How Sellar scales smarter with a dedicated startup lawyer

B2B craft drinks ordering platform Sellar wanted to be savvy with their resources from day 1. That meant finding a solution for their legals that didn’t burn budget and time. Enter: SeedLegals General Counsel as a Service. With a dedicated startup lawyer for one flat fee and no surprise costs, Sellar streamlined their legal workflow and freed up time, headspace and budget to focus on sales.

Less lawyers, more lager – here’s how Sellar brewed a legal framework for success👇

Meet Sellar 🍻

Sellar is shaking up the way craft drinks are bought and sold in the UK. The platform connects local breweries with trade buyers, making it easier to manage orders, streamline logistics and boost sales.

Frustrated by clunky, outdated systems, co-founders Julian, Matt and James looked to the tools used in other industries (and even their personal lives) to reimagine what buying and selling could look like.

Today, Sellar gives suppliers (think local UK breweries) a smarter way to manage customer orders through products like Market, Lists and Sellar Shipping. It reduces admin, strengthens relationships and boosts sales – all in one place.

And on the flip side, it’s a game-changer for buyers too. They get access to new breweries, better spend tracking, and a simple way to source brilliant drinks.

Meet SeedLegals General Counsel as a Service 💼

We call it GCaaS for short. It’s our way of giving startups on-demand access to an in-house lawyer at a fraction of the cost.

SeedLegals’ mission is to help make entrepreneurship more accessible to anyone by making the legal side easy to navigate. GCaaS supports this mission by giving startups a dedicated lawyer who understands their business inside out,  for an affordable fee that makes sense – no surprise costs. 

Learn more about it 👉 here. 

The challenge: Creating a contractual structure for a multifaceted platform

Sellar knew they needed solid legal foundations to scale. They needed a contractual structure that could help:

• Account for both buyers and suppliers
• Cover all current products (Market, Lists, Shipping)
• Navigate the legal ins and outs of launching Sellar Credit – a B2B ‘buy now, pay later’ product

How SeedLegals General Counsel as a Service helped

✅ Fast, affordable legal support

Sellar was referred to SeedLegals by fellow founders who’d used us for funding rounds. So when it came to their customer T&Cs, supply chain contracts and privacy policies, they knew where to go. With little time and cash to spare, Sellar also needed a solution that saved them time and money.

🧠 Legal advice that actually makes sense

Our GCaaS lawyers don’t just send over legal docs and disappear. They guide you through, highlight what matters most, and explain everything in plain English. They’re startup lawyers who understand startup pain points and how to work with founders.
The GCaaS team guided Sellar through new contracts step-by-step, explaining everything simply and providing hands-on support throughout.

🤝 Ongoing support from a trusted expert

As Sellar scales, we’re still by their side. From small queries to big product launches, they rely on Sam (their dedicated GCaaS lawyer) for strategic thinking and everyday advice.

The result: legal peace of mind & sales growth

With their legal framework sorted, Sellar has scaled smarter. Suppliers can now tap into a fast-growing network of buyers and a constantly improving set of tools to grow their revenue.
Buyers get access to the UK’s largest community of craft breweries – all in one place, with a best price guarantee.

👉 Check them out at sellar.io

Want legal support that grows with your business?

Book a free call with our GCaaS team and discover how we can help you launch faster, scale smarter and stay protected.