The Lawyer Guide
The global platform to find a lawyer, and give more visibility to them.
The global platform to find a lawyer, and give more visibility to them.
Finding a good lawyer is harder than it should be. Most people only look for one when something has already gone wrong, and when they do, they're stuck guessing. A name from a friend, a random Google search, a website that tells them nothing about whether this person is actually right for their case.
Finding a good lawyer is harder than it should be. Most people only look for one when something has already gone wrong, and when they do, they're stuck guessing. A name from a friend, a random Google search, a website that tells them nothing about whether this person is actually right for their case.
That's the problem we identified with The Lawyer Guide (Advokatguiden in the Nordics).
That's the problem we identified with The Lawyer Guide (Advokatguiden in the Nordics).
The Lawyer Guide is a platform that helps people find and choose the right lawyer, and helps lawyers get found by the clients they actually want. We started in Norway and now run across Norway, Denmark, Switzerland, and the US. The idea is simple: bring transparency to a market that has mostly relied on reputation, referrals, and guesswork.
As co-founder and CEO, I run the company across all of it. Strategy, product direction, positioning, market expansion, and the commercial side. We built the platform from zero, and a big part of my job now is making it work in four countries that don't share the same laws, language, or expectations of how a legal platform should behave. What counts as acceptable outreach to a lawyer in Switzerland is different from what works in Norway, and what you're allowed to send by email in the US is not what you're allowed to send in Denmark. Every market adds its own version of that problem, and solving it before we expand into a new one is most of what keeps the job interesting.
As co-founder and CEO, I run the company across all of it. Strategy, product direction, positioning, market expansion, and the commercial side. We built the platform from zero, and a big part of my job now is making it work in four countries that don't share the same laws, language, or expectations of how a legal platform should behave. What counts as acceptable outreach to a lawyer in Switzerland is different from what works in Norway, and what you're allowed to send by email in the US is not what you're allowed to send in Denmark. Every market adds its own version of that problem, and solving it before we expand into a new one is most of what keeps the job interesting.
Launching it wasn't quiet. When we started, plenty of lawyers pushed back hard. A platform that made them comparable, reviewable, and visible in the same place as their competitors wasn't something the profession was used to. That resistance told us we were onto something. The markets that resist transparency the most are usually the ones that need it.
Launching it wasn't quiet. When we started, plenty of lawyers pushed back hard. A platform that made them comparable, reviewable, and visible in the same place as their competitors wasn't something the profession was used to. That resistance told us we were onto something. The markets that resist transparency the most are usually the ones that need it.
Advokatguiden.no, the Norwegian part of The Lawyer Guide
The legal industry is a strange one to build in. It's conservative, heavily regulated, and slow to change, which is exactly what makes it interesting. Every market has its own rules, its own culture, and its own version of the same problem. Figuring out how to make one product work across all of them has taught me more than almost anything else in my career.
The legal industry is a strange one to build in. It's conservative, heavily regulated, and slow to change, which is exactly what makes it interesting. Every market has its own rules, its own culture, and its own version of the same problem. Figuring out how to make one product work across all of them has taught me more than almost anything else in my career.
Our goal with The Lawyer Guide is straightforward: make choosing a lawyer as clear and simple as choosing anything else you'd actually research before paying for. Better information for clients, better clients for lawyers, and a market that finally works the way it should.
Our goal with The Lawyer Guide is straightforward: make choosing a lawyer as clear and simple as choosing anything else you'd actually research before paying for. Better information for clients, better clients for lawyers, and a market that finally works the way it should.
That goal doesn't stop at search engines. People are starting to ask ChatGPT or Perplexity who they should contact for a legal problem instead of typing it into Google. Those tools pull their answers from structured, credible sources, and we built The Lawyer Guide to be one of them. A lawyer with a complete, verified profile on the platform has a real shot at being the name an AI assistant recommends, instead of ranking tenth on a search page nobody scrolls to. That shift is still early, but it's the direction the whole market is moving, and we'd rather be positioned for it now than catch up later.
That goal doesn't stop at search engines. People are starting to ask ChatGPT or Perplexity who they should contact for a legal problem instead of typing it into Google. Those tools pull their answers from structured, credible sources, and we built The Lawyer Guide to be one of them. A lawyer with a complete, verified profile on the platform has a real shot at being the name an AI assistant recommends, instead of ranking tenth on a search page nobody scrolls to. That shift is still early, but it's the direction the whole market is moving, and we'd rather be positioned for it now than catch up later.
I still lead the company day to day, working with the team, our lawyers, and our partners to grow The Lawyer Guide across every market we're in. It started as a project between two people who thought this could be done better. It's now the venture that turned me from a designer into a CEO.
I still lead the company day to day, working with the team, our lawyers, and our partners to grow The Lawyer Guide across every market we're in. It started as a project between two people who thought this could be done better. It's now the venture that turned me from a designer into a CEO.
I still lead the company day to day, working with the team, our lawyers, and our partners to grow The Lawyer Guide across every market we're in. It started as a project between two people who thought this could be done better. It's now the venture that turned me from a designer into a CEO.
I still lead the company day to day, working with the team, our lawyers, and our partners to grow The Lawyer Guide across every market we're in. It started as a project between two people who thought this could be done better. It's now the venture that turned me from a designer into a CEO.