A few years ago, Jake Soffer noticed a trend among his clients – small law firms that had every reason to succeed but kept falling behind. Their problem wasn’t the law. It was marketing. They were spending thousands on digital ad agencies or winging it themselves on Google and Facebook, often with little to show for it.
Soffer, an ex-founder with a background in AI, thought there had to be a better way. That thought turned into FirmPilot.
Fast forward to today, and FirmPilot just announced a fresh infusion of funding, bringing its total raised to $11.7 million. The newest investors are Thomson Reuters Ventures and HubSpot Ventures – major firms in legal and marketing tech, respectively. Refresh Miami covered two FirmPilot fundraises in 2024: $2 million in January and $7 million in June.
“It’s been incredible to witness the shift in the legal industry, where firm owners are no longer just focused on practicing law,” Soffer said in a statement. “They also aim to build great companies and lead not only as attorneys but also as CEOs.”
FirmPilot aims to remove the guesswork from online marketing for law firms. The startup’s AI engine does what no marketing agency could do at scale: analyze millions of data points to craft SEO strategies, ads, and social content that attract the right clients. For law firms competing to rank on Google – where three out of four users don’t even click past the first page – that precision can be the difference between growing or stalling.
And the approach is already gaining traction. Nearly a hundred law firms across the U.S. signed on in the last year. According to the company, they’re generating over 180% more leads, spending less time on marketing decisions, and getting better-fit clients.
Adam Coccari, managing director of HubSpot Ventures, said what impressed them was FirmPilot’s ability to “deliver cost-effective leads to law firms with minimal involvement,” solving a critical pain point end-to-end. He added that the potential to expand into other industries was also part of the draw.
FirmPilot’s engine is trained on more than 5 million pieces of legal content and a proprietary database of over 3,000 legal cases. It can track what a firm’s competitors are doing online and adjust strategies in real time. That level of insight used to be reserved for large firms with big budgets. FirmPilot levels the field.
Tamara Steffens, managing director at Thomson Reuters Ventures, asserted that the investment came down to results. “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.”
The legal field is just the beginning. Soffer hinted that FirmPilot’s tech could be just as useful for dentists, vets, and plumbers – any business that relies on being found online and converting leads into customers. But for now, the focus is clear: help law firms compete like tech-savvy businesses, not just service providers.
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