The Lovely Law Firm

What The Lovely Law Firm does

The Lovely Law Firm is a privately held South Carolina personal injury and criminal defense law firm headquartered in Myrtle Beach. Founded in 2009 and led by Justin M. Lovely and Amy S. Lawrence, the firm operates five physical offices across the state — Myrtle Beach (headquarters), Goose Creek, Conway, Florence, and Georgetown — with stated intent to extend coverage into Columbia. Core practice areas include personal injury (car, motorcycle, truck, bicycle, pedestrian, boating accidents, premises liability, product liability, workers compensation, wrongful death, dram shop liability, and a growing mass tort docket spanning AFFF/PFAS, Ozempic, ultra-processed foods, and Depo Provera), criminal defense (DUI, drug offenses, assault, white collar), employment law (discrimination, wrongful termination, wage and hour), and a separate professional services line assisting South Carolina businesses with Employee Retention Tax Credit filings under the CARES Act.

The firm operates with no proprietary technology platform; the underlying stack consists of standard legal practice and case management systems for client communication (email, phone, text), Zoom for remote consultations, online intake forms and an online payment portal for fee handling, and a content marketing apparatus including The Carolina Justice Report podcast, a YouTube video vault, gated educational eBooks, and active social profiles on Facebook, X, LinkedIn, and TikTok. No AI/ML, automation, or proprietary software assets are disclosed.

The business model is overwhelmingly contingency fee for personal injury matters — clients pay nothing upfront, costs are advanced by the firm and repaid at settlement, and attorney fees are calculated as a percentage of gross recovery (varying by case complexity and outcome). Select case types are billed on a flat fee basis, and ERTC engagements run as separate professional services fees. The firm pursues a sales-led, community-led, event-driven go-to-market: free 24/7 case evaluations, multilingual (English/Spanish) intake, speaking engagements by Justin Lovely at legal conferences, and a substantial community involvement program (scholarships, food drives, Angel Tree, Miracle Leagues, accident scene management classes). Reported scale signals include over 1,000 Google reviews at 4.9/5, thousands of clients helped across South Carolina, and headline verdicts/settlements including a $15M motorcycle accident case reported as the largest such settlement in Horry County history.

Name

The Lovely Law Firm

Legal name

The Lovely Law Firm

Website

https://justiceislovely.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

The Lovely Law Firm is a South Carolina-based personal injury, criminal defense, and employment law firm founded in 2009, operating five offices across Myrtle Beach, Goose Creek, Conway, Florence, and Georgetown to serve individual injury and criminal defense clients on contingency fee and flat fee engagements.

Ownership category

akta.pro rank

Product category

Personal Injury Law

NAICS

Offices of Lawyers (541110)

SIC

Services-Legal Services (8111)

akta.pro primary industry

Personal Injury & Insurance Defense (BPAHAAAM)

akta.pro secondary industry

Employment & Labor Law (BPAHAAAD)

Keywords

• Personal injury law
• Criminal defense representation
• Wrongful death claims
• Workers compensation law
• Mass tort litigation

Headquarters

HQ city

Myrtle Beach

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Contingency Fee - Personal Injury Cases: Primary revenue model. Attorneys earn a contingency fee calculated before expenses from gross recovery. Client pays nothing upfront; firm advances costs; attorney fees deducted only upon successful settlement or verdict. Fee percentage varies by case complexity and outcome.
2. Flat Fee - Select Cases: For some case types, flat fee payment structure is offered for transparency. Client knows costs upfront. Less common than contingency model.
3. Professional Services - Employee Retention Tax Credit: The firm assists businesses in filing for Employee Retention Tax Credit under the CARES Act, representing a professional services revenue stream separate from personal injury and criminal defense.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

The Lovely Law Firm provides legal representation primarily for personal injury victims (car, motorcycle, truck, pedestrian, bicycle, boating, rideshare, and bus accidents, plus wrongful death, workers' compensation, premises liability, dog bites, product liability, and mass tort matters) and criminal defense clients (DUI, assault, drug crimes, property crimes, white-collar offenses, vehicular homicide) across South Carolina. It also offers employment law representation (discrimination, harassment, wrongful termination, wage disputes) and assists South Carolina businesses with Employee Retention Tax Credit (ERTC) filings under the CARES Act. Services are predominantly delivered on a contingency fee basis with free case evaluations and 24/7 intake.

Product overview

The Lovely Law Firm is a personal injury and criminal defense law firm operating primarily in South Carolina, with multiple office locations. The firm operates as a single integrated legal practice rather than a platform-plus-modules architecture. Core offerings include personal injury legal services (car accidents, motorcycle accidents, truck accidents, wrongful death, workers compensation) and criminal defense (DUI, assault, drug offenses). Supporting the core practice, the firm produces The Carolina Justice Report podcast and distributes free educational eBooks covering legal topics such as motorcycle safety, child vehicle safety, mesothelioma, AFFF litigation, nursing home abuse prevention, and community recipes. These materials serve as client acquisition and educational tools rather than standalone software products.

Differentiator

Problem solved

Functional benefit

Brands

• The Carolina Justice Report Podcast: A podcast featuring information, interviews and commentary on personal injury law, criminal law and community safety topics.

Products and services

• Personal Injury Legal Services Comprehensive legal representation for personal injury matters in South Carolina, including car accidents (hit and run, rideshare/Uber, left turn), motorcycle accidents, truck accidents, bus accidents, boating accidents, bicycle accidents, pedestrian accidents, premises liability, product liability, medical malpractice, wrongful death, workers' compensation, dram shop liability, negligent security, mass tort lawsuits (AFFF/firefighting foam, Ozempic, ultra-processed foods, Depo Provera, mesothelioma), trampoline, hotel, construction, daycare, school, police brutality, moped, and Amazon driver injuries, plus bad faith insurance claims. Intended for injured individuals and their families throughout South Carolina.
• Criminal Defense Services Legal defense for individuals facing criminal charges in South Carolina courts, covering DUI, assault, drug crimes, property crimes, white-collar crimes, murder cases, driving under suspension, vehicular homicide, and reckless driving. Provided to South Carolina defendants from the firm's Myrtle Beach and surrounding-area offices.
• Employment Law Services Legal representation for South Carolina employees and students in workplace matters, including discrimination, harassment, hostile work environment, wrongful termination, wage and hour disputes, age discrimination, ADA accommodations, Title IX educational discrimination, FMLA violations, and contract negotiations. Intended for aggrieved employees and students in South Carolina.
• Employee Retention Tax Credit (ERTC) Filing Assistance Professional services engagement assisting businesses with filing for the Employee Retention Tax Credit under the CARES Act for the 2020-2021 pandemic period. Sold as a separate engagement distinct from personal injury and criminal defense services; intended for South Carolina and U.S. businesses seeking pandemic-era tax relief.
• The Carolina Justice Report Podcast Weekly podcast produced by The Lovely Law Firm featuring information, interviews, and commentary on personal injury law, criminal law, and community safety topics. Available on Apple Podcasts and the firm's website; serves as a top-of-funnel content channel and a sub-brand with its own dedicated product page.

Quantifiable outcome

• $15 million record-setting settlement for motorcycle accident — Largest Motorcycle Accident Settlement in Horry County History
• +5 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• The Lovely BeansminorOthers · 10 April 2026Non-profit animal rescue group partnering with Sen. Addabbo and The Lovely Law Firm for a pet food drive from April 13 to May 29. The firm is associated with this community initiative, though the partnership appears event-based rather than formal business alliance.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Pappas & O'Toole: Multi-state plaintiff-side personal injury firm with offices across the East Coast. Comparable in contingency model, multi-office regional structure, and practice mix.
• Derrick Law Firm: South Carolina personal injury firm headquartered in the Lowcountry. Direct regional competitor with similar contingency model, multi-office presence, and plaintiff-side practice mix.
• Joye Law Firm: South Carolina personal injury firm with offices across the state. Comparable as a regional plaintiff-side competitor in auto, premises, and mass tort matters.
• Steinberg Law Firm: Charleston-based South Carolina plaintiff-side firm with 95+ years of history. Comparable in personal injury and workers' comp practice, multi-office SC presence, and contingency model.

Direct peers

• Morgan & Morgan: America's largest personal injury law firm with a national footprint and heavy advertising presence. Direct peer in plaintiff-side auto, premises, and mass tort representation, with a much larger scale than The Lovely Law Firm.
• Wilshire Law Firm: California-based plaintiff-side personal injury firm with a multi-office footprint, contingency model, and broad case types (auto, premises, employment, mass tort). Comparable in growth posture and practice breadth.
• Jim Adler & Associates: Texas-based personal injury firm with a strong brand identity and contingency model. Comparable in marketing-driven plaintiff-side strategy and concentration on auto/truck accident cases.
• Hardy Wolf & Downing: Personal injury firm in New England (Maine and New Hampshire) with a contingency model and multi-office footprint. Comparable in firm size, practice focus, and contingency fee structure.
• Ben Crump Law Firm: Nationally recognized plaintiff-side firm in personal injury, civil rights, and mass tort. Comparable in contingency fee structure, mass tort positioning, and brand-driven acquisition model.
• The Barnes Firm: National personal injury firm (successor to Cellino & Barnes) handling car, truck, and motorcycle accidents. Closely comparable in practice mix, contingency model, and mass tort participation to The Lovely Law Firm.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtwitter.com/myrtleinjurylaw
• YouTubeyoutube.com/c/TheLovelyLawFirmMyrtleBeach/playlists
• Facebookfacebook.com/Myrtle.Beach.Personal.Injury.Lawyers
• LinkedInlinkedin.com/company/the-lovely-law-firm
• TikToktiktok.com/@thelovelylawfirm

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 The Lovely Law Firm