Robert Ambrogi Blog
Legal technology company FirmPilot announced today that it has raised $11.7 million in total funding, with Thomson Reuters Ventures and HubSpot Ventures joining as strategic investors in its latest round.
The AI marketing platform for law firms secured $4.7 million in this strategic investment round from the two new backers. This follows $7 million raised through a 2023 seed round and a 2024 Series A round, which was led by Blumberg Capital, bringing the company’s total funding to $11.7 million.
FirmPilot’s product aims to help law firms generate more high-value clients by leveraging AI for legal marketing purposes. The platform positions itself as an alternative to traditional, manual marketing approaches in the legal sector.
FirmPilot says that its patent-pending ‘AI Legal Marketing Execution Engine’ analyzes competitors’ marketing strategies, market trends and search behaviors to help law firms improve their online visibility. The platform has analyzed over 5 million pieces of content used by law firms and incorporated more than 100 legal marketing strategies into its algorithms, the company says.
While the company serves law firms of various sizes, it has found particular success with smaller to mid-sized firms in areas such as personal injury, workers’ compensation, family, immigration and criminal defense, adding nearly 100 customers in the past year.
The company says that it helps firms compete more effectively in online marketing without the high costs of traditional agencies. The company reports that its clients save between 50-70% on marketing costs compared to traditional agency services.
Founded in late 2022 by Jake Soffer, FirmPilot emerged from a personal connection to the legal industry. Soffer, who previously founded an AI assistant for sales and service teams using Salesforce, was inspired to create the company after witnessing his brother Jesse Soffer’s struggles with traditional marketing agencies for his Miami-based personal injury law practice.
The company has evolved rapidly since its inception, securing $2 million in seed funding in December 2023 from several venture capital firms. By June 2024, FirmPilot had raised a Series A round of $5 million led by Blumberg Capital, with participation from Valor Ventures, SaaS Ventures, FJ Labs, and Connexa Capital.
This investment is notable in that it involves major players in both the legal and marketing technology sectors, as Thomson Reuters brings extensive legal industry expertise while HubSpot offers deep marketing technology experience.
“We are delighted to partner with FirmPilot,” said Tamara Steffens, managing director of Thomson Reuters Ventures. “They have built an AI product that empowers law firms to effectively communicate their value proposition and enhance their visibility to potential clients. The overwhelmingly positive customer feedback they have received speaks volumes, and we are excited to support this exceptional team.”