks. The Avvo platform provides lawyer referrals and a database of legal information. In March 2023, the company unveiled its Complete Profile Plus service. This new offering allows attorneys to expand their online reach across the top legal directory platforms. Martindale-Avvo is one of the top competitors for LegalShield. [3]
2. LegalZoom
Year founded: 2001
Headquarter: Glendale, California
LegalZoom is an online legal technology and services company. It offers professional legal expertise and simplifies intellectual property management, business formations, and estate planning for individuals and small businesses. As of May 2023, LegalZoom operated across 50 states and over 3,000 counties in the US. [4]
LegalZoom offers wills, living trusts, copyright registrations, trademark applications, tax and compliance filings, virtual mailboxes, attorney referrals, registered agent services, and estate plans. In Q1 2023, LegalZoom launched its new lineup and marketing messaging to increase market share. LegalZoom is a formidable competitor for LegalShield. [5]
3. Rocket Lawyer
Year founded: 2008
Headquarter: San Francisco, California
Rocket Lawyer is a leading online legal technology company. The service uses automation to offer affordable digital legal solutions for businesses, individuals, and families in the US, the UK, and Europe. In January 2023, the company launched Rocket Tax to pair customers with licensed tax professionals. [6]
Rocket Lawyer offers over 1,000 online legal documents and virtual attorney meetings. One thing that sets the company apart is its Rocket Lawyer AI (RLAI), that accelerates access to affordable legal services. The firm uses AI to enhance Rocket Legal Cloud, RocketDocument, and RocketFile, making it a formidable competitor for LegalShield. [7]
4. Keeper Security
Year founded: 2011
Headquarter: Chicago, Illinois
Keeper is a leading cybersecurity software company. In April 2023, Cyber Defense Magazine recognized Keeper in its 11th annual Global Infosec Awards. The company won zero-trust security, passwordless authentication, and privileged access management categories. [8]
Keeper helps organizations secure digital assets, passwords, and confidential information. Like LegalShield, Keeper Password Manager provides employee identity theft protection. In September 2023, the cybersecurity firm launched a new user interface for its Keeper Password Manager app for iOS. Keeper is the best alternative to LegalShield. [9]
5. Incfile
Year founded: 2004
Headquarter: Houston, Texas
Incfile is a leading online business formation provider. The company’s all-in-one solution offers compliance, banking, bookkeeping, and other ongoing services. Since 2004, Incfile has served over 1 million entrepreneurs and small business owners.
Incfile simplifies business formation, registration, and incorporation. In August 2023, Incfile was #2836 on the Inc. Magazine’s 5000 list of America’s fastest-growing private firms. The company earned the spot with a 3-year growth of 188%, making Incfile a fast-growing competitor for LegalShield. [10]
6. AVG Technologies
Year founded: 1991
Headquarter: Prague, Czech Republic
AVG is a cybersecurity software company that merged with Avast after its acquisition in 2017. The brand offers cybersecurity, privacy, performance, and utility software apps for desktops, laptops, and mobile devices. According to G2, AVG Internet Security Business Edition has a 4.2-star rating out of 5 from 32 reviews.
AVG Internet Security competes with LegalShield in the employee identity theft protection category. However, AVG’s portfolio is extended by Avast’s products. Companies can use AVG Antivirus for AI-based protection against viruses, phishing, and ransomware. AVG is one of the best alternatives to LegalShield. [11]
7. FindLaw
Year founded: 1995
Headquarter: Eagan, Minnesota
FindLaw is a Thomson Reuters firm offering online legal information. The company provides online marketing services for law firms, state laws, law codes, legal blogs, a lawyer directory, and DIY legal services and products. In 2009, FindLaw launched a legal wiki called LawBrain that offers editable articles on legal issues.
FindLaw is the go-to platform for legal information and forms. However, it doesn’t offer legal advice or complete, review, and file forms. The main selling point of FindLaw is its reliable sources, allowing users to confirm the legality of a person or firm. Lawyers can use the platform to find potential clients. FindLaw is a worthy alternative to LegalShield. [12]
8. Guardz
Year founded: 2022
Headquarter: Tel Aviv, Israel
Guardz is a cybersecurity company co-founded by Dor Eisner and Alon Lavi. Both have decades of security experience working on intelligence defense forces. In January 2023, Guardz raised $10 million in funding.
Guardz emerged from stealth in January 2023 with SaaS low-code security tools for businesses using cloud services. It also offers insurance to help cover organizations from disruptions. As of January 2023, Guardz had 300 customers. The startup launched in the US, with initial plans starting at $9/user/month to target SMBs with 30-40 users per business. Guardz is a fast-rising competitor for LegalShield. [13]
9. ZenBusiness
Year founded: 2015
Headquarter: Austin, Texas
ZenBusiness is an online business registration platform. The company serves customers in all 50 US states and DC. In November 2022, ZenBusiness laid off an undisclosed number of employees after hiring too many workers too fast. [14]
ZenBusiness offers compliance services, operating agreements, registered agent services, EIN registration, business document templates, license reports, and certificates of good standing. However, the main competitive advantage of ZenBusiness is its affordable packages. Clients only pay their state’s filing fees and $5/month for business banking, making ZenBusiness one of the best alternatives to LegalShield.
10. Agency
Year founded: 2020
Headquarter: New York City, New York
Agency is an enterprise-grade cybersecurity provider. Its Agency for Business platform offers personalized managed cybersecurity for employees at the highest risk of cyberattacks because of their position, employer, or industry. According to G2, Agency for Business has a 4.9-star rating out of 5 from 12 customer reviews. [15]
Agency performs enterprise-level cybersecurity with continuous monitoring and response to protect execs and high-risk employees from cyberattacks. The platform secures users’ online accounts, personal devices, and data. As of April 2023, the Agency was backed by over $1 million in coverage. The platform works on iOS, Android, Windows, MacOS, and Linux devices and is one of the top competitors for LegalShield.
11. Lawyer.com
Year founded: 2008
Headquarter: Basking Ridge, New Jersey
Lawyer.com is an online legal platform operating. The service matches consumers with local attorneys to help them access legal assistance from qualified lawyers. On TrustRadius.com, Lawyer.com only has a 3.2 score out of 10 from 518 reviews. [16]
Lawyer.com offers lawyers across all practice areas, from personal injury to criminal defense. So, consumers involved in car accidents can use Lawyer.com or LegalShield to find affordable attorneys. Lawyer.com’s all-in-one service can poach some customers from LegalShield.
12. ZeroFox
Year founded: 2013
Headquarter: Baltimore, Maryland
ZeroFox is an enterprise SaaS leader in external cybersecurity. It helps organizations disrupt phishing, botnet exposures, data breaches, credential theft, and physical threats targeting their brands, domains, employees, and assets. In 2022, ZeroFox was the only cybersecurity firm to go public.
ZeroFox uses AI analytics, threat intelligence, digital risk, privacy protection, and incident response capabilities to disrupt threats. In August 2023, Enterprise Security Tech named ZeroFox on its Cyber Top 20 awards list. The company acquired IDX and LookingGlass in April 2023 to offer world-class visibility into external attack surface assets. Both acquisitions increase ZeroFox’s competitive advantage over LegalShield. [17]
13. LegalMatch
Year founded: 1999
Headquarter: Reno, Nevada
LegalMatch is America’s first and largest online attorney-client matching service. Customers submit their legal cases to get responses from interested lawyers, including ratings and quotes. In 2023, LegalMatch reported positive case intake across practice areas. It provides a steady stream of clients to independent lawyers and law firms. [18]
Lawyer.com covers all practice areas, from family law to labor and employment, criminal, real estate, housing, and property law. In August 2022, LegalMatch paid $225,000 to the California State Bar to settle a litigation accusing the firm of illegally operating a lawyer referral service. Although LegalMatch admitted no wrongdoing, the settlement erodes public trust and undercuts its competitive advantage over LegalShield. [19]
14. Intersections Inc.
Year founded: 1996
Headquarter: Chantilly, Virginia
Intersections Inc. is an identity theft protection solution provider. The firm offers IDENTITY GUARD, which competes against LegalShield. In 2018, WC SACD acquired Intersections for around $34 million and merged it with iSubscribed.
IDENTITY GUARD leverages AI and other advanced data-enabled technologies to monitor, manage, and protect sensitive information. As of September 2023, IDENTITY GUARD was No. 3 with a 4.4 rating on US News’ best identity theft protection services list. The platform is powered by IBM’s AI computer system, Watson. IDENTITY GUARD is a worthy alternative to LegalShield. [20]
15. LegalNature
Year founded: 2010
Headquarter: Los Angeles, California
LegalNature automates legal documents and processes. The company offers legal forms and templates to businesses and individuals. Since its founding, LegalNature has nurtured an excellent market reputation and maintained a long track record of reliability.
LegalNature connects consumers to qualified attorneys to sort their business, real estate, and personal matters. However, the main selling point of LegalNature is its comprehensive document library. Customers can access LLC creation files, wills, eviction notices, divorce settlements, health care proxies, and loan agreements. These services give LegalNature an edge over LegalShield. [21]
16. DeleteMe
Year founded: 2010
Headquarter: Somerville, Massachusetts
DeleteMe is a privacy-as-a-service (PaaS) company specializing in personal data protection. Its software solutions help individuals and businesses minimize risks online. Since 2010, DeleteMe has detected and removed over 100 million data pieces.
DeleteMe is a leader in the personal data removal domain. The company simplifies online data management to help customers secure their digital assets. In September 2023, the California Delete Act (SB 362) passed the state’s legislature. This law will help PaaS companies like DeleteMe protect personal information. DeleteMe is a worthy alternative to LegalShield. [22]
17. BizFilings
Year founded: 1996
Headquarter: Madison, Wisconsin
BizFilings is a legal services provider owned by the Wolters Kluwer Co. The company helps entrepreneurs form a corporation, an LLC, or other business structures via phone or online. Since its founding, BizFilings has served over half a million customers.
BizFilings provides LLC formation and incorporation, business filing, compliance tools, and registered agent services. As of July 2023, BizFilings offered three package options. Entrepreneurs pay $99 for the Basic plan to confirm business name availability, file formation documents, and access a registered agent and BizComply for six months. BizFilings is a worthy alternative to LegalShield. [23]
18. LifeLock
Year founded: 2005
Headquarter: Tempe, Arizona
LifeLock is an identity theft prevention software offered by Gen Digital Inc. Its parent company sells the software under Norton LifeLock. In January 2023, the accounts of 6,450 Norton LifeLock customers were compromised after a credential stuffing attack. [24]
LifeLock provides identity protection and cybersecurity services. It monitors users’ systems for identity theft, personal information usage, and credit score changes. However, the firm could not protect the passwords of thousands of customers from hackers in January 2023. This data breach incident undercuts LifeLock’s competitive advantage over LegalShield.
19. UpCounsel
Year founded: 2012
Headquarter: San Francisco, California
UpCounsel is an online legal service marketplace. In March 2020, Enduring Ventures acquired UpCounsel and changed its top management team. This move helped UpCounsel triple its revenues and achieve profitability.
UpCounsel helps entrepreneurs and businesses find and hire attorneys. The platform connects customers with over 10,000 experienced independent attorneys. In December 2021, UpCounsel raised over $3.9 million on Wefunder to develop subscription products for startups and attorneys. UpCounsel is a fast-growing competitor for LegalShield. [25]
20. OneRep
Year founded: 2015
Headquarter: McLean, Virginia
OneRep is an online privacy protection company. Organizations use OneRep to remove unauthorized personal data from the web. As of October 2023, OneRep’s True Scan technology scanned about 200 websites monthly to check for new or reappeared profiles. This solution saves hundreds of hours wasted on manual personal data removals.
OneRep automates the removal of unauthorized private listings from the web. Businesses can offer OneRep as a benefit to help employees and customers restore privacy online. In October 2023, OneRep launched its Priority Plan to expand its Corporate Platform. The service provides high-level protection with OneRep’s proprietary True Scan and Removal Verification technology. OneRep is one of the best alternatives to LegalShield for privacy protection. [26]
21. Inc Authority
Year founded: 1989
Headquarter: Reno, Nevada
Inc Authority is an online service specializing in LLC formation. The platform simplifies business document filing and helps founders meet legal requirements. Since its founding, Inc Authority has started over 250,000 businesses. [27]
Inc Authority facilitates over 25,000 LLC formations annually. Customers pay $399 for Inc Authority’s Starter Business Bundle, $499 for LLC Executive, and $799 for Tycoon LLC. However, the main selling point of Inc Authority is its a la carte menu with add-ons, including trademarks, website domains, marketing, business plans, operating agreements, and EIN registration. These features increase Inc Authority’s competitive advantage over LegalShield.
22. Filenow
Year founded: 2018
Headquarter: New York City, New York
Filenow is a service provider specializing in business formation and document filing. It was founded by entrepreneurs, lawyers, business professionals, and tax experts with experience in business development. In March 2023, Forbes featured Filenow on its best LLC services list. [28]
Filenow helps entrepreneurs start new businesses in around 20 minutes. Its premium LLC filing plan costs $199 plus state fees and provides EIN, registered agent services, operating agreements, banking resolutions, contract templates, and 24-hour order processing. Since March 2019, the Better Business Bureau has accredited Filenow with an A rating, making it one of the best alternatives to LegalShield.
23. ActZero, Inc
Year founded: 2019
Headquarter: Menlo Park, California
ActZero is a leading cybersecurity provider for SMBs. The firm offers a managed detection and response (MDR) platform. In September 2023, ActZero was named the CrowdStrike Americas MSSP Partner of the Year. [29]
ActZero’s MDR service leverages AI to protect endpoints, networks, devices, user identity, cloud, and email accounts. SMBs can use ActZero or LegalShield to secure their employee’s personal information online. In February 2023, ActZero released its next-gen MDR platform with defense ingenuity and precision AI detection. ActZero is an innovative and fast-growing competitor for LegalShield. [30]
24. Northwest Registered Agent
Year founded: 1998
Headquarter: Spokane, Washington
Northwest Registered Agent is an American company offering LLC formation services. The family-owned firm has offices in all 50 states. In August 2023, US News placed Northwest Registered Agent at No. 6 on its Best LLC Services of 2023 list. [31]
Northwest Registered Agent employs local corporate guides with expertise in LLC formation in their states. The firm provides a user-friendly platform, excellent customer support, and data privacy. However, the main selling point of Northwest Registered Agent is its simple pricing model. The company offers only one LLC formation package for $100 plus state fees. Northwest Registered Agent is one of the top competitors for LegalShield.
25. BetterLegal
Year founded: 2016
Headquarter: Austin, Texas
BetterLegal is an online business incorporation and LLC formation service. According to the Better Business Bureau, BetterLegal has an average of 4.67 stars out of 5. The firm received only ten customer complaints in three years and resolved them promptly and appropriately.
BetterLegal and LegalShield offer online legal services. But BetterLegal focuses on business formation. At $90/year, BetterLegal is the cheapest option on US Today’s top-rated LLC list. However, it doesn’t bundle registered agent service with business formation. BetterLegal is one of the best alternatives to LegalShield for forming an LLC. [32]
References & more information
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- Martindale-Avvo (2023, Mar 9). Martindale-Avvo introduces a new service for attorneys, Complete Profile Plus. PRNewswire
- LegalZoom.com, Inc. (2023, May 9). LegalZoom Reports First Quarter 2023 Financial Results. Globe Newswire
- Volkman, E. (2023, May 10). Why LegalZoom Stock Rocketed 25% Higher Today. The Motley Fool
- Rocket Lawyer (2023, Jan 19). Don’t do your taxes this year. Instead, let Rocket Tax professionals do them for you. Globe Newswire
- Rocket Lawyer (2023, May 7). How is Rocket Lawyer AI Accelerating Access to Affordable Legal Services? RocketLawyer.com
- Keeper Security (2023, Apr 24). Keeper Security Named Winner of Several Coveted Global InfoSec Awards at RSA 2023. PRNewswire
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- Incfile (2023, Aug 16). Incfile Recognized as One of America’s Fastest-growing Private Companies on the 2023 Inc. 5000 List. Business Wire
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- ActZero (2023, Feb 8). ActZero Unveils Next-Generation MDR Platform Delivering Machine-Speed Cybersecurity Protection, 4x Faster Than Traditional Defense. PRNewswire
- O’Reilly, D. (2023, Aug 18). Northwest Registered Agent Review and Prices. US News
- Maddox, C. (2023, May 18). BetterLegal review 2023: Cost, plans, features, and more. USA Today
- Featured Image by Dylan Gillis
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