Julia Rodgers

Using TurboTax for your taxes? Use HelloPrenup for your prenuptial agreement.

In 2019, Julia Rodgers was a 32-year-old divorce attorney in Boston, engaged and trying to write her own prenup.

What should’ve been a simple document turned into a legal nightmare.

3 months of back-and-forth.

Thousands in legal fees.

And a process that was not only rigid but also expensive.

So she emptied her life savings ($150,000) to hire developers and launch HelloPrenup, a DIY digital platform for legally enforceable prenups.

No lawyers. No $10K invoices. Just two people, a guided questionnaire, and 90 minutes online.

She and her fiancé were the first to test it.

Rodgers bootstrapped the company while still working as a family law attorney.

In 2021, just a few months into HelloPrenup’s launch, an unexpected email landed in her inbox…

Shark Tank was calling.

She and her cofounder, Sarabeth Jaffe, pitched in bridal skirts and veils, asking for $150,000 in exchange for 10%.

At the time, HelloPrenup had made just $20K in sales.

The sharks mocked her $4.1M revenue projection.

Kevin O’Leary said he didn’t know if it was worth $1M… or $10.

But in the end, O’Leary and guest shark Nirav Tolia (Nextdoor) made a deal: $150K for 30%.

Every time that episode re-airs, customer acquisition costs drop by 15%.

And as prenups became more common (jumping from 3% in 2010 to 15% today), HelloPrenup captured 20% of the U.S. prenup market.

Today, the company is valued at $140M.

It’s processed prenups for over 100,000 people.

It’s protected $25B in assets.

And Rodgers still owns 51%.

Revenue is growing 144% year over year.

The product is available in 48 states.

The cost? $599 per couple, compared to $8,000+ with a traditional lawyer.

Users can consult attorneys à la carte ($49/session) or add full representation for under $2K.

The platform walks couples through everything from asset division to frozen embryos.

If they disagree, they enter a “negotiation phase” where they align their answers.

Then they sign and notarize online.

Done.

In 2023, Rodgers cold-emailed celebrity divorce attorney Laura Wasser (who’s represented Kim Kardashian, Britney Spears, and Angelina Jolie).

Wasser invested and now serves as HelloPrenup’s advisor.

Rodgers is currently expanding into postnups and other family law services. Because sometimes, the fine print needs a sequel.