Founded in San Francisco -- at the dawn of the modern internet in 1991 -- by the attorney and serial entrepreneur, Gerry H. Goldsholle, Advice Company, and its affiliates have been widely credited by the national press for creating some of the most iconic legal, insurance, home improvement, and senior living content on the internet.

Advice Company's websites have won numerous accolades, awards, and honors over the past 29 years, have ranked among the top 100, and have been repeatedly cited by such leading media as The New York Times, The Wall Street Journal, Associated Press, Washington Post, Forbes and USA Today and also been featured on national broadcast networks including CBS, Fox, and NPR.


Advice Company and its affiliates served well over 20 million visitors every year for decades.

Advice Company is headquartered in Sausalito, California, just across San Francisco's Golden Gate Bridge, with additional staff based in Chicago, New York City, Philadelphia, Tucson and West Palm Beach. Advice Company's Portfolio has included such well-known brands as shown here.

References to the Advice Company Brands and/or Portfolio may include references to Internet properties that were developed by Advice Company or its affiliates and subsequently sold. Our most notable exits include, sold to Internet Brands in 2007, and (Law/Insurance) sold to Osceola Capital Management in 2020. Neither property is currently managed by us.

Our Current Portfolio

AttorneyPages ®


A consumer-oriented national directory of qualified attorneys, lawyers, and law firms specializing in all aspects of law, from Accidents to Business, to Divorce to Zoning, and just about everything in between. AttorneyPages also provides marketing and lead generation services for attorneys and law firms.


ExpertPages ®


The original and leading directory of expert witnesses and consultants founded in 1995. ExpertPages links attorneys, law firms, and legal professionals to thousands of leading experts and features free, comprehensive articles are written on a variety of law topics and hands-on advice on how attorneys can best work with experts.


Senior Care Advice ™

Senior Care Advice

Building on our history of providing top quality information and innovation, SeniorCareAdvice and its Forum delivers information, resources, and community to America's fastest-growing population segment - seniors and those who love and care for them.

Senior Care Advice

The Advice & Counsel Newsletter was developed by Advice Company's Founder & CEO, Gerry Goldsholle, who invented the Retained Asset Account while he was serving as Head of Investment and Fiduciary Services at MetLife. The Newsletters now are prepared by a team of experienced counselors and editors headed by Suzanne Von Lengerke, and continue … Read More

Coming this Fall …

A new Internet Platform that will feature Advice Company's patented blend of data-driven engaging content, while linking consumers and businesses with professionals in the most coveted online categories.

Our Team

Gerry Goldsholle - Founder and CEO

A native New Yorker, Gerry moved to San Francisco in 1991, founding Advice Company after a 20+ year career at Metropolitan Life Insurance Company (MetLife®). Among his many key legal and management roles at MetLife, two are most notable. As Head of Investment and Fiduciary Services, he invented and created a $10 billion+ asset management program, MetLife's Total Control Account®. Lauded as "The single most successful corporate asset retention program in the history of the financial services industry" it involved the simple but revolutionary concept of paying life insurance beneficiaries the billions of dollars a year it had been paying by check by sending them a checkbook instead of a check. That enabled the nation's largest life insurer to continue to manage and invest the billions in cash it otherwise would have sent to beneficiaries each year, while providing those beneficiaries ... Show More.

Mary Martin - Chief Administrative and Content Officer

Mary Martin joined Advice Company in 1997 as Executive Editor and head of Staff Operations. She is responsible for developing, sourcing, and editing content for the Company's websites and internal operations. Prior to joining Advice Company, she had a 29-year career as executive editor, manager of practice systems software development, and a corporate officer at legal publisher Commerce Clearing House. She earned a BA from Dominican College.

Former Executives

We acknowledge, with deep gratitude, the many contributions made by our former Technology Director, Woody Phillips, on the occasion of his retirement at year end 2021 after more than 15 years of service. A proud Air Force veteran who had been a senior engineer at Honeywell and Digital Equipment before joining us, Woody remains an active community volunteer and motorcycle enthusiast. We continue to express our admiration and respect for Michael Shanahan, who was our Chief Operating and Technology Officer, and Patti Gima, Esq. our former VP for Content; both served Advice Company and its millions of visitors outstandingly for many years until they left us at year end 2019 upon the sale of our unit.

Contributing Authors

Advice Company has and continues to benefit from the exceptional contribution of a fantastic group of authors from around the country. We are always seeking to expand our stable of authors to write quality content in all of our verticals. If you are a qualified legal, senior care, or financial professional with excellent writing skills, please contact us by email at