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Case Study: Transforming Settify’s Client Success and Brand Awareness in North America

Writer's picture: Natalie WilliamsNatalie Williams

Updated: Feb 3

Expanding into a new market is an exciting opportunity but also a significant challenge for any organization. For Settify, a leading legal tech company specializing in client intake systems for law firms, entering the North American market required adapting to unique client needs, enhancing brand awareness, and delivering outstanding value to law firms across Canada and the United States.



As Settify’s first North American Client Success Manager and Consultant, I spent 20 months building a strong foundation for success. Together, we exceeded expectations and achieved measurable growth. This case study highlights the strategies and results I delivered for Settify, showcasing how The Esteem Agency can drive transformative outcomes for businesses.


Short Introduction Video Message to the 60+ North American Family Law Firms that use Settify November 2022

The Challenge: Entering the North American Market


Settify aimed to position itself as the leading platform for family law firms in North America. However, this goal came with distinct challenges in a competitive and complex legal tech landscape, including:


  • Navigating the intricacies of North American legal markets.

  • Establishing credibility and trust with family law professionals across Canada and the U.S.

  • Developing customized onboarding and engagement strategies to address diverse client requirements.

  • Increasing brand visibility and differentiation in a crowded marketplace.


The Solution: A Strategic and Personalized Approach


From the start, I implemented a strategic, client-focused approach to address Settify’s challenges and drive measurable success.


Seamless Onboarding for 40+ Law Firms


I onboarded over 40 family law firms across Canada and the U.S., ensuring each client received a tailored and efficient experience. Key initiatives included:


  • Partnership Kickoff Meetings: I redefined Settify’s onboarding process by shifting from a standard technical setup to a relationship-first model. These kickoff meetings:

    • Engaged key stakeholders from the outset.

    • Established clear success criteria and goals.

    • Set expectations and outlined responsibilities for both parties.


  • Tailored Training Sessions: Delivered 28 customized training sessions to foster user adoption and ensure clients maximized the platform’s value.


  • Product Demonstrations: Conducted 15 in-depth product presentations, showcasing Settify’s unique features and benefits to prospective and existing clients.


  • Retention Rates: Achieved a 70% retention rate by proactively addressing client needs and building long-term relationships within the first 12 months. (2022- 2023)


Visiting Settify clients in the Greater Toronto Area
Visiting Settify clients in the Greater Toronto Area

Enhancing Brand Awareness and Advocacy


Establishing Settify’s presence in the competitive North American market required a comprehensive strategy to build visibility and trust. My approach focused on creating meaningful connections and showcasing Settify’s value across multiple channels.


Key Initiatives:

  • Event Participation: Represented Settify at prominent industry events, including the Peel Law Association's Judge's Night, Legal Innovation Zone gatherings, Toronto Lawyers Association Summer Socials, and various North American family law conferences. These events provided opportunities to engage directly with legal professionals and demonstrate Settify’s unique benefits.


  • Video Case Studies and Testimonials: Conducted interviews with partners from key firms and facilitated the creation of impactful video case studies and written testimonials. These client success stories significantly boosted Settify’s credibility and highlighted its value in real-world applications.


  • Social Media and Marketing Campaigns: Collaborated on targeted campaigns that positioned Settify as a trusted and innovative leader in legal tech, further solidifying its role as an essential partner for family law professionals.


Frank and I at the 2023 Marital and Family Law Review Course in Orlando, FL
Frank and I at the 2023 Marital and Family Law Review Course in Orlando, FL
Legal Innovation Zone 2023 Summer Social
Legal Innovation Zone 2023 Summer Social
Toronto Lawyer Association 2024 Summer Social
Toronto Lawyer Association 2024 Summer Social
County of Carleton Law Association 2024 Family Law Conference in Montebello, QC
County of Carleton Law Association 2024 Family Law Conference in Montebello, QC
My Interview with Grant Gold of Ricketts Harris 2024 Case Study
Edward Kirk - Former Head of Sales, North America & UK and I at the 2023 Peel Law Association - Judge's Night Awards Event
Edward Kirk - Former Head of Sales, North America & UK and I at the 2023 Peel Law Association - Judge's Night Awards Event
My Interview with Aaron Bundy of Bundy Law 2024 Case Study
Training Session with Kelly D Jordan Family Law Firm
Training Session with Kelly D Jordan Family Law Firm

Driving Growth Through Referrals and Recognition


To fuel Settify’s growth, I designed and launched its first Referral & Recognition Program, aligning incentives with client goals to reward loyalty and drive new business. This program achieved:


  • Client Advocacy: Empowered satisfied clients to recommend Settify’s solutions with confidence.

  • Consistent Referrals: Established a steady flow of high-quality leads through client-driven recommendations.

  • Stronger Loyalty: Deepened trust and commitment within Settify’s client community.

  • Milestone Rewards: Partnered with brands like Giftogram to reward clients for reaching program milestones, enhancing satisfaction and engagement.


Data-Driven Engagement Strategies


To ensure clients consistently achieved their goals, I implemented a robust engagement tracking system that:


  • Monitored client interactions to identify critical touchpoints and opportunities for support.

  • Proactively addressed challenges, improving client satisfaction and outcomes.

  • Delivered actionable insights, enabling Settify to refine its services and exceed client expectations.


The Results: Building a Foundation for Long-Term Success


My strategic initiatives delivered tangible outcomes, including:


  • 40+ Family Law Firms Onboarded: Achieved through personalized onboarding and tailored training.

  • 28 Training Sessions Conducted: Facilitated to ensure high user adoption and maximize platform value.

  • 70% Retention Rate Maintained: Secured through proactive engagement and support.

  • Enhanced Brand Visibility: Strengthened Settify’s presence at industry events and across social media.

  • Referral & Recognition Program Success: Created a reliable pipeline of qualified leads while fostering client loyalty.


2023 Marital and Family Law Review Course Orlando, FL
2023 Marital and Family Law Review Course Orlando, FL

Testimonials: What Clients and Colleagues Say


The impact of my work at Settify is best reflected in the words of those I had the privilege to collaborate with:


  • Edward Kirk, Head of Partnerships at Supio - "Her professionalism and expertise in client success management were exceptional from day one. Natalie quickly learned the ins and outs of our product and market, enabling her to build a strong rapport with our customer base. Natalie delivered value through customized training sessions and tailor-made outreach and collaborated on what we now refer to as the Gold Standard Book—a comprehensive resource our clients can depend on.


    Her multifaceted role didn't end there; Natalie also took the initiative to dive into our marketing efforts. She played a pivotal role in maximizing the value of our investments at industry conferences and events and within our broader marketing strategies.


    Natalie is not just a team player but also someone who constantly takes the initiative to go above and beyond. She is also a wonderful person to be in the company of. I wholeheartedly recommend her for any role requiring client success management expertise and a proactive, results-driven approach."


  • Joanne Kanellos, Global Head of Operations and Client Success at Settify - "Natalie played a crucial role in enhancing client relations and retention, providing strategic advice to partner firms, and managing a diverse client portfolio across North America. Her meticulous documentation and technical support ensured seamless operations and high client satisfaction. She was also pivotal in various projects focused on client resources, pricing strategies, and business objectives.


    Her extensive experience in conference execution is particularly noteworthy. Natalie excels at identifying high ROI events, executing impeccable planning, and engaging potential clients with genuine intent to serve both new business prospects and our company’s interests. Her contributions significantly bolstered our marketing efforts and client engagement strategies.


    Beyond her professional acumen, Natalie is an absolute delight. She approaches her work with integrity, a positive attitude, and a great sense of humour. Her dedication and human touch make her an invaluable asset to any team."


  • Paul Psaltis, Global CEO at Settify -"Natalie was a fabulous addition to the Settify team. She was instrumental to the success of our North American expansion and a superb cultural fit in our business. Natalie oversaw a number of fundamental changes, including product enhancements, process changes and how we charge our customers. 


    Managing client expectations in the legal tech space is not an easy task, yet Natalie really stepped up to the challenge with the utmost professionalism. Natalie also took great care of our customers, ensuring they received a maximum return for investing in Settify. If you’re looking for a professional in the client success space, I highly recommend Natalie!"


  • Aaron Bundy, Trial Lawyer & Partner - Bundy Law (Settify Client) "I strongly endorse and recommend Natalie Williams for all aspects of customer success, including working directly with entrepreneurs and sophisticated professionals. I have worked with Natalie for several years and found her to be highly competent, a creative and thoughtful problem-solver, and a terrific personality. She has extensive experience working with businesses and management from a wide variety of industries."


The Esteem Agency: Elevating Client Success Beyond Settify


My experience with Settify demonstrates the transformative results a strategic client success approach can achieve. At The Esteem Agency, we bring this expertise to every partnership, specializing in:


  • Tailored Onboarding Solutions: Establishing strong foundations that set clients up for success.

  • Data-Driven Engagement: Using actionable insights to deepen client relationships and optimize outcomes.

  • Proactive Retention Programs: Building loyalty and driving sustainable growth.


The Esteem Agency's approach to delivering value

If your organization is ready to improve client retention, boost brand visibility, and achieve measurable results, let’s connect. Together, we’ll craft strategies that create a lasting impact.


Click here to discover how The Esteem Agency can help your business thrive.


Let’s work together to transform your client success strategy today!



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