Retric Solutions: Elevating Law Firm Marketing with AI and Automation

What happens when a passionate AI innovator meets the slow-moving world of law firms? A revolution begins. In this episode of Trustmary’s Customer-Led Growth series, we sat down with Mula Nambwaya, founder and CEO of Retric Solutions, to explore how law firms, especially personal injury firms, can win more clients, save time, and finally embrace the power of automation.

Here’s your cheat sheet to doing law firm marketing smarter, not harder.

Listen to the full conversation here: 

Who Is Mula Nambwaya?

Mula is on a mission: bring AI-driven client acquisition to personal injury law firms in North America. He builds AI voice assistants and automated systems that help law firms:

1. Respond to leads 24/7 (even after hours)
2. Qualify and book new clients automatically
3. Improve the first contact experience

His dream clients? Law firms dealing with car, motorcycle, truck, or workplace accidents, with 5 to 100 attorneys on board.

The Legal Industry’s Biggest Bottlenecks

Despite the high stakes, many law firms still:

• Miss out on leads because of slow response times
• Rely heavily on static content or outdated infographics
• Lack any consistent social media presence
• Don’t document or showcase Google reviews or client feedback
  

– Legal professionals are notoriously slow at adopting new tech. But if I can crack that industry, it’s a story worth telling, Mula shares.

3-Part Formula for Law Firm Growth

1. Be Visible: Build Your Social Presence

“People Google before they spend. Be somewhere they can find you.”

Whether it’s short TikToks, Reels, or educational YouTube videos—content builds trust long before someone actually needs your services.

1. Show your face
2. Share educational clips
3. Build authority gradually

Even simple behind-the-scenes footage can help remove the “cold lawyer” stereotype.

2. Get Consistent Leads

You don’t need to become a content creator overnight. Mula emphasizes having some kind of system:

• Google Ads
• Search engine optimized blog posts
• Referral pipelines
  

But nothing beats speed to response when a lead does reach out. That’s where his AI voice assistant comes in, answering calls, understanding the situation, qualifying the lead, and scheduling a consultation, automatically.

Highlight: Mula demonstrated a real AI phone assistant live during the webinar. The assistant handled a simulated car accident lead like a real human receptionist, even including background office noise and empathetic responses. 

3. Earn Trust with Social Proof

Don’t have time for videos? No problem. Start with something simpler:

• Display your best Google reviews front and center on your website
• Share testimonials in your email footer, landing pages, and contact forms
• Use tools like Trustmary to automate review collection and add testimonial widgets—without writing code
  

– People will still be skeptical. But if you’ve got tons of five-star reviews, you’ve at least earned a second look.

There are plenty of lawyer reviews websites where people go before choosing their new lawyer. Make sure your reputation is stellar in those, and add all reviews and testimonials front and centre on your own website for maximum results.

 What Should Law Firms Automate in Marketing?

To improve visibility and conversions, Mula recommends automating:

Process	Tool	Goal
Call answering	AI voice assistant	Never miss a lead again
Lead qualification	AI workflows or CRM automations	Focus on ready-to-hire clients
Review collection	Trustmary or GMB tools	Build trust passively
Content creation	ChatGPT or short-form AI editors	Educate your audience at scale

Final Thoughts: Trust is the Best Marketing Strategy

Trust is earned before the crisis hits. By showing up online, speaking directly to your audience, and automating what you can, you’ll position your law firm as the go-to choice when someone’s worst day happens.

But here’s the thing: Trust is fragile. It takes years to build, seconds to break, and consistent action to maintain.

Behind every law firm are real people. Mula emphasized the power of showing your team, your values, and your tone of voice in content.

– People want to see what kind of people we’re dealing with, Mula says.

When someone’s world has just fallen apart, whether it’s a car accident or legal crisis, they’ll choose the firm they already trust, or at least others have trusted.

Be that firm.

Start by showing up. Then, automate the follow-up. And always let your happy clients speak for you.

Listen to the full conversation here: