When founder Nate Nead spotted a gap in estate planning technology, he didn’t just see a problem—he saw an opportunity to build a successful business. 

Today, Law.co is leveraging artificial intelligence to transform how law firms handle complex estate planning processes, while building a remarkable business model that showcases the power of strategic domain naming and focused market positioning. 

Building a digital service empire 

Nead’s path to Law.co’s success isn’t necessarily what you’d expect from a tech entrepreneur. As a licenced investment banker, Nead’s background is in investment banking and mergers & acquisitions. But in 2019, he made a strategic decision to acquire a marketing agency. That soon led to the development of a suite of specialized digital service companies, including marketer.co, seo.co, ppc.co, and dev.co. 

This digital expansion provided crucial insights into the legal market’s needs. Through their work at seo.co, where many clients were law firms, Nead and his team identified a significant gap in the estate planning sector.  

They discovered that probate lawyers were wrestling with outdated tools that produced unwieldy documentation, often exceeding 1,000 pages and complicated by state-level requirements. The solution? Law.co, a platform that saves lawyers time and money.  

Through various subscription plans, firms can use AI to perform tasks like summarize massive documents, provide outlines for depositions, ask specific questions from a firm’s own database of documents, and get answers and complete clauses from every contract and asset.  

Solving real problems with technology  

“The main focus of law.co has been more than just case law research and generative AI. We are focusing on solving the complexities of estate planning using AI as our first technical hurdle,” Nead said.  

What’s buoyed Law.co’s success is Nead’s focused approach to market entry. Rather than attempting to solve every legal technology challenge simultaneously, he has concentrated on estate planning. This targeted strategy has proven effective in their marketing efforts.  

“Focusing on the probate and estate planning niche actually makes it easier to know exactly who we are targeting and how to reach them.”  

The company’s success is particularly noteworthy given their thoughtful approach to domain naming and branding. Nead’s decision to use .co for his tech ventures has played a crucial role in Law.co’s marketing strategy. 

“Having a high-quality domain name can be a “make it or break it” component of your distribution strategy. This is something our team has found, and we have been able to leverage the .co TLDs [top-level domains] in doing so,” he explained. 

Being an entrepreneur has had its hurdles, particularly in scaling a SaaS business without outside capital. “There are always setbacks and delays related to venturing into the startup realm. SaaS can be particularly a challenge as it requires a fairly decent scale in order to make the business truly viable,” Nead said. “But…we are going into it with eyes wide open and understand that longevity and our product-process iteration will eventually get us where we want to be.” 

For those considering launching their own business, Nead emphasizes the importance of prioritizing marketing and distribution over product perfection. “I personally believe a focus on sales and marketing distribution should be paramount to your product or service. Yes, the service or product are important, but how you promote that product or service for mass adoption should take precedent,” he said.  

If you’re thinking of launching your own business, Nead’s journey, launching and growing Law.co, and his other digital services offer four key takeaways for aspiring entrepreneurs: 

• Hone in on a specific market need: Solving one problem exceptionally well, like Law.co’s approach to estate planning, creates a clearer path to success, rather than trying to tackle all areas of a market at once.  

• Build a strong distribution strategy: Who is your ideal customer and how will you reach them? As Nead emphasizes, this is just as important as creating the right product-market fit.  

• Leverage quality domain names: Securing a memorable, professional domain like .co can significantly impact your brand’s visibility and credibility. 

• Maintain patience during scaling: Growth takes time, especially without outside funding. Focus on steady progress rather than trying to be an overnight success. 

As Law.co continues evolving, Nead and his team are already planning their next venture. “We’ll soon be launching vid.co for promotion of our video marketing/production team,” said Nead. This expansion demonstrates the company’s commitment to growth and their continued strategy of building specialized, focused services under memorable .co domains.