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As a part of the Morning Lazziness collection highlighting empowering girls who’re making a exceptional affect with their concepts, I had the pleasure of interviewing Adriana Herrera.
Adriana Herrera is a seasoned tech entrepreneur, progress strategist, and author who has spent over 15 years scaling mission-driven firms. She is the founding father of JustVerdict, a soon-to-launch platform designed to make discovering the proper lawyer less complicated, extra clear, and primarily based on experience, not advert spend. With instruments just like the Authorized Readability Equipment and Lawyer Match algorithm, JustVerdict helps customers really feel assured navigating one in all life’s most aggravating programs.
Adriana is without doubt one of the 0.27% of Latinas to safe institutional enterprise capital and has a monitor document of delivering transformational progress. She has scaled SaaS startups from $120K to $9.5M ARR in three months, negotiated and closed a $38M enterprise contract, and pushed 241K guests to a brand new area utilizing her Zero-to-Hero search engine optimization methodology. Her campaigns have generated hundreds of thousands in earned media worth and secured Tier 1 protection in NPR, Quick Firm, Forbes, TechCrunch, and Enterprise Insider.
Her work constructing tech for social good earned her a Fb-funded scholarship to an Engineering Bootcamp, recognition from NBC Common as a “Prime 10 Latino Innovator,” and international options in Entrepreneur Journal as a “Do Good Enterprise Entrepreneur to Watch.”
After navigating a serious well being disaster, Adriana continues to focus her profession on creating instruments that serve folks over programs. A former New York Occasions columnist, she blends editorial experience, product innovation, and a deep dedication to fairness, proving that it’s potential to construct firms with affect, integrity, and scale.
When she’s not constructing JustVerdict, Adriana could be discovered cooking for family members, enhancing her browsing expertise, mentoring underestimated founders, coaching within the dance studio, and serving to underperforming firms unlock progress via strategic consulting.
On this interview, she affords a candid have a look at the realities of entrepreneurship, sharing each the challenges and the victories that outlined her path.
What impressed you to start out your enterprise, and what drawback have been you keen about fixing?
My first expertise needing a lawyer was after I was simply 13 years previous. I used to be driving with my father to a dentist appointment once we have been rear-ended by a semi-truck on the freeway.
The accident left me with accidents that also affect me as we speak. My mother and father did their finest to navigate the authorized system, however sadly, the settlement didn’t mirror the true extent of my accidents, largely on account of not having the proper authorized steering.
As I grew to become a enterprise proprietor, I’ve needed to rent legal professionals for varied wants, from worker agreements to contracts, amongst different issues. The method is at all times overwhelming, and I’ve discovered that not all legal professionals are created equal.
Quick ahead a number of years, and I’ve seen how amusing private harm billboard advertisements have turn out to be. The factor is… After a automotive accident, we don’t rent our docs from a billboard, so why rent a lawyer off one?
After conducting analysis, I found how difficult some lawyer advert campaigns and web sites could be, with web sites focused to Spanish communities being the trickiest.
My inspiration for JustVerdict got here from a mixture of analysis and private in addition to skilled experiences. I wished to create instruments that: 1.) empower folks to confidently discover and rent the proper lawyer for his or her particular wants, and a pair of.) match them with legal professionals primarily based on their preferences and wishes reasonably than who occurs to spend essentially the most on promoting.
How has your enterprise advanced since its launch, and what key selections have helped drive that progress?
JustVerdict remains to be pre-launch. We’re testing the instruments we’ve constructed previous to releasing them publicly. This resolution was made thoughtfully to make sure the platform not solely works seamlessly but in addition actually solves the challenges folks face when hiring a lawyer. Fairly than dashing to market, we’ve prioritized consumer suggestions, market analysis, and constructing belief as the muse of our model.
Key selections which have formed our progress embody investing in a high-quality matching algorithm, designing an interactive Authorized Readability Equipment to information folks via their authorized wants, and committing to transparency over ad-driven suggestions. These steps place us to launch with a product that delivers actual worth, earns belief from day one, and units us aside in a crowded market.
In your view, what actually units your model aside in as we speak’s aggressive market?
What units JustVerdict aside is that we’ve constructed it solely round belief and empowerment reasonably than clicks and advertisements. So many authorized platforms are designed to serve legal professionals first. Different firms prioritize whoever pays essentially the most for placement, whereas leaving folks to determine in the event that they’re really selecting the best legal professional for his or her wants. I wished to flip that mannequin.
I see JustVerdict as the large sister who’s been there, executed that, and is right here to information you with each private perception {and professional} experience. I’ve been via the aggravating authorized course of myself. I understand how overwhelming it may well really feel. That’s why JustVerdict has constructed instruments just like the Authorized Readability Equipment to simplify the method, enable you to outline your authorized wants, and join you with the proper legal professionals primarily based on experience, location, and private preferences, not promoting {dollars}.
It’s this mix of empathy, real-world expertise, transparency, and an identical algorithm constructed round consumer enter that makes JustVerdict way over only a listing, it’s a trusted accomplice serving to folks make authorized selections with confidence and ease.
What has been your best advertising and marketing technique to date, and why do you suppose it labored so effectively?
Our best advertising and marketing technique to date has been main with transparency and training. As an alternative of pushing advertisements or making empty guarantees, we’ve centered on creating sources just like the Authorized Readability Equipment and useful thought-leadership content material that really helps folks perceive the authorized system and really feel extra answerable for their selections.
This method has labored as a result of belief is every little thing on this house. Folks aren’t simply searching for a lawyer; they’re searching for reassurance, readability, and steering throughout aggravating moments. By positioning JustVerdict because the “huge sister” who’s been there and is aware of easy methods to navigate the method, we’ve been capable of join with our viewers on a human stage.
This technique has naturally attracted natural curiosity from each customers and legal professionals, constructed credibility, and set the tone for a way we’ll develop, by being a trusted, knowledgeable voice reasonably than a faceless platform.
How do you keep related to your very best viewers and perceive their wants or behaviors?
Staying related to our viewers is on the coronary heart of every little thing we construct. I spend a variety of time speaking straight with people who find themselves trying to find legal professionals, listening to their tales, frustrations, and fears, and people conversations information each function we create.
On condition that I’ve been on either side, hiring legal professionals as a founder and dealing intently with authorized professionals, I perceive the strain factors for each purchasers and attorneys. This private perception, paired with ongoing consumer suggestions, helps us design options which can be sensible and empathetic.
What’s one branding transfer or marketing campaign that helped elevate your enterprise to the following stage?
Some of the impactful branding strikes we made was leaning absolutely into our “huge sister” id, the concept that JustVerdict is right here to information folks via authorized challenges with empathy, experience, and honesty. As an alternative of utilizing intimidating authorized jargon or flashy advertisements, we constructed a model voice that feels approachable, reliable, and genuinely useful.
This alternative formed every little thing: our content material technique, the design of our Authorized Readability Equipment, and the best way we discuss authorized selections. It additionally made it simpler for journalists and companions to attach with our story as a result of it’s rooted in actual experiences and a transparent mission.
By positioning ourselves as a information reasonably than simply one other listing, we’ve created a model folks belief and wish to share. That’s been key in serving to us stand out in a crowded market and earn early media consideration even earlier than our official launch.
What does success appear like for you, not simply in numbers, however in goal or affect?
For me, success isn’t nearly progress metrics or income, it’s about making a platform that really modifications how folks expertise the authorized system. I’ve been on the opposite facet, feeling overwhelmed and not sure of the legal professional I employed, and I understand how scary it may well really feel. If JustVerdict may give folks confidence, readability, and a way of management throughout these aggravating moments, that’s success.
We measure our affect by the belief we construct. I need customers to really feel like they’ve a giant sister of their nook, somebody who’s been there and may information them with each experience and empathy. If we are able to make authorized assist really feel accessible and clear, and assist folks join with one of the best legal professional for them, then we’ve executed one thing significant.
In the end, success appears to be like like empowering folks to navigate one in all life’s most intimidating programs with dignity, confidence, and assist. That’s the affect I’m constructing for.
How do you personally outline success, past income and progress metrics?
For me, success is about affect and integrity. It’s realizing that the work I’m doing is making life simpler for individuals who really feel overwhelmed, misplaced, or intimidated by the authorized system. I’ve been of their sneakers, so constructing a platform that really empowers folks reasonably than exploiting somebody’s stress is deeply private.
Success additionally means creating one thing I’m pleased with, that displays my values of transparency, empathy, and empowerment.
On a private stage, success can be having the liberty to deal with my household, prioritize my well being, and really take pleasure in life whereas making a constructive affect. I wish to show that it’s potential to construct one thing significant and world-changing with out burning out or sacrificing what issues most.
Are you able to share a problem or setback that finally grew to become a turning level to your model?
One of many largest challenges that formed JustVerdict was really stepping again from my work to concentrate on my well being. I went via a serious well being disaster and needed to pause every little thing, which felt like a setback on the time. Nevertheless, it was that have that gave me perspective. It jogged my memory why I wished to construct one thing significant within the first place and pushed me to design a enterprise that values folks’s wants and well-being, not simply earnings.
That pause grew to become a real turning level. It gave me house to mirror on the most important private {and professional} challenges I’ve confronted, the instruments that made a distinction, and those I desperately wished existed. That reflection ignited my ardour for fixing this drawback and have become the muse for constructing JustVerdict.
It additionally created a stronger basis, a clearer imaginative and prescient, and a concentrate on creating instruments that genuinely assist folks, not overwhelm them. It taught me how essential it’s to design a enterprise that permits me to look after my well being and my household whereas having a constructive affect.
What felt like a setback ended up being one of the vital essential components of my journey as a founder. It gave me empathy for the folks we serve, a lot of whom are navigating aggravating, life-changing conditions, and strengthened that our mission is about extra than simply constructing one other tech product.
What each day habits or rituals maintain you centered, inventive, and grounded as a frontrunner?
One in every of my most grounding each day rituals is how I begin my mornings. I get up and meditate with a loving-kindness follow whereas I’m nonetheless in mattress, half-asleep. I’ve a powerful internal critic, and this meditation format helps me soften that voice. It’s a option to empower myself, domesticate gratitude for even the toughest components of my life, and lengthen compassion to the individuals who’ve made my journey troublesome as a result of, in reality, they gave me classes that proceed to form and strengthen me.
This easy ritual units the tone for my day, permitting me to steer with empathy, readability, and resilience it doesn’t matter what challenges come up.
How do you method innovation and danger in your enterprise technique?
I method innovation and danger with a steadiness of braveness and intention. As a founder, I’ve discovered that true innovation isn’t nearly transferring quick or chasing tendencies. To me, innovation is about deeply understanding the issue you’re fixing and being prepared to problem the established order. At JustVerdict, this implies rethinking how folks discover attorneys, prioritizing transparency over advert {dollars}, and constructing instruments that empower customers reasonably than overwhelm them.
My philosophy is to “go sluggish to go quick.” This implies taking time upfront to deeply perceive the issue, analyze information, and lay the groundwork with considerate technique. By doing so, we are able to scale shortly and successfully as soon as our options are confirmed and optimized.
Relating to danger, I see it as a essential a part of constructing one thing significant, however I method it fastidiously. We check concepts in small, intentional methods, collect suggestions early, and iterate primarily based on what we be taught. My private journey has additionally taught me that a number of the hardest dangers, like stepping again to look after my well being, eradicating negativity and what doesn’t align who I’m, or pivoting when one thing wasn’t working have led to the most important breakthroughs.
What recommendation would you give to somebody beginning a enterprise in as we speak’s fast-changing digital world?
My largest piece of recommendation is to decelerate earlier than you pace up. In as we speak’s fast-changing digital world, it’s tempting to chase each pattern or rush to launch, however actual success comes from deeply understanding the issue you’re fixing and the folks you’re serving. Take the time to do the analysis, collect information, and construct a considerate technique. That’s the way you create one thing that may actually scale as soon as it’s confirmed.
I additionally consider in constructing with integrity from the beginning. Your model and status are every little thing, so prioritize belief, transparency, and delivering actual worth over flashy advertising and marketing or fast wins. Additionally, make certain to rent one of the best. A small compromise can turn out to be a weak hyperlink that loses you worthwhile money and time.
One other piece of recommendation: don’t examine your self to others. A lot of what you see on-line isn’t the total story, it’s a spotlight reel. Each founder’s journey is exclusive, and evaluating your self to another person’s “good” model of success could be discouraging and deceptive.
Lastly, don’t neglect to look after your self. Entrepreneurship could be all-consuming. It’s your well being, relationships, and well-being that maintain your creativity and resilience. A few of my largest breakthroughs got here after I stepped again, changed what wasn’t including worth to my life, and created house to suppose clearly.
In a world transferring at lightning pace, the founders who keep grounded, intentional, and human will at all times stand out.
You’ve scaled startups to hundreds of thousands in income, constructed manufacturers from scratch, and navigated main private well being challenges. How have these experiences formed the best way you lead and make selections as we speak?
These experiences fully reshaped how I lead and make selections. Scaling startups so shortly taught me the facility of readability and focus. When you understand precisely who you’re serving and the worth you present, progress turns into a lot simpler to realize. Constructing manufacturers from scratch confirmed me that belief is every little thing, and that each resolution you make ought to mirror your values, not simply your metrics.
Going via main well being challenges added one other layer of perspective. It taught me that success is meaningless if it prices you your well being or relationships. I make certain to steer with empathy, prioritize sustainability, and create house for relaxation over fixed hustle. I’ve discovered that slowing down really lets you scale quick later.
These classes information each alternative I make with JustVerdict. I’m not simply constructing a product; I’m constructing an organization that empowers folks, challenges an outdated trade, and proves which you can have each affect and steadiness as a founder.
The place can our viewers join with you and be taught extra about your work or choices?
The easiest way to attach with me and discover what we’re constructing is thru JustVerdict. There, you’ll discover updates on our upcoming Authorized Readability Equipment and Lawyer Match instrument, each designed to make navigating the authorized system simpler and fewer intimidating. Anybody can ship a message via the contact page and it’ll get delivered straight to me. I additionally love connecting with folks on LinkedIn.
Whether or not you’re navigating your individual authorized questions, constructing your individual firm, or simply inquisitive about what we’re creating, I’d be thrilled to attach. Say hello, I’d love to listen to your story.
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