Forward’s customer development process is the starting point for any of our pre-seed companies, and Lexoo was no different. In speaking to prospective customers, we surfaced 3 key insights:

Armed with these insights, our studio team rapidly built out a concierge based product, that meant he could launch quickly, on-board new lawyers and then bring those lawyers customers - all in just 6 weeks.

Like most early stage growth, an experimental approach to growth strategies lay the foundations for Lexoo’s early traction. Iterating on paid advertising opened the door to the first customers, but it was the collaboration with the product team that surfaced two major growth levers:

• By A/B testing versions of the homepage, we found customer reviews lead to a huge leap in conversion rates. This led to greater investment and effort in collecting customer success stories, and in turn building out a presence on Trustpilot.

• For customers who’d had a positive experience with Lexoo, receiving 3 quotes within 24 hours significantly exceeded their expectations. As such the Lexoo team worked to evolve the product to enable and encourage lawyers to quote and respond at speed.

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