Freelance Attorney

At Twilio SIGNAL 2025, I had the privilege of sitting down with Deborah Holstein, Chief Growth Officer at Rocket Lawyer, for a fireside chat titled "How Multi-Touch Attribution (Done Right) Unlocks What's Really Happening in Your Growth Funnel."

Rocket Lawyer, the contract template and tech platform that services the consumer and SMB market, has expanded its ‘Copilot’ AI assistant with the launch of a QA capability to help solve legal needs at ‘an affordable’ price.Using genAI, the QA feature provides ‘easy-to-understand legal information that is tailored in response to customers’ questions, allowing small business owners to make more informed decisions’.However, Rocket Lawyer – which maintains a network of allied lawyers who help customers with more complex needs – added that they’re not here to try and remove lawyers from the equation entirely, and that ‘if additional support is needed [they will] quickly connect you with a qualified, human lawyer’, via its Legal Pro network.I.e. it’s human to AI, then – if needed – human to human lawyer.Questions asked could be about ‘starting a new business, negotiating a new contract, or a question about employment laws’, they explained.Paul Hollerbach, interim CEO and CFO of Rocket Lawyer, added: ‘The rapid advance of genAI capabilities has accelerated our mission of making access to legal services affordable and simple through a combination of specialized data, technology, and human legal professional expertise.‘Business owners told us they needed legal information personalized to their specific legal situations, and Rocket Copilot QA delivers that, along with access to qualified, human Legal Pros, at an affordable price.’Is this a big deal?This is mainly a continuation of a strategy that Rocket Lawyer started many years ago, i.e. make legal help affordable and easy for consumers and small businesses. The genAI QA feature just brings it up to speed with current technology.And as noted, the reality is that as soon as things get complex, or out of the bounds of the QA – or the templates that the company provides – then they want to drive you to a lawyer.For now, we are stuck with either an un-lawyered output that we have to hope is good enough and can trust, or go with a lawyer (….who we also hope is good enough and can trust to get it right). But, we can also hope that the Small Law lawyer is using a bunch of AI tools themselves to help provide a good, lawyer-checked, legal output that is also affordable.Overall, it’s another sign of how the market for SMB and consumer legal needs – on the buy and sell side – are being affected by genAI. As seen in AL, more and more legal tech companies are providing AI tools to smaller firms, often where the fees are fixed / scoped and efficiency is seen as vital for all involved as neither the small firm, nor its clients, have any spare cash and want things done quickly and affordably.You can find more about Rocket Lawyer here.—Legal Innovators California conference, San Francisco, June 11 + 12If you’re interested in the cutting edge of legal AI and innovation – and where we are all heading – then come along to Legal Innovators California, in San Francisco, June 11 and 12, where speakers from the leading law firms, inhouse teams, and tech companies will be sharing their insights and experiences as to what is really happening.We already have an incredible roster of companies to hear from. This includes: AI, Legora, Harvey, StructureFlow, Ivo, Flatiron Law Group, PointOne, Centari, LexisNexis, eBrevia, Legatics, Knowable, Draftwise, newcode.AI, Riskaway, Aracor, SimpleClosure and more.Cooley, Wilson Sonsini, Baker McKenzie, Gunderson, Ropes Grey, AO Shearman and many other leading law firms will also be taking part. See you all there!More information and tickets here.Discover more from Artificial LawyerSubscribe to get the latest posts sent to your email