Pioneerly is the support system for law firms with big ambitions.

Pioneerly helps law firms sign more and better cases, making case volume and revenue growth more predictable from month to month. We specialize in practice areas where clients find and choose their lawyer online, including personal injury, family law, immigration law, criminal defense, estate planning, mass tort, employment law, and civil litigation.

We built Pioneerly to give law firm owners a better alternative to traditional legal marketing agencies and the cost and complexity of building a large in-house marketing team.

We set out to be the solution: a single growth partner that takes your firm's goals and values as seriously as you do, brings exceptional expertise and integrity, and cares about both the results and the relationship.

That's what Pioneerly is all about.

Piotr Szalkiewicz Matt Sarson

Founding partners

The law matters to us.

We believe the rule of law is one of the foundations of a healthy society. It protects rights, creates accountability, enables progress, and gives people a way to pursue justice when the balance of power is against them.

None of it works without the judgment, dedication, and resilience of attorneys, judges, paralegals, clerks, and everyone else who upholds the legal system every day.

Our appreciation for the people behind the legal system is why we chose to devote our work entirely to law firms. That focus allows us to understand the profession more deeply, truly specialize, and become more useful to the people we support. Pioneerly is more than a legal marketing agency. We're a practice growth firm.

How we work matters, too.

Pioneerly is built around a few principles that shape the people we hire, the commitments we make, and the work we do.

We work with one law firm per practice area in each market.

Our attention, work, and market insights are aligned with your firm, never divided between direct competitors. We never put ourselves in a position where helping one client means working against another.

We hire for expertise and entrepreneurial instinct.

Our team brings together people at the top of their fields who understand the pressures of building a firm. They know how owners think, challenge them when needed, and give clear advice when it matters.

We own our market intelligence.

Put a few traditional marketing agencies on a shortlist and look closely. Most rely on the same tools and the same third-party data. We built and maintain our own legal market intelligence, tracking thousands of firms, markets, and changes in how clients find attorneys.

We're obsessed with growth and the numbers behind it. We connect marketing to consultations, signed cases, and revenue, so we can see what is actually growing a firm and act on it.

We're driven by honesty and transparency.

We share what we see, explain our decisions, and say what we actually think. If an idea is not good enough, we say so. If our own work falls short, we say that too and fix it. Trust goes both ways, and we live by it.

We have the skills and technology to guide firms through the AI shift.

AI is here to stay, and it is evolving fast. Our background in technology and love for innovation allow us to separate real opportunities from noise and help firms use AI where it can make a meaningful difference.

Leadership team

The people behind Pioneerly.

Piotr Szalkiewicz

Founder & Managing Partner

A fearless mind.

A recognized law firm marketing expert, Piotr has spent over 20 years building and growing companies across legal, tech, and media, including immigration firm Joorney and Boston-based tech unicorn LiveChat. He works directly with clients as a Growth Counsel at Pioneerly, approaches problems from first principles, favors simple solutions, and believes people do their best work when they care deeply about what they're building. He's the Chair of the American Attorney Marketing Association and a member of the American Bar Association.

Piotr's curiosity extends beyond business. Piotr co-founded Danaba Institute, a research organization studying the biology of human aging, and is a member of the American Aging Association.

Matt Sarson

Co-Founder & Chief Marketing Officer

A strategist who starts with people.

Matt has spent more than 20 years working across content, community, brand, and strategy. He's developed a clear instinct for what drives growth and what simply creates noise. At Pioneerly, he brings brand thinking, strategic discipline, and deep fluency in AI to the work. He's a founding member of the American Attorney Marketing Association.

Matt's early work in community development shaped his belief in the power of human connection. Having lived on three continents, he brings a broad perspective to his work and an instinct for seeing problems from more than one angle.

Growth Counsels

Each client gets a dedicated Growth Counsel, a senior practice growth operator who leads the firm's growth and marketing strategy and serves as its point of contact.

Piotr Szalkiewicz

Matt Sarson