One of Chicago's fastest-growing tech companies, kCura, just announced a major rebrand. But if you're familiar with the company's work, adjusting to its new name shouldn't take too long.
The company is changing its name to Relativity, aligning its own branding with that of its core product — the Relativity e-discovery platform.
Used by more than 13,000 organizations to manage documents related to litigation, investigations and compliance efforts, Relativity has become a household brand in the legal industry. Founder and CEO Andrew Sieja said the rebrand will help the firm make better use of that name recognition.
“People in the legal community around the world know us as Relativity, and that’s a testament to the great work our team, our partners and our community put into making the platform better every day,” said Sieja in a statement. “Combining the two brands into one just makes sense.”
The Chicago tech scene has seen several big rebrands over the past year. Healthtech titan Outcome Health announced its rebrand from ContextMedia in January and Envoy changed its name from VISANOW in December 2016.
Founded as kCura in 2001, Relativity started off as a software consultancy. In 2004, the company was hired by international law firm Foley & Lardner to build a system for managing and reviewing documents. Under its agreement with the law firm, kCura retained the intellectual property rights for the platform, which eventually became the foundation for Relativity.
The firm started onboarding additional clients to the Relativity platform in 2006 and stopped taking on new consulting work entirely in the following year.
Sieja’s gamble on the core product paid off. Today, Relativity is in use by all but one of the country’s 200 largest law firms. Other clients include the U.S. Department of Justice and more than 70 Fortune 100 companies.
That growth has turned Relativity into a force to be reckoned with in the Chicago tech scene. The company employs more than 750 people, and it expects to reach 800 by the end of this year.