Extract from Victoria Hudgins’s article “New Investments, New People: How E-Discovery Providers Are Tackling the Compliance Market”
In recent years, e-discovery software providers have expanded their services beyond litigation into addressing broader corporate needs. But legal tech companies that have pivoted from solely offering e-discovery noted it isn’t an easy transition. From rebuilding brand awareness to hiring sales talent well-versed in enterprise software, the jump from e-discovery isn’t an easy one.
For e-discovery software provider Relativity, it could partially lean on its connections built during its 20-plus years in discovery when it launched its compliance product Relativity Trace in 2018, said Relativity Trace general manager Jordan Domash. He noted that clients had previously used Relativity’s software to power their compliance initiatives, such as Deloitte’s Freedom of Information Act tool. Still, formally launching compliance software required very specific resources and skills, Domash added.
“The brand wasn’t as strong in this portion of compliance [so] we’ve been investing so much in the last few years in marketing and thought leadership and sales,” he said. “We are building a bigger brand in compliance. It’s taken a lot of real conscious effort to ensure we have the same level of recognition as in e-discovery.”