Reinvention: a significant, conceptual change. It’s a word that can stir up many emotions: excitement, fear, or anxiety. We reinvented ourselves, and we’re excited for you to get to know the new us.
Why did we change?
Well, our products including Zola Suite (now CARET Legal), AbacusLaw, Amicus Attorney, OfficeTools, HotDocs and Abacus Payments Exchange (APX) all lived under one AbacusNext brand. But they lacked a clear, unifying voice.
Our identity was confusing. Are we AbacusNext? Are we Zola Suite? Or are we something else entirely? We’d reached the point where we were constrained by our names instead of empowered. We needed to cut through the clutter to get to the root of what makes us…us.
We spent months exploring with staff, partners and customers to determine our next steps. After countless conversations, a theme emerged: we’re a transparent and trustworthy partner. We’re not a collection of products, but a family of streamlined solutions that remove administrative busywork and simplify workloads so professionals can focus on what matters. We create space for what matters. Just like a caret “^”.
A caret,^, is a symbol that creates space for what’s to come. It makes room for expansion. And so do we.
That’s why we’re excited to introduce CARET as our new name. CARET represents our commitment to caring for our clients and helping them succeed. It perfectly reflects who we are as a company and where we’re headed in the future.
Going deeper, our team defined these values to guide how we show up for each other, for our partners, and for our customers:
- We succeed together
- We embrace progress
- We care big
- We create space
CARET harnesses powerful and secure practice management, document automation, and payment processing platforms to take firms, professionals, and their clients further.
Our new visual identity features clean, approachable colors, typography, and design. You’ll no longer see pages filled with harsh red and stark black. Instead, you’ll see tranquil shades of green with plenty of breathing room, creating space for what really matters.
Our new brand and identity are live on our website and LinkedIn today, and our solutions will move toward our new branding gradually in the next few months. We’re excited to embark on this new journey as CARET and can’t wait for you to see how we continue to create space for what matters.
For more information, take a look at our Frequently Asked Questions, or feel free to reach out to me directly.
Keri Gohman, CEO
kgohman@getcaret.com