Behind The GAVL

What's your law firm's best referral source? 

You might be overlooking it. 

The clients you've already helped. 

Personal injury firms spend so much time and money attracting new clients, but what about the relationships they've already built? 

Your existing clients can be some of your strongest advocates. The question is: Are you giving them a reason to remember your firm and recommend you to others? 

In Episode 20 of Behind the GAVL, host Ryan Raplee sits down with Ed Levy and Claudia Tuser of I Love My PI Lawyer® to explore how thoughtful client appreciation can strengthen relationships, build lasting loyalty, and turn positive client experiences into future referrals. 

From strategic gifting to staying connected long after a case closes, they discuss why the little things can make a big difference in how clients remember your firm. 

In this episode, we cover: 

• Why your existing clients may be your most valuable referral source. 
• The story behind I Love My PI Lawyer®. 
• The difference between promotional swag and meaningful client gifting. 
• When to show appreciation throughout the client journey. 
• Why thoughtful gestures shouldn't always come with an ask. 
• How client appreciation supports loyalty, referrals, and long-term law firm growth. 

Whether you're looking to improve your client experience, generate more referrals, or build stronger relationships, this conversation offers a fresh perspective on growing your practice. 

Learn more about GAVL Marketing: 

https://www.gavlmarketing.com/ 

Learn more about I Love My PI Lawyer®: 

https://www.ilovemypilawyer.com/ 

🔔 Subscribe for more conversations about law firm growth, legal marketing, leadership, and the future of the legal industry. 

https://www.youtube.com/@GAVLMARKETING 

For many law firms, the inbox is where client questions, new leads, case updates, and tasks all compete for attention. How can AI help lawyers manage that work while keeping people in control?

In Episode 19 of Behind the GAVL, Ryan Raplee talks with Sujith Jose, co-founder and CEO of Candle AI. Sujith shares how he went from building self-driving car technology to working in legal tech after his own experience navigating the U.S. immigration system.

Ryan and Sujith discuss:

• Why Sujith chose to focus on the legal inbox 

• How Candle helps prioritize emails and brings case information into the inbox 

• Why lawyers review work before anything is sent to a client 

• What law firms should consider when evaluating AI tools and client data 

• How Sujith sees AI changing client communication

They also talk about building technology lawyers will actually use, creating a legal tech community in Austin, and Sujith’s favorite local BBQ spot.

Learn more about Candle AI: https://trycandle.ai/ 

Learn more about GAVL: https://www.gavlmarketing.com/

Behind the GAVL is a podcast dedicated to helping law firms grow through better marketing, stronger client experiences, and conversations with leaders across the legal industry. 

Subscribe for more conversations at the intersection of law firm growth, AI, SEO, websites, legal news, and marketing. https://www.youtube.com/@GAVLMARKETING

#behindthegavl #aiforlawyers #legaltech #lawfirmproductivity #candleai

Can law firms use AI without putting clients or cases at risk? 

On this episode of Behind the GAVL, Ryan Raplee talks with Mark Prince, founding attorney of Prince Law Firm, about how Mark uses AI in his practice each day and where he draws the line. Mark has spent more than 35 years representing injured people and has been speaking with fellow lawyers about the ethical use of AI. 

In this episode, Ryan and Mark get into: 

• How Mark uses AI in his day-to-day as a lawyer 

• What AI can help with, and what should stay in human hands 

• Why lawyers should ALWAYS check AI-generated work 

• Where a firm can start if it wants to explore AI 

• What still keeps Mark passionate about practicing law after 35+ years 

Behind the GAVL is a podcast dedicated to helping law firms grow through better marketing, stronger client experiences, and conversations with leaders across the legal industry.  

Subscribe for more conversations at the intersection of law firm growth, AI, SEO, websites, legal news, and marketing. 

Subscribe - https://www.youtube.com/@GAVLMARKETING 

Learn more about Prince Law Firm: https://www.princelawfirm.net/ 

#BehindTheGAVL #LawFirmGrowth #LegalMarketing #TrialLawyers #LegalTechnology #LawFirmLeadership  

What does it take to grow from a solo practitioner into the leader of a multi-state law firm, while still trying cases, building businesses, and serving the legal community? 

In this episode of Behind the GAVL, host Ryan Raplee sits down with longtime friend and GAVL co-founder Tad Thomas, managing partner of Thomas Law Offices, for a candid conversation about law, leadership, business, tech, and the lessons learned along the way.  

Over more than 25 years in the legal profession, Tad has grown Thomas Law Offices from a solo practice into a firm with offices across multiple states. He is also a past president of the American Association for Justice (AAJ) and incoming president of the Kentucky Justice Association (KJA).  

Ryan and Tad get into: 

• Growing a law firm without losing sight of the practice of law  
• Learning to delegate, trust your team, and lead through growth  
• What law firms still get wrong about intake  
• How technology and AI are leveling the playing field for smaller firms  
• The rapid evolution of AI in litigation and trial preparation  
• Why Tad still loves the courtroom after more than two decades  
• Entrepreneurship and building businesses around problems worth solving  
• The importance of relationships, mentorship, and giving back  
• Tad and Ryan’s history together and the early days of GAVL  
• And, of course, bourbon, baseball, and a few stories from over the years  

It’s a conversation about what changes as you grow, what stays the same, and why having the right people around you matters at every stage. 

Behind the GAVL is a podcast dedicated to helping law firms grow through better marketing, stronger client experiences, and conversations with leaders across the legal industry.  

Subscribe for more conversations at the intersection of law firm growth, AI, SEO, websites, legal news, and marketing. 

Learn more about Thomas Law Offices here - Personal Injury Lawyer, Car Accident Attorneys - Thomas Law Offices 

#BehindTheGAVL #LawFirmGrowth #LegalMarketing #TrialLawyers #LegalTechnology #LawFirmLeadership  

Subscribe - https://www.youtube.com/@GAVLMARKETING 

What does it take to bring together law firm leaders, technology experts, and forward-thinking legal professionals focused on the future of client experience? 

In this episode of Behind the GAVL, Ryan Raplee sits down with Kylie Fahey, Director of Growth Marketing at Case Status, for a behind-the-scenes look at the Case Status CX Summit, happening September 16–18 in Charleston, South Carolina. 

Kylie shares what goes into creating a unique content and hospitality experience, from selecting speakers and developing peer-led sessions to planning curated Charleston experiences that surprise and delight attendees. 

They also get into: 

• Why client experience is a NEED to have, not a nice to have  
• How firms can build systems and strategies around the client experience  
• The “dehumanization trap” and AI’s impact on client communication  
• The growing cost of client acquisition  
• Using video to reduce friction and improve communication 
• The first-ever Client Experience Awards  
• What attendees can expect from the sessions, networking, dining, and Charleston experiences  

GAVL will also be at the summit offering VIP attendees free professional video recording sessions. Participating firms can create videos to use throughout the Case Status platform, including welcome messages, case-stage updates, and other client communications. 

Get 25% off your Case Status CX Summit ticket with the exclusive code GAVL25: 

https://www.casestatus.com/cx-summit  

Learn more about Case Status and the CX Summit 

Legal Client Engagement Software Portal for Law Firms | Case Status 

Behind the GAVL is a podcast dedicated to helping law firms grow through better marketing, stronger client experiences, and conversations with leaders across the legal industry. 

Subscribe for more conversations at the intersection of law firm growth, AI, SEO, websites, legal news, and marketing. 

Subscribe – https://www.youtube.com/@GAVLMARKETING 

#LawFirmMarketing #ClientExperience #LegalTechnology #LawFirmGrowth #CaseStatus #CXSummit #LegalMarketing #Attorney 

In Episode 15 of Behind the GAVL, Ryan Raplee, Co-Founder and CEO of GAVL, sits down with Tracee Wagner, Settlement Consultant at Forge Consulting, to explore why the client journey doesn't end when a case is resolved. 

With more than 20 years of experience working alongside plaintiff attorneys, Tracee shares how settlement planning and financial education help clients make informed decisions during one of the most important moments of their lives. She also reflects on her own career journey, from helping law firms improve their operations to guiding clients through life after settlement. 

Here’s what we get into on this episode:

• What settlement planning is and why it matters 
• How attorneys can better support clients after settlement 
• The role of financial education in the client journey 
• When settlement professionals should become involved 
• Common misconceptions about settlement planning 
• Planning tools beyond structured settlements 
• Tracee shares her lessons learned from attending nearly 50 AAJ conventions 
• Career advice, networking, and building long-term relationships 

Throughout the conversation, Tracee shares why every client's situation is different, what successful client outcomes look like, and how attorneys can continue serving clients long after a settlement is reached. She also leaves listeners with simple but meaningful career advice: "Try it all." 

Whether you're an attorney, legal marketer, or someone passionate about improving the client experience, this episode offers practical insights into serving clients beyond the case itself.

Learn more about Forge Consulting: 

https://forgeconsulting.com

Behind the GAVL is a podcast dedicated to helping law firms grow through better marketing, stronger client experiences, and conversations with leaders across the legal industry.

Subscribe for more conversations at the intersection of law firm growth, AI, SEO, websites, legal news, and marketing.

Subscribe - https://www.youtube.com/@GAVLMARKETING

#LawFirmMarketing #SettlementPlanning #PersonalInjuryLaw #PlaintiffLaw #LegalMarketing #AAJ #Attorney #ForgeConsulting

In Episode 14 of Behind the GAVL, Ryan Raplee, Co-Founder and CEO of GAVL, is joined by Catherine Rodman, Head of Sales at GAVL, for a conversation ahead of the American Association for Justice (AAJ) Annual Convention in Chicago and why conferences are about so much more than collecting business cards. 

Whether you're attending AAJ for the first time or you've been going for years, Ryan and Catherine share practical advice on making the most of your conference experience, building meaningful relationships, and avoiding some of the common mistakes they’ve seen make over the years… 

Topics covered in this episode: 

• How to build genuine relationships at legal conferences  
• Conference scams and what to watch out for  
• What to expect at the AAJ Annual Convention 
• Tips for first-time conference attendees 
• Networking advice for attorneys and legal vendors 
• Why showing up consistently matters in the legal industry 

In this convo, Ryan and Catherine share stories from past conferences, their favorite memories of AAJ, and why some of the best opportunities come from simply meeting people and building relationships over time. 

If you're heading to AAJ this year, be sure to stop by Booth #102, say hello to the team, and check out GAVL's video room. 

Subscribe for more conversations about legal marketing, law firm growth, leadership, and the future of the legal industry. 

Subscribe - https://www.youtube.com/@GAVLMARKETING 

Thanks for tuning into another episode of Behind the GAVL, a legal marketing podcast serving law firms across the country. 

Subscribe for more conversations at the intersection of law firm growth, AI, SEO, websites, legal news, and marketing. 

#AAJ2026 #LegalMarketing #LawFirmGrowth #LegalConference #TrialLawyers #BehindTheGAVL 

In Episode 13 of Behind the GAVL, Ryan Raplee, Co-Founder and CEO of GAVL, sits down with Ric Perez, Sr. Vice President at Strategic Capital, to get into a conversation around how attorneys can better serve clients beyond the settlement itself, Ric’s passionate work with Paws For Justice, and John Oliver’s recent segment on structured settlements and how it was perceived in the legal space. 

With more than 16 years at Strategic Capital, Ric works with injury victims, structured settlement recipients, lottery winners, and their advisors as they navigate major financial decisions after settlement. 

Topics Ryan and Ric get into: 

• What a structured settlement is, how it works, and common misconceptions 

• Why some people need access to funds after settlement 

• Major changes Ric has seen throughout the industry over the years 

• The recent John Oliver segment and the conversations it sparked 

• Building trust and long-term relationships in the legal industry 

• The future of the structured settlement industry 

• Ric's work with Paws For Justice and giving back 

Throughout the convo, Ric shares lessons learned from decades of working alongside attorneys, helping clients navigate important financial decisions, and building a reputation centered on trust, relationships, and doing business the right way. 

Subscribe for more conversations about legal marketing, legal operations, law firm growth, and the people shaping the legal industry. 

🎙️ Behind the GAVL is a legal marketing podcast serving law firms across the country. 

Subscribe - https://www.youtube.com/@GAVLMARKETING 

#LegalMarketing #StructuredSettlements #PersonalInjuryLaw #LawFirmGrowth #TrialLawyers #BehindTheGAVL 

In episode 12 of Behind the GAVL, the tables are turned as Mariah Farrens, Marketing Strategist at GAVL, sits down to interview GAVL Co-Founder and CEO Ryan Raplee. They reflect on the company's 10-year journey and lessons learned from a decade of running a business and working with law firms across the country. 

The conversation explores entrepreneurship, leadership, team building, company culture, relationship-driven growth, and what it takes to navigate constant change in both business and the legal industry. 

"Human-to-human connection is really important. And that's really shaped our business...” - Ryan Raplee 

Topics covered: 

• Lessons learned from 10 years of business ownership 
• Importance of building relationships & a team 
• The story behind the founding of GAVL 
• Why trust and reputation matter more than ever 
• Leadership challenges and unexpected lessons as a CEO 
• Creating and maintaining a strong company culture 
• Hiring, team building, and growth 
• Common misconceptions law firms have about marketing 
• The future of legal marketing and client relationships 

Ryan also shares personal reflections on entrepreneurship, the importance of staying adaptable, and why human connection continues to be one of the most valuable assets in business. 

Subscribe for more conversations about legal marketing, law firm growth, leadership, technology, and the future of the legal industry. 

🎙️ Behind the GAVL is a legal marketing podcast serving law firms across the country. 

Subscribe - https://www.youtube.com/@GAVLMARKETING  

#LegalMarketing #Leadership #Entrepreneurship #LawFirmGrowth #BusinessGrowth #CompanyCulture #BehindTheGAVL 

In this episode of Behind the GAVL, Ryan Raplee sits down with Brett Kohler, Head of Sales at Intaker, to talk about how AI is changing the way law firms capture, qualify, and convert new leads. 

Brett shares how Intaker helps firms create a faster, more personal intake experience through AI-powered tools, video, and smarter lead communication.  

In this episode, Ryan and Brett dive into: 

• How AI is improving law firm intake and lead conversion 
• Brett’s background in acting and comedy, and how it shaped his approach to sales 
• Why speed-to-lead matters when someone is ready to hire 
• How website chat can create a better first impression 
• Why firms need to meet potential clients where they are 
• How human connection still plays a critical role in sales and client communication 

If your law firm is looking for better ways to improve lead conversion, streamline intake, and create a stronger client experience from the first touchpoint, this conversation is worth a listen. 

Watch now and subscribe for more conversations on legal marketing, law firm growth, AI, legal tech, and the future of client communication. 

Subscribe - https://www.youtube.com/@GAVLMARKETING  

Learn more about Intaker - https://www.intaker.com/home/ 

#LegalMarketing #LawFirmMarketing #AIForLawFirms #ClientIntake #LeadConversion #LegalTech #LawFirmGrowth #BehindTheGAVL