Can you explain your company in one sentence for us?
It’s Over Easy is an online divorce resource where users can be the masters of their own destiny as they obtain education about divorce, co-parenting, new beginnings and other aspects of relationships, fill out the legal documents, complete the process online, and get references for support in all areas necessary during and after they separate.
How is the platform uniquely positioned to help individuals move through the divorce process?
Divorce can be approached differently in our culture, and we want to help people get through it quickly, easily, and in a way that’s less costly; financially and emotionally. We call it The Evolution of Dissolution; we are changing the conversation and, to do so, one of the first steps is to make divorce more accessible. There are a lot of people out there may not get divorced because they can’t afford it. We make it affordable. I know $1500 is a tall order for some but you can’t go much lower if you want to have the kind of quality and resources we provide, and certainly, not with attorneys charging hourly rates. I’ve been doing this long enough to know that people need help with the forms and they need education, content, and support to get through it. We are building a community for people who are going through the process and thinking through how they are co-parenting their kids, what their support system is, and who is helping them get childcare, health insurance, etc. I want It’s Over Easy to become the QTip of online divorce.
I want It’s Over Easy to become the QTip of online divorce.
How did you raise money?
We raised $1.5 million during our friends and family round and out of that $1.5, $300k of it was mine. I was actively pitching to people who I represented in their divorces, so I knew what their financial availability was. I sent them the deck and some of them I went and sat down with and some of them loved the idea and the spirit of our mission and just said, “here’s 200k, I love you, good luck.” I don’t know if they ever expect to see it again but they will. A couple of them were women who had been married for quite a long time and they really went through a metamorphosis when they got divorced. They’d been married for over 20-something years and had never felt the power of their family’s wealth. And they were like, “This is so cool. Having all of this money and being able to do what I want with it and watching you pursue your dream and support other women…” they were into it!” Seven out of ten of the people on my cap table are women.
Speaking of money… I love how unapologetic you are about your fees: a $25k retainer + $900 an hour. How did you get to a place where you felt comfortable owning that?
You know, I think about it a lot. It still galls me that I or anyone would charge that much for this particularly when you can get a divorce on It’s Over Easy for $1500 all in. That being said, that’s the going rate in Family Law and I’ve been doing this for 25 years. I probably started out at $500 but it went up over time when I saw what my colleagues (many of whom are white males in their late sixties and early seventies) were charging somewhere between $900 and $1100 an hour, and when I know that what I can do is as good if not in most cases, frankly, better than them. So, I have no shame in asking for that amount. When I look at what my colleagues are charging, I think it’s a deal.
I have no shame in asking for that amount. When I look at what my colleagues are charging, I think it’s a deal.
A nationwide launch in July with more content and awesome referrals to support professionals and lifestyle brands in our Index, as well as new products for co-parenting and life after divorce.
What have you observed about women and money with the women you represent?
It’s interesting, a woman will not ask for equal pay or higher pay in the workplace but when I see them in my office they have no qualms about asking for it from their spouse. There is a sense of, this is the last money I’m ever going to get and I’m entitled to enjoy the fruits of the labor. Sometimes they have been raised or trained to think of their money as their husband’s money but I say to them very early on “that’s your money”. You were there too. I don’t care if you were helping to make tuna casseroles for the boss when he was a young associate at the firm or if you sat on the couch and ate bonbons. Watching women reclaim their financial intelligence is really lovely.
Are men using the platform too?
Absolutely. Historically, women are the ones who initiate the divorce but men are using It’s Over Easy because their partners are saying to them “Look, I think it’s time for us to split up. And he goes, “Oh, god, really? And she’s like “but here’s what I did. I found you an apartment. I furnished it.” And he’s like “okay.” So, as long as you set it up for them, they come to the table and think, “okay, I can do this.” A lot of times we have women signing up and paying for it on a joint credit card and then inviting their spouse to join and they do it as well because they’re happy that they’re saving their family money and not having to deal with two attorneys. There’s a lot of people that use our platform that are wealthy; they just want to control the dynamic and save some dough. It’s a service that makes it easier and cost less money. That resonates.
I say to them very early on “that’s your money”. You were there too. I don’t care if you were helping to make tuna casseroles for the boss when he was a young associate at the firm or if you sat on the couch and ate bonbons.
What is the most significant lesson you’ve learned as an entrepreneur?
That you don’t know what you don’t know. (You will likely find out though.)
What’s a bad habit you’ve had to break on your entrepreneurial journey?
I am very impatient. (I don’t think I have quite broken it yet.)
What productivity tool would you be lost without?
Bill.com has been a lifesaver in terms of making sure my team and our service providers get paid on time wherever I am.
If you were starting It’s Over Easy today, what would you do differently?
I’d probably approach the tech differently. This is an area where I had little experience and it was difficult to get a team that understood what our users would need while making it simple.
What’s one thing you had to get right in order for this to work?
The people piece. Divorce is emotional. We needed our users to feel that there was a human element and a hand to hold. We are with them as much or as little as necessary as they get through the process and then provide them with many businesses and professionals to assist them with the next chapters.
Name three of your favorite female-founded products, services, and/or companies?
Bumble, Unbound, and Uquora.
Your one piece of advice to other early-stage female entrepreneurs would be:
Be persistent. It will pay off.