Startups in Stealth Mode: Lying Low to Build Better

Startups looking to build out a brand and establish themselves in the market typically try to generate publicity. Marketing and public relations teams, regular social media posting, and conference hype are generally staples of a startup's first few years as they look to build visibility among potential users and investors.

In the last few weeks, however, a group of legal technology companies has begun working their way into the fore in much later stages of development, using years of relative obscurity as a way to refine their product before seeking broader market attention.

Ironclad, a contract management platform for in-house counsel, was part of Silicon Valley mega-accelerator Y Combinator's 2015 summer class. That summer, TechCrunch and Above the Law published short profiles on the startup, which at the time was oriented as a legal document automation tool. When Ironclad's time at the accelerator ended, media attention around the company largely evaporated.