NorthernPlus started inside BWdB, a marketing agency working with law firms across the Midwest. Our anchor client, an elder law firm in Minnesota, needed to replace a twenty-page PDF intake with something a real human could finish on their phone without giving up halfway through.
What we built solved that problem. It also exposed a bigger one: every firm we talked to had the same broken intake process, paid for the same outdated tools, and was losing the same leads to the same firm down the street that called back faster.
So we pulled the product out of the agency, made it multi-tenant, and started building toward something with sharper teeth: an intake product that treats client data with the seriousness law deserves and treats lead response with the urgency 2026 demands.
Then we did the part most legal software vendors skip. We built the AI in. Not as a feature add-on, but as the spine. Kate scores every lead the second it lands. Al calls the leads that need a call. The form gets shorter as Kate gathers more information, not longer.
The result is a product that does the work a paralegal used to do at 9am on Wednesday morning, but does it at 7:14pm on a Tuesday, when the lead actually expects to hear back.
NorthernPlus is currently in private beta. A small group of partner firms has early access while we build toward general availability. We're founder-led, capital-efficient, and shipping every week.