Piotr
Growth Counsel, Managing Partner
Chair, American Attorney Marketing Association
Mass tort claimant acquisition & pre-intake
More Signed Plaintiffs.Less Wasted Spend.
Mass tort firms retain us to sign more plaintiffs from every docket they take on, at a cost per signed retainer that works. Leads who don’t meet your docket criteria never reach your intake team.
Qualified claimants from the same spend
Qualification rates vary by tort, channel, and speed to contact.
We know mass tort dockets.
01
A lead is not a claimant.
Most mass tort leads never meet the docket's eligibility rules: usage windows, diagnosis, dates, documentation. Volume looks healthy while signable claimants trickle in.
How we handle it
We build the docket's eligibility criteria into the funnel, so ineligible claimants are screened out before they reach your team.
02
Half your leads may already have a lawyer.
Duplicates and already-represented claimants quietly drain budgets. You pay full intake cost on someone you can never sign, multiplied across thousands of leads.
How we handle it
We run already-represented and duplicate checks against third-party registries before a human ever works the lead.
03
The docket window won't wait.
Every tort has a window. As it matures, acquisition costs climb and competitors sign the available claimants first. Slow campaigns pay more for less inventory.
How we handle it
Our own market intelligence and creative channels let us launch fast and scale before the market saturates.
04
One bad source burns $25k before anyone notices.
At mass tort spend levels, a single weak channel or a leaky intake step wastes tens of thousands quietly. Cost per lead hides it; cost per signed plaintiff exposes it.
How we handle it
We track every dollar from spend to signed plaintiff by source, and cut what doesn't convert.
Recent wins for our clients
Case file 01 · Mass tort · Major drug docket · National firm
A national mass tort firm with multi-million-dollar monthly ad spend on a major active drug docket. Lead volume was strong across Google, Meta, and connected TV, but a 64% disqualification rate meant most of the spend funded leads the docket couldn't use: prescriptions outside the eligibility window, missing diagnostic documentation, and a steady stream of already-represented claimants.
In 4 months the firm added 720+ new signed plaintiffs and cut its disqualification rate from 64% to 32%. The fix was upstream: keyword and audience targeting rebuilt around the docket's specific eligibility window, qualification questions moved from the call center into the form so ineligible claimants were filtered before a human touched them, and an already-represented check added against a third-party registry, ending duplicate intake work that had been costing an estimated $180K per month.
Case file 02 · Mass tort · Women's health drug docket · 40-attorney firm
A 40-attorney national mass tort firm building inventory on an active women's health drug docket. Two outside lead vendors were generating volume, but the partners couldn't see why so few qualified leads converted to signed plaintiffs, and disqualifications kept surfacing deep in case workup rather than at intake, after the time and money had already been spent.
In 5 months, acquisition cost fell 38% from baseline and lead-to-sign conversion on qualified leads rose from 14% to 31%. What drove it: a docket-specific pre-intake funnel that screened for the minimum usage-duration threshold and confirmed diagnostic criteria before case workup, broad health-condition targeting on Meta replaced with niche health publishers on YouTube and long-term-use search terms, and a follow-up sequence that recovered an extra 14% of incomplete intakes.
Case file 03 · Mass tort · Occupational-exposure docket · 22-attorney firm
A 22-attorney mass tort firm actively signing claimants on an occupational-exposure docket. Paid media spend had scaled across Google and Meta for six months, but cost per qualified lead had nearly doubled and the partners were considering pulling back.
In the first 30 days, cost per qualified lead dropped 19% across both channels. The fix was structural: campaign architecture rebuilt around occupation-specific and exposure-history search terms instead of broad disease keywords, wide social audience targeting replaced with profession and service-history segments, and qualifying questions added to the intake form to filter out ineligible claimants before case workup.
The trust law firms place in Pioneerly means everything to us.
No matter how good we are today, we’ll keep improving tomorrow. That’s how we continue to earn that trust.Piotr & Matt Founders of Pioneerly
The fit check
We're selective about the mass tort firms we take on. It's the only way we can hold each docket's seat for one firm, and put a 90-day ROI guarantee in writing.
Grow My Docket is for you if…
It's not for you if…
Docket
You're building inventory on an active mass tort docket, or launching a new one, with an aggressive acquisition budget behind it and a window you intend to win.
Your caseload is single-event injury work, one client at a time. That's a different growth engine. We built Grow My Practice for Personal Injury for it.
Setup
You're done coordinating lead vendors, agencies, and handoffs. You want one docket growth partner that owns everything from first impression to pre-intake, and answers for it.
You prefer to buy leads from vendors and run everything after the handoff in-house.
Scoreboard
You run your docket on cost per signed plaintiff and disqualification rate, and count a lead only when it becomes a signed, qualified claimant. Every dollar traced from spend to retainer.
You measure acquisition on cost per lead, and your intake team takes it from there.
Window
You know the docket window won't wait. You want acquisition live in weeks and plaintiffs signing in the first months, not after a long ramp-up.
You're still evaluating whether to pursue the docket, and a start date is a question for a later quarter.
Compliance
You want both: aggressive acquisition and a file that survives scrutiny. TCPA-compliant outreach, consent you can produce, advertising that clears the rules in all 50 states.
You're comfortable trading compliance certainty for speed when the two conflict.
Meet Pioneerly's Growth Counsels
A Growth Counsel is a board-level practice growth and legal marketing operator who leads the team working on your firm’s success and owns the results. You can talk with your Growth Counsel anytime on Slack, email, and WhatsApp.
$600M+
in lifetime revenue generated
Marcus
Growth Counsel, Partner
Richard
Growth Counsel, Partner
Claire
Growth Counsel, Partner
Elliot
Growth Counsel, Partner
Matt
Growth Counsel, Co-Founder
Trusted by mass tort firms
Verified clientManaging Partner
National mass tort firm
“Our disqualification rate dropped from the low-60s to the low-30s, and we started signing eligible plaintiffs we used to pay for and lose. The pre-intake screening is the whole difference.”
Managing Partner · National mass tort firm
Verified clientFounding Partner
Plaintiff firm, nationwide
“Cost per signed plaintiff is finally a number we can trust, broken out by source. We cut two channels that looked fine on lead volume, and our economics improved the same month.”
Founding Partner · Plaintiff firm, nationwide
Verified clientPartner
Multi-docket plaintiff practice
“They launched our newest docket faster than we could have alone, and caught the already-represented leads that were quietly draining the budget. We're building inventory while the window is open.”
Partner · Multi-docket plaintiff practice
Note: We protect the privacy of our mass tort and class action clients, cases, and acquisition strategies.
Grow My Docket is a complete acquisition and pre-intake system
built for your active mass tort docket
We improve the economics of the entire claimant acquisition process, not just run ads.
In mass tort, one bad source can waste $25,000 before anyone notices. One intake bottleneck can lose dozens of qualified claimants. One poorly designed questionnaire can fill your pipeline with leads that never become viable cases.
Our job is to reduce the gap between lead spend and signed, qualified claimants. This allows your firm to sign more economically viable plaintiffs from the same marketing spend.
We move fast to build your case inventory before costs rise or the docket window closes.
Slow claimant acquisition campaigns allow competitors to sign your claimants first. The longer your firm takes to identify and reach the target audience, the more the market saturates and advertising costs explode.
Pioneerly owns its own market intelligence, allowing us to move fast at scale and use creative acquisition tactics.
We build a dynamic, multi-channel lead acquisition funnel for each docket.
Each claimant acquisition campaign is built on a deep understanding of the ideal claimant profile, relentless research into every viable acquisition channel, and creative execution that drives higher lead-to-claimant conversion rates.
With Pioneerly, your firm covers every high-impact acquisition channel, from large-scale media buys to niche micro-channels, maximizing the number of signed plaintiffs.
We qualify leads before they overwhelm your intake team.
A mass tort campaign is only as strong as the leads that reach your intake team. We build docket-specific qualification workflows that help separate promising claimants from low-fit, incomplete, duplicate, or economically unviable leads before your team wastes time chasing them.
Pioneerly designs the screening logic, lead scoring, routing, follow-up sequences, and pre-intake workflows that help your firm focus on the claimants most likely to become signed, qualified plaintiffs. Your team stays in control of the legal intake process, while we improve everything that happens before the handoff.
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Pioneerly market intelligenceWe know where to put budget
We know where to put budget
before others do
We track demand, cost, and competition in every state in real time. This gives us unique market insight, allowing us to move fast and put budget where positive outcomes are more likely.
Live
50 states
monitored continuously
24/7
live demand & cost signals
Hours
from signal to action, not weeks
Grow My Docket
Everything included to turn spend into signed plaintiffs
Mass tort claimants don’t come from one channel. Pioneerly builds docket-specific acquisition systems that create multiple paths from awareness to signed plaintiffs.
Multi-channel claimant acquisition
- Docket-specific acquisition strategy built on your ideal claimant profile
- Google Search Ads
- Meta Ads
- YouTube Ads
- TikTok Ads
- Reddit & Reddit Ads
- Programmatic Display
- Native Advertising
- Retargeting
- SEO
- AI Search / AEO
- Forum & Discussion Monitoring
- Niche Community Targeting
- Referral & Co-Counsel Campaigns
Qualification that protects your spend
- Docket-specific landing pages and qualification funnels
- Pre-intake qualification workflows that screen claimants before they reach your team
- Docket-specific screening logic for eligibility windows and diagnostic criteria
- Already-represented checks against third-party registries
- Lead scoring and routing to your most promising claimants
- Personalized email and SMS follow-up sequences
- Lead reactivation and claimant recovery campaigns
- Compliance with federal and state advertising rules
Reporting tied to signed plaintiffs
- Cost per qualified lead and cost per signed plaintiff
- Lead-to-signed-plaintiff conversion rate
- Disqualification rate by reason, so you can fix the leaks
- Lead source quality scored by channel
- An executive claimant-acquisition dashboard
- Daily optimization and weekly reviews with a dedicated Growth Counsel
Reporting & Analytics
See a clear picture of your marketing performance
Lead volume doesn’t matter if it doesn’t become qualified case inventory. Pioneerly tracks every step from acquisition to pre-intake, then improves the sources, messages, and workflows producing the strongest results.
Cost per Qualified Lead
Cost per Signed Plaintiff
Lead Source Quality by Channel
Percentage of Leads That Meet Docket Criteria
Lead-to-Signed Plaintiff Conversion Rate
Disqualification Rate by Reason
Already-Represented Lead Rate
Speed to First Contact
Pre-Intake Completion Rate
Time From Lead to Signed Plaintiff
Follow-Up Sequence Performance
Projected Qualified Inventory Growth
The people behind Pioneerly
You're in good hands.
Grow My Docket is led by two of the most experienced operators in legal marketing. They oversee strategy across all clients, guiding and supporting your dedicated Growth Counsel and their teams.
Piotr Szalkiewicz
Founder & Managing Partner
- Chair, American Attorney Marketing Association
- Member, American Bar Association
Matt Sarson
Co-Founder & Chief Marketing Officer
- Author
- Founding Member, American Attorney Marketing Association
Pioneerly only works with
one firm per docket
When a firm subscribes, the seat for its docket is taken. One firm gets our market intelligence, our acquisition system, and our team. Every other firm pursuing that docket gets told no.
01
One seat per docket, nationwide. Claimants on a mass tort come from one national pool, so the seat covers all 50 states. There is no second seat in another city.
02
A seat covers one docket. Every Grow My Docket plan locks its docket's seat from day one. Firms running multiple dockets hold multiple seats.
03
Seats don't reopen until a client leaves. But our clients don't leave.
Terms of Service
Excerpt
Docket Exclusivity.
Pioneerly shall not accept or serve any law firm acquiring claimants on the same mass tort docket as an active client, for the duration of the client's plan.
Applies nationwide, on every Grow My Docket plan.
In writingSeat openWe can take your firm on. Once you subscribe, the docket's seat is no longer available.
Seat takenWe already work with a firm on this docket. We can't take you on while they're a client.
Retain Us
Sign more claimants for your docket
Growth Docket
For firms that want a complete lead acquisition and pre-intake engine for one active docket, built to move fast, reduce wasted spend, and turn more claimant interest into signed plaintiffs.
Parallel workstreamsiEach workstream is a full, dedicated virtual team — senior specialists across every skill your docket needs — running your claimant acquisition in parallel.
One
Ad spend managed freeiNo cap on your ad budget. We manage your campaigns at no charge up to $50K/mo in ad spend; a 5% management fee applies above that.
First $50K/mothen a 5% fee
Docket exclusivityiWe don’t take on competing firms pursuing the same docket.
Yes
Free 7-day onboardingiYou won’t be charged when you subscribe. The first seven days are for onboarding and setup, and your first monthly payment will be charged automatically after that.
Yes
Who runs your docket
- A dedicated Growth Counsel — a senior operator who owns your docket strategy and results
- Direct access to your Growth Counsel by email, Slack, or WhatsApp
- A full senior legal marketing team behind them, focused on your active docket
Reaching the right claimants
- Docket-specific claimant acquisition strategy
- Ideal claimant profile development
- Multi-channel lead acquisition across Google, Meta, YouTube, TikTok, and Reddit
- Lead retargeting campaigns that re-engage claimants who didn’t convert
Qualifying and converting claimants
- Landing pages and qualification funnels built to convert
- Pre-intake qualification workflows
- Docket-specific screening logic
- Lead scoring and routing
- Personalized follow-up sequences
- Nurture sequences that keep undecided claimants engaged
Seeing exactly what’s working
- In-depth analytics and performance reporting
- Daily campaign optimization
- Weekly performance reviews
Staying compliant
- Compliance with federal and state advertising rules
- TCPA-compliant outreach and consent tracking
Scale Docket
For firms running high-volume claimant acquisition that need more than campaign management. Scale Docket helps your team build, manage, and optimize the full claimant acquisition operation around an active mass tort docket.
Parallel workstreamsiEach workstream is a full, dedicated virtual team — senior specialists across every skill your docket needs — running your claimant acquisition in parallel.
Two
Ad spend managed freeiNo cap on your ad budget. We manage your campaigns at no charge up to $100K/mo in ad spend; a 5% management fee applies above that.
First $100K/mothen a 5% fee
Docket exclusivityiWe don’t take on competing firms pursuing the same docket.
Yes
Free 7-day onboardingiYou won’t be charged when you subscribe. The first seven days are for onboarding and setup, and your first monthly payment will be charged automatically after that.
Yes
Everything in Growth Docket, plus:
Expanded claimant acquisition
- Twice the capacity: two dedicated workstreams running in parallel
- Niche claimant acquisition channels beyond the major platforms
- AI search (AEO) that gets your docket surfaced by ChatGPT, Gemini, and Claude
- Direct claimant outreach
- Referral and co-counsel acquisition campaigns
- Claimant education content that builds trust before intake
Intake & pre-intake optimization
- Intake script and questionnaire refinement
- Pre-intake leakage analysis
- Call tracking and outcome reporting
- Lead reactivation and claimant recovery campaigns
- Ongoing training and coaching for your intake team
- A speed-to-lead plan that gets your team to every claimant in minutes
Quality control & market intelligence
- Vendor lead quality monitoring
- Web and social media monitoring
- Competitor and market signal monitoring
- Executive claimant acquisition dashboard
Free 7-day onboarding
90-day positive return guarantee
Senior-only team
Month to month, cancel anytime
Our written guarantee
A positive return in 90 days, or we waive our 5% fee.
If your firm doesn't see a positive return on your Grow My Docket plan within 90 days of starting, we waive our 5% fee until you do.
We can afford to put this in writing for one reason: we don't take on dockets we aren't confident we can grow.
What your first days with Pioneerly look like
-
Your dedicated Growth Counsel, who will lead and coordinate all work for your firm, is assigned to you within 24 hours.
-
You receive an invitation to an online briefing session, where you can provide your feedback, context, and any information needed by our team to deliver the best results for your firm.
-
We take a deep technical look at your docket and gather all the relevant data.
-
The strategy and action plan for the first month are established, with quick wins and low-hanging fruit prioritized from the start.
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At the end of each month, you receive a progress report outlining all actions taken, along with relevant data and your Growth Counsel’s insights and commentary.
-
You can talk to your Growth Counsel at any time through Slack and WhatsApp to discuss strategy, seek advice, and get quick answers.
Frequently asked questions
Grow My Docket is a complete claimant acquisition and pre-intake system built around one active mass tort docket. We run creative, effective, and compliant multi-channel advertising to reach eligible claimants, then screen them against the docket's criteria before they reach your intake team, so you sign more qualified plaintiffs from the same spend.
Lead vendors sell you volume and agencies run ads, both measured on cost per lead. We're measured on cost per signed plaintiff. We build the docket's eligibility rules, already-represented checks, and duplicate filters into the funnel, so you stop paying full intake cost on claimants you can never sign.
Pre-intake qualification screens claimants for the docket's eligibility, including usage windows, diagnosis, dates, documentation, and existing representation, before a human on your team works the lead. It's the single biggest driver of a lower disqualification rate. On one of our major drug dockets, it helped cut disqualifications from 64% to 32%.
Fast. Your dedicated Growth Counsel is assigned within 24 hours, and we use our own market intelligence to launch and scale before the docket window matures and acquisition costs climb. Building inventory early means signing available claimants before competitors do.
Yes. Your team owns the legal intake and the signing relationship. We improve everything that happens before the handoff (acquisition, screening, scoring, routing, and follow-up) and pass you the claimants most likely to become signed, qualified plaintiffs.
A nationwide docket means 50 sets of attorney-advertising and solicitation rules, and we build each campaign and disclaimer to clear that patchwork state by state. High-volume calling and texting is structured around consent, opt-outs, and quiet-hours rules to keep you clear of TCPA exposure.
No. Our fee is tied to ad spend and service, never to recoveries or signed plaintiffs, so there's no Rule 5.4 fee-splitting exposure. Sensitive claimant health and case data is stored securely and handled within applicable privacy rules.
No. Docket exclusivity is built into every plan: one firm per docket, nationwide. While a client holds a docket's seat, we don't accept or serve any other firm acquiring claimants on that docket, and the commitment is written into our Terms of Service. For clients on different dockets, strict information walls apply: your acquisition strategy, campaign data, and performance metrics are never accessible to anyone outside your dedicated team.
If your firm doesn't see a positive return within 90 days of starting, we waive our 5% fee until you do, in writing. There's no long-term lock-in: plans start with 7 days free and you can cancel anytime.
Have other questions? Message us
Insights from law firm growth practitioners