Technology is the Solution: What Law Firms Can Learn From LegalZoom

Critics of legal tech companies often say, “Trust a reputable attorney that understands you, your situation and the law.” As an attorney, I wholeheartedly agree. But from the consumer's perspective, the message seems out of touch with the digital age.

By taking a closer look at legal tech companies like LegalZoom that are rapidly attracting new customers, we've learned that consumers prefer subscription-based pricing over hourly rates and on-demand access to services. But what's missing is the human interaction.

If traditional law firms used technology to automate tasks, drastically lower their prices and keep giving personalized advice to its clients, they'd have an undeniable competitive advantage over the online companies they've been complaining about. The choice for consumers would be clear, and firms would bring in exponentially more clients than ever before.