Extract from Ella Sherman’s article, “Flush With Funding, Legal Tech Startups Are Rebranding the Industry.”
Legal tech companies with more capital to spend, and under increasing pressure to stand out and grow, are prompting a shift in the industry’s identity.
What You Need to Know
- Although the use of celebrity spokespeople as a legal tech marketing strategy so far seems limited to Legora and Harvey, these striking partnerships influence the industry.
- The pop culture tie-ins extend beyond celebrity endorsements, with some legal tech companies also turning to sports teams and organizations to promote their brands.
- Legal marketing experts say legal tech companies are rebranding the legal industry as a result of unprecedented growth and funding.
A recent slew of splashy legal tech and pop culture partnerships have represented an unusual marketing tack for an industry that has historically maintained a buttoned-up image.
Harvey, which is valued at around $11 billion, made the first move and announced in February that Gabriel Macht, the actor who played lawyer Harvey Specter in “Suits,” would be the company’s celebrity brand ambassador. Legora, valued at around $5.6 billion, followed shortly after, announcing in April its global campaign fronted by actor Jude Law.
