Robert Ambrogi Blog
AffiniPay, a company that develops technology for lawyers and accountants, today announced it has rebranded to “8am,” to better reflect its identity as it has evolved from its origins as a payments processor to a comprehensive suite of products for legal, accounting, and other professional services firms.
The Austin-based company’s rebrand encompasses the parent company and its suite of products, including LawPay, MyCase, CasePeer, DocketWise and CPACharge, all of which will now operate under the 8am umbrella as “8am LawPay,” “8am MyCase,” and so forth.
The rebrand reflects AffiniPay’s evolution from primarily a fintech company focused on payment processing to a broader platform integrating practice management, artificial intelligence, embedded financial services, and other essential business tools.
A major driver of that evolution was AffiniPay’s 2022 acquisition of MyCase, which also included four other practice management products owned by MyCase: CasePeer for personal injury firms, Soluno for billing and accounting, Woodpecker for document automation, and Docketwise for immigration practices. In 2023, AffiniPay sold off Soluno to Actionstep, a practice management company focused on mid-sized law firms.
“Our customers choose us because they trust us to help them thrive in a rapidly changing world,” said Dru Armstrong, chief executive officer of 8am. “Our new brand brings our solutions together under one promise: to make it easier for professionals to run their firms with confidence, deliver world-class outcomes for their clients, and grow for the long term.”
The company says it has experienced significant growth in recent years, achieving 217% revenue growth over the past three years and now serving more than 250,000 professionals across the United States and Canada. It employs over 600 people across offices in Austin and San Diego.
[Disclosure: One of those people it employs is my son.]
Unified Corporate Identity
Under the previous structure, AffiniPay operated as a “house of product brands” with individual products maintaining separate identities. The new 8am brand architecture creates a unified corporate identity while maintaining distinct product offerings across different professional categories.
Leslie Witt, chief product officer at 8am, said the rebrand reflects the company’s approach to its technology. “We’re redesigning how people engage with our products to make every interaction smarter, more seamless, and more human — setting the stage for an even more connected and intuitive experience.”
The company positions itself in the “professional business platform” category, with a mission to “empower professionals with the most-trusted, innovative technology to deliver world-class outcomes for their clients and their business.”
‘A New Beginning’
So why the name “8am”? The company says it chose the name to represent several key concepts: new beginnings, a promise of action, a culture of readiness, and universal human connection to the start of the workday. “Everyone understands what 8am feels like,” the company says.
“The name 8am captures the energy and focus we bring to our customers every day,” said Chief Marketing Officer Nate Skinner. “Instead of asking professionals to navigate disconnected brands, we now offer one story and one experience.”
The brand’s new visual identity features a distinctive orange and teal color palette, with “Sunrise Orange” serving as the primary brand color to “capture the energy and optimism of a new day,” according to company materials.
“At 8am, we start every day on a mission to empower professionals with the most trusted, innovative technology to deliver world-class outcomes for their clients and exceptional financial results for their business,” the company says.
Products Rebranded
The rebrand comes as the legal technology industry increasingly moves toward integrated platforms rather than point solutions. 8am says its strategy focuses on providing integrated practice management, payments, AI capabilities, and financial services tools to help professionals “simplify operations, ensure compliance, and fuel profitable growth.”
Current products under the 8am umbrella include:
- 8am LawPay: Payment processing for law firms.
- 8am MyCase: Practice management software.
- 8am CasePeer: Personal injury case management.
- 8am DocketWise: Immigration law practice management.
- 8am CPACharge: Payment solutions for accounting firms.
- 8am ClientPay: Payment solutions for professional services firms.
- 8am AffiniPay: Payment solutions for associations and nonprofits.
Founded in 2005
AffiniPay was founded in 2005 by Amy Porter — at the time one of only a handful of women legal tech founders — with the goal of delivering secure and efficient payment solutions for professionals in industries including law, accounting, architecture, engineering, and associations.
In 2007, it launched LawPay, which quickly became a transformative solution for legal professionals by enabling secure credit card and e-check payments that complied with legal industry standards.
In 2016, it expanded to accounting professionals with CPACharge, providing similar secure payment solutions for accountants, CPAs, and bookkeepers.
Its 2022 acquisition of MyCase, I wrote at the time, was a deal “sure to shake-up the already hyperactive market for law practice management software.”
Upcoming Conference
The timing of the rebrand comes just ahead of 8am’s inaugural conference, Kaleidoscope, scheduled for Sept. 2-4, 2025, in Austin, Texas. The event will serve as the first major public showcase of the new brand identity and integrated platform vision.
(I will be a speaker at Kaleidoscope.)
The company says its customers base will see gradual implementation of the new branding across product interfaces and websites, with announcement banners directing users to information about the transition.
For legal professionals currently using AffiniPay products, the company says the rebrand represents an expansion of services rather than a disruption of existing functionality.
“These new innovations will enhance the experience customers know and trust, while continuing to deliver the services they count on to simplify operations and grow their business,” the company says.