Goodnow McKay

What Goodnow McKay does

Goodnow McKay is an Arizona-based plaintiff personal injury law firm founded in 2016 through a partnership between Chris Goodnow and Justin McKay. The firm represents individuals injured in accidents (auto, motorcycle, truck, and other personal injury matters) across Arizona, operating from offices in Phoenix and Prescott and maintaining a 24/7, seven-days-a-week intake posture to capture time-sensitive leads.

The firm's core "products" are legal services delivered under a contingency-fee model — clients pay no attorney fee unless the firm recovers money on their behalf. Supporting that practice is a web-based lead-generation stack consisting of a Personal Injury Settlement Calculator that estimates case value, free legal document templates, and an active content-marketing property ("Legal Insights") that is the firm's primary inbound SEO channel. The firm markets its 100+ years of combined attorney experience and claims a 99% win rate across 1,000+ clients served since founding. The disclosed team size is in the 1–10 employee range, consistent with a small-to-mid-sized plaintiff practice rather than a large mass-tort operation.

The business model is straightforward contingent-fee litigation: revenue is generated as a percentage (commonly one-third, subject to Arizona limits) of settlements or verdicts, so cash-flow timing is tied to case resolution cycles rather than monthly billings. The go-to-market is concentrated in organic search and content rather than paid advertising channels, with the calculator and content assets serving as top-of-funnel lead capture and the Phoenix/Prescott offices serving as geographic anchors within Arizona. There is no disclosed external funding, no technology platform revenue, and no evidence of ancillary product lines beyond the legal practice itself.

Name

Goodnow McKay

Legal name

Goodnow McKay

Website

https://goodnowmckay.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Goodnow McKay is an Arizona-based plaintiff personal injury law firm, founded in 2016, that represents accident victims under contingency fee arrangements through offices in Phoenix and Prescott.

Ownership category

akta.pro rank

Product category

Personal Injury Legal Services

NAICS

Offices of Lawyers (54111)

SIC

Services-Legal Services (8111)

akta.pro primary industry

Personal Injury & Insurance Defense (BPAHAAAM)

Keywords

• Personal injury law
• Legal representation
• Contingency fee services
• Accident injury claims
• Wrongful death litigation

Headquarters

HQ city

Phoenix

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Legal Services - Contingency Fee: The firm operates on a contingency fee basis where clients pay no upfront costs. Fees are only collected if the firm wins the case. This is the standard revenue model for personal injury law firms, aligning client and firm incentives.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Goodnow McKay provides plaintiff-side personal injury legal representation for individuals harmed by accidents or negligence, covering case investigation, negotiation with insurers, litigation, and settlement recovery. Services are delivered under a contingency fee model with no upfront cost and no fee unless the case is won, and the firm supports clients with free initial consultations and 24/7 availability.

Product overview

Goodnow McKay is a personal injury law firm offering legal services through a unified practice focused on representing injury victims. The firm's core offering is comprehensive personal injury legal representation, supported by complementary tools including a free Personal Injury Settlement Calculator (an online estimation tool), Legal Document Templates (county-specific document resources), and a Legal Insights Blog (educational content on Arizona personal injury law). The firm operates on a contingency fee basis, charging no upfront costs to clients.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Injury Legal Representation Full-scope plaintiff-side legal representation for individuals injured by another party's negligence or misconduct, including case investigation, negotiation with insurers, litigation, and settlement recovery. Covers practice areas such as ATV accidents, back and spine injuries, bike accidents, brain injuries, car accidents, dog bites, motorcycle accidents, pedestrian accidents, slip and fall accidents, Uber and Lyft crashes, work-related injuries, and wrongful death. Delivered on a contingency fee basis with no upfront cost and no fee unless the firm wins.
• Personal Injury Settlement Calculator Free web-based calculator that helps users estimate potential settlement value of a personal injury claim by combining economic damages (medical expenses and lost wages) with non-economic damages (pain and suffering). Offered for informational purposes to Arizona injury victims.
• Legal Document Templates Free informational legal document templates for Arizona personal injury matters, including general templates as well as Maricopa County (Phoenix) and Yavapai County (Prescott) specific variants. Provided for reference and educational use, not as a substitute for legal advice.

Quantifiable outcome

• 99% win rate in resolved cases
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Lerner and Rowe Injury Lawyers: A large Arizona-based personal injury firm with offices across Phoenix, Tucson, and other AZ metros. Operates on the same contingency fee model with 24/7 intake and broad PI practice area coverage, making it the most direct comparable for Goodnow McKay's service model and target clients.
• Tobler Law: A Phoenix-based personal injury firm handling car accidents, truck collisions, and premises liability cases on contingency. Competes in the same geography with comparable case mix and intake model.
• Phillips Law Group: An Arizona personal injury firm headquartered in Phoenix representing car accident, slip and fall, and wrongful death victims. Directly competes for the same Phoenix metro plaintiff pool using contingency fees and content marketing, comparable in size and structure to Goodnow McKay.
• Soren Law Offices: An Arizona-based personal injury firm with offices in Phoenix and Tempe handling car, motorcycle, and trucking cases. Directly overlaps in geography and contingency-fee service model.
• Hirsch & Lyon Accident Law: A Phoenix personal injury firm handling vehicle accidents, dog bites, and wrongful death claims under contingency. Directly competes in the same Maricopa County market with comparable intake and case-type focus.
• The Husband & Wife Law Team: An Arizona personal injury firm serving Phoenix and surrounding areas on a contingency basis. Mirrors Goodnow McKay's boutique partner-led structure and free-consultation intake approach.
• Zanes Law Injury Lawyers: A Tucson- and Phoenix-based personal injury firm that handles car, motorcycle, and truck accidents on contingency. Targets the same Arizona accident victims and operates with a similar plaintiff-only, marketing-intensive approach.
• AZ Injury Law: An Arizona personal injury firm focused on accident, slip and fall, and wrongful death claims under contingency. Competes for the same Phoenix-area plaintiff clients using free consultation intake.

Broad incumbents

• Morgan & Morgan: The largest U.S. personal injury law firm operating in dozens of states with massive TV and search marketing budgets. Represents the broad incumbent that pressures local Arizona PI firms on lead cost and brand recognition.
• Ginarte Law / Ginarte Injury Lawyers: A broader multi-state personal injury firm with significant Arizona presence handling car accidents, workers' comp, and premises liability on contingency. Operates at a larger scale than Goodnow McKay but targets the same plaintiff pool.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/goodnowmckay
• Xx.com/goodnowmckay

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Goodnow McKay