Anthony Rose is the CEO and Co-Founder of SeedLegals, the LegalTech platform that has revolutionised startup fundraising by automating legal documents and processes. Previously, Anthony headed BBC iPlayer, transforming it into one of the broadcaster’s biggest successes. A serial entrepreneur, Anthony has built and sold multiple startups and is passionate about empowering founders.
1. Hi Anthony tell us the story behind SeedLegals
Years ago, I led BBC iPlayer. After that, I built and sold two startups. Frustrated with high legal costs, I met my co-founder, Laura Laie—an ex-VC and serial angel investor—who wanted to streamline funding rounds through a dedicated platform. So, in late 2016, we joined forces to create SeedLegals.
2. What are the services or products that SeedLegals provides?
SeedLegals is a platform used by 50,000 startups, facilitating a significant portion of all early-stage funding rounds. It simplifies the legal processes involved in building a startup—primarily fundraising, team management, share options, and more. The platform has gained immense popularity in the UK and has now expanded to the US. We see SeedLegals as a combination of people and technology, which naturally leads to its application in law firms.
3. How does the above optimise the daily operations of an in-house legal team/ law firm?
When we built SeedLegals, we deliberately took a different approach from traditional law firms. Instead of an hourly billing model, we offer a SaaS model, where users pay a fixed monthly fee with unlimited support or pay based on the amount raised. Either way, there’s no ticking clock—users get unlimited help and support.
We focus on scalable solutions. Where a law firm manually handles twenty separate funding rounds, we invest in technology to create a one-click solution. This approach aligns with Marc Andreessen’s idea of “software eating the world”—it requires upfront development, but once built, it offers a significant competitive advantage.
By integrating technology, AI, and human expertise, SeedLegals enables legal teams to work more efficiently. For example, share splits that are usually repetitive and time-consuming can be done in just three clicks, taking about 60 seconds. The platform is always available, allowing founders to manage fundraising on their own schedule, even on a rainy Sunday.
Another major shift is in communication. Law firms still rely on traditional phone calls, but clients prefer instant responses via web chat. At SeedLegals, we have a median response time of five minutes. We also use Zoom calls to keep interactions efficient and flexible.
Beyond technology, our startup culture differs from the hierarchical structure of traditional law firms. Many law graduates from prestigious universities seek alternatives to legal practice because they find law firms overly rigid. By contrast, we encourage every team member whether in sales, support, or legal to be involved in product development.
For law firms, SeedLegals isn’t a competitor but a tool to work faster. Rather than manually updating cap tables or drafting repetitive documents, firms can use our platform to automate calculations and document generation. Investor changes, cap table updates, and funding round documents are handled in seconds rather than days. Lawyers can then refine and customise documents according to their house style, with e-signing built into the platform.
In short, SeedLegals helps legal teams focus on high-value work while automating repetitive tasks—just as AI, cloud computing, and other technologies have transformed other industries.
4. What do you believe will be the most significant change in how in-house legal teams use technology in the next 10 years?
Historically, legal teams have been slow to adopt technology. With AI, however, the billable hour faces an existential challenge. For years, law firms have tried to protect this model, but AI tools like ChatGPT can now generate first drafts of contracts. While these drafts often contain errors, they can still get users 90% of the way there—allowing law firms to step in for the final review instead of spending hours on initial drafting.
In the coming years, we’ll likely see a shift where clients use AI to create legal documents, then engage law firms for validation rather than initiation. Law firms will have to adapt, as clients will seek faster, more cost-effective solutions. Regardless of AI’s current limitations, people will continue to use it, especially if the price gap between AI-generated contracts and traditional legal services remains large.
This is precisely where SeedLegals succeeds—positioned between free online templates and expensive legal services. Our platform offers an affordable, peer-reviewed, expert-supported solution that users can trust.
KorumLegal is a boutique legal consultancy committed to providing value innovation in legal service delivery. The legal services industry is continuing to change with ‘NewLaw’ – and clients are seeking more innovative and cost-effective solutions without compromise on experience and quality
