The legal CRM and marketing automation platform Lawmatics today announced the beta launch of Qualify AI, which it is calling “the most powerful and useful lead score and qualification platform in legal tech.” The new AI-powered product represents Lawmatics’ first major entry into the application of generative artificial intelligence. It is designed to address one […]
The legal CRM and marketing automation platform Lawmatics today announced the beta launch of Qualify AI, which it is calling “the most powerful and useful lead score and qualification platform in legal tech.”
The new AI-powered product represents Lawmatics’ first major entry into the application of generative artificial intelligence. It is designed to address one of the most time-consuming challenges law firms face: determining which leads to pursue.
In a pre-release briefing and demonstration for LawSites, founder and CEO Matt Spiegel said that Lawmatics took a deliberately cautious and methodical approach to developing its first AI offering. Rather than rushing to market with surface-level AI features, he said, the company spent months studying how lawyers would want to use AI, what they would embrace, and what they would fear.
“We didn’t want to just go arbitrarily saying, oh, we’re just going to let you build a document or help you write a contract,” Spiegel said. “AI has layers, and the stuff that everyone has done is at layer one, which is superficial and is really just simply an integration into OpenAI. Where the value is as you go layers deep into the thing.”
The company worked closely with nearly 100 law firms during development, building the product alongside customers over recent months to ensure it would meet real-world needs.
How Qualify AI Works
Qualify AI tackles the lead qualification problem through a sophisticated multi-layered approach that combines firm-specific data, AI analysis and human input.
Custom Configuration
The system uses an AI-powered chat interface to help create what Spiegel describes as a “bespoke AI solution” tailored to each firm. The platform:
- Analyzes all of a firm’s historical case data using proprietary algorithms.
- Identifies patterns that made cases successful in the past.
- Allows firms to provide input on what criteria matter most to them.
- Lets firms refine and adjust the qualification criteria.
“Every law firm is different,” Spiegel said. “Every law firm has unique things they look for or unique requirements. This is not just like, ‘Let me open ChatGPT and say I’m a personal injury lawyer and is this case good.’”
Qualitative vs. Quantitative Scoring
Rather than simply assigning numerical scores, Qualify AI provides action-based recommendations. Based on beta testing feedback, the system will primarily use qualitative categories such as:
- Chase Hard – for leads with clear liability and substantial damages.
- Chase – for viable cases worth pursuing.
- Refer – for cases better suited to other attorneys.
- Reject – for cases that don’t meet the firm’s criteria.
While Spiegel said those category names are not yet set in stone, each recommendation comes with detailed reasoning explaining why the AI reached that conclusion, along with a confidence score indicating how certain the system is about its assessment.
Intelligent Follow-Up
Among Qualify AI’s innovative features is its ability to identify missing information and automatically gather it. If the system determines it needs additional data to make a confident recommendation, it can:
- Automatically generate a follow-up form using Lawmatics’ existing form functionality.
- Send it to the lead via text message or email.
- Re-analyze the lead once the information is received.
- Maintain a complete history of all scoring decisions and the reasoning behind them.
“All that extra work that lawyer is currently having to do, is gone off the table,” Spiegel said.
Automation Integration
Because Qualify AI is built directly into Lawmatics’ automation platform, firms can create workflows that automatically take action based on the AI’s recommendations. For example, leads marked for referral could automatically be routed to the appropriate referring attorney, while high-value “chase hard” leads could trigger immediate contact workflows.
The scoring action itself becomes an automation trigger, Spiegel said, allowing firms to build sophisticated workflows around the AI’s recommendations.
AI Transparency and Trust
Spiegel told me that a key design principle for Qualify AI was ensuring lawyers would trust the system. Rather than create a “black box” AI tool, Lawmatics built extensive transparency features. Among them:
- Detailed explanations for every decision.
- Comparison views showing how scores changed when new information was added.
- The ability to provide feedback on decisions (thumbs up/down).
- Complete history of all scoring iterations for each lead.
“Lawyers don’t want some AI that’s just clicking a button and scoring leads,” Spiegel said. “They’re not going to trust it. There needs to be a component where you can see and feel and touch the things that are helping it make the decision.”
The system continues to learn and improve over time. Firms can direct Qualify AI to analyze new leads as they come in, incorporating that data into its decision-making process. The platform maintains visibility into which leads are being used for training purposes.
No Talking Robots
Interestingly, Lawmatics explored but decided against including voice AI capabilities in the initial release. While the company considered having AI make phone calls to leads to gather information, customer feedback was clear that lawyers were not ready for that.
“Lawyers don’t want some robot talking to their lead,” Spiegel said. “Lawyers told me, ‘I want to talk to them. I don’t want their first experience to be that they’re talking to some robot.’”
However, voice AI remains a possibility for future iterations once customers become more comfortable with AI-assisted client interactions.
Qualify AI Availability
Qualify AI will be offered as an add-on to Lawmatics subscriptions and not as a standalone product. The beta program for signups is open immediately, with access coming “very quickly” thereafter. A full market launch will follow once the company is satisfied with the beta rollout.
The announcement is strategically timed for the day before Cleo’s annual conference in Boston, where many legal technology professionals will be gathering. If you are at Clio, you can find Lawmatics in the exhibit hall.
