AI Law Firm Marketing Tool FirmPilot Secures $5M Series A

Legal technology provider FirmPilot, which developed a marketing tool for law firms that uses artificial intelligence, said Monday it has received a $5 million Series A investment. The Florida-based startup previously raised $2 million in a 2023 seed round, so its total funding to date is $7 million.

FirmPilot uses generative AI, a type of AI capable of creating content, that helps law firms and other small- and medium-sized businesses, or SMBs, increase their online visibility and direct inbound interest from prospective clients, according to the company.

“AI will continue to transform legal operations and, like many industries, early adopters will have a massive advantage,” FirmPilot founder and CEO Jake Soffer said in a statement. “Law firms and other services-based SMBs who make the transition toward AI-driven marketing, and away from traditional marketing agency support, will have an advantage, as well as the transparency, efficiency and (return on investment) needed to grow revenues and deliver more value to more customers.”

Soffer told Law360 Pulse that he started experimenting with generative AI in the legal sector in late 2022, around the same time OpenAI released ChatGPT. While his background is in AI, he learned about the marketing challenges that law firms face from his brother Jesse Soffer, a personal injury attorney in Miami.

FirmPilot’s engine analyzes a firm’s competitive landscape and market trends to identify tactics to boost its rankings in Google search results, ads and social media, according to the company.

The startup uses a patent-pending AI marketing engine. Soffer said it uses multiple AI models, which are programs capable of spotting patterns, from third parties and ones that FirmPilot developed.

FirmPilot’s platform was trained on a comprehensive database of over 3,000 legal cases, according to the company.

It currently serves nearly 60 customers, mostly smaller firms, Soffer said.

FirmPilot claims it generated over 12,000 leads for customers in the last 12 months and that its customers are saving 50% to 70% on marketing costs by switching away from marketing agencies.

The startup currently has 15 employees. FirmPilot said it will use the new funding to hire for go-to-market functions and to expand its products.

Blumberg Capital led the Series A. There was also participation from new and existing investors Valor Ventures, SaaS Ventures, FJ Labs and Connexa Capital.

“FirmPilot’s early traction and strong customer retention underscores the growing opportunity for AI as a marketing and revenue-generating tool for SMBs,” Jacob Katz, principal at Blumberg Capital and FirmPilot board member, said in a statement. “Law firms now have access to sophisticated and easy-to-use marketing tools that create tangible value for both their business and clients.”