SeedLegals is an online platform that aims to streamline the legal and administrative aspects of starting, funding, and growing a startup, making the process faster, easier, and more affordable. Pulse 2.0 interviewed SeedLegals co-founder and CEO Anthony Rose to gain a deeper understanding of the company.
Anthony Rose’s Background
What is Anthony Rose’s background? Rose said:
“I’m Anthony, co-founder of SeedLegals. I’m not a lawyer, which used to embarrass me, but now I see it as an advantage. Being an outsider has allowed me to challenge traditional ways of thinking and come up with completely disruptive solutions.”
“I started in hardware at university, building circuit boards, then moved into 3D graphics, which led to working on P2P music with Kaaza. I was then hired by the BBC to head up the BBC iPlayer, which brought me from Australia to the U.K. After leaving the BBC, I built and sold several startups but grew tired of paying legal fees. That’s when I met my co-founder Laurent, and together we built SeedLegals.”
Formation Of The Company
How did the idea for the company come together? Rose shared:
“Great question. It actually started at a fabulous party in Rome, hosted by an investor in one of my previous startups. There, I met Laurent, who was sharing his frustration—over drinks—about how broken fundraising legals were. Lawyers take forever, charge a fortune, make mistakes, and the cap table arithmetic is hopeless.”
“At the time, I was a tech product guy looking for my next venture, and having built, sold, and invested in a few companies, I knew the problem well. It was clear there was an opportunity to completely reimagine the process. We teamed up, and the rest is history.”
Favorite Memory
What has been your favorite memory working for the company so far? Rose reflected:
“I don’t have just one favorite memory—there are so many! But what I truly love is waking up in the morning, checking my LinkedIn or email, and seeing messages from founders saying how wonderful the team and SeedLegals are, and how we’ve helped them.”
“I don’t know if there’s another CEO who gets this level of direct customer feedback. In 99% of cases, it’s positive—unsolicited emails saying, “So-and-so on your team was amazing,” or “We couldn’t have done it without you.” That kind of feedback is what fuels me every day.”
Core Products
What are the company’s core products and features? Rose explained:
“The core of SeedLegals is simple: if you’re a startup founder, we’re the platform that helps you get investment-ready.”
“We provide all the legal documents you need—SAFEs, employment agreements, NDAs, funding round contracts—along with market data and expert guidance. Everything is automated, so founders can generate agreements in minutes instead of weeks.”
“When you’re ready to fundraise, our platform builds all the docs for you, and our team is available for instant support. If additional legal expertise is needed, we also have law firm partners. Best of all, a priced round on SeedLegals costs about 1/10th of what a traditional law firm would charge.”
Challenges Faced
Have you faced any challenges in your sector recently? Rose acknowledged:
“I’ve been fortunate that there haven’t been any major challenges with SeedLegals—aside from keeping up with my emails!”
“More broadly, though, when you start a company, the first hurdle is make-or-break: can you find product-market fit? Can you attract investment? Can you build a team? You spend months building something, launch it, and sometimes…nobody comes. If that happens, you have to pivot quickly before you run out of money.”
“Later, the challenge shifts. Once you have a growing business, the big question is: what’s next? You could keep iterating and improving what works, but if you don’t innovate, competitors will eventually catch up. On the flip side, taking big risks on new ideas is tough because your existing business is at stake. So, the challenge is deciding how much risk to take while continuing to grow. That’s the existential question I think about constantly.”
Evolution Of The Company’s Technology
How has the company’s technology evolved since its launch? Rose noted:
“With a team of 30 developers, we’re always building. In the early days, everything was new, so development moved quickly. Now, with thousands of customers, a lot of our work is about maintenance—security updates, performance improvements, and fixing issues that impact a small percentage of users.”
“One challenge is balancing innovation with upkeep. There’s always a backlog of improvements to make, and while we want to build new features, there are also 300 tickets in GitHub that need attention. Prioritizing between keeping things running smoothly and pushing forward with new ideas is an ongoing challenge.”
Significant Milestones
What have been some of the company’s most significant milestones? Rose cited:
“One of the biggest milestones has been launching in the U.S. In the U.K., most startups already use SeedLegals. When I go to an event there, people know me, and they’re familiar with the platform. But when I stepped off the plane in New York, it was completely different—no one knew us.”
“Expanding into the U.S. is a big bet, but we’re gaining traction fast. I’m at every startup event, building connections, and pushing forward. It feels like the early days of SeedLegals all over again, but this time, we have a team of 160 people behind us to make it happen.”
Customer Success Stories
When asking Rose about customer success stories, he highlighted:
“One of my favorite stories is Sophia from Sourdough Sophia Bakery.”
“She’s a baker, not a fintech expert, but she wanted to raise money to expand. Using SeedLegals, she started issuing SAFEs—about 200 of them! I noticed when she hit 30, I gave her a call and asked how we could help. She’s now raised several hundred thousand dollars.”
“I love that our platform has made fundraising accessible to non-technical founders. Sophia isn’t sitting down with lawyers—she’s selling baguettes and SAFEs at the same time! It’s a perfect example of how SeedLegals is changing the game.”
Funding
When asking Rose about the company’s funding details, he revealed:
“We’re not raising right now. We’ve been cash flow break-even for years, which is great. We’ll do a Series B once we gain traction in the U.S., and I’ll be back to talk about that then.”
Total Addressable Market
What total addressable market (TAM) size is the company pursuing? Rose assessed:
“The legal services industry in the U.S. is worth hundreds of billions of dollars, and fundraising legals are a big chunk of that. Law firms charge $50K–$100K per funding round—totally unnecessary. It should be closer to $5K–$10K, and that’s the gap we’re addressing. AI and automation will fundamentally change how startups handle legal work, and we’re at the forefront of that shift.”
Differentiation From The Competition
What differentiates the company from its competition? Rose affirmed:
“Some companies focus on cap tables, others provide document downloads. We do it all. SeedLegals is the only platform that combines technology with human support to help founders with everything they need—from legal documents to funding guidance. It’s a model that has worked brilliantly in the U.K., and now we’re bringing it to the U.S.”
Future Company Goals
What are some of the company’s future goals? Rose emphasized:
“Right now, the key focus is launching and scaling in the U.S. In the U.K., most startups are already on our platform. If we can get 25% of U.S. startups onboard in the next few years, that would be a huge win.”
Additional Thoughts
Any other topics you’d like to discuss? Rose concluded:
“That’s it! If you’re a startup founder and need advice, feel free to reach out—anthony@seedlegals.com or hit me up on LinkedIn. Always happy to help.”
