FirmPilot, an AI marketing engine for law firms, announced that Thomson Reuters Ventures and HubSpot Ventures have joined as investors. These investors support the company’s mission to help law firms generate more and higher-value clients with AI rather than rely on traditional, manual marketing tactics. This strategic funding increases FirmPilot’s total funding to $11.7 million, following the company’s Series A round in 2024 led by Blumberg Capital.
FirmPilot utilizes AI to empower law firms to efficiently increase online visibility and grow inbound interest from prospective clients searching online for legal help. And every hour, over 1,000 people in the U.S. search online for legal help, and 75% of people searching online don’t scroll past the first page of results.
Law firms and other services-based SMBs such as dentists, plumbers, electricians, veterinarians, and chiropractors, depend on online search and other digital marketing channels as their primary source of customer acquisition. And FirmPilot’s all-in-one solution has enabled these businesses to thrive with AI data-driven SEO, PPC, and social media that does not involve the manual guesswork of traditional marketing agencies.
For the hundreds of thousands of law firms in the U.S., legacy practices often retain traditional marketing agencies or manually managing marketing channels are often costly, low ROI and not built for busy, non-marketing professionals.
In the past year, nearly one hundred modern law firms across the U.S. adopted an AI-driven approach to marketing with FirmPilot to:
— Generate over 180% more leads using data-informed web content and ads
— Improve client and case quality with intelligent targeting
— Reduce cost and wasted time by eliminating the manual guesswork of traditional law firm marketing
FirmPilot’s proprietary AI legal marketing engine takes an X-ray of a firm’s competitive landscape, analyzing trends and patterns in the search engine setup, ads, and other digital marketing activity of a client’s competitors. And FirmPilot’s clients have outperformed and outranked other firms to increase lead volume and improve lead quality.
The company’s proprietary AI knowledge model learns from a comprehensive database of more than 3,000+ relevant legal cases and has analyzed over 5,000,000 pieces of content used by law firms. And with a growing and evolving set of data, the FirmPilot AI marketing engine continues to learn, train and improve its algorithms in high-demand consumer law areas such as personal injury, workers’ compensation, family (divorce, custody), immigration and criminal defense. Working with Thomson Reuters and HubSpot Ventures provides a huge opportunity to expand FirmPilot’s data strategy for its AI models.
KEY QUOTES:
“We are delighted to partner with FirmPilot. 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.”
Tamara Steffens, Managing Director of Thomson Reuters Ventures
“What excites us about FirmPilot is their focus on solving a critical pain point for small business owners end-to-end. FirmPilot has demonstrated the ability to deliver cost-effective leads to law firms with minimal involvement, and we’re confident in their ability to bring this to new industries over time. We’re looking forward to working with the FirmPilot team as they continue empowering SMBs to drive growth through AI-powered marketing.”
Adam Coccari, Managing Director of HubSpot Ventures
“It’s been incredible to witness the shift in the legal industry, where firm owners are no longer just focused on practicing law or building successful firms—they also aim to build great companies and lead not only as attorneys but also as CEOs. This evolution demands that they move faster and more strategically, and the suite of AI tools now available to the legal field is enabling firms to accomplish exponentially more in a fraction of the time it once took.”
Jake Soffer, founder and CEO of FirmPilot
