As businesses grow, they often find that their original brand no longer matches who they are or where they are heading. Rebranding helps companies refresh their identity, sharpen their message, and prepare for new opportunities. For legaltech companies, it offers a way to showcase expanded services, communicate a stronger vision, and strengthen their position in a competitive market. It also helps them align their brand with broader goals, attract new clients, and build greater credibility in the legal industry. Let’s explore why legaltech companies rebrand and look at some successful examples.
Why Legaltech Companies Rebrand
Moving Beyond the Original Focus: Many legaltech companies start with names closely tied to their original product or service. As they grow and their offerings expand, these names can feel limiting. Rebranding gives them the chance to present a broader vision, one that reflects their evolution and future ambitions. It sends a clear message to clients, investors, and partners that the company is growing beyond its initial focus and is ready to meet a wider range of needs.
Emphasising Innovation: Legaltech companies often build their services around advanced technologies. Rebranding gives them an opportunity to showcase their innovation, highlight their tech-driven approach, and stand out from traditional legal service providers.
Connecting with Modern Clients and Firms: Today’s law firms, corporate legal departments, and even individual clients expect efficiency, transparency, and innovative solutions. A fresh, clear brand identity helps legaltech companies build trust with an audience that values tech-driven legal services and modern client experiences.
Building Trust in a Risk-Averse Market: In legal services, reputation is everything. Clients must trust that technology is secure, compliant, and reliable. A polished, professional brand signals that the company understands the serious nature of legal work and is committed to delivering solutions that can be trusted with sensitive matters.
Positioning for Global Expansion: A company name that resonates in one country may not have the same impact internationally – it could be difficult to pronounce, too geographically tied, or even carry unintended meanings in other languages. When companies aim for global expansion, a rebrand can help ensure their identity is universally appealing and accessible.
Unifying After a Merge or Strategic Shift: Mergers, acquisitions, and major business shifts often reshape a company’s structure, offerings, and strategic focus. Rebranding provides an opportunity to align the evolving organisation under a unified identity, ensuring consistency, clarity, and a stronger market presence.
Securing the Right Domain: Startups often start with domain names that include additional words, hyphens, or alternate extensions when their Exact Brand Match (EBM) domain name is unavailable or out of budget. These compromises can cause customer confusion, lost traffic and emails, and weaker marketing impact. As they grow, many companies rebrand and invest in an EBM domain to enhance clarity, build trust, and create a stronger, more seamless customer experience.
Rebrands in the Legaltech Industry
Leya – Legora
In February 2025, legal AI platform Leya rebranded to Legora and launched a suite of new features to enhance user productivity and efficiency. The new name, Legora, is derived from Latin, meaning “to bring things together”.
Legora’s rebrand and new product enhancements mark a milestone in our evolution and reflect not only our growth but our unwavering commitment to deliver the world’s first truly collaborative AI for lawyers. As we enter this next chapter, we remain focused on innovating alongside our clients and providing AI-driven insights that give lawyers a decisive edge in an increasingly competitive market.
Max Junestrand, CEO Legora
Before the rebrand, the company operated under a .law domain extension. While the .law extension provides industry-specific relevance, it lacks the global recognition and trust of .com. For its new identity, Legora secured its EBM domain, Legora.com, the natural choice for finding the company online.
Xayn – Noxtua
Xayn is a Berlin-based legaltech startup and the developer of Europe’s first sovereign Legal AI, Noxtua. In April 2025, the company rebranded to Noxtua, aligning its identity with its flagship AI solution.
The company owns both Noxtua.ai and Noxtua.com. A strong domain strategy helps businesses maintain a consistent and credible presence, supporting brand recognition and long-term growth.
App4Legal – Lexzur
In January 2024, App4Legal, a provider of all-in-one legal tech solutions, changed its name to Lexzur. The rebrand aims to support the company’s expansion into the European market and highlight its commitment to delivering cutting-edge solutions that go beyond serving traditional legal teams.
The previous name, App4Legal, was restrictive because it suggested the company only offered specific services. Including a number in the name can also make it harder to understand, as it’s often unclear whether the domain uses the digit or the word, leading to confusion and less effective marketing.
As the legal-tech landscape evolves, we see an increasing demand from a diverse array of professionals seeking efficient, tech-driven solutions. Our rebrand to Lexzur with the tagline Efficiency Amplified, symbolizes not just a name change, but our dedication to being at the forefront of this change, offering cutting-edge solutions that extend beyond traditional legal teams to various industries and sectors including Procurement, HR, Sales and other departments in any company of any size, worldwide.
Feras El Hajjar, CEO of Lexzur
By choosing a broader, more flexible name and securing the domain Lexzur.com, the company positions itself for long-term growth and adaptability in new markets, avoiding the constraints of its former branding.
Milestones – Hona
In 2023, Milestones, an application that helps law firms update their clients on their cases, rebranded to Hona to reflect its evolution and growing vision.
Milestones has rebranded to Hona. This change marks a significant milestone in our journey. This update reflects our evolution as a company and our commitment to delivering even more to our customers (and yours)!
Hona’s team
Before the rebrand, the company operated under the domain GetMilestones.com. Domains with extra words can be less intuitive, harder to remember, and may lead to confusion or lost traffic. With the name change, Hona invested in the shorter, more memorable CVCV domain, Hona.com.
kCura – Relativity
In 2017, software company kCura rebranded to Relativity, adopting the name of its leading, comprehensive e-discovery platform.
People in the legal community around the world know us as Relativity, and that’s a testament to the great work our team, our partners, and our community, put into making the platform better every day. Combining the two brands into one just makes sense.
Andrew Sieja, founder and CEO of Relativity
The company uses the EBM domain Relativity.com, enhancing its global reach and brand authority.
Doormat – Ownright
In March 2025, Doormat, a Canada-based law service company for real estate transactions, rebranded to Ownright. The new name reflects the company’s growth and ambition to become Ontario’s most trusted and efficient real estate legal service.
As you enter someone’s home, their doormat is one of the first things you notice. Oftentimes, doormats feature a warm greeting or welcome — setting the tone for first impressions. A doormat is where the journey begins. But we’re not just here to stand at the door, we’re here to help you own your path to home ownership. And with that, we’re pleased to announce that Doormat has rebranded to Ownright. With us, home ownership feels right.
Ownright
Before the rebrand, the company used a .ca domain extension, the country code for Canada. While suitable for local reach, a regional domain can pose limitations when expanding internationally. For its new identity, the company secured Ownright.com, enhancing brand consistency, user trust, and international growth potential.
EasyESI – Everlaw
Everlaw is an AI-powered, cloud-native ediscovery software platform built to streamline legal work for law firms, corporations, and government agencies. Originally launched as EasyESI, the company rebranded to Everlaw in 2014 to reflect its broader scope and expanding offering.
Over the past several years of doing business as an ediscovery vendor, we’ve gained tremendous insight into how our clients produce, discover, and review documents. We’ve also seen how critical the post-review portion of litigation is; we know you can’t simply drop a pile of hot documents on a judge’s desk and declare victory. There’s an art to litigation, and we want to give you better tools to practice your craft, from finding documents to building a compelling story for the courtroom. In other words, we’re no longer just an ESI company. The name Everlaw was chosen to reflect this broader scope.
AJ Shankar, Founder at Everlaw
The company ensures global accessibility with its website, which can be found at the EBM domain Everlaw.com.
Notarize – Proof
In June 2023, Notarize, the world’s largest online notary network, introduced Proof – a new company and platform for digital identity verifications. In August 2023, Notarize officially rebranded to Proof, becoming the parent brand, with Notarize continuing as a product offering under the broader Proof umbrella.
The company owns both Proof.com and Notarize.com, ensuring strong global visibility, brand trust, and a seamless user experience.
Whistleblower Software – Formalize
Formalize, rebranded from Whistleblower Software in 2024 to reflect a broader focus, was originally centred on its whistleblowing platform, now called Whistleblower Software by Formalize. The company is now expanding into the data compliance space, aiming to become Europe’s leading provider of compliance software.
Our mission has always been to enable companies to spend less time on compliance and derive greater value from it. As we expand our support to customers and partners beyond whistleblowing – our company name transitions from Whistleblower Software to Formalize. This change is more than just a new name; it’s a symbol of our commitment to propelling the industry forward.
The Management Team of Formalize
Formalize operates on the domain Formalize.com, which boosts its global recognition and reinforces its professional image.
Intrellit – Justpoint
Formerly known as Intrellit, Justpoint is a technology-driven law firm that identifies harmful substances in medications and consumer products and files lawsuits against the parties responsible to seek justice, secure compensation for those affected, and prevent further risks to public health.
Justpoint uses the EBM domain name Justpoint.com, ensuring brand protection and making it easier for customers to access its services.
Aspirant Analytics – Pirical
Pirical is a legaltech company that helps the legal sector make smarter and fairer people decisions. Founded under the name Aspirant Analytics, the company rebranded to Pirical in 2020, (inspired by the word “empirical”) to reflect its mission to drive smarter people data decisions. As part of the rebrand, Pirical secured Pirical.com – an intuitive choice that strengthens brand consistency and enhances its online presence.
The name Pirical instantly connects to the concept of Empirical, which is at the core of our value proposition: to let the data speak, to base decisions on objective information, instead of defaulting to blind faith or groundless assumptions. Also, because of this semantic connection, there is no doubt about how the word should be pronounced. After years of subtly correcting our clients and partners from [AS-p-rant] to [as-PIE-rant], we are looking forward to a new era of phonetic unambiguity! Finally, the .com was available. Despite the proliferation of exotic top level domains (“.ninja” anyone?), we thought that the .com is going to come in handy.
Pirical’s team
Lessons for Legaltech Entrepreneurs
When thinking about naming, whether for an initial launch or a rebrand, legaltech founders should keep a few key principles in mind:
Focus on Long-Term Relevance: Choose a name that can grow with your business. As you expand into new services or markets, your brand should stay relevant, flexible, and aligned with your long-term vision.
Prioritise Simplicity and Memorability: Names that are short, clear, and easy to remember tend to perform best. Complex names can dilute brand recognition and make it harder for customers to find you.
Think Globally from the Start: Pick a name that works across borders and legal systems. Avoid overly technical jargon, local references, or hard-to-pronounce words that could limit your brand’s reach.
Align with Your Brand Vision: Your name should reflect the identity, values, and experience you want to deliver. It should support your brand story and position you clearly in the minds of clients, partners, and investors.
Build for Trust and Authority: Legal services are built on trust. Your name should convey professionalism, reliability, and expertise. Avoid names that sound overly casual, gimmicky, or confusing, especially if you want to work with law firms, enterprises, or government organisations.
Think About Legal Protection Early: Before committing to a name, ensure it’s legally available and free from trademark conflicts. Early legal checks save time, protect your brand, and reduce the risk of expensive rebranding efforts later.
Secure Strong Digital Assets: Your domain name is often the first touchpoint with your brand. Owning your Exact Brand Match (EBM) domain significantly boosts your credibility and visibility. Settling for a compromise domain can cause confusion, lost opportunities, and weaken your brand consistency. Investing in the right domain is an investment in your company’s future.
Domains Names in the Legaltech Industry
Our recent analysis of 200 legaltech companies reveals a strong preference for the .com domain extension, with 85% (170 out of 200) using .com for their online presence. 72% (144) have secured Exact Brand Match (EBM) domain names. These insights show that companies prioritise user accessibility, clear brand identity, and a smooth online experience. A strong domain name supports brand recognition, builds credibility, and creates a solid foundation for growth.
Is It Time for a Rebrand?
A name that once captured your startup’s early focus might not serve your maturing brand today. If your current name feels limiting, outdated, or disconnected from your audience and ambition, it might be time to rebrand.
Rebranding can realign your brand identity, clarify your message, and support your next stage of growth. Check out Thinking of Rebranding Your Business? 12 Signs That It’s Time for guidance on recognising when a rebrand might be the best move.
The right domain name is an important consideration when it comes to building and protecting your brand. If you’re ready to take the next step and invest in a perfect domain name for your business, contact us to learn more about our available options and how we can help you get started.
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