A Vancouver-built legal tech platform is aiming to reshape how people find, and choose, lawyers by focusing on decision-making moments rather than traditional lead generation.
Lawggle, founded by Cara Echino, has launched across both Canada and the United States as a North American platform designed to connect prospective clients with lawyers through real legal questions and short-form video answers.
While the company operates entities in both countries, Echino says the problem Lawggle is solving is not market-specific.
“The opportunity isn’t country-specific,” she explains. “It’s how people search for legal help and decide what to do. That behaviour is very similar across both the U.S. and Canada — and increasingly, people are searching for answers before they ever choose a lawyer, often by watching, comparing, and deciding in real time.”
Lawggle’s approach reflects a departure from the traditional legal marketing ecosystem, which has long been dominated by directories, paid listings, and lead generation platforms. Instead of optimizing for visibility through spend, the platform is built around what it describes as “answer-based discovery,” where lawyers are surfaced based on how effectively they respond to real legal questions, rather than how much they spend on visibility.
At the core of the product is a growing library of short-form video answers, where lawyers provide clear, accessible answers to common legal questions. These responses are designed to appear at key decision points, when users are evaluating their situation and considering whether to engage legal counsel.
These responses are designed to appear at key decision points, when users are evaluating their situation and considering whether to engage legal counsel.
“Instead of starting with how lawyers get leads, which is where everyone seems to start, we started with how people actually make decisions when they have a legal problem,” said Echino.
That shift in perspective has led to what Lawggle describes as “answer-based discovery,” where lawyers compete on clarity and relevance rather than advertising budgets.
For law firms, the model offers a potential alternative to rising customer acquisition costs tied to paid search and lead generation. Content indexed on the platform is intended to remain discoverable over time, turning legal expertise into a digital compounding asset rather than a recurring expense.
“Lawyers are already answering these questions every day,” Echino adds. “The difference is those answers usually disappear. On Lawggle, they become assets.”
The approach aligns with broader digital trends, where search and discovery are increasingly driven by intent and usefulness rather than placement.
Lawggle’s cross-border launch also signals an ambition to operate beyond traditional jurisdictional silos, focusing instead on shared user behaviour across markets.
By building the platform from Vancouver, Echino says she was able to step outside the conventions of the legal marketing industry and rethink the problem from first principles.
The result is a platform that positions legal expertise not as something hidden behind profiles or paywalls, but as something actively demonstrated in the moments that matter most.