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LawSHIFT is the Pre-Intake AI company for personal injury law. We created the AI for PI Index™—the legal industry’s first benchmarking system that measures how AI platforms evaluate, surface, and recommend personal injury law firms.
Founded in 2013 and headquartered in New York, LawSHIFT brings together more than 50 years of combined experience across personal injury marketing, legal technology, legal category design, and growth strategy. We’ve helped drive more than $400 million in outcomes for law firms and billions in revenue for legal technology companies.
We were built around a question few in the industry ask: What happens before an injured person ever calls an attorney?
We named that challenge the Pre-Intake Problem™—the period when injured people are trying to understand what happened, what their rights may be, what their case could be worth, and what to do next, often before ever speaking with legal counsel.
That insight became the foundation for a new category: Pre-Intake AI for PI™.
Today, injured people increasingly turn to AI before contacting a law firm. They ask questions, seek guidance, evaluate their options, and begin deciding who they believe can help them long before intake ever begins.
LawShift builds the AI systems, visibility infrastructure, and pre-intake tools designed for that window.
Our growing suite of Pre-Intake AI tools includes Casetimator™, a data-driven case valuation and guidance platform that helps injured people better understand their situation in under three minutes. We also help personal injury law firms strengthen how they are understood, evaluated, and recommended by AI systems through our proprietary AI Authority Protocol™.
Our mission is to help injured people find trusted legal counsel when they need it most.
The way we work, the way we hire, the way we show up for clients — all six values, every day.
Personal injury law has been hijacked by the loudest. Volume firms with massive ad budgets. Settlement mills willing to take any case. Marketing agencies promising rankings instead of relationships.
LawShift exists for the firms that don’t fit that mold — the ones doing the hardest, most important work for the most vulnerable clients. The firms that obsess over case outcomes, not case counts. The firms whose reputations were built one client at a time.
Continually credentialed in AI, marketing, analytics, and category strategy — so the advisory you get stays sharp as the systems we work in keep evolving.
The early movers are already pulling ahead. Get your free AI Visibility Audit and see exactly who AI is recommending in your city — and what it would take to be one of them.
