‘Total Attorneys’ Receives Investment From BIA Digital Partners

Among the most challenging but potentially lucrative verticals is “Legal.” Long dominated by legal listings leaders such as Martindale Hubbell and Reuters Thomson, legal has opened up a little with the rise of social media and social media driven review sites such as Avvo.

Taking another approach is Chicago-based Total Attorneys. The company, founded in 2002, focuses on helping small law firms and solo practitioners grow and manage their practices. Today, the company announced a growth capital investment by BIA Digital Partners II LLP, which is a sister company to BIA/Kelsey, the publisher of this blog. The amount of the investment was not disclosed.

According to a release, Total Attorneys has built its business based on two marketplace shifts: the migration of attorney marketing from traditional media to online performance-based media and consumer interest in seeking information and transacting business over the Internet.

The release additionally notes that “a flood of new, tech-savvy lawyers has entered the legal marketplace looking to build long-term, fulfilling careers as counselors and practitioners rather than living by the billable hour or focusing on making partner in a large law firm … these attorneys are aware of the growing demand for online legal services and seek solutions to help them deliver unbundled legal services online and enable them to create web-based offices that streamline practice management.”