Webinar Recap: Meet Merlin: AI for Law Firm Growth

Every law firm knows the feeling when a lead comes in. For a moment, anything seems possible — maybe it's the biggest client in the firm's history, maybe it's a non-fit that you have to refer out. But too often, repetitive tasks and admin get in the way.

Someone has to review the lead, decide if it's worth pursuing, and respond before it goes cold, all while juggling everything else on the day’s list. By the time a firm gets to a good lead, they’ve already gone cold or hired another law firm.

Automation has always been at the core of how Lawmatics helps firms keep pace, and Merlin is the newest layer of that same approach. The new AI suite in Lawmatics currently includes three features:

• Merlin Qualify sifts through a high volume of leads and surfaces the best fits, so firms can respond while a lead is still fresh.
• Merlin Engage reaches out to leads to gather the information still missing, so intake keeps moving forward without anyone having to chase it down.
• Merlin Copilot builds rule-based automations, runs reports, and answers questions about your pipeline, all from a simple conversational prompt.

In this webinar, Devon Butler, product manager at Lawmatics, and Sarah Bottorff, SVP of growth, give an overview and demo of the whole suite. 

Time stamps of key takeaways

6:07 — Where Merlin takes Lawmatics further

Sarah opens by grounding the session in what Lawmatics already does for firms: intake, marketing automation, CRM, and reporting that move leads toward becoming signed clients. Merlin builds on that same foundation, giving firms an extra layer of speed and consistency exactly where leads used to slow down: cold follow-up, repetitive qualifying work, and conversion rates that don't move no matter how many leads come in.

13:32 – Building a lead scoring model with Merlin Qualify

Devon walks through how firms configure Qualify, creating separate agents for different practice areas since each one calls for its own qualifying criteria. She shows how a built-in copilot helps generate that criteria so firms aren't starting from a blank page, and how an automation action lets Qualify start evaluating leads the moment they come in.

23:20 – Merlin Engage turning a cold lead into a Chase Hard client in minutes

Devon runs a live example: a new lead comes in with no information attached, gets qualified as inconclusive, and Engage reaches out by text within the same minute to collect what's missing. As the lead responds, Engage gets the lead requalified in real time, moving it from inconclusive to a high-confidence Chase Hard lead in a matter of minutes.

32:18 — Merlin Copilot building an automation from a single request

Devon closes the demo with Copilot, showing how it can build an entire automation from a plain-language request, including adding a Qualify evaluation step into that same automation, without leaving the conversation. She notes Copilot works with context from anywhere in the app, so firms don't need to be on a specific page to ask it for help.

40:30 – Wrap up and Q&A

Sarah recaps the throughline: every new lead gets qualified and engaged within minutes, a higher conversion rate means more of a firm's existing leads become clients, and firms can grow their pipeline without growing their headcount at the same rate.

Webinar slide deck