John T. Roberts

For more than 30 years, I’ve focused on helping startups and early-stage technology companies turn bold ideas into thriving businesses. From incorporation to acquisition, I guide founders through the legal and strategic decisions that shape their growth. My practice centers on companies developing software, internet technologies, mobile applications, and other digital innovations – offering practical support as they raise capital, launch products, negotiate partnerships, and navigate the fast-moving startup landscape.

My legal career began at Texas Instruments and continued with a fast-growing telecommunications startup that grew from zero to $1 billion in annual revenue during my nine-year tenure. That early exposure to technology, growth, and international deal-making laid the groundwork for everything I do today. I later returned to Minnesota and held senior in-house roles at internet pioneers Net Perceptions and ValueVision Media (now ShopHQ), where I led legal efforts for major e-commerce expansion. In 2006, I co-founded New Counsel, PLC with the goal of creating a law firm designed specifically for startups and technology-driven ventures.

I’ve spent the past 19 years advising founders, operators, and early-stage companies through every phase of their journey, from incorporation through exit. My clients value my practical, honest guidance, and my deep understanding of the startup landscape. I also bring a broad network of professionals who can help support the business beyond legal needs, connecting clients to the right people at the right time.

At Avisen, I’m excited to continue working with entrepreneurs alongside a team that shares my passion for innovation and practical legal guidance. I bring decades of experience helping startups build from the ground up, along with deep roots in the Twin Cities tech community. I look forward to contributing to Avisen’s growing technology and startup practice and to helping more founders navigate the opportunities and challenges of building something new.

I live in the Twin Cities and enjoy traveling, watching films with my wife, and reading. Over the past decade, I’ve also become increasingly involved with Simpson Housing Services in South Minneapolis, an organization working to address homelessness through innovative, long-term housing solutions.