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ABOUT FIRMATICS
The operators behind legal’s biggest firms,
now in your corner.
Straight talk on law firm marketing, from people who have run it.
OUR WHY
Every firm deserves
a straight answer.
Dan JimmersonFounder, Firmatics. Former CMO, Alexander Shunnarah Trial Attorneys. A lawyer is who you call in the worst week of your life. For the firm that picks up, every case is someone’s worst week and the firm’s next payroll.
The work matters. The way those firms reach the people who need them runs on guesswork. Ask a ten-lawyer firm what its competitors spend on TV. They don’t know. Ask who is growing fastest in their market, and why. A guess.
Most of the advice firms get comes from someone selling them something. The biggest firms bought their answers with years of agency retainers, in-house hires and expensive mistakes. Everyone else is left to guess. That isn’t fair, and it isn’t necessary.
I ran marketing at one of the largest personal injury firms in the country. I hired the agencies, defended the budget and answered for the cases. Firmatics puts operators who have sat in that chair in your corner. We work for the firm: no sponsorships, no paid coverage, no lead lists.
THE NUMBERS BEHIND IT
Legal advertising in the US hit 
$2.5 billion in 2024, up 
39% since 2020. 
$1 billion of it went to TV. In personal injury alone, more than 
50,000 firms chase the same cases. Most decide where that money goes with too little to go on.
Sources: American Tort Reform Association, Legal Services Advertising 2020 to 2024 (March 2025); IBISWorld, 2025. Both cited in The State of PI.
THE STATE OF PI · 2026Read the paper behind these numbers.200+ data points with real citations. Free to read, no gate.↗ WHAT WE DO
So we built Firmatics.
The help we wish we’d had.
We are not an agency. We bring the operators, the tools and the research, so the team you already have can market like the best firms in the country.
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CoachingBook a private hour with an operator on the decision in front of you. First hour free → -
ResourcesCalculators, templates, guides and a course, free with your account. Free → -
AuditsSee where your firm stands, with the source next to every number. Free and paid → -
NewsletterThe Monday Brief: what changed in legal marketing this week, and why it matters to your firm. Free → -
Fractional CMOOne operator embedded in your firm, running your marketing. Waitlist →
WHO WE ARE
Built inside Vineskills.
Run by people who do the work.
The team behind FirmaticsThe company
Firmatics was born inside Vineskills, the legal technology and operations team that helps law firms get more from Filevine: implementation, migration, training, support and integrations.
That work put us next to the questions firm owners ask every week: where growth comes from, what breaks in intake, and which marketing decisions get made with too little information. We started in personal injury, the most ad-heavy corner of legal. The work ahead covers every practice area and every firm size.
Visit VineskillsThe bench
Operators who have run the marketing inside firms like Morgan & Morgan, Alexander Shunnarah Trial Attorneys and Sweet James. Each one owns a lane: paid search, Meta, TV, AI search, intake, brand and firm strategy.
Meet the bench
OUR MISSION
We’re all in
the same boat.
Legal is competitive. It should be. But competition that makes everyone better is different from competition that keeps everyone blind. We believe in co-opetition: firms sharpening each other in the open, sharing what they learn, and growing the whole category instead of hoarding the map.
Our mission is to lift the entire ecosystem of law, every practice area, every firm size, the lawyers inside them, and above all the clients who trust them, into its best possible version of itself.
- For the firmClarity on where you stand, what is working, and where to invest next, from someone who has done it.
- For the lawyerTools and operators that let you focus on cases instead of guessing at spreadsheets.
- For the clientEasier to find the right firm, the one that actually fits the case and the region.
A rising tide doesn’t just lift the biggest boats. It lifts every one.”
HOW WE WORK
Six commitments
behind every decision.
The rules we hold ourselves to, in public, so you can hold us to them too.
Operator-written, not analyst-extrapolated.
Every Brief, every tool, every hour of coaching comes from people who have placed the ads, defended the budget, and answered for the pipeline.
Honest about what we ship.
Coaching is live. The tool library and the Monday Brief are free. Built by Dan Jimmerson with an AI research desk. Every story sourced. The Fractional CMO has a waitlist. Market Intelligence is in development. We say so everywhere.
Free means free.
The Brief, the tools, and every State-of report publish fully. No gate, no card, no “request the PDF.” If the work is good, anyone in the industry should be able to read it.
Members first. Always.
Coaching members get the operators, the early reads, and the room. The site is the front door; the bench is the room.
Month-to-month. No lock-in.
Coaching cancels anytime. Fractional CMO engagements define exit terms up front. The product should earn the next month, not trap it.
Built on the whole boat.
Solo firms, regional brands, and PE-backed platforms. What the solo stage learns, the platform stage learns. Co-opetition runs both ways.
FREE ACCOUNT
Row with us.
There is a seat in the boat.
If you believe US legal can be better, for firms, for lawyers, for the people they serve, start here. Your free Firmatics account gets you the Monday Brief newsletter, the free tools and guides, and your first hour with an operator at no cost.
Or book your free hour with an operator- Free account
- No credit card
- Unsubscribe anytime