LegalShield: Our Time is Now

Many have found solutions through LegalShield, whose small business membership gives business owners the resources they need to move forward.

Still reeling from the challenges of 2020, small business owners are desperately trying to protect their livelihoods and rebuild what they’ve lost. Many have found solutions through LegalShield, whose small business membership is giving business owners the resources they need to move forward. However, increased demand for LegalShield’s innovative legal services and privacy protection isn’t limited to business owners. The company has seen growth across the board, heralding a potential renaissance for this industry mainstay.

Protection at Every Level


In a season of uncertainty for industries across every sector, LegalShield is experiencing a level of growth that the company hasn’t seen in 20 years. Chief Executive Officer Jeff Bell connects that growth to the intersection of two things: the minefield of today’s legal pitfalls and the evergreen nature of LegalShield’s membership offerings.

“There has never been a time in recent history where issues of justice and personal security have been larger on the world stage,” Bell explains. “Our business is based upon a service with eternal demand, not a product with a shelf life. Our vision is a world where access to justice and security is equal for every human, no longer simply sold to the highest bidder.”

LegalShield has been providing membership-based pre-paid legal services since 1972. While the mission of the company hasn’t changed—to protect and empower people with the tools and services they need to affordably live a just and secure life—the value and coverage of the company’s memberships has continually evolved to meet the changing needs of both businesses and individuals.

Today, customers have access to two base membership plans—Personal Plan Coverage or Business Coverage based on the level of services a business needs. Both plans include a selection of legal services provided by attorneys with an average of 22 years of experience and can be upgraded to accommodate more specific needs, such as trial defense, owning a home-based business, gun ownership, or rideshare. Business owners also have access to LegalShield Business Plus, which offers a broader selection of features and benefits, including marketing and technical support.

“Our product enhancements and technological advancements continue to anticipate the evolving, diverse needs of our members,” says Glenn Petersen, President of LegalShield Business Solutions. “It’s rewarding to know that our legal and identity services are invaluable tools that address members’ critical financial and family vulnerabilities, including those caused by COVID-19 and privacy and reputation management concerns.”

Unparalleled Opportunity


As the only provider of legal, reputation and privacy services in the direct sales industry, LegalShield offers an unrivaled proposition to prospective network marketers; however, it’s not just an unchallenged position in the industry that sets the opportunity apart. Don Thompson, President of LegalShield’s Network Division, enjoyed over 20 years in the field before accepting his current corporate leadership role. He explains how LegalShield’s compensation structure offers unlimited opportunities—for life.

“We’re a little bit different in that we are offering a subscription-based service,” Thompson shares. “So, it’s not that every month we’re reselling (a product) to the same customers. Instead, we’re offering plans that members value for life. Associates are able to earn commissions on new memberships and overrides, while continuing to be paid a percentage as a residual for the lifetime of that book of business. The member is protected when they need us—when they need their legal rights. And the associate is compensated for the lifetime of that membership as well.”

This lifetime perspective has resulted in both a loyal membership base and a loyal field, with the average LegalShield leader holding a 20 plus year tenure with the company.

“Our products and services are not ‘once and done,’ adds Petersen. “They instead address countless vulnerabilities by providing invaluable protection and empowerment at any stage of a member’s life. Our services have never been more needed than during the crisis we’re facing this year. It’s been a siren call for thousands who don’t just want to sell socially, but to make a difference in the world while they do it.”

Bell also noted last year’s tumultuous employment landscape as an open door to the LegalShield opportunity.

“As more people were furloughed or laid off, our home-based business presents the best of all worlds,” Bell explains. “There’s no massive investment in inventory, we offer a service that improves people’s lives when used, and this is a chance to develop a real leveraged and residual income for life.”

Unlike other network marketing opportunities, associates can see great success whether they choose to focus on building teams, or personally producing business. LegalShield sees an average of 10 times more memberships sold than new associates recruited each year.

“In many network marketing companies, everything’s based on recruit to sell,” says Thompson. “Although 2021 was a record year for recruiting at LegalShield, not everyone you speak with will want to join the business. However, what sets us apart is that everyone you talk to does need to be protected and empowered with access to our suite of products. Since you’re getting paid off your active membership base, you can earn a lot of money through building up a large book of business of people that both you and your team have enrolled.”

Prior to 2020, LegalShield had already made large investments in a prospecting app and a user-friendly business associate back office app. Additionally, associates were very familiar with using Zoom to supplement in-person meetings. This allowed LegalShield to quickly pivot in 2020, and create an all-virtual experience for associates to continue growing and building their business with record growth.

“We successfully pivoted to a virtual international convention and a leadership convention with more than 12,000 participants at each event,” adds Bell.

LegalShield’s Network Division grew recruiting by over 80 percent in 2020, ending the year with over 4.4 million people covered by the services LegalShield provides across the United States, Canada and the United Kingdom. In 2020, LegalShield’s Provider law firms received over 2.2 million requests for new service from members.

More Growth to Come


Last year saw growth across the board for LegalShield—financial growth, thousands of new members and associates and expanded product offerings.

“Our legal services and privacy management offerings have grown faster in 2020 than any of the prior five years,” says Bell. “We’ve added a number of great supplements to our legal membership and added some fantastic tools to help small businesses launch and grow their ventures. We also radically expanded the number of services offered to our IDShield members.”

IDShield is LegalShield’s privacy and reputation management solution, available as a separate subscription membership to individuals and families. In 2020, the company added privacy consultation and reputation management to IDShield, as well as access to licensed private investigators who educate members in safe internet and email usage.

As LegalShield begins its 49th year in business, the momentum the company gained in 2020 is only expected to continue. This year is set to include more expansions to small business plans, more robust trial defense and gun ownership supplements, as well as new LegalShield and IDShield personal plans in the second half of 2021 and a “telalawyer” service, similar to the telemedicine services that gained so much popularity in 2020. Also anticipated are an updated core architecture of the company’s back-office and fresh, best-in-class user experience for LegalShield members.

“We’re going into 2021 with the mantra, our time is now,” says Bell. “Our Vision 2025 is to protect and empower more than 2,000,000 new members annually and to reach 10,000,000 global memberships in force—and we’re well on our way. In our next five-year cycle, we will continue to advance that mission on a massive scale, by reaching millions more active members, with scalable technology and a thoughtful, personalized user experience backed by thousands of lawyers and professionals.”