Home/Industries/PI & Law Firms
03. PI & law firm operations

Intake automation, lead routing, and case ops that drives signed cases.

Operational software for personal injury firms and 5–30 attorney shops. Intake automation, paid acquisition pipelines, lead routing, case ops dashboards. Built from inside. We ran $600K+ in PI paid acquisition and managed intake teams before we ever wrote software for the space.

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01. The work

PI firms run on intake. Most intake systems leak cases.

The economics of a personal injury firm hinge on conversion. $300 to $1,500 to acquire a lead. 15% to 25% sign rate is the difference between profit and burn. When intake is broken. Calls missed, leads not followed up, qualifying questions inconsistent. The entire P&L distorts.

The off-the-shelf tools — Lead Docket, CaptureMy, Smith.ai — solve pieces of the problem. None of them know what your specific firm’s qualifying matrix looks like, how your paid acquisition is performing by source, or which intake specialists are signing cases versus losing them. The data is split across five systems and reconciled in a spreadsheet someone updates on Friday.

The buyers we work with. Managing partners, COOs, intake managers at 5 to 30 attorney firms. Aren’t asking for “case management software.” They have Litify or Filevine for that. They’re asking for software that fixes the gap between paid acquisition, intake, and signed retainer . The part where most firms are leaking 10–30% of qualified cases.

02. What we build

Software that fixes the gap between lead and signed retainer.

01

Intake automation & lead routing

Inbound lead capture from web forms, paid ads, referral partners, and call tracking. Automated routing to the right intake specialist based on case type, time of day, and load. SLA tracking. If a lead sits more than 5 minutes, it escalates. Sign-rate visibility per specialist, per source, per case type.

CallRail
Twilio
Custom
02

Paid acquisition pipelines

End-to-end from ad click to signed retainer. Tracks cost-per-lead, cost-per-qualified-lead, cost-per-signed-case across Google Ads, Meta, LSA, and offline channels. Exposes which campaigns are actually profitable rather than which look profitable.

Google Ads
LSA
Attribution
03

Case ops dashboards

Operational view across the firm. Open cases by attorney, milestone aging, settlement pipeline, fee revenue forecast. Ties into Litify, Filevine, or whatever case management lives in. Built for the COO or managing partner who needs to see the operation, not the cases.

Litify / Filevine
Custom DB
04

Mobile intake & client apps

Field-intake apps for sign-up at the hospital, accident scene, or client home. Document upload, e-signature, photo capture, secure messaging. Same React Native stack as our other mobile app development work.

React Native
Secure messaging
05

AI-assisted intake & triage

Automated qualifying call summaries, retainer drafting, demand letter prep, medical records intake. Where LLMs reduce the intake specialist’s clerical load so they can focus on the human conversation. Tied to your firm’s case acceptance criteria, not generic legal AI. See the broader pattern on our agentic AI services page.

Anthropic
RAG / MCP
03. Stack & integrations

The pipes that a PI firm runs on.

Case management: Litify (Salesforce-based), Filevine, MyCase, Clio, PracticePanther. We integrate via REST API, webhook, or Salesforce Connect. Whichever the platform supports cleanly.

Intake CRMs:Lead Docket, CaptureMy, Captorra, Smith.ai. We replace these for firms that outgrew them, supplement them with a custom attribution layer for firms that didn’t, and integrate either way.

Call tracking & communications: CallRail, CallTrackingMetrics, Twilio. Inbound call attribution, IVR routing, SMS follow-up sequences, recording with consent. Every call ties back to the lead record and the source that produced it.

Paid acquisition: Google Ads (search + LSA), Microsoft Ads, Meta, TikTok. Conversion API integrations, server-side GTM, offline conversion uploads back to ad platforms so optimization runs on signed cases. Not lead count.

CRM & marketing: Salesforce, HubSpot, ActiveCampaign. When the firm runs marketing on a separate stack, we sync the right slice into the case-management system without duplicating the system of record.

Documents & e-signature: DocuSign, Adobe Sign, Dropbox Sign. Retainer drafting, fee agreement workflows, medical authorizations, HIPAA-compliant document delivery.

Backend: NestJS or Next.js, Postgres, Redis, AWS. Built for firms where matter data, intake data, and acquisition data have different retention and compliance requirements. We treat each as a separate concern, not one big spreadsheet. HIPAA-ready and GDPR-aligned architecture by default.

04. Proof

$600K in PI paid acquisition. Run, not advised.

Before we built software for law firms, we ran the marketing operation for one. Google Ads, LSA, and offline channels. Intake teams managed. Conversion math debugged from inside the room.

The systems we build for PI firms aren’t theoretical. They’re solutions to problems we lived with, in firms whose unit economics depend on getting them right.

More on the team’s background →
$600K+
PI PAID ACQUISITION
Run as marketing lead inside a personal injury firm.
5–30
ATTORNEY FIRM SIZE
Where our intake & ops work has the highest impact.
15%+
TYPICAL SIGN-RATE LIFT
When intake routing & SLA tracking get fixed first.
05. Why us

We’ve been inside the firm.

Most software vendors learn how PI firms work by reading marketing copy. We learned by running the operation.

01

Paid acquisition fluency

We can read a Google Ads account, audit LSA spend, and tell you why your CPL is spiking before your media buyer does. The acquisition math isn’t separate from the software. It’s why the software exists.

02

Intake-first design

Our intake systems are designed by someone who’s listened to thousands of intake calls. The fields, the routing, the SLA logic. Every piece reflects how the conversation actually goes.

03

Data discipline, not dashboards-for-dashboards

Most firms have too many dashboards and not enough decisions. We build the one or two operational views the managing partner actually checks Monday morning . And tear out the rest.

04

Long-term partnerships

Software for a law firm isn’t a one-time install. Case mix shifts, attorneys join, attorneys leave, marketing channels change. The retainer model is how the system evolves with the firm.

06. FAQ

Common questions, straight answers.

Do you replace Litify or Filevine, or build alongside them?

Build alongside them. Litify and Filevine are case management platforms. That's where matters, documents, time, and billing live, and they do that well. The gap most firms have is the layer above: intake automation, paid-acquisition attribution, lead routing with SLA, and operational dashboards that span the whole funnel from ad click to signed retainer. We integrate with Litify or Filevine via API, write back when needed, and add the operational surface they don't cover.

How do you handle the Lead Docket / CaptureMy / Smith.ai layer?

Replace, supplement, or integrate. Depends on the firm. Lead Docket and CaptureMy are intake CRMs that work for many firms. When they don't, the failure mode is usually data isolation (lead source attribution can't reach signed-case data) or qualifying inflexibility (the intake matrix is hardcoded, can't reflect your specific case acceptance rules). We've built custom intake systems for firms that outgrew off-the-shelf, and integration layers for firms that wanted to keep their existing CRM but lift the data into firm-wide dashboards.

What call-tracking and form integrations have you shipped?

CallRail and CallTrackingMetrics for inbound call attribution. Twilio for IVR routing, SMS follow-up, and call recording. Web form tools: native, Gravity Forms, Typeform, custom React. The pattern is the same. Every inbound touchpoint logs to one source-of-truth lead record with full attribution back to the ad/keyword/page that produced it.

Can you build paid-acquisition attribution that actually works?

Yes. That's the work most firms get wrong. Google Ads click → CallRail call → Lead Docket lead → Litify matter → settlement: most firms can't follow that chain end-to-end, so they optimize on cost-per-lead instead of cost-per-signed-case (very different numbers). We've shipped the data plumbing that closes the loop. Google Ads conversion uploads, offline conversion API integration, server-side GTM, and reporting that shows true cost-per-signed-case by source.

Do you work with mass-tort or class-action firms differently than single-event PI?

Yes. Mass-tort intake has different qualifying matrices, longer disqualification chains, and document-volume realities single-event PI doesn't hit. The systems we've built for mass-tort weight differently. Heavier on document intake automation (medical records, prescription histories), batched qualification workflows, and tier-of-firm referral routing. Same engineering team, different product shape.

Can the system handle settlement and disbursement workflows?

Yes. Settlement-side automation is one of the highest-ROI surfaces. Settlement memo prep, lien resolution tracking, IOLTA reconciliation, disbursement statement generation. Integrates with the firm's IOLTA bank and case management for trust accounting. Reduces the per-case admin time on settlements without giving up the auditability lawyers and trust-account regulators require.

How long does a PI intake build take?

First production deployment of focused intake automation: 8 to 12 weeks. Full operational platform (intake + acquisition attribution + ops dashboards + Litify/Filevine integration): 4 to 6 months for v1. Most firms see signed-case lift inside the first quarter. The SLA-tracking change alone usually moves sign rate by several percentage points.

Where are you based and do you work with firms outside Phoenix?

Phoenix HQ, plus a Los Angeles office and engineers across two time zones. PI is a regulated, state-by-state business. Most of our legal work has been with firms in Arizona, California, Texas, and the Mountain West, but the operational software pattern travels. We work remotely with firms across the country.

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