Maxime Troubat is a serial entrepreneur. Since the dot-com boom of the late 90s, Troubat has hopped around more than a few e-commerce projects between his native France and current home in Brazil, from an animal-focused encyclopedia to cooking content to digital media.

Troubat's latest venture, Juridoc, launched in February to bring legal services directly into the hands of Brazilian consumers. The company, modeled somewhat after U.S. online legal services group LegalZoom.com Inc. and French online legal services company Legalstart, generates documents and forms for small business creation and management.

“We help entrepreneurs and small and medium companies to open their companies, register their brands. We provide contracts with our system that they can personalize, exactly like LegalZoom,” Troubat explained, adding that the platform also allows for users to sign documents online.

Where Juridoc aims to distinguish itself from others in the online legal service space is by extending automation and predictive technology to average consumers. The company is currently developing a set of automation tools that allows users to make reusable document templates that are easily customizable, but without using a standard drag-and-drop setup, and completely avoiding any direct coding.

Juridoc also employs a draft review bot, powered by IBM Watson, to check user-generated content for potential legal issues, and includes collaboration tools to allow attorneys and users to request or approve specific changes.

Troubat expects more of these tools to roll out later this year. “It's very ambitious, but we're in a good way,” Troubat said.

The effort has picked up notable traction. The company was incubated by Startup Farm, a South American-focused technology startup accelerator with more than $100 million invested in over 200 startups, and plans to launch a set of tools focused more at midsized companies over the next year.

Brazilian consumers are still figuring out how to relate to do-it-yourself-styled online legal service products, in part because of the strength of Brazil's service economy.

“In France you fill your [car] tank by yourself, but here, there are three people to help you with it,” Troubat noted. “One of the challenges we have with Juridoc is because [people] didn't understand at the beginning that they could do legal documents by themselves,” adding that many people assume that they absolutely need an attorney to handle small matters.

But while Brazilians may be accustomed to hiring professional services, Troubat thinks they're also accustomed to innovation. Indeed, Troubat has watched the legal tech startup space in Brazil grow from nearly no contenders a few years ago to its current state, with what he estimates are about 100 other companies working to bring technology into legal services. “I think it's one of the fastest [adopting] countries in the world for use of mobile and internet. They are very fast to change and use new things,” he said.