Robert Ambrogi Blog
Law practice company Clio said today that it is bringing AI to Clio Grow, its client intake and relationship management product.
Clio describes the new Grow AI as a set of features within Grow “that work around the clock to turn inquiries into clients.”
The product targets a problem documented by Clio’s Legal Trends Report. Even though 79% of prospective clients expect a reply within 24 hours, 67% of firms do not respond to email inquiries and 48% do not respond to phone inquiries.
On top of that, many leads come in after hours, when firms are least equipped to respond.
In fact, many firms still monitor phone lines, inboxes and web forms manually, screening leads and following up by hand before determining whether an inquiry is worth pursuing.
Clio says Grow AI is a direct answer to that problem.
It monitors a firm’s phone lines, inbox and website chat for new activity, Clio says, and incoming messages trigger an immediate response.
The agent can answer questions, capture contact and case information, and check the lead against the firm’s own lead scoring and conflict rules.
That scoring, Clio says, is derived from the firm’s own case history. “Every hired matter, every declined case, and every past outcome becomes a signal, so Grow AI learns the shape of the cases a specific firm wins and applies that judgment to each new lead the moment it arrives.”
Depending on how the firm configures its, Grow AI can book well-suited leads directly into a consultation. It can also automatically follow up with leads that stall using firm-approved messaging.
I have n0t seen Grow AI, but Clio says that, more specifically, it includes:
- Phone, email and web chat agents that answer common questions, capture information and begin the intake process automatically.
- Lead assessment based on the firm’s criteria, including case type, location, and conflicts, scoring leads by patterns from past successful cases.
- Automated lead intake that collects information and schedules qualified leads into a consultation.
- SMS and email to follow up on outstanding intake forms, unsigned agreements and unscheduled consultations.
- Client reconnection emails that deploy after the matter closes.
As you might expect, once a lead is won, the resulting matter carries over into Clio Manage, along with the contact history, case details, documents and billing information.
The product is available worldwide, except for the voice agent, which is currently available only in the U.S.
Notably, Clio is pricing Grow AI so that firms pay only when it helps turn a lead into a client. The cost is $25 for each converted lead. If the lead does not convert, or if Grow AI is not used in the conversion, there is no charge.
Current Grow customers get their first three conversions at no cost.
Clio says this about the pricing:
“Firms pay when a client is hired who was captured through the voice agent, or when Grow AI revives a prospect who has stopped responding and they go on to sign their engagement agreement. If Grow AI had no role in the hiring, there’s no charge. Legal professionals are able to set a monthly spending target to keep costs predictable, so a firm can let Grow AI answer inquiries without worrying about the bill for the leads that don’t convert.”
“A two person firm shouldn’t need a call center or a marketing department to compete with the biggest firms in the country,” said John Foreman, Clio’s chief product officer. “Grow AI gives them the same always-on response and the same judgment about which leads are worth pursuing, built directly into the platform they already run their practice on.”