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Turbo-Will: Build & Scale an Online Legal Product in 2022

Level: Advanced
Runtime: 93 minutes
Recorded Date: January 13, 2022
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        • Streamline client onboarding and intake
        • Collaborate with clients through every step of the case
        • Understand potential business models
        • Develop a pricing plan
        • Market your product
        • Address data security
        • Checklist of ethical considerations
        • Case studies of innovative applications
        • Build your own “TurboTax” for estate planning (or any other field)

Runtime: 1 hour, 33 minutes
Recorded: January 13, 2022

For NY - Difficulty Level: For experienced attorneys only (non-transitional)


LegalZoom and other tech companies are building legal products for the masses. How can the legal community participate in this online legal market and provide a better service to consumers? In this session, we'll cover the basics of reassessing your practice, determining the specific parts of the estate planning and elder law practice that you could be building tech for, and how to launch a new form of business. We'll also talk about how to veer away from the billable hour but create a pricing model that works for you and your clients.

Worried about ethics rules and UPL? The law is changing every month, and we'll cover the latest on what constitutes an attorney-client relationship, along with security and staffing concerns.

This program was recorded on January 13th, 2022.

Provided By

American Bar Association
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Michael D.J. Eisenberg

The Law Office of Michael D.J. Eisenberg

Michael D.J. Eisenberg is solo practitioner based in Washington, DC, advocating for veterans, military members and federal employees for more than a decade. He combines his legal and scientific background to assist veterans in helping them get their proper disability benefits, military members with medical boards, record corrections and criminal cases and federal employees with their federal employee employment issues, e.g., AIB, EEO, and MSPB. Mr. Eisenberg can appear before any Federal Government administrative board, the Department of Veterans Affairs, military courts, the Equal Employment Opportunity Commission and the Merit Systems Protection Board, and any federal court. Mr. Eisenberg regularly travels the country to represent his clients in their legal matters, and represents clients both nationally and abroad.

Mr. Eisenberg graduated from The Ohio State University (OSU) in 1994 with a BS and in 1996 with an Master of Science. Both of Mr. Eisenberg's science degrees were in Civil Engineering; while at OSU, he took classes concentrating in Environmental Engineering. He then went on to Capital University Law School where he earned a JD in 2002. During his law school career, he earned certificates of concentration in Government Affairs and Environmental Law.

Prior to starting his law office, Mr. Eisenberg has worked as a paralegal for the Ohio Attorney Generals Workers Compensation Section drafting pleadings and performing legal research for the Attorneys General; as a Regulatory Counsel for a government relations firm where he monitored and forecasted state environmental and OSHA regulations, and just prior to starting his practice, as a contractor at Navy-Marine Corps Court of Criminal Appeals where he assisted judges by writing briefs, drafting decisions, and performing legal research.

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Dorna Moini


Dorna Moini is the CEO of Documate, a no-code software platform for turning templates and forms into intelligent workflows. Documate empowers lawyers to create powerful document automation, collect client data and build full-fledged legal applications.

Documate was born out of necessity in the legal aid community. Moini and her co-founder first helped nonprofits and pro bono attorneys at law firms build client-facing workflows for domestic violence survivors, asylum applicants and low-income tenants. They quickly realized that the software could be used by anyone in the legal community to help them build legal apps without learning how to code.

Prior to starting Documate, Moini was an associate at Sidley Austin, where she litigated retaliation and trade secret cases. Moini holds a BA in economics from NYU, magna cum laude, and a JD from the USC Gould School of Law where she was an editor on the Southern California Review of Law and Social Justice.

Moini was named to the Fastcase 50 list and chosen as a "Legal Rebel" by the American Bar Association for her work in using technology to improve access to legal services.

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