The legal technology landscape is undergoing a transformative shift from a reactive to a proactive approach, primarily driven by advancements in artificial intelligence. Jody Glidden, founder and CEO of Postilize, is at the forefront of this evolution, championing the use of technology to anticipate client needs within law firms.
“We thought, what if we could find a way to predict legal matters or legal projects before they occur?” Glidden explains, emphasizing the shift from traditional client relationship management (CRM) to proactive relationship management (PRM).
From Reactive to Proactive
Traditional CRM tools often left law firms waiting for incoming calls. Glidden, originally from New Brunswick, has a rich history in technology both in Canada and internationally. He previously founded Introhive, a company known for its contributions to relationship intelligence and enterprise relationship management (ERM).
Reflecting on the evolution of legal tech, Glidden notes that early CRMs were largely unused by lawyers. ERM tools predicted client churn but kept firms reactive. The real breakthrough came with AI, enabling systems like Postilize to sift through vast amounts of data to identify critical events such as lawsuits or acquisitions before clients themselves are aware.
PRM: A Game Changer
Traditional CRMs demanded significant input from lawyers, often wasting their valuable time. PRM, on the other hand, leverages AI to deliver highly relevant opportunities tailored to each lawyer’s clients and practice area. “We make it extremely easy, way easier than traditional software,” Glidden asserts.
The shift from Yahoo’s endless lists to Google’s targeted search is analogous to the transformation in CRM, Glidden suggests. Lawyers should not have to hunt for information; instead, relevant insights must be delivered directly to them.
Targeted Insights
Glidden provides a clear example: If a firm represents Meta, receiving 200 news articles daily isn’t useful. What’s important is identifying one early rumour, like Meta developing Lama 4 with a unique feature, that’s relevant to an IP lawyer. The value of PRM lies in filtering information to deliver targeted, practice-specific insights.
Manual data entry is a significant barrier. “We require zero data input,” Glidden emphasizes. Effective legal tech should demand minimal data output, focusing solely on the most relevant information.
Leveling the Playing Field
For small and mid-sized firms, PRM is essential. While large firms can afford dedicated business development teams, smaller firms cannot. “The small firm, maybe 10 or 50 attorneys, they don’t have those. So, they were missing out entirely and were entirely reactive,” Glidden explains. PRM acts as a virtual team, scanning social media, news, and filings to surface actionable insights.
Privacy and security are paramount. Glidden notes that prioritizing these aspects from the beginning has earned the trust of major clients like PwC and top law firms. “We’re really just helping them find opportunities using publicly available data,” he clarifies.
A Global Outlook
Glidden’s company collaborates with top US firms, yet he believes Canadian legal tech companies are poised for global success. Canadian law firms are large enough to require sophisticated solutions but small enough for tech companies to engage with quickly, making Canada an ideal launchpad for legal tech innovation.
Timing and Future Prospects
For innovators, timing is crucial. “With any startup in general, but particularly with legal tech, you have to push the boundaries a little bit,” Glidden advises. However, he warns against advancing too quickly, which can result in missing market needs.
The future of legal tech is not just about reducing the size of legal matters. “There are a lot of legal matters in every company that are just not being handled right now,” Glidden notes. The opportunity for AI lies in helping firms identify and secure new work, keeping them competitive and enhancing client value.
Note: This article is inspired by content from https://www.canadianlawyermag.com/news/features/jody-glidden-champions-proactive-relationship-management-at-postilize-with-ai/393385. It has been rephrased for originality. Images are credited to the original source.