In a crowded field it was Passle’s content marketing platform that caught the eye of the judging panel. Passle’s founders, Tom and Adam Elgar, provide blogging software to law firms. They also train lawyers using a gamification model developed by a prominent academic that encourages users to develop good posting habits.
Passle points out that while blogging is often free, the time taken to create and write blogs on traditional platforms eats into a lawyer’s working day, leading to a hidden cost in lost working hours. Passle’s software makes it easy for staff to blog regularly, not just from their desktops, but also from mobile devices. It also provides users with statistics that help them to measure the success of their work. A simple pricing model means law firms can add users as and when they are needed. The average lawyer using Passle posts 53 posts a year – compared to an average across all lawyers in the top 100 UK law firms of 0.51 posts a year.
