Propense Extends AI-Powered Client Insights from Accounting to Legal Services
Accountants and lawyers often aren’t natural salespeople, but they are trusted advisors. Propense, a Miami-based startup, is tapping into this trust by providing professionals with early client insights that help identify needs before they become obvious. This lets lawyers and accountants focus on delivering value instead of chasing leads.
Propense's platform detects key events—what CEO Timothy Keith calls “market triggers”—such as a funding round, a new CFO appointment, or regulatory changes. These triggers get routed to the relevant professional, who receives an AI-generated summary to prompt timely outreach or internal action.
From Accounting to Legal
In less than a year, Propense has secured partnerships with 15 of the top 100 accounting firms in the U.S. Now, the company is moving into the legal sector, collaborating with three global law firms to adapt its platform to legal workflows. A wider release is scheduled for 2026.
Legal professionals face a familiar challenge: their firms offer many services, but connecting the right service to the right client at the right time can be difficult. Propense helps bridge that gap without forcing every conversation into a sales pitch. As Keith puts it, “Some firms hate the word cross-selling, but they do care about serving clients better. We just make that easier.”
Building Beyond Insights
Propense is developing an execution layer where AI doesn't just advise but helps carry out recommended actions. This approach aims to reduce the gap between knowing what to do and actually doing it. The next step involves moving from analytics and personalization to action.
Supporting Adoption and Growth
This summer, Propense will launch a consulting arm to complement its technology. The consulting team focuses on helping firms update internal processes and create incentives that encourage professionals to use the platform effectively.
Expansion plans include launching in EMEA in 2026, supported by a team based in India. The company credits Miami’s vibrant talent pool and network for its strong start. Many employees are University of Miami graduates, and local investors have played a key role in early funding rounds.
Funding and Future Focus
Propense has raised about $3.7 million from investors including Thomson Reuters Ventures, Harlem Capital, Operator Collective, and DeepWork Capital. This funding has allowed the company to grow steadily, working closely with clients to refine its features rather than scaling prematurely.
Looking ahead, Keith emphasizes execution and client results as top priorities. “We’ve got a long way to go, but the foundation is there. Now it’s about delivering,” he said.
Legal professionals interested in how AI can support client service and business development may find value in exploring similar AI tools and training. For those looking to enhance their skills in AI applications within legal workflows, Complete AI Training offers courses tailored to various professional roles.
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