Name: Alon Rotem
Age: 36
City: San Rafael
Position: Attorney
J.: You are general counsel for the online legal services company Rocket Lawyer. What exactly does Rocket Lawyer offer people?
Alon Rotem: The mission is to make the law simple and affordable for everyone. The way we do that is an online software platform that lets people create their own legal documents and connect with attorneys to get legal help. The do-it-yourselfers can make documents online. In terms of connecting, you can do that online or with a phone consultation. Membership is about $40 a month, and that includes a free session with an attorney, and with each legal issue a free 30-minute consultation. If they choose to engage the lawyer, the hourly rate is reduced by 40 percent. We’re nationwide, with almost 1,000 lawyers.
What do you do for the company?
General counsel, which basically means all legal affairs that Rocket Lawyer deals with. I also consult on marketing materials and product development. And I’m responsible for our attorney network and strategic partnerships.
You previously worked for a firm representing high-tech Silicon Valley clients. Why did you choose to move to this company?
As a practicing attorney, I could appreciate how expensive legal services are for the general public. Working in the Silicon Valley bubble is different than the rest of the country. They can afford legal fees, but Main Street is priced out of the legal market. I liked how the company used software to solve this real-world problem. I could feel good working for them because we are doing something good for society. For people without a lot of money, to be able to get a divorce, and move on with their lives is meaningful.
Lawyers and law firms are required to provide pro bono services. What does Rocket Lawyer do to give something back and help those who cannot afford a lawyer?
We raised money for an organization called One Justice, which provides what they call “justice buses,” which drive all around California, providing free legal services for people who can’t get access otherwise. We also have a new pilot program with Bay Area Legal Aid, which will give complimentary Rocket Lawyer memberships to their clients or potential clients.
Don’t legal aid society clients already qualify for free legal help?
Legal aid organizations are able to help people get free legal services if they meet certain income eligibility requirements. But there are lots of people outside those guidelines who make just a little too much money to be eligible, and the aid organizations are forced to turn them away. We hope to have the program up and running before the end of the year.
What’s the backstory on your Israeli name?
My parents are both Israeli, both from Jerusalem. They met in high school, got married and went to South Africa, where my father pursued a doctorate in computer science. From there they moved to Canada in the mid-’70s. I was born in Canada. When I was 7, we moved to California. So I have American, Canadian and Israeli passports.
Did your family get involved in Jewish life here?
My mom ended up teaching at Temple Isaiah in Lafayette. I went there growing up and to B’nai Shalom in Walnut Creek. I had my bar mitzvah at Hillel in Berkeley, and I was part of Young Judaea leadership throughout high school. I later went to U.C. Davis and law school at U.C. Berkeley.
Did Jewish values influenced your direction in life?
We were definitely always encouraged to be out there in the community and participate in whatever way felt most appropriate. My mother used to donate time at hospices, being with people in their last days. My father is a musician, so he plays a lot of benefit concerts for Friends of the IDF and at retirement homes. That streak is part of my core values and to the extent I can help, I do.
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