The ambitious aim of the tech start-up is to develop a new mindset where people are attracted to lawyers to help with legal problems as soon as they arise, not late in the piece when costs and complexity sky rocket. Start-ups are a key target market; common needs such as pre-nuptial and conveyancing agreements are in its sights too. Mr Ong cites a 2013 study that found over 8.5 million Australians experience at least one legal problem a year and 18 per cent of legal problems are ignored.

"We're trying to become the Google for legal problems, but at the same time we really want to be the driving force for change," said Mr Ong.

In just two days in operation, the service is fast approaching 1000 likes on Facebook. Around 150 prospective clients have signed up and 50 questions have been asked. So far, lawyers – there are just over 100 on its books, and growing – have answered a quarter of them.

Under the model, clients can ask a legal question free of charge. A lawyer in the relevant practice area will provide an answer. More than one might answer; others might simply "approve" the answer, giving it a boost in ranking. That answer will then be available to any other who has the same query.

If more help is needed, clients can ask for a fee proposal. LawAdvisor, which then provides cloud-based management tools for the matter, takes a cut in the way of a service fee from the successful law firm. It will also provide opportunities for law students and recent graduates to help lawyers with research tasks.

Lawyers are scored based on endorsements from clients.

Online law services have flourished in recent years, with examples including Plexus and LegalVision​ bringing pools of lawyers into contact with clients, and legal document services such as LawPath​.

According to Mr Ong, who had a lead role in the development of the cloud-based practice management system for the Victorian Supreme Court and worked as a senior associate for judge Peter Vickery, there is "nothing that brings the entire ecosystem together in a streamlined way".


He doesn't see the legal market as overcrowded but as incorrect.

"We're trying to open up the market for legal services."

Gadens partner Andrew Denehy, who was introduced to Mr Ong and the concept by his son who now works for LawAdvisor, is on the advisory board for the start-up, along with ex-Optus and Telstra marketer Phillip Wise and former Deloitte Private and EY partner Bruce Dungey.

"My understanding is there is nothing like it, here or overseas," he said.

"This is hoping to tap an untapped market, and make it more transparent and accessible."

It's addressing the problems faced by the "man in the street", Mr Denehy said, and boosting access to justice. The construction law specialist is among the founding lawyers for the site.

He dismisses the possibility that people might not be prepared to pay a fee.

"The fee will only arise after they've engaged the lawyer and decided to go ahead. They can then make a decision as to whether they think it's reasonable value or not – I think people understand that you have to pay for a service."