About
This is not a mission statement.
This is not a feature list, not a timeline of funding rounds, and not a pitch deck rewritten as prose.
This is a simple story. A story told in three acts.
It is a story about what happens when someone reaches out to a law firm after hours, and about the stretch of work between that first message and a case that is ready to resolve.
It is waiting to be read by the people who live that stretch every day. Intake managers. Partners who still take calls. Operations leads who hold the firm together with a spreadsheet.
That person is you.
Part 01
The Past (how we got here)
Remember the last time a good case got away?
Not because the facts were wrong. Not because the firm said no. Because the person who needed help filled out a form at 11pm, left a voicemail, and heard nothing back until someone else had already signed them.
In 2018, Jessie Hoerman was practicing mass tort law in Edwardsville, Illinois. She watched that pattern repeat. Potential clients reached out when the office was dark. The firm answered with a web form and a queue. By morning, the case was gone.
The first version of SimplyConvert was a chatbot that could hold a real qualifying conversation on a firm's website and, when the case fit, send a retainer for e-signature on the spot.
Firms stopped losing clients to silence. That felt like progress. It also showed us what came next.
A signed client was only the start.
Part 02
The Present (the status quo)
Once the retainer came back, the case usually fell into a familiar pile: a case management system that stored what staff typed into it, a spreadsheet for the docket, a separate tool for e-sign, another for texts, and follow-ups that lived in someone's memory.
The chatbot had solved the first handoff. Everything after it still depended on people remembering to push the work.
Enter the villains of this story.
Friction 01
Slow follow-up
Intake that waits until business hours loses the client who will not wait. Every unread form is a case that may never open.
Friction 02
Scattered tools
Chat here, case file there, portal somewhere else. Every handoff is a place where a date gets retyped, a follow-up fails, or a client sits wondering whether anyone received the packet.
Friction 03
Work that only moves when someone pushes it
A filing cabinet does not create tasks, send the next questionnaire, or notice when a status flips. Staff become the automation. The work that does not need judgment still waits on judgment to move.
We had arrived at a signed case. It was not the destination we needed.
So we kept building down the case's timeline.
Part 03
The Future (the mission we are on)
A small team of attorneys, developers, and intake specialists decided the case should stay one record from the first chat through settlement. Not a stack of tools that pretend to talk to each other.
That team is us. We build SimplyConvert.
Structured cases with fields and lists. People and organizations as real contacts. Automations that react when a case changes. Tasks with owners when a person has to step in. CaseHQ so clients can finish forms and signatures without phone tag. An activity trail under all of it so you can see who changed what, and when.
We call the result a practice automation system: software that carries the case forward so your firm is not living inside a filing cabinet.
The protagonists of this story are not us. They are the firms that take the call, qualify the case, and stay with the client until the matter is resolved. Partners who still care how intake feels at midnight. Teams who would rather practice law than chase paperwork.
You have reached the end of this page, not the end of the work. If you run intake, manage a docket, or own how a firm treats the people who reach out, this story was written with you in mind.
Come see a case go from the first chat to settlement-ready data.
We are ready when you are.