The Austin-based company\u2019s rebrand encompasses the parent company and its suite of products, including LawPay, MyCase, CasePeer, DocketWise and CPACharge, all of which will now operate under the 8am umbrella as \u201c8am LawPay,\u201d \u201c8am MyCase,\u201d and so forth.<\/p>\n
The rebrand reflects AffiniPay\u2019s evolution from primarily a fintech company focused on payment processing to a broader platform integrating practice management, artificial intelligence, embedded financial services, and other essential business tools.<\/p>\n
A major driver of that evolution was AffiniPay\u2019s 2022 acquisition of MyCase<\/a>, which also included four other practice management products owned by MyCase: CasePeer for personal injury firms, Soluno for billing and accounting, Woodpecker for document automation, and Docketwise for immigration practices. In 2023, AffiniPay sold off Soluno to Actionstep<\/a>, a practice management company focused on mid-sized law firms.<\/p>\n \u201cOur customers choose us because they trust us to help them thrive in a rapidly changing world,\u201d said Dru Armstrong, chief executive officer of 8am. \u201cOur new brand brings our solutions together under one promise: to make it easier for professionals to run their firms with confidence, deliver world-class outcomes for their clients, and grow for the long term.\u201d<\/p>\n The company says it has experienced significant growth in recent years, achieving 217% revenue growth over the past three years and now serving more than 250,000 professionals across the United States and Canada. It employs over 600 people across offices in Austin and San Diego.<\/p>\n [Disclosure: One of those people it employs is my son.]<\/em><\/p>\n Under the previous structure, AffiniPay operated as a \u201chouse of product brands\u201d with individual products maintaining separate identities. The new 8am brand architecture creates a unified corporate identity while maintaining distinct product offerings across different professional categories.<\/p>\n Leslie Witt, chief product officer at 8am, said the rebrand reflects the company\u2019s approach to its technology. \u201cWe\u2019re redesigning how people engage with our products to make every interaction smarter, more seamless, and more human \u2014 setting the stage for an even more connected and intuitive experience.\u201d<\/p>\n The company positions itself in the \u201cprofessional business platform\u201d category, with a mission to \u201cempower professionals with the most-trusted, innovative technology to deliver world-class outcomes for their clients and their business.\u201d<\/p>\n So why the name \u201c8am\u201d? The company says it chose the name to represent several key concepts: new beginnings, a promise of action, a culture of readiness, and universal human connection to the start of the workday. \u201cEveryone understands what 8am feels like,\u201d the company says.<\/p>\n \u201cThe name 8am captures the energy and focus we bring to our customers every day,\u201d said Chief Marketing Officer Nate Skinner. \u201cInstead of asking professionals to navigate disconnected brands, we now offer one story and one experience.\u201d<\/p>\n The brand\u2019s new visual identity features a distinctive orange and teal color palette, with \u201cSunrise Orange\u201d serving as the primary brand color to \u201ccapture the energy and optimism of a new day,\u201d according to company materials.<\/p>\n \u201cAt 8am, we start every day on a mission to empower professionals with the most trusted, innovative technology to deliver world-class outcomes for their clients and exceptional financial results for their business,\u201d the company says.<\/p>\n The rebrand comes as the legal technology industry increasingly moves toward integrated platforms rather than point solutions. 8am says its strategy focuses on providing integrated practice management, payments, AI capabilities, and financial services tools to help professionals \u201csimplify operations, ensure compliance, and fuel profitable growth.\u201d<\/p>\n Current products under the 8am umbrella include:<\/p>\n AffiniPay was founded in 2005 by Amy Porter \u2014 at the time one of only a handful of women legal tech founders \u2014 with the goal of delivering secure and efficient payment solutions for professionals in industries including law, accounting, architecture, engineering, and associations.<\/p>\n In 2007, it launched LawPay, which quickly became a transformative solution for legal professionals by enabling secure credit card and e-check payments that complied with legal industry standards.<\/p>\n In 2016, it expanded to accounting professionals with CPACharge, providing similar secure payment solutions for accountants, CPAs, and bookkeepers.<\/p>\n Its 2022 acquisition of MyCase, I wrote at the time<\/a>, was a deal \u201csure to shake-up the already hyperactive market for law practice management software.\u201d<\/p>\nUnified Corporate Identity<\/h3>\n
\u2018A New Beginning\u2019<\/h3>\n
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<\/a><\/p>\nProducts Rebranded<\/h3>\n
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Founded in 2005<\/h3>\n
Upcoming Conference<\/h3>\n