Home Online Paralegal Programs Pre-Paid Legal Services Rebrands itself as LegalShield

Pre-Paid Legal Services Rebrands itself as LegalShield

Written by Peter L. Hopper    Monday, 26 December 2011

Pre-Paid Legal Services announced a new name and marketing plan in front of thousands of independent sales associates during the company’s fall 2011 Leadership meeting in Dallas. The 40-year-old company is undergoing a rebranding initiative following its acquisition by MidOcean Partners on June 30. Company officials said the corporate makeover would include new literature, training and Web-based outreach. “Pre-Paid Legal Services has been an icon in the legal service plan industry for decades, so we didn't take lightly the 'name recognition' and the 'equity' invested in the PPL brand,” said CEO Rip Mason. “Still, we believe this company has untapped potential for future growth and the brand name ‘LegalShield’ and the current tag line, ‘Total Access. Total Freedom,’ reflect the expanded vision we have for the company moving forward.” Mason said about 10,000 associates were present at the meeting to hear LegalShield’s President and Chief Commercial Officer Alan Fearnley present the company’s rebranding plan. “For many, Pre-Paid Legal Services is synonymous with the concept of prepaid legal services, and while this is a laudable achievement, the legal service plan industry, along with our company, has expanded in size and service offerings,” Fearnley said. “The LegalShield brand reflects not only what we are as a company, but also where we plan to take this company in the future.” Fearnley said the rebranding initiative is a component in the overall integration plan for long-term growth of the company, which began immediately after the MidOcean acquisition. LegalShield officials said the strong operational and administrative systems within the company, as well as the scalable operating system and legal network, offer strong opportunity for future growth. Mason said company administrators are focusing on an ambitious plan of action that includes increased focus on business retention; standardization of training and expanding; and developing new market segments, such as small business services and the Hispanic market. He said the rebranding processes would probably continue into early 2012.

Last Updated ( Monday, 26 December 2011 )