Cross & Smith, LLC

What Cross & Smith, LLC does

Cross & Smith, LLC is a Tuscaloosa, Alabama-based plaintiff-side personal injury law firm organized as an Alabama LLC and founded in 1998. The firm exclusively represents claimants — individuals and families injured or killed by the negligence or misconduct of others — across 17 practice areas including car and truck accidents, motorcycle and construction accidents, nursing home abuse, workers' compensation, wrongful death, medical malpractice, defective medical devices, pharmaceutical litigation, toxic torts, premises liability, brain and spinal cord injuries, burn injuries, and insurance/bad faith disputes. It operates from the historic Marmaduke Williams House in Tuscaloosa's Druid City Historic District and holds itself out as a statewide Alabama practice covering Tuscaloosa, Birmingham, and all Alabama counties in state and federal court.

The firm generates revenue through contingency fee legal services: clients pay no attorney fees unless monetary recovery is obtained, with initial consultations provided free of charge. Go-to-market is sales-led and built on a multi-channel intake funnel comprising attorney referrals and co-counsel relationships (across Alabama and Mississippi), direct inbound calls via toll-free and local numbers, online contact forms, an educational blog (461 pages since 2011), an FAQ video gallery, and social media presence on Facebook, Twitter, LinkedIn, and YouTube. Dell Cross's CLE lecturing and Alabama Association for Justice board service underpin a referral network with other plaintiff and defense attorneys.

Cross & Smith has handled in excess of 1,000 personal injury and wrongful death cases producing verdicts and settlements exceeding $150 million, with individual results including $9.3M (wrongful death), $9M (trucking), $3.5M (trucking), and $3.4M (premises liability). Founding partner Silas G. "Dell" Cross Jr. (J.D., University of Alabama, 1989) has practiced for 30+ years and brings prior defense-side experience from Starnes & Atchison; current partner Adam G. Cross (J.D., Birmingham School of Law, 2006) serves as firm administrator and intake coordinator. The firm operates on standard legal-practice technology for case management, litigation support, and client communication, with no proprietary technology platforms or AI/ML capabilities disclosed.

Name

Cross & Smith, LLC

Legal name

Cross & Smith LLC

Website

https://crossandsmith.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

Cross & Smith, LLC is a Tuscaloosa, Alabama-based plaintiff-side personal injury law firm representing injured individuals and families statewide on a contingency fee basis. The firm has handled over 1,000 cases producing verdicts and settlements exceeding $150 million across 17 practice areas.

Ownership category

akta.pro rank

Product category

Personal Injury Law

NAICS

Offices of Lawyers (54111)

SIC

Services-Legal Services (8111)

akta.pro primary industry

Personal Injury & Insurance Defense (BPAHAAAM)

Keywords

• Personal injury law
• Wrongful death litigation
• Accident law firm
• Plaintiff legal services
• Contingency fee attorneys

Headquarters

HQ city

Tuscaloosa

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Contingency Fee Legal Services: The firm operates on a contingency fee basis where they charge no legal fees unless they recover money for clients. This is the standard model for plaintiff-side personal injury firms, aligning firm incentives with client outcomes. The percentage or structure of contingency fees is not publicly disclosed.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Cross & Smith is a plaintiff-side personal injury law firm that represents individuals injured by negligence or wrongful conduct of others throughout Alabama. The firm provides contingency-fee legal representation across practice areas including car accidents, truck accidents, motorcycle accidents, construction accidents, nursing home abuse, workers' compensation, wrongful death, medical malpractice, defective products, toxic torts, premises liability, and catastrophic injury cases. Services are delivered via free consultations, statewide court representation, and attorney referral/co-counsel relationships.

Product overview

Cross & Smith, LLC is a Tuscaloosa-based personal injury law firm offering legal services as a single unified practice focused on plaintiff-side personal injury and accident litigation. The core offering is Personal Injury Legal Services, with specialized practice areas including Car Accidents, Truck Accidents, Motorcycle Accidents, Construction Accidents, Nursing Home Abuse and Neglect, Workers' Compensation, Wrongful Death, Medical Malpractice, Defective Medical Devices, Pharmaceutical Litigation, Toxic Torts, and Premises Liability. Specialty services address specific injury types such as Brain Injury, Spinal Cord Injury, Burn Injury, and Insurance Law matters including bad faith claims.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Injury Legal Services Core legal representation for individuals injured due to negligence or wrongful conduct of others, encompassing various accident types and injury claims throughout Alabama.
• Car Accident Representation Legal representation for victims of automobile accidents including collisions, hit and run incidents, drunk driving accidents, and property damage claims.
• Truck Accident Representation Legal representation for victims of commercial truck and 18-wheeler accidents, including cases involving truck driver fatigue and trucking company liability.
• Motorcycle Accident Representation Legal representation for motorcyclists injured in accidents, addressing severe injuries including brain injuries, spinal cord injuries, and road rash.
• Construction Accident Representation Legal representation for construction site injuries, including third-party civil suits against subcontractors and claims involving defective equipment.
• Nursing Home Abuse and Neglect Representation Legal representation for victims of nursing home abuse and neglect, including cases involving bedsores, falls, medication mismanagement, and physical abuse.
• Workers' Compensation Representation Legal representation for on-the-job injuries and workers' compensation claims, including third-party civil claims against non-employer parties.
• Wrongful Death Representation Legal representation for families pursuing wrongful death claims arising from fatal accidents and negligence.
• Medical Malpractice Representation Legal representation for victims of medical negligence and healthcare provider misconduct.
• Defective Medical Devices Representation Products liability legal representation for injuries caused by defective medical devices, including manufacturing defects, design defects, and failure to warn claims.
• Pharmaceutical Litigation Legal representation for injuries caused by dangerous drugs and pharmaceutical products.
• Toxic Tort Representation Legal representation for injuries from toxic exposure including chemical exposure, environmental hazards, and hazardous substances.
• Premises Liability Representation Legal representation for injuries occurring on properties due to dangerous conditions, including slip and fall accidents and premises owner negligence.
• Brain Injury Representation Legal representation for victims of traumatic brain injuries resulting from accidents, focusing on long-term care costs and rehabilitation damages.
• Spinal Cord Injury Representation Legal representation for spinal cord injury victims, addressing paralysis and other catastrophic outcomes.
• Burn Injury Representation Legal representation for burn injury victims including fire injuries and chemical burns.
• Insurance Law Representation Legal representation for insurance disputes including bad faith insurance claims and insurance fraud cases.

Quantifiable outcome

• Verdicts and settlements exceeding $150,000,000
• +1 more outcomes

Named customers4 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Expansion highlights4 records

Broad incumbents

• Morgan & Morgan: Largest plaintiff personal injury law firm in the United States with national advertising and operations across all 50 states. Competes for the same Alabama PI cases but with vastly greater marketing budget and geographic footprint.

Regional players

• The Gatti Law Firm: Regional plaintiff personal injury firm with strong presence in Louisiana and adjacent Gulf states. Comparable contingency model and case types (auto, trucking, maritime) but operates in different primary geography.

Direct peers

• Morris Bart & Associates: Large plaintiff personal injury firm with offices across Louisiana, Mississippi, and Alabama. Comparable contingency-fee model and practice mix including auto, trucking, and mass tort cases.
• Long & Long Injury Attorneys: Tuscaloosa-based plaintiff personal injury firm. Most direct local competitor given shared Tuscaloosa headquarters, similar practice areas, and overlapping Alabama statewide reach.
• Belt & Bruner, P.C. Alabama-based plaintiff personal injury firm handling vehicle accidents, wrongful death, nursing home abuse, and consumer fraud. Direct peer with similar contingency-fee model and statewide Alabama practice.
• Alexander Shunnarah Personal Injury Attorneys: Alabama-headquartered plaintiff personal injury firm that has scaled aggressively with heavy advertising spend. Competes with Cross & Smith on car and trucking accident cases throughout Alabama and adjacent Southeast states.
• Allen, Allen, Allen & Breedlove: Mid-sized plaintiff personal injury firm in the Southeast with contingency-fee model, similar case mix (auto, trucking, wrongful death), and reputation-driven referral pipeline comparable to Cross & Smith.
• Cory Watson Attorneys: Birmingham, Alabama-based plaintiff personal injury firm with similar practice areas (car accidents, trucking, defective products, mass tort). Direct competitor in the Alabama PI market with overlapping statewide reach from Tuscaloosa/Birmingham.
• Beasley Allen Law Firm: Large Alabama-based plaintiff firm specializing in personal injury, mass tort, and product liability cases. Direct competitor for high-value cases against corporate defendants in Alabama courts.

Others

• LawyerLocator Network (referral aggregators): Lead generation and attorney referral platforms that compete with the firm's organic content and CLE referral channels for plaintiff PI lead flow. Relevant as a channel-level substitute rather than a legal service competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/ALInjuryLawPros
• YouTubeyoutube.com/user/crossandsmith
• Facebookfacebook.com/crossandsmith
• LinkedInlinkedin.com/company/cross-&-smith-llc

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 Cross & Smith, LLC