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FirmPilot Closes $11.7 Million in Total Funding with Strategic Investments From Legal and Marketing Tech Leaders

By Harry Moran |

FirmPilot, the AI marketing engine for law firms, today announced that Thomson Reuters Ventures and HubSpot Ventures have joined as investors, backing 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 $11.7M, following the company’s Series A round in 2024 led by Blumberg Capital, an early investor in marketing tech leaders such as Braze (Nasdaq: BRZE) and DoubleVerify (NYSE: DV).

“We are delighted to partner with FirmPilot,” said Tamara Steffens, Managing Director of Thomson Reuters Ventures. “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.”

FirmPilot uses AI to empower law firms to efficiently increase online visibility and grow inbound interest from prospective clients searching online for legal help. Every hour, more than 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, as well as other services-based SMBs such as dentists, plumbers, electricians, veterinarians, and chiropractors, rely 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 425K+ law firms in the U.S., legacy practices of retaining traditional marketing agencies or manually managing marketing channels are often costly, low ROI and not built for busy, non-marketing professionals.

In just the past year, nearly one hundred modern law firms across the U.S. adopted an AI-driven approach to marketing with FirmPilot to:

  • Generate 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

“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,” said Adam Coccari, Managing Director of HubSpot Ventures. “We’re looking forward to working with the FirmPilot team as they continue empowering SMBs to drive growth through AI-powered marketing.”

FirmPilot’s proprietary AI legal marketing engine takes an “X-ray” of a firm’s competitive landscape, analyzing trends and patterns in the SEO, Ads, and other digital marketing activity of a client’s competitors. 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 more than 5,000,000 pieces of content used by law firms. 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. Partnering with Thomson Reuters and HubSpot Ventures provides a huge opportunity to expand FirmPilot’s data strategy for its AI models.

“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,” said Jake Soffer, founder and CEO of FirmPilot. “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.”

About FirmPilot

FirmPilot is the leader in AI Legal Marketing. FirmPilot’s patent-pending AI Legal Marketing Execution Engine provides companies with a modern way to grow their firm with strategies built entirely on data and intelligence. The company is backed by leading investors such as Blumberg Capital, HubSpot Ventures, Thomson Reuters Ventures, Valor Ventures, SaaS Ventures, FJ Labs, and Connexa Capital. Learn more about FirmPilot: www.FirmPilot.com.

About the author

Harry Moran

Harry Moran

Announcements

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Announcements Commercial

International Legal Finance Association (ILFA) Announces End of Year Gala and Inaugural Legal Finance Awards

By John Freund |

 The International Legal Finance Association is pleased to announce its annual End-of-Year Gala Dinner on November 13, 2025.  The event will take place at The Law Society in London, bringing together leading figures from across the legal finance industry for an evening of celebration and reflection on the year’s achievements.  

The dinner will be accompanied by the inaugural Legal Finance Awards.  The awards are designed to recognize and honor excellence across the legal finance ecosystem. They will spotlight the achievements of funders, law firms, brokers, advisors, and other key contributors to the continued growth and innovation of the industry. Nominations for the awards are now open, with the nomination form available here. 

“The Gala Dinner is a chance for our members and guests to gather in person and celebrate the progress we've made over the year,” said Rupert Cunningham, Global Director of Growth and Membership Engagement at ILFA. “We are especially excited to launch the Legal Finance Awards, which will shine a light on the outstanding work and impact of professionals across our field.”

Tickets for the Gala are on sale now, with discounted pricing available for ILFA members.  More information can be found here.

Announcements Commercial Legal Innovation

Sentry Expands Free Funding Market Search for Litigators

By John Freund |

Sentry Funding’s free tool enabling litigators to instantly search the funding market on behalf of clients has been expanded.

Sentry’s free ‘decision in principle’ feature enables lawyers to evidence to clients that they have conducted a broad market search, even if funding is not ultimately taken out.

Having deployed £125m in funding across a range of case types, Sentry now has access to an even broader funding marketplace, covering 34 global jurisdictions. Finance is provided by 13 funders, five of which are members of the Association of Litigation Funders.

With the recent addition of Sentry’s first US-based funder, the US offering will now be expanding over the next few months. 

A faster process

Sentry has deployed the latest technology to make the search for funding even easier. 

  • The intuitive application process now only asks questions relevant to previous answers, saving lawyers time.
  • The commercial marketplace has been redeveloped with 63 new data points added to the funder criteria matrix - improving the accuracy of case / funder matching
  • Sentry has also begun building out its AI capabilities, starting with an automated auditing tool for live case progression audits. 

Tom Webster, chief executive officer at Sentry Funding, said:

‘By broadening our reach and speeding up the process, we’re making it even easier for lawyers to raise funding. We’re also giving litigators an easy way to show clients they have fully researched the market, rather than just approaching one or two funders. 

‘The service is free to use, so even if clients decide they do not ultimately want funding or if none is available for that case, for the lawyer, it makes sense to use our “decision in principle” feature, so they can put evidence on file that they did check the market.’

Sentry Funding is an SaaS (software as a service) technology provider that gives solicitors access to a diverse marketplace of litigation funders. It works with solicitors, funders and third-party providers to ensure claimants are getting the most efficient service for their funding needs. 

The Sentry Portal also acts as a case management system that runs a transparent digital case file for solicitors, funders, after-the-event insurance providers, barristers, cost lawyers and other relevant third parties.

Announcements Commercial

NorthWall Capital Hits €2.9 B AUM on Private Credit Momentum

By John Freund |

NorthWall Capital has rocketed past €2.9 billion in assets under management after pulling in an additional €1.6 billion of institutional capital in 2025 alone. The London-based alternative credit manager says the surge reflects allocators’ intensifying hunt for scaled, multi-strategy platforms as Europe’s banks retrench and borrowers seek bespoke sources of credit.

A press release from NorthWall Capital details first-close totals across four distinct strategies. The flagship Credit Opportunities fund secured €731 million—already eclipsing its prior vintage—while the newly launched Senior Lending vehicle raised $503 million, translating to roughly $750 million of deployable firepower once leverage is applied. Asset-Backed Opportunities collected €252 million for collateral-rich loans in sectors underserved by traditional lenders, and the specialist Legal Assets platform locked down $169 million to extend the firm’s law-firm lending programme.

Founder and CIO Fabian Chrobog said the fundraising validates “the consistency of our approach” and NorthWall’s ability to craft solutions that resonate with investors and counterparties alike. With headcount slated to hit 40 by year-end, the firm plans to lean further into complex, situational credit born of bank deleveraging, regulatory shifts and sponsors’ need for certainty of execution.