r/ExperiencedFounders

Owning the industry term

Two founder AMAs and a steady subreddit cadence made General Legal the name Google returns for "ai native law firm": their site and their AMA, both on page one.

Industry: AI Native Lawfirm
Date: 2026
Company size: Team of 9
Website: general.legal

Client Stats

Page 1

of Google for "ai native law firm"

on that first page: their site and their AMA

100k

weekly impressions at peak

comments across the two AMA threads

The situation

General Legal is the AI-native law firm out of YC's W26 batch, built by the team that led AI at Casetext before its $650M sale to Thomson Reuters: commercial contract review at a flat $500, turned around in about an hour by a senior human attorney with an AI stack behind them.

Their problem was not the product, it was the category. "AI-native law firm" is a phrase the market is defining right now, and when a founder Googles it they find directories, trade press and, above all, Reddit threads. The firms named in those threads become the category. Everyone else has to buy ads against it.

What we did

Two founder AMAs, answered in public, indexed forever

The challenge

Our approach

"AI-native law firm" was being defined by directories and trade press, not by the firms themselves.

Booked two founder AMAs in r/ExperiencedFounders, the room where the category's buyers already read.

Legal marketing reads like marketing, and Reddit punishes anything that smells like it.

Pitched the angles the community upvotes: killing billable hours, starting over after a $650M exit, what legal AI still cannot do.

One-off promotional posts sink without real comment activity.

Kept the founders in the comments for a full 24 hours per thread, with verification photos: 81 comments across the two AMAs.

Google's page one for the category query was up for grabs.

Ran a steady cadence of posts and comments in founder and legal subreddits between the AMAs, compounding to 100k impressions a week.

Book a call now

The AMAs are the part that keeps working.

Google "ai native law firm" and General Legal is on page one twice: general.legal itself among the top organic results, and the founder AMA sitting inside Google's page-one Reddit block for the same query.

The threads are indexed and permanent — the first with co-founder Ryan, the former Casetext CTO, and the second with co-founders Javed and JP together — so they keep answering the category's defining search long after the AMAs ended. The weekly impressions from the sustained programme give the firm a warm audience no ad budget has to rent.

The first r/ExperiencedFounders AMA: co-founder Ryan, the former Casetext CTO, with background, traction numbers and proof photo

The second r/ExperiencedFounders AMA: co-founders Javed and JP, with the handwritten verification sign

Ready?

What this looks like for you

All the upsides of having a working Reddit marketing strategy

If your category's subreddit moderates you out...

that is not the end of the strategy. It is the start of it.

The room where your buyers already are...

is usually one door over from the room with your industry's name on it.

Every thread we publish in a sub...

you own stays indexed. You stop paying us, it keeps ranking.

Get started today

Testimonial

Iuliia ShnaiAug 19, 2026

Papermark

Reddit is doing so much for us in search. Papermark is now the top recommendation on Reddit in our category, and that matters.

Imran

@isb

Paul picks a CPM number and then creates a reddit campaign to hit that. Like Chappelle writes jokes.

Aug 20, 2026

134 referrals

to MessageDesk from Reddit in 90 days. The same volume ChatGPT sent them.

166K views

from a single organic post for a rug brand. 67 upvotes, 52 comments.

HanafiJul 27, 2026

Inflow

Great results so far. The subreddit AEO work especially attracts the leads we love: qualified, not problematic, and with money.

KyleMay 19, 2026

MessageDesk

Love it, this is great. More I say. Real, traceable Reddit users became leads and booked meetings.

“Most agencies do a bit of everything for everyone. Paul picked the hardest channel on the internet and built real credibility on it. That's why I advise Spacestation.”

Gregory Kennedy

VibeYourSaaS

JamesAug 18, 2026

Ethos

Love it. Our AI citations have been rising steadily since June and the growth curve looks good. Even in negative threads about us there's now organic fightback.

JeremyMay 29, 2026

EcomCPA

Amazing, great job. We now hold multiple first-page Google spots for the exact terms our buyers search, from international tax to Shopify accountant.

The top Reddit recommendation in its category, and climbing search because of it.

ShivamMay 18, 2026

Founder, Floqer

Reddit is looking good. I'm impressed by the work these guys have been doing. My only question was how we could press even harder.

J.P. MohlerAug 5, 2026

CPO & Co-founder, General Legal

We told Paul we only care about one thing: General Legal coming up when someone searches AI law firm. Now the top cited source in those AI answers is a Reddit thread his team made.

John Wright

@johnwrightai

Thanks Paul, launched it at an affiliate conference today day 1 and the response is overwhelming.

May 19, 2026

Miguel Castillo-ClarkMay 27, 2026

1v1Me

The AMA they ran with our pro player crushed my expectations. Ads, our subreddit, AI citations, they handle all of it.

Grant WalkerMar 5, 2026

Argo IQ

Super impressed with what they've built. A very cool project.

Book a call

Retro engraving of two spacecraft docking

Free playbook

Steal the playbook behind this study.

The exact Reddit AMA process this case study ran: how to pick the subreddit, pitch angles the community upvotes, and turn one thread into page-one Google real estate.