Startups looking to build out a brand and establish themselves in the market typically try to generate publicity. Marketing and public relations teams, regular social media posting, and conference hype are generally staples of a startup’s first few years as they look to build visibility among potential users and investors.
In the last few weeks, however, a group of legal technology companies has begun working their way into the fore in much later stages of development, using years of relative obscurity as a way to refine their product before seeking broader market attention.
