In 2019, Julia Rodgers was a 32-year-old divorce attorney in Boston preparing to get married when it came time to focus on the least romantic part of wedding planning—drafting her own prenuptial agreement. Along the way, she had an epiphany and started carving time out of her family law practice to work on a side project: developing a low-cost prenup site.

“I was working with so many prenup clients and they were just really unhappy with the process,” says Rodgers, the founder and CEO of Hello Prenup, a four-year-old tech startup in the burgeoning prenup space. “The thought of getting a prenup through a divorce attorney was too expensive. And it was time-consuming.” Her law firm, for instance, required a minimum of three months to draft an agreement and was charging thousands of dollars that most couples would rather spend on building a future together, not tearing apart the past. (Hello Prenup’s own survey pegs the average at $8,000, but that amount can soar for a complicated agreement.) “That's really where Hello Prenup was born,” she says, “I wanted to democratize prenups in a way that would allow all couples access to them and their protections.”

After trying and failing to sell her idea at multiple pitch competitions (she was repeatedly told, “There’s no market for prenups.”) and to a couple different VCs (“I just don’t see it.”), she withdrew her life savings of about $150,000 and hired developers to build the first version of Hello Prenup—a website that allows couples to draft and sign a prenup in around 90 minutes without ever speaking to an attorney. She and her fiancé were the first to test it. “We were number-one beta users,” says Rodgers, who launched the site in 2021.

And there’s always a new customer base. There are around 2 million marriages in the United States every year, according to the CDC, with about 15% opting to sign a prenuptial agreement compared to just 3% in 2010, based on data from The Harris Poll. An internal report reviewed by Forbes shows that Hello Prenup controls about 20% of the overall market. Forbes estimates Hello Prenup’s revenue at $50 million and values the company at $140 million, with Rodgers controlling an estimated 51%.

Hello Prenup charges $599 per couple for its standard service and just under $2,000 if they want to add attorney representation, which includes a prenup review and revisions. The process is familiar to anybody who has ever filed their taxes online. The........

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