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25: Responsiveness with Basha Rubin of Priori Legal

Law is a Customer Service Business:

Nicole chats with Basha Rubin, CEO and Co-Founder of Priori Legal.

Technology is changing access to legal services: Priori is working to remove aspects of finding and working with lawyers that impede efficiency.

How did you come up with the idea for Priori: We felt a marketplace solution would help businesses: identify high quality lawyers, understand pricing, get a transparent look at what their purchasing; while using technology to make managing the relationship easier.

Clients’ value that Priori seriously vets their lawyers: Improving on the legwork businesses typically do themselves; they set mandatory minimum requirements; vetting is done by people who are expert at vetting lawyers; as are reference checks; and face-to-face interviews.

Lawyers value the business acquisition channel: Unlike other services – no bidding is involved. Lawyers get ‘pinged’ when a client is looking for services tailored to their experience, background and practice. Priori handles billing, invoicing and collection.

People network superficially: Basha suggests small networking groups where you become friends with peers is better than attending 30 cocktail parties in a month.

Advice to those starting out: Keep at it – you’ll feel you’re running hard and not making progress then you’ll have of breakthrough – it’s all about tenacity.