Business of Law

Internet Brands renames legal offerings as Martindale-Avvo

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Photo courtesy of Internet Brands.

Internet Brands, which bought Avvo in March, has rebranded its legal business as Martindale-Avvo, according to a press release.

“Our new name, Martindale-Avvo, reflects the strong recognition and trust among attorneys of both the Martindale and Avvo brands,” said Diana Schulz, president of Martindale-Avvo, in a statement. “The integration of Avvo into our legal network and our unification under the Martindale-Avvo name furthers our unwavering commitment to provide attorneys with a wide variety of cutting-edge tools and technology that will grow their practice.”

Beyond Avvo, Internet Brands also owns three marketing sites for lawyers—Martindale Hubbell, Total Attorneys and Ngage Live Chat—and five sites for consumers—,,, and Nolo. Collectively, these sites provide lead generation services for lawyers, lawyer ratings and consumer-facing legal information. In a Martindale-Avvo slide deck shared with the ABA Journal, these brands collectively aim to help “attorneys and consumers gain knowledge and insight.”

According to Joe Ewaskiw, senior director of communications and public relations, the name change will not change company’s services. However, between acquisition and this rebrand, Avvo has gone through notable service changes. Internet Brands discontinued Avvo Legal Services, a for-profit referral service that had been found in conflict with ethics rules in several states, earlier this year. In September, Avvo reached an agreement with the New York Attorney General’s Office to increase the transparency of the online legal directory’s lawyer-rating system. The company also paid a $50,000 fine.

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