For Law Firms
Stop guessing.
Start seeing.
Built for law firm operators who want sharper benchmarks, stronger peers, and a clearer read on what to do next.
Marketing Firm Score
74.2
Spend trend
$218K / mo
Market-wide
Competitive context
Peer
Benchmarks by firm type
59
Metrics per audit
$100M+
Legal spend managed by the team
Built for every practice area, see your practice ↓
The problems we solve
The problems every
law firm marketer faces.
Law firm marketers keep getting asked bigger questions with worse visibility. Firmatics is built to make those calls clearer, faster, and less lonely.
You're making million-dollar calls on instinct.
You budget the next quarter's PPC. You greenlight a TV buy. You decide to cut LSA. And you can't benchmark any of those decisions against a peer firm's numbers, because nobody tracks them.
Competitors can see you. You can't see them.
The biggest firm in your category knows what you're spending on TV. Your biggest local competitor knows what you rank for. You don't have the same view of them, because you don't have the same tools.
Every vendor pitch sounds the same.
The agency emails. The lead gen calls. The "AI for law" demos. You can't tell which ones work and which ones are renting you back your own data at a markup.
New-market expansion is a coin flip.
You want to open in Tampa. Or Phoenix. Or Dallas. What does the DMA actually look like? Who's there already, and how hard would they fight? You'd guess, if guessing cost less than $500K.
You're in the room with partners who want numbers.
"What are we spending vs. the firms we lost cases to?" "Why isn't our Marketing Firm Score higher?" "Is hiring a CMO worth it?" Every one of those questions sends you back to the spreadsheet you made in 2021.
You have nobody to compare notes with.
Other firms in your market won't tell you anything, you're competitors. The biggest firms have peer networks the size of a platoon. You have your own head.
By practice area
Find your practice.
Read the field report.
Ten practice areas, ten different economies. Every one has its own channel mix, intake rhythm, and growth pressure. Start with the one you actually run.
Personal Injury
$11B ad spend · flagship vertical
Explore →
Immigration
$12B · bilingual intake · policy whiplash
Preview →
Mass Tort
$3–4B · TV-dominant · MDL timing
Preview →
Family Law
$15B · #1 searched · PPC + SEO
Preview →
Employment
$20B · plaintiff + defense split
Preview →
Workers' Comp
$6B · 50-state rulebook · Spanish intake
Preview →
Estate & Trust
$10B · $84T wealth transfer · FA referrals
Preview →
Criminal Defense
$3.5B · <4hr intake · 24/7 answer
Preview →
Real Estate Law
$6B · realtor + lender referral-driven
Preview →
Bankruptcy
$4B · countercyclical · cycle indicators
Preview →
Each practice-area page shows the market pressures, channel mix, and growth questions that shape how firms in that category actually compete. The flagship State of Personal Injury report is live now, with more category coverage rolling in behind it.
Built for every firm
Every size.
Every ambition.
We've served solo practitioners defending one zip code and PE-backed platforms opening their twelfth office. The tools scale with you. So does the bench.
SOLO & BOUTIQUE
1–5 lawyers
Ambition: own your zip code.
Local dominance is the play. Firmatics gives you the LSA playbook, Google Business benchmarks, review velocity targets, and the first hire you should make. We've built 31+ solo firms into local category leaders.
GROWING
6–20 lawyers
Ambition: expand your market.
The messy middle. New DMAs on deck. Multi-channel mix to figure out. First real marketing team to build. Firmatics is the operator playbook for the 6-to-42-lawyer jump, we've been there.
SCALE
20–50 lawyers
Ambition: become the regional leader.
Big local firm to regional brand is its own playbook. TV planning. Brand systems. Multi-DMA attribution. First CMO hire. Share-of-voice plays. Firmatics has run the dashboard for firms making this exact move.
ENTERPRISE / PE
50+ lawyers
Ambition: platform the category.
Roll-up integration. Category leadership. Board-grade KPIs. Exit-ready brand story. Firmatics is the data + advisory layer PE-backed platforms and national firms use to move from "big firm" to "the firm."
Not sure where you fit? Every engagement starts with a conversation, we'll map you to the right fit and advisor.
Use cases
What firms actually
use Firmatics for.
The real, tactical moments when members open the platform. Organized by the question you're trying to answer.
Sanity-check every budget decision.
Benchmark your ad spend
See what firms your size in your DMA are spending on PPC, LSA, TV, and Meta. Stop guessing your share of voice.
Model a new-market entry
Size any DMA before you commit, incumbent firms, spend levels, LSA slot density, court caseload, lead costs.
Evaluate an agency pitch
Know what other firms pay the agency. Know what results they actually delivered. Avoid the "you're our only legal client" sales line.
Vet a vendor
The vendor directory shows every lead-gen, imaging, lien, and martech vendor in legal, with verified price ranges and which top firms use them.
Negotiate a media buy
Walk into an upfront knowing what competitors paid last year for the same inventory. Close the information asymmetry.
Plan a hiring budget
Peer-firm benchmarks on marketing team size, role mix, and compensation, useful before you open a marketing-ops req.
Run growth with eyes open.
Monitor competitor moves
Real-time alerts when a firm in your DMA hires, opens an office, steps up TV spend, or reshuffles their tech stack.
Track your Marketing Firm Score quarterly
Know whether your Findability, Infrastructure, Reputation, and Market Activation pillars are moving. Not just traffic.
Diagnose an intake drop
Benchmarks on intake conversion + tools to pinpoint whether it's your channel mix, your website, or your staffing, not guesswork.
Defend your budget
Walk into the partner meeting with peer-firm benchmarks that explain why you're spending what you're spending.
Optimize channel mix
The channel calculator models your PPC / LSA / SEO / referral mix against real firm-size benchmarks.
Identify lateral hires
Understand attorney movement, firm history, tenure patterns, and specialty focus. Sourcing context LinkedIn won't give you.
When the board or buyer is in the room.
Prep for a advisory meeting
Pull a one-pager showing your firm vs. peers across all four pillars. Partners see the map, not just the campaign report.
Respond to a PE inquiry
When the outreach comes in, you want a data room ready, market position, growth trajectory, competitive moat. We help assemble it.
Scout an acquisition target
Evaluate any law firm in the country, size, growth, spend, tech stack, attorney tenure, before you open a term sheet.
Benchmark a buy-side deal
Know the full universe of comparable firms at any size bracket. What a "market multiple" actually means in legal.
The stuff you do all the time.
Debug a campaign that isn't working
Bring it to weekly office hours or your monthly strategy session with a senior legal marketing operator. Real eyes on the real account.
Get a peer answer fast
Ask on the member Slack, vetted operators only. Answers in hours, not days. No "love this post!" drive-bys.
Read the weekly brief
5 minutes every Monday. What moved in legal marketing, what to do about it. operator-reviewed, agent-drafted.
Build a UTM for a new campaign
The legal-marketing UTM builder ships naming conventions that actually track downstream through your intake and case-management systems.
Onboard a new marketing hire
The playbook library has size-specific onboarding plans. Your new hire isn't starting from scratch.
Spot-check a new vendor's claim
Before signing any contract, cross-reference the vendor's pitch against what they've actually delivered for similar firms.
Built by legal marketers
We built this because
we needed it.
Firmatics wasn't built by a SaaS team who studied legal. It was built by senior legal marketers, people who've defended quarterly budgets to partners, placed TV on cable in three DMAs at once, re-platformed a case-management system mid-flight, and answered "why isn't the intake converting?" on a Monday morning. Deepest bench in personal injury today, growing across every legal vertical.
Every dashboard, every calculator, every brief was informed by a moment when we wished we'd had exactly this in our own jobs. The platform is the tool we spent fifteen years not having.
$100M+
Managed
3 → 300
Firm sizes served
Decades
Combined
The operator DNA
- ✓
Campaigns in every major US DMA
And plenty of smaller markets, from Savannah to Sacramento.
- ✓
Former CMOs & SVPs inside law firms
Not consultants who studied the industry. Operators who ran it.
- ✓
Every channel. Every firm size.
TV, digital, LSA, SEO, Meta, OOH, referral, and how the mix changes at every scale.
- ✓
Built on vine skills' advisory backbone
Our parent has been advising law firms for years, deepest in personal injury. Firmatics is the tooling layer vine skills always wanted.
The stack
One platform. Three ways in.
Start where you are. Upgrade when it's obvious.
START HERE
Community
$2,000/mo · no lock-in
monthly strategy session with a senior legal marketing operator. Weekly office hours. Member Slack. Briefs + tools. Quarterly Advisors roundtable.
Explore Community
GO DEEPER
Intelligence
Custom · invite-only
Benchmark your firm, understand the competitive field, and see what to fix before the next growth push.
Take the tour
GO ALL IN
Strategic Advisory
Custom · waitlist
Fractional CMO embedded with your team. A senior advisor specialized by firm size. Currently full.
Join the waitlist
Each offering can stand alone, and we can connect the layers when the need is real. See the full options →
The next step
Start with marketing.
See where you land.
The audit is free, takes a few minutes, and you leave with a real picture of where you stand, whether or not you ever pay us a dollar.