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.

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Q&A: CEO Jeff Bell on LegalShield’s Latest Offerings

In the first quarter of 2016, LegalShield recorded its strongest quarterly performance since Jeff Bell stepped into the role of CEO two years ago.

That was one of many achievements celebrated at LegalShield’s annual convention this week in Oklahoma City, where it hosted 10,000 independent Associates from across North America. During the event, the legal services provider also recognized 13 new lifetime million-dollar income earners, introduced a new ring recognition program and awarded nearly $1.5 million in bonuses. DSN recently spoke to Bell, a sales and marketing veteran whose career has included stints at Microsoft and Chrysler, about LegalShield’s recent growth and the slate of new tools and services coming in 2016.

DSN: LegalShield is rolling out several new technology-based products and plans this year. Entering 2017, will this look like a different kind of company?

JB: I think the answer is yes, and I want to take a step back because in one way we’re unique in the direct selling and network marketing arena. I learned just this year that for the longest time the model was summarized by the slogan, “Wear the button, share the sample, show the plan.” I think one of the reasons we struggled to fit in is because we didn’t have a sample. … If you think about, for instance, skincare or food supplements like nutrition bars or powders, those things can be handed out. … What we’ve created is almost an ethereal concept. We tell people, “Hey, don’t pay a lawyer by the hour. Join our community, and with a monthly membership you can talk to a lawyer on any issue, and the meter’s not running. You’re not paying by the hour.” People find it interesting, but still kind of theoretical.

Now, we have the LegalShield App. Our Associates can pull out their phone, tap the app, and there it is—a press of the button will call your law firm. It knows who you are. This last week we added the Snap by LegalShield feature, which handles parking tickets by automatically sending a photo on to the law firm for processing. So now we suddenly have our sample. That’s a huge breakthrough. … That’s probably been the biggest change for us, but in many ways it’s back to the future—we’re becoming more like the direct selling and network marketing industry.

DSN: This evolution dates back at least to LegalShield’s acquisition of tech startup Shake Inc. in April 2015. What was the strategy there, and how has it enhanced the business thus far?

JB: Our first LegalShield App came out in fall 2014, and it was very simple. It made a phone call. It knew who you were as a member and it knew your law firm. Start simple, start small. With the acquisition of Shake Law, we added a really powerful functionality, which is the ability to create forms on your mobile phone or on the web, for free. We have added one significant benefit to what they originally envisioned, in that all the forms are prepared by the law firms in each of our U.S. states or Canadian provinces. Shake by LegalShield first asks you what state or province you’re in, and then the forms presented are specific to those jurisdictions. Additionally, we understand a do-it-yourself approach is taken by many because they think they can’t afford to pay a lawyer by the hour. We let them know the benefit of consulting a lawyer in preparing that form and some of the downside risks of going it alone, and then introduce the concept that they can join our community for as little as $17.95. …

The other thing the Shake team—located in Manhattan’s Little Italy—has done for us is launch an all-new app called Ask by LegalShield, which provides answers to more than 1,500 common legal questions. That app has already generated a lot of memberships for us. … Both Shake and Ask are prospecting tools for our Associates. Whenever they send an invitation to download those apps, they are deep linked. If someone decides to become a member after trying the app, that commission is attributed back to the referring Associate. We feel really good about the potential for these tools to raise awareness and close membership sales. We’ve had more than 200,000 downloads of the app, which in the app business is an awful lot.

Read more from our conversation with Bell in the August issue of DSN.