Parnall Law Firm

What Parnall Law Firm does

Parnall Law Firm, LLC is a privately held New Mexico personal injury law firm founded in 1997 by Bertrand Russell Parnall and headquartered in Albuquerque. The firm delivers contingency-fee legal representation to individuals injured by the negligence, recklessness, or criminal conduct of others, with 18+ attorneys and a dedicated in-house investigation unit composed of three retired New Mexico police officers. Its core product is end-to-end plaintiff-side representation across approximately 17 personal injury practice areas, including car, motorcycle, truck, pedestrian, and bicycle accidents, slip and fall and premises liability, wrongful death, nursing home abuse, dog bites, spinal cord and brain injuries, burn injuries, oilfield injuries, product liability, crime victim representation, and birth injuries. Notable reported case results include a $9.5M negligent-shooting verdict, $4M and $2M drunk-driving settlements, and a $2.5M wrongful-death settlement, contributing to a stated cumulative $500M+ recovered for over 9,000 New Mexico clients.

The firm distributes services through six physical offices across New Mexico (Albuquerque, Santa Fe, Rio Rancho, Carlsbad, Hobbs, and Roswell), a Spanish-language service channel (Se Habla Español), a 24/7 website contact form, and direct phone intake. Marketing combines SEO, paid search, content marketing, an email newsletter, press coverage of case wins, and a community-sponsorship program branded 'Bert Gives Back' that anchors the firm to Mothers Against Drunk Driving, Make-A-Wish New Mexico, Road Runner Food Bank, and Animal Humane New Mexico. Core technology is described as standard law firm practice management and client case management systems; no proprietary technology or AI/ML capabilities are disclosed in the available data.

The revenue model is straightforward contingency fee: clients pay no upfront costs and the firm earns an approximately one-third share of any settlement or verdict, receiving nothing if there is no recovery. Pricing is not publicly disclosed at a line-item level, and the firm is privately held with no external investors, no parent company, and no public ticker. Parnall Law holds AV Preeminent (Martindale-Hubbell), Super Lawyers, Top 100 Trial Lawyers, BBB A+, and consecutive Best Places to Work / Top Workplaces honors through 2025. In December 2025, the firm was a defendant in a sex/pregnancy-discrimination suit brought by a former assistant; the court ruled partially in the firm's favor on administrative-exhaustion grounds, with pregnancy-discrimination allegations remaining pending.

Name

Parnall Law Firm

Legal name

Parnall Law Firm, LLC

Website

https://hurtcallbert.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

Parnall Law Firm is a New Mexico-based personal injury law firm serving individuals injured by negligence or criminal conduct across the state. Founded in 1997 by Bertrand Russell Parnall, the firm operates from six offices with 18+ attorneys and an in-house retired-police investigation unit, working on a contingency-fee basis and reporting $500M+ in cumulative recoveries.

Ownership category

akta.pro rank

Product category

Personal Injury Legal Services

NAICS

Offices of Lawyers (54111), Legal Services (5411)

SIC

Services-Legal Services (8111)

akta.pro primary industry

Personal Injury & Insurance Defense (BPAHAAAM)

akta.pro secondary industries

Litigation Support & Expert Witness Services (BPAHALAG), Legal Practice Management & Case Management (BPAEAPAC)

Keywords

• Personal injury law
• Accident legal representation
• Wrongful death lawsuits
• Negligence claims
• Premises liability cases

Headquarters

HQ city

Albuquerque

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Legal Representation - Contingency Fees: Parnall Law handles personal injury cases on a contingency fee basis. Clients pay no upfront costs; the firm receives a percentage (approximately one-third) of any settlement or jury award obtained. If the case is not successful, the client owes no attorney fees. This aligns firm incentives with client outcomes.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Parnall Law Firm provides personal injury legal representation to individuals in New Mexico who have been injured due to the negligence, recklessness, or criminal conduct of others. The firm handles cases across practice areas including car accidents, truck accidents, motorcycle accidents, pedestrian and bicycle accidents, slip and fall, premises liability, wrongful death, nursing home abuse, dog bites, spinal cord and brain injuries, burn injuries, oilfield injuries, product liability, crime victim representation, and birth injuries, on a contingency fee basis with no upfront costs to clients.

Product overview

Parnall Law Firm is a New Mexico-based personal injury law firm offering comprehensive legal services through a portfolio of practice areas. The core offering is personal injury legal representation, supported by specialized practice areas including car accidents, motorcycle accidents, truck accidents, pedestrian and bicycle accidents, slip and fall/premises liability cases, wrongful death, nursing home abuse, dog bites, spinal cord injuries, brain injuries, burn injuries, oilfield injuries, product liability, crime victim representation, and birth injuries. The firm provides free case evaluations as an entry point to their services. The company also operates a community initiative called 'Bert Gives Back' supporting local charitable organizations. All services are delivered through their network of New Mexico offices in Albuquerque, Santa Fe, Rio Rancho, Carlsbad, Hobbs, and Roswell.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Injury Legal Representation Full-service personal injury legal representation for victims of accidents and negligence in New Mexico, handling cases from initial consultation through settlement or trial, covering car, truck, motorcycle, pedestrian, bicycle, slip and fall, premises liability, wrongful death, nursing home abuse, dog bite, spinal cord, brain injury, burn injury, oilfield injury, product liability, crime victim, and birth injury cases.
• Car Accident Legal Services Legal representation for individuals injured in car accidents caused by another driver's negligence in New Mexico, pursuing compensation for medical bills, lost wages, property damage, and emotional suffering.
• Truck Accident Legal Services Complex truck accident representation involving investigation, negotiations with trucking companies, and litigation for severe injuries in New Mexico.
• Motorcycle Accident Legal Services Legal services for motorcycle accident victims seeking compensation for severe injuries and lasting consequences resulting from collisions in New Mexico.
• Wrongful Death Legal Services Legal support for families who lost loved ones due to someone else's negligence or wrongful conduct in New Mexico, seeking justice and financial relief.
• Nursing Home Abuse Legal Services Legal representation for victims of nursing home mistreatment or abuse in New Mexico, protecting rights and pursuing justice and compensation.
• Slip and Fall Legal Services Premises liability representation for slip and fall accident victims in New Mexico, holding negligent property owners accountable and recovering damages for injuries.
• Premises Liability Legal Services Legal services for injuries occurring on someone else's property due to unsafe conditions, negligent security, or property defects in New Mexico.
• Crime Victim Legal Services Legal representation for victims of crimes in New Mexico, helping them seek compensation and justice through civil claims.

Quantifiable outcome

• $500M+ in settlements and verdicts recovered for New Mexico clients
• +3 more outcomes

Named customers4 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor and core.

• Animal Humane New MexicominorGTM or Marketing Partner · 15 March 2026Parnall Law returned as Gold Sponsor for Animal Humane New Mexico's 43rd annual Doggie Dash & Dawdle event. The firm provided custom tote bags for all participants at this community fundraising event that aims to raise $200,000 to support homeless pets across New Mexico.
• Road Runner Food Bank of New MexicominorGTM or Marketing Partner · 31 January 2026Parnall Law Firm sponsored Souper Bowl 2026, contributing $5,000 that helped provide approximately 25,000 meals to New Mexicans facing food insecurity. Twenty Parnall Law team members volunteered at the event. This sponsorship is part of the firm's broader 'Bert Gives Back' initiative.
• Mothers Against Drunk Driving (MADD)coreGTM or Marketing PartnerBert Parnall is a local board member and media spokesman for Mothers Against Drunk Driving (MADD). Parnall Law is a statewide sponsor of MADD and has represented many New Mexicans injured by drunk drivers. The firm has obtained significant settlements in drunk driving collision cases.
• Make-A-Wish New MexicominorGTM or Marketing PartnerParnall Law is a proud supporter of Make-A-Wish, honoring children facing serious illness in New Mexico. This is part of the firm's 'Bert Gives Back' community initiative.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Law Tigers: National motorcycle-accident-focused plaintiff firm. Overlaps directly with Parnall's motorcycle accident practice area and consumer-facing PI marketing approach, even though it operates in different geographies.
• Allen, Stovall & Associates: New Mexico-based plaintiff personal injury firm. Direct competitor for the same regional PI caseload and contingency-fee clients in Albuquerque and surrounding metros.
• The Fine Law Firm: New Mexico-based personal injury firm competing in the same Albuquerque market. Direct head-to-head competitor on car accident, trucking, and general PI cases in the same geography.
• Penney & Associates: Personal injury firm with broad plaintiff practice including auto, premises, and wrongful death cases. Directly comparable to Parnall across practice-area mix and contingency-fee engagement model.
• Egbert Law: Personal injury firm operating in New Mexico and Texas. Overlaps directly with Parnall's auto accident, trucking, and wrongful death practices in the shared New Mexico market.

Broad incumbents

• Morgan & Morgan: Largest U.S. personal injury plaintiff firm with a national footprint and heavy consumer advertising spend. Directly comparable to Parnall in PI practice area and contingency-fee model, but with vastly greater scale and geographic reach.

Regional players

• Hupy and Abraham: Midwest-focused personal injury firm with multiple offices and a strong mass-media marketing approach. Comparable to Parnall as a multi-office regional PI practice with contingency fees and brand-led acquisition.
• Cellino Law: Regional personal injury firm with multiple offices and strong direct-to-consumer advertising. Comparable to Parnall in contingency-fee structure, multi-office footprint, and emphasis on personal injury verdicts.
• Jim Adler (The Texas Hammer): Texas-based personal injury firm built around a single celebrity-attorney brand identity. Closely comparable to Parnall's 'Hurt? Call Bert' founder-centric brand and contingency-fee consumer model in an adjacent regional market.
• Rodey Law Firm: Long-standing New Mexico law firm with a litigation practice that overlaps personal injury work. Comparable as a New Mexico-headquartered legal services competitor with similar local-court expertise.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/bertparnalllaw
• Facebookfacebook.com/ParnallLawFirm
• LinkedInlinkedin.com/company/parnall-law

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Parnall Law Firm