Pro Se legal representation a/k/a The DIY lawyer just got a multi-million dollar boost with Google Ventures’ investment of $18.5 million into Rocket Lawyer. Rocket Lawyer refers to itself as the “fastest growing online legal service” while seeking to distinguish itself from its’ major competition, LegalZoom. Google’s move was definitely not altruistic. Currently, Rocket Lawyer, which offers on-line forms and attorney review, has 70,000 users a day and it reportedly has doubled its’ revenue for four years straight to more than $10 million this year.
Google’s entry into the legal arena is a clear sign that the practice of law is opening to new business models that support changes in how services are offered and how much control consumers — or clients as we call them — have over the work product that provides solutions. What is even more intriguing than the money Google is bringing to the table, is the technology, branding opportunities and demographic outreach.