Herrling Clark Law Firm

What Herrling Clark Law Firm does

Herrling Clark Law Firm Ltd. is a privately-held, traditional multi-practice law firm headquartered in Appleton, Wisconsin, operating since 1957 across four Northeast Wisconsin offices (Appleton, Green Bay, Oshkosh, and Waupaca). The firm employs approximately 21 attorneys serving three client segments: individual consumers (personal injury, family law, wills/trusts/probate), business clients (business and commercial law, real estate, employment), and government/municipal entities. Its seven practice areas are Personal Injury (the largest, with 16 sub-practice areas including auto, trucking, motorcycle, wrongful death, and products liability), Family Law, Business and Commercial Law, Wills/Trusts/Probate, Government and Municipal Law, Real Estate Law, and Employment Law.

The firm operates a professional services revenue model with two fee structures: traditional hourly billing across most practice areas and contingency-fee arrangements for personal injury cases (where clients pay no upfront costs and the firm earns a percentage of settlement or verdict). Its go-to-market is sales-led through direct client consultations at the four office locations, supplemented by website contact forms, client testimonials, community involvement, and a blog covering personal injury topics. Notable case outcomes include a $2.5M wrongful death verdict, $1.7M auto accident settlement, and $1.3M premises liability verdict, with lead PI attorney John Claypool having handled over 250 jury trials.

Herrling Clark operates as a privately-held limited company with no external institutional investment, private equity backing, or acquisition activity. Ownership is retained by firm principals consistent with traditional law firm partnership structures. Leadership transitioned from founder Don R. Herrling (served until 1993, passed away June 2022) to Roger W. Clark, then Charles D. Koehler, and currently Richard T. Elrod as President. Technology is described as standard legal practice tooling with no proprietary platforms, no AI capabilities, no APIs, and no disclosed patents or trademarks. Brand assets are durable: 60+ years of operating history, 21 consecutive years of the Best of the Valley Award, and multiple attorneys with Wisconsin Super Lawyer designations and board certifications in trial advocacy.

Name

Herrling Clark Law Firm

Legal name

Herrling Clark Law Firm Ltd.

Website

https://herrlingclark.com

Company type

Private

Founded year

1957

Operating status

Operating

Headcount range

11–50 employees

Short description

Herrling Clark Law Firm is a privately-held multi-practice law firm in Northeast Wisconsin, with 21 attorneys across four offices (Appleton, Green Bay, Oshkosh, Waupaca) serving individuals, businesses, and municipal clients in personal injury, family law, business, real estate, employment, estate planning, and municipal law matters.

Ownership category

akta.pro rank

Product category

Legal Services

NAICS

Offices of Lawyers (541110)

SIC

Services-Legal Services (8111)

akta.pro primary industry

Personal Injury & Insurance Defense (BPAHAAAM)

akta.pro secondary industries

Real Estate & Construction Law (BPAHAAAE), Family & Private Client (Trusts & Estates) Law (BPAHAAAK)

Keywords

• Legal services
• Personal injury law
• Family law practice
• Business law
• Estate planning

Headquarters

HQ city

Appleton

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Legal Services - Hourly Billing: Traditional hourly billing for most legal services including family law, business law, real estate law, employment law, wills/trusts/probate, and municipal law matters.
2. Legal Services - Contingency Fee: Contingency fee arrangement for personal injury cases, where attorneys receive a percentage of settlement or verdict. Clients pay no upfront costs for personal injury representation.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Herrling Clark Law Firm is a full-service Wisconsin law firm providing legal representation and counsel across multiple practice areas including personal injury, family law, business and commercial law, wills/trusts/probate, government and municipal law, real estate law, and employment law. The firm serves both individual clients and business/organizational clients throughout Northeast Wisconsin from its headquarters in Appleton and three additional regional offices.

Product overview

Herrling Clark Law Firm is a traditional law firm offering legal services through distinct practice areas rather than a technology product or software platform. The firm provides legal representation across seven core service lines: Personal Injury (with 15 sub-practice areas including auto accidents, trucking accidents, and wrongful death), Family Law (divorce, custody, child support), Business and Commercial Law, Wills/Trusts/Probate, Government and Municipal Law, Real Estate Law, and Employment Law. Each practice area operates as a separate service offering without modular software or technology product architecture.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Injury Law Legal representation for individuals who have suffered physical or financial harm due to the negligence of others, handling claims, settlements, and litigation on a contingency-fee basis.
• Family Law Legal services for individuals and families covering divorce, custody, support, and other domestic relations matters.
• Business and Commercial Law Legal counsel for business owners and organizations on commercial transactions, contracts, formation, disputes, and other corporate matters.
• Wills, Trusts & Probate Estate planning, will drafting, trust administration, and probate services for individuals and families seeking to manage assets and estate transfers.
• Government and Municipal Law Legal counsel for municipalities, government bodies, and public-sector clients on governance, regulatory compliance, and municipal matters.
• Real Estate Law Legal services for real estate transactions, title matters, closings, and property-related disputes for individuals and businesses.
• Employment Law Legal counsel on employment relationships, workplace policies, discrimination claims, and labor matters for employers and employees.

Quantifiable outcome

• Multiple multi-million dollar settlements and verdicts including $2.5M wrongful death verdict, $1.7M auto accident, $1.3M premises liability verdict
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Regional players

• Davis & Kuelthau, s.c. Wisconsin-based regional law firm with offices across the state including Green Bay, serving business and individual clients with overlapping practice areas in business, real estate, employment, and litigation.
• O'Meara Law Firm LLP: Appleton-based law firm serving the Fox Valley region with comparable general practice offerings including personal injury, family law, and business law. Direct regional competitor for clients and attorneys.

Direct peers

• Menn Law Firm: Appleton-based regional law firm with a similar Fox Valley focus and overlapping practice areas including family law, business law, real estate, and personal injury. Directly comparable in size, geography, and service mix.
• Cannon & Dunphy S.C. Wisconsin personal injury firm headquartered in Brookfield with offices across the state, handling auto accidents, trucking accidents, and wrongful death on contingency. Closest personal injury peer.
• Everson, Whitney, Everson & Brehm S.C. Fox Valley-based law firm in Oshkosh and Appleton offering personal injury, family law, business law, and real estate services. Directly comparable multi-practice regional competitor in the same Wisconsin geography.
• Remley & Sensenbrenner: Fox Valley / Northeast Wisconsin law firm serving Appleton, Green Bay, and surrounding markets with comparable general practice offerings including family law, estate planning, and business law. Closest geographic and practice-area peer.
• Habush Habush & Rottier S.C. Wisconsin-based personal injury law firm with offices across the state including Green Bay. Directly comparable personal injury practice with contingency fee model and multi-million verdict track record.

Broad incumbents

• von Briesen & Roper, s.c. Wisconsin-headquartered full-service law firm with offices including Green Bay serving business and individual clients across the state. Competes with Herrling Clark for mid-market business and municipal clients.
• Godfrey & Kahn, s.c. One of Wisconsin's largest full-service law firms with offices including Green Bay, offering business, real estate, employment, and litigation services. Larger incumbent competing for the same regional clients and talent.
• Husch Blackwell: National law firm with significant Wisconsin presence including Appleton and Green Bay offices, offering overlapping business, real estate, employment, and litigation services to regional clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/herrlingclark
• Facebookfacebook.com/HerrlingClarkLawFirm
• LinkedInlinkedin.com/company/herrling-clark-law-firm

Revenue estimate

Valuation estimate

Number of profiles

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 Herrling Clark Law Firm