AI marketing startup FirmPilot reaches $11.7m in funding with TR and HubSpot Ventures

FirmPilot, the AI marketing engine for law firms, today (7 May) announced that Thomson Reuters Ventures and HubSpot Ventures have joined as investors, bringing its total funding to $11.7m. The 2023-founded company announced a $7m Series A in 2024.

Tamara Steffens, managing director of Thomson Reuters Ventures, said of FirmPilot: “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 go-to-market message is that it uses AI to empower law firms to increase their online visibility and grow inbound interest from prospective clients searching online for legal help. Their 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. Partnering with Thomson Reuters and HubSpot Ventures provides a huge opportunity to expand FirmPilot’s data strategy for its AI models.

“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.

Jake Soffer, founder and CEO of FirmPilot added: “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.”

This is the second investment for Thomson Reuters Ventures announced in the space of a week, after personal injury platform Supio raised $60m Series B.