Tech Investments Help LegalShield Boost Memberships

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LegalShield is moving into 2017 with memberships at an all-time high, thanks in part to a significant investment in new technologies.

Over the course of 2016, more than 500,000 enrolled in the company’s legal plans, which offer unlimited legal advice and what is touted as the industry’s only 24/7 hotline, for members needing emergency assistance. The Oklahoma-based company also offers a subscription-based service for small businesses. As it enters the new year, LegalShield is serving more than 1.6 million member accounts.

The company’s sizable growth over the past year dovetailed with the launch of several new digital products and services, foremost among them the new-and-improved LegalShield App. The tool enables users to contact a law firm, prepare a will or process a parking ticket with all the ease of placing a mobile order at Starbucks. In the words of LegalShield’s CEO, Jeff Bell, “The LegalShield App is a game changer, because it puts your law firm in the palm of your hand.”

Two additional apps introduced in 2016 are helping the company reach new audiences. The Shake by LegalShield app allows users to create—at no cost—legal forms tailored to their specific U.S. state or Canadian province. The in-house team behind Shake also created Ask by LegalShield, which provides answers to more than 1,500 common legal questions.

The company’s focus on digital initiatives was reinforced by the November promotion of David Coffey to Senior Vice President, Chief Digital Officer. Coffey, formerly LegalShield’s Chief Media Director, has been tasked with leading a continued expansion of online marketing.

Direct Selling News Honors Oriflame Chief with 2016 Bravo Leadership Award

Photo: Magnus Brännström, CEO and President of Oriflame, addresses his direct selling peers at the 2016 DSN Global 100 Celebration. (Jason Kindig)


Direct Selling News on Thursday named Magnus Brännström, CEO and President of Oriflame, the recipient of the 2016 DSN Bravo Leadership Award.

Each year, the award goes to one direct selling executive who embodies exceptional leadership qualities—providing inspirational vision for their company, motivating their teams toward a common goal, serving others by equipping them to do the best job possible, and especially by empowering them to reach new heights.

Lauren Lawley Head, Publisher and Editor in Chief of Direct Selling News, and John Fleming, the publication’s Ambassador, presented the award to Brännström at the 2016 DSN Global 100 Celebration, held Thursday evening in Dallas. Brännström delivered the keynote address at the event, which marked the unveiling of the DSN Global 100, a list of the top revenue-generating direct selling companies in the world, as well as a regional subset of the list known as the North America 50.

This year’s Global 100, led by Ada, Michigan-based Amway, hail from 17 different countries and represent aggregate revenue of $82 billion. Under Brännström’s leadership, Oriflame has perennially ranked among the top companies on the list, and this year is no exception. The Swiss beauty company came in at No. 14 with annual revenue of $1.35 billion.

Brännström began his direct selling career in 1997, serving in executive posts in Russia, the Baltics and Asia as he worked his way up the corporate ladder. He became CEO of Oriflame, a legacy direct selling company, in 2005 and has continued to lead the business through a dynamic period of technological and geopolitical change. Oriflame now operates in 60 countries—Russia being its biggest market—through a network of more than 3 million consultants.

Like all Bravo Leadership honorees, among them Ambit Energy’s Jere Thompson and Amway’s Doug DeVos, Brännström has exhibited a vision for the future that extends beyond any one company. He is a fierce advocate for the direct selling channel as a whole, and former Chairman of the Board for Seldia, the European Direct Selling Association.

With 254% Revenue Surge, Le-Vel Takes Home 2016 Bravo Growth Award

Photo: Jason Camper and Paul Gravette, Co-Founders and Co-CEOs of Le-Vel, address their direct selling peers at the 2016 DSN Global 100 Celebration.


Direct Selling News on Thursday named Le-Vel the recipient of this year’s DSN Bravo Growth Award. The premium lifestyle brand led its direct selling peers with 254 percent year-over-year growth in 2015.

The award was presented to Jason Camper and Paul Gravette, Co-Founders and Co-CEOs of Le-Vel, at the 2016 DSN Global 100 Celebration, held Thursday evening in Dallas. The annual event marks the unveiling of the DSN Global 100, a list of the top revenue-generating direct selling companies in the world. Le-Vel ranked No. 48 on the Global 100 and No. 29 the North America 50, a subset of the list that recognizes the region’s leading companies.

This year’s Global 100 companies, led by Ada, Michigan-based Amway, hail from 17 different countries and represent aggregate revenue of $82 billion. A closer look at the numbers reveals several remarkable growth stories, none more so than Le-Vel’s. Last year, the maker of Thrive nutrition, weight management and fitness products netted sales of $349 million, an increase of 254 percent over 2014.

Though the Bravo Award recognizes Le-Vel’s achievements in 2015, the company has been one to watch since its launch in 2012. The place to watch this particular brand is on social media, where 90 percent of customer acquisition takes place. More than 500,000 independent sellers, known as Promoters, are online touting the benefits of the Thrive Experience, an eight-week program incorporating a daily regimen of Le-Vel products. Along with a practice of rewarding referrals with free products, the flagship program has boosted annual sales from about $10 million in 2013, to $100 million in 2014, to last year’s $350 million.

At Le-Vel, technology is not only key to customer acquisition—the company reports 2 million and counting—but also the foundation of the business, in a manner of speaking. From its inception the company has eschewed a brick-and-mortar headquarters, opting to make its home in the cloud. Le-Vel leadership credits cloud technology with enabling the business to stay nimble and hire the best talent in the world, while keeping overhead at an absolute minimum.

 

Direct Selling News Unveils Industry’s Top Companies in Seventh Annual DSN Global 100

In recognition of those companies that lead the way in offering an unparalleled opportunity for individuals to start their own businesses, Direct Selling News today unveiled its seventh annual DSN Global 100, an exclusive ranking of the top revenue-generating companies in direct selling.

The DSN Global 100 is a collective effort to show the impact and potential of the $182.8 billion direct selling channel. Unveiled online at DirectSellingNews.com and featured in the June issue of Direct Selling News magazine, this year’s Global 100 companies hail from 17 countries and represent aggregate revenue of more than $82 billion.

The DSN Global 100 tells a story of impressive growth in 2015, exhibited by the fact that 20 companies surpassed $1 billion in annual revenue,” said Lauren Lawley Head, Publisher and Editor in Chief of Direct Selling News. “These exceptional companies represent not only corporate staff, but millions of lives impacted by the products and opportunity they offer.”

Many direct selling companies had an incredible year of growth and success in 2015. For the first time, 20 companies each reported annual revenue of $1 billion or more. For the fourth consecutive year, Ada, Michigan-based Amway claimed the No. 1 rank, with $9.5 billion in revenue. Avon, Herbalife, Vorwerk and Infinitus rounded out the top five on this year’s list.Best Places To Work 2017

DSN also presented a regional subset of the Global 100: The North America 50, which was first introduced in 2015. As its name implies, the North America 50 ranks the most significant players in one of the world’s largest direct selling markets.

The annual event celebrating the Global 100 took place on April 7, 2015, at the Omni Hotel in downtown Dallas. During the dinner and awards ceremony, DSN also presented its Bravo Awards for excellence. Wellness and lifestyle brand Le-Vel received the Bravo Growth Award for its extraordinary 254 percent year-over-year growth, amounting to revenue of $349 million in 2015. Magnus Brännström, CEO and President of Switzerland-based Oriflame Cosmetics and keynote speaker for the evening, received the Bravo Leadership Award for leading his company to annual revenue of $1.35 billion amid a period of great economic and geopolitical turmoil in many of its top markets.

DSN created the Global 100 list to acknowledge the successes of individual direct selling companies and provide a clear picture of the magnitude of the industry. In its seventh year of undertaking this project, DSN continues its commitment to create a fair ranking that will showcase a transparent industry, thus providing credibility and consumer confidence as well as research support for those seeking information on direct selling companies.

Amway Reports Sales of $9.5 Billion in 2015

Photo above: Amway World Headquarters in Ada, Michigan.


Amway Corp. on Wednesday released its 2015 financial results, announcing annual sales of $9.5 billion.

Despite constant-dollar sales growth in 70 percent of Amway’s top 20 markets, revenue fell 12 percent from a year ago, hurt by currency fluctuations and soft sales in China, where the economy experienced its slowest growth in 25 years. The company reported similar trends in 2014, when revenue dropped 8 percent to $10.8 billion—a performance that nevertheless secured Amway the No. 1 spot on the 2015 DSN Global 100, a list of the top direct selling companies in the world.

In 2015, the company’s top 10 markets were China, South Korea, United States, Japan, Thailand, Russia, Taiwan, Malaysia, India and Ukraine. Management also singled out Brazil and Mexico as emerging markets that recorded considerable gains.

“We experienced growth in seven of our top 10 markets, and emerging markets in Latin America and elsewhere continue to perform well,” Chairman Steve Van Andel noted in Amway’s report. “Several markets achieved record sales levels in 2015 with others producing their best performance in some time. An increasingly competitive environment in China and unfavorable currency exchange rates mask a positive year overall for Amway globally.”

Nutrition remains a powerhouse category for the company, accounting for 46 percent of 2015 sales. Amway Nutrilite is the world’s leading brand of vitamin, mineral and dietary supplements, according to research by Euromonitor International, and the company last year expanded the line with BodyKey by Nutrilite, a personalized weight-management program. BodyKey utilizes a genetic test or comprehensive, scientific assessment to provide a tailored plan for managing weight.

Beauty and personal care products accounted for 25 percent of sales, and durable products, such as the company’s eSpring water treatment system and Atmosphere air treatment system, made up another 16 percent. The remaining 13 percent was split between home care products and assorted other offerings.

Last year also marked the culmination of Amway’s three-year manufacturing and R&D expansion. The company has poured $335 million into strengthening its global infrastructure, opening five manufacturing facilities and a major R&D site in 2015 alone. Other investments included new digital tools to help Amway Business Owners showcase products and manage their businesses.

In 2016 and beyond, Amway leadership sees plenty of cause for optimism, particularly in light of its 2015 Global Entrepreneurship Report. The report, based on a survey of 50,000 people in 44 countries, quantifies attitudes about business ownership and the entrepreneurial spirit.  All told, 75 percent of respondents were positive about starting a business, and that number increased to 81 percent among those 35 and younger.

“Globally, more and more people are seeking an opportunity to do something on their own—whether it’s to earn a little extra or for a bigger commitment to earn more,” said Doug DeVos, Amway President and Chairman of the World Federation of Direct Selling Associations. “We’re well positioned to meet that demand with a low-cost, low-risk business opportunity selling world-class products.”

LegalShield Institutes ‘Harland C. Stonecipher Day’ Honoring Company Founder

Photo: East Central University’s Harland C. Stonecipher School of Business.


LegalShield declared Tuesday its inaugural “Harland C. Stonecipher Day” and hosted a public reception honoring the life and work of the company’s late founder. The day marked the anniversary of Stonecipher’s passing in 2014.

Congressman Tom Cole, State Sen. Susan Paddack, Oklahoma Attorney General Scott Pruitt and Chickasaw Nation Gov. Bill Anoatubby were among the guests who gathered at LegalShield’s Ada, Oklahoma, headquarters. Stonecipher founded the legal services firm in 1972 after an automobile accident, though no fault of his, left him in financial ruin. In its mission to provide “equal access to equal justice,” LegalShield offers identity protection beginning at $9.95 a month and legal representation beginning at $20 a month.

“Harland was truly an innovator, way ahead of his time,” LegalShield CEO Jeff Bell said in a statement. “Decades before ‘disruptive economy’ and ‘collaborative consumption’ entered the vernacular, Harland created a new business model that enabled people to access lawyers without worrying about the clock, by aligning provider law firms and members around the same goal: finding a fast, efficient, and effective resolution to legal matters.”

Stonecipher’s passion for entrepreneurship helped the company build its network of independent Associates to more than 280,000 today. LegalShield also employs about 700 at its offices in Oklahoma, Texas, and New York City, and provides legal services to more than 3.7 million people. In a statement, the company said early next year it will roll out the Harland C. Stonecipher Entrepreneurial Spirit Award, recognizing individuals who lead with vision commitment, courage and hard work.

For his achievements at LegalShield, Stonecipher received multiple awards in his lifetime. Ernst & Young named him its 2002 Southwest Master Entrepreneur of the Year. In 2005, the U.S. Chamber of Commerce reappointed him to a two-year term on its 100-person board of directors. Stonecipher’s alma mater, East Central University, recognized him as Distinguished Alumnus in 1987.  He and his wife, Shirley, later endowed a gift to the university, which memorialized him through its Harland C. Stonecipher School of Business.

Equal Access, Equal Adaptability: LegalShield’s Moral Imperative to Grow

by Beth Douglass Silcox

Click here to order the March 2015 issue in which this article appeared or click here to download it to your mobile device.


Company Profile

Founded: 1972
Headquarters: Ada, Oklahoma with Executive Offices in Dallas, Texas
Executives: Jeff Bell, CEO; Kathy Pinson, COO; Steve Williamson, CFO; Alan Fearnley, President of Consumer Marketing and Brand and Chief Commercial Officer; James Rosseau, President of LegalShield Business Solutions; and Darnell Self, Executive Vice President of Network and Business Development.
Product Categories: Legal and Identity Theft Services for individuals, families, and businesses



CEO Jeff Bell’s goal, as he sees it, is to make LegalShield a household name, much like direct selling giants Mary Kay, Avon and Tupperware did for their product categories. Admittedly, skincare, cosmetics and food storage are more easily understood concepts than the disruptive business model that powers LegalShield’s mission of equal access to equal justice for all, but Bell and his team aim to change that. In fact, he says, “I believe our growth is not just a business imperative, it’s also a moral imperative.”When LegalShield brought on a new CEO with consumer marketing and corporate leadership credentials the likes of Microsoft, Chrysler, Ford and NBCUniversal last summer, they once again affirmed the company’s adaptable nature. This pioneering, service-focused direct selling company has a long history in meeting the changing needs of the consumer marketplace with innovations like 24/7 legal counsel and identity theft protection, as well as rising to broader corporate and industry challenges.

Today, the 43-year-old company offers individual and family pre-paid legal and identity theft plans, as well as products for home businesses, small businesses up to 100 employees, and larger companies that elect to provide a LegalShield option within employee benefits packages. LegalShield’s memberships number 1.4 million covering 3.7 million lives, and its call center fielded 2 million member calls for legal assistance in 2014.

One Car Accident Away

LegalShield, originally incorporated as Pre-Paid Legal, arose from the rolling hills of Ada, Oklahoma, following Founder Harland Stonecipher’s head-on automobile collision in 1969. Despite insurance coverage for life, auto, and health, life insurance agent Stonecipher realized his family’s vulnerability to unexpected legal fees after being sued for an accident that was not his fault.

As he recovered, Stonecipher mulled over the fate of his family and the hundreds of thousands of other families who could fall into this gap at a moment’s notice. Surely something existed to provide assurance to everyday people needing legal counsel, but research proved otherwise.

So in 1972, he forged ahead on his own from a one-room office in a local mini-mall. Within seven years, the company offered connectivity to legal services in six states, and by 1982 had become the conduit between a membership network of people who needed access to legal help and an attorney provider base that could deliver it. COO Kathy Pinson, who has spent 35 years with the company, says, “The provider attorney system is our key competitive advantage today.”


“I believe our growth is not just a business imperative, it’s also a moral imperative.”

—Jeff Bell, CEO


Competitive Advantage

LegalShield’s provider attorney system hinges on extensive vetting and long-term contracting with a single, large and established law firm within each U.S. state and Canadian province in which they do business. Average length of service for a LegalShield firm is 14 years with attorney experience levels averaging 20 years.

Because that firm represents all LegalShield members in that state or province, LegalShield’s business can comprise a big part of the firm’s overall business. According to Alan Fearnley, President of Consumer Marketing and Brand, this creates a scenario whereby attorneys become “almost evangelical” in their support of the business model, which in turn generates fantastic customer support for members, assures LegalShield members receive legal guidance from experienced professionals, and establishes vital connectivity between law firms and the field, which makes LegalShield’s various services easier to sell.


“The provider attorney system is our key competitive advantage today.”

—Kathy Pinson, Chief Operating Officer


“The very way that we’re set up allows us to have additional quality measures over those attorneys that no one else has,” Pinson says.

LegalShield quantifies member experiences with attorney providers, effectively putting a number to their “bedside manner” and holds lawyers accountable for the service they render. LegalShield has experienced a considerable rise in their Net Promoter Score® (NPS), a customer loyalty scale used to measure overall satisfaction with a brand or product. The scale ranges from -100 (everyone is a detractor of the company or product) to +100 (everyone is a supporter of the brand or product). Attained by survey, any score above zero is somewhat positive; a score of 50+ is excellent. Fearnley happily reports that Legalshield’s score, which ranged in the mid-40s a few years ago, now stand at 57. He says, “By allowing attorneys to see that score and by training around it, our service levels are really terrific and that’s helped the quality of the business.”

From the view of LegalShield’s associate field, where Darnell Self, Executive Vice President of Network and Business Development, spent 15 years, the attorney provider network is something competitors just don’t have. Decades in the making, the time and resources necessary to put the right law firms and communications in place, Self says, makes it unlikely to be duplicated. That’s a highly sought after attribute for those seeking direct selling opportunities.

LegalSheild

A Mission for All

“We deliver products that promote peace of mind,” Bell says. “We believe that our mission applies both to our members and our sales associates. We want to improve their lives by teaching them life-transforming skills, giving them peace of mind and confidence in a world oftentimes uncaring and selfish.”

In fact, Harland and Shirley Stonecipher’s founding mission centered on … Read the full story at Direct Selling News.

In Memoriam: A Tribute to Harland Stonecipher

by Barbara Seale

The direct selling industry lost an icon on Nov. 10 with the death of Harland Stonecipher, who founded one of the industry’s most unique companies, LegalShield. Stonecipher was 76 years old.

The concept for Stonecipher’s business brainchild was inspired by difficult circumstances. In 1969 he was involved in a head-on auto collision. Though the accident was not his fault, he was sued. The experience cost him thousands of dollars in legal fees and shook his idealistic beliefs about justice. But it caused the teacher-turned-life-insurance-salesman to begin thinking about how others could be protected from the nightmare he endured.

By 1972 he had created LegalShield’s predecessor company, which incorporated as Pre-Paid Legal Services Inc. in 1976. Six years later Stonecipher’s old friend John Hail introduced him to the concept of marketing his legal services memberships through network marketing. Stonecipher served as CEO from the company’s inception until 2010, when he relinquished that title, but he continued to be active as Chairman of the Board and Founder. In 2011 MidOcean Partners, a private equity firm, acquired Pre-Paid Legal for $650 million and renamed the company LegalShield.

Today the company provides legal services to some 1.4 million families covering 3.7 million people across North America, and more than 34,000 companies offer the LegalShield plan to their employees as a voluntary benefit. The company has dedicated law firms in 49 states and four provinces in Canada.

LegalShield CEO Jeff Bell, who joined the company in mid-2014, reached out to Stonecipher soon after joining the company. He found that Stonecipher was kind, professional, and generous with his time and advice.

“One of my principles is that you need to find the truth within every business, and that truth resides in its people. I couldn’t imagine speaking to anyone who knew more about this business than Harland Stonecipher and his wife, Shirley,” Bell says. “I wanted to show my respect because he was the company’s founder, but meeting them was a surprise and delight. I only got to spend four months with him, but I treasured the time. He spoke to me like a father would. I valued his counsel about our team in Ada [Oklahoma] as well as our field leadership. He talked about the challenges, what to avoid, and how to motivate a volunteer army. He still spoke with such conviction and passion about free enterprise and access to the justice system. It will stay with me forever.”

Stonecipher’s passion for his business and his conviction that it could change lives may have been at least part of the reason he was so highly regarded. Few people called him by his first name. To most, he was Mr. Stonecipher—it was a term of respect.

John Long, LegalShield’s Vice President of Marketing Operations and spokesperson for the Stonecipher family, knew the company founder for decades. He first encountered Stonecipher in 1987 at their shared alma mater, East Central University in Oklahoma. Long was in the ’87 graduating class, and Stonecipher was being named the University’s Distinguished Alumnus and commencement speaker. Long then worked at Pre-Paid Legal for a short time, left to return to school, and then rejoined Pre-Paid Legal in 1999, working directly for Stonecipher.


“Very few people called him Harland. He was Mr. Stonecipher. I never heard him instruct anyone to call him mister. He just drew that respect everywhere, even from his peer CEOs at other companies.”
—John Long, Vice President of Marketing Operations, LegalShield


“I had a glossy title, but the more heartfelt title would have been Harland’s Assistant,” Long recalls. “I did the things he didn’t have time to do so that he could be in front of the salesforce, traveling and motivating and speaking to them all over North America.” Long confesses, though, that he still feels a little uncomfortable using the first name. “Very few people called him Harland. He was Mr. Stonecipher. I never heard him instruct anyone to call him mister. He just drew that respect everywhere, even from his peer CEOs at other companies.”

He adds, “One of the first things Jeff did was ask to meet with Mr. Stonecipher and Shirley. That resonated with people around the country. I knew it would help Jeff, but I also knew it would help Harland and Shirley. In the last few weeks of his life he had gone back to referencing this company and himself as ‘we’—not that he was ever excluded. I know how important it was to him.”

Stonecipher was passionate about his business for 40 years, and in 2002 he was recognized by Ernst & Young as their Southwest Master Entrepreneur of the Year. He also became a sought-after speaker and addressed a variety of businesses and organizations, including several attorney general associations. He was just as passionate about his community. He and his wife used their wealth and influence to improve the community in numerous ways. His alma mater, ECU, recognized him as Distinguished Alumnus in 1987. He and Shirley later bestowed a gift to the university, which led to the naming of the Harland C. Stonecipher School of Business. An avid hunter and outdoorsman, Stonecipher was appointed to three consecutive terms as a Commissioner of the Oklahoma Department of Wildlife Conservation.

Two other projects were especially dear to him. Both show his inclination to find ways to help others after tragedy strikes, as he did when he founded Pre-Paid Legal. The first was in 1999 when … Click here to read the full story at Direct Selling News.

Amway Contribution Spurs Ada Redevelopment Project

Photo above: Amway World Headquarters in Ada, Michigan.


Global direct selling leader Amway is taking part in a community-led effort to redevelop its hometown of Ada, Michigan. Amway will contribute $3.5 million in support of a plan to bring $13 million in improvements to the rural township, located on the eastern outskirts of Grand Rapids. The redesign centers on the quaint Ada Village area across the street from Amway World Headquarters.

“The community has long held hopes of further developing the small village and, since 2006, has led community planning efforts to help shape what it could become in the future,” Bill Payne, Amway Chief of Staff, told DSN. “We’re pleased to extend our support, from initially assembling land under one ownership group to speed advancement of the vision, to now offering financial support to cover a portion of public infrastructure improvement costs.”

Amway houses more than 4,000 employees at its world headquarters, which spans one mile from east to west and comprises 80 buildings and 3.5 million square feet of office and manufacturing space.

The proposed Ada Village redesign will make the area friendlier to bikes and pedestrians, improve traffic flow, and develop community spaces like a farmers’ market and an outdoor performance area on the Village’s riverfront.

“Amway is a good partner that has been a part of our community for more than 50 years,” said Ada Township Supervisor George Haga. “We are quite excited about this private-public partnership to redevelop Ada Village, and we look forward to tentatively starting the first project next spring.”

At the same time, said Payne, Amway is leading a separate community fundraising effort called Envision Ada. The initiative will contribute another $3 million to the planned improvements, with the final $6.5 million coming from the township.

“We look forward to great progress in the coming months and are excited by the efforts of the township to make the community’s vision a reality,” Payne shared.

New LegalShield CEO Talks ‘Equal Access to Equal Justice’

Equal access to equal justice—it’s nearly unimaginable in many countries, and it’s what attracted new chief executive Jeff Bell to LegalShield. Bell joined the legal services provider this month following the three-year tenure of Rip Mason, who now serves as Executive Chairman of the Board.

At first, Bell told DSN in an interview, he deemed the company’s $20-a-month prepaid legal plan too good to be true. Across North America, LegalShield employs over a thousand lawyers dedicated solely to serving its members. The Ada, Oklahoma-based company also retains 6,000 referred attorneys who can take on member cases. Unlike many of its competitors, who vie for spots on various rosters of providers, LegalShield takes its plans directly to consumers through a network of Sales Associates.

Jeff Bell

In a July LegalShield survey of more than 500 Americans, 30 percent of adults reported facing an issue where legal services should have been enlisted but were not. Nearly half (44 percent) stated that hiring a lawyer is intimidating. People need access to simple, affordable legal services, notes Bell, but they also need someone to walk them through the details. That’s where the company’s Sales Associates come in.

“LegalShield is a beautifully disruptive model in an age where products and services, as well as opportunities like direct sales, are changing the way Americans do business and interact in the marketplace,” says Bell.

Though new to direct selling, Bell has honed his marketing and leadership skills at brands like Ford, Microsoft, Chrysler and NBCUniversal. As Vice President of DaimlerChrysler’s Jeep and Chrysler Divisions, Bell launched the Chrysler 300 and marketing initiatives that included the Dodge “Grab Life by the Horns” campaign. During Bell’s tenure at DaimlerChrysler, Advertising Age named him “Interactive Marketer of the Year” in 2005. In the role of Corporate Vice President, Global Marketing, for Microsoft’s Interactive Entertainment Business (Xbox), Bell received the Advertising Age “Entertainment Marketer of the Year” title in 2007.

His decision to join LegalShield, Bell says, hinged on the integrity of the product itself—universal access to quality law firms without the high hourly costs. The company has a salesforce over 100,000-strong, ranging from full-time Associates to those seeking a supplemental income, and serves well over 1.5 million members. “My question,” Bell submits, “is why don’t we have 15 million?”

For someone who led Xbox to its first profitable year ever and managed a growth spurt that took Xbox LIVE from 4 million to 12 million members in just two years, it’s not a flippant question. Bell is also quick to point out that he is building upon a solid foundation at LegalShield.

“I have nothing but the most profound respect for the sales organization that has been developed, and the founders and co-founders of this incredible business,” he shares.

Making quality legal services accessible to all is, as Bell describes it, a rare opportunity to do well while also doing good. “We have a chance to create a better future and better opportunities for the next generation, and that’s what motivates us.”