"Pre-Paid Legal Services has been an icon in the legal service plan industry for decades, so we didn't take lightly the 'name recognition' and the 'equity' invested in the PPL brand," said CEO Rip Mason. "Still, we believe this company has untapped potential for future growth and the brand name, 'LegalShield(SM),' and the current tag line, 'Total Access. Total Freedom,' reflect the expanded vision we have for the company moving forward."

The rebranding initiative is a component in the overall integration plan for long-term growth of the company, which began immediately after the MidOcean acquisition.

CEO Mason has commented on the strong operational and administrative systems within the company, as well as the scalable operating system and legal network which offer strong opportunity for future growth. With this infrastructure in place, CEO Mason and his team are focusing on an ambitious plan of action that includes: increased focus on business retention; standardization of training and expanding; and developing new market segments, such as small business services and the Hispanic market.

"For many, Pre-Paid Legal Services is synonymous with the concept of prepaid legal services, and while this is a laudable achievement, the legal service plan industry, along with our company, has expanded in size and service offerings," CCO Alan Fearnley said. "The LegalShield(SM) brand reflects not only what we are as a company, but also where we plan to take this company in the future," Fearnley said.