EmotionTrac Legal

What EmotionTrac Legal does

EmotionTrac Legal is a private US-based legal technology company that provides AI-powered emotional analytics to plaintiff-side litigation attorneys, with a primary focus on personal injury law firms. The platform combines a patented Facial Action Coding System (FACS) with a 100-person independent panelist pool (drawn from a marketplace of 30M+ US and 150M+ worldwide panelists with 200+ demographic/psychographic qualifiers) to capture micro-expressions second-by-second as panelists watch case video content via mobile front-facing cameras. Core products include the Valuation Test (case-worth benchmarking), the Litigation Test (fault/liability/damages analysis), a Premium Report add-on with insights-team analysis, and Bernie — a next-generation AI assistant launched in August 2025 that delivers case strategy, trial preparation, and virtual jury consultation. Output is delivered through an online dashboard showing real-time sentiment maps and post-test valuation reports.

The company operates a sales-led enterprise GTM motion targeting law firms via 15-minute demo scheduling, supported by content marketing (blog, case studies, video testimonials, the 'Latte with a Lawyer' podcast), industry events, and Florida Justice Association membership. Revenue is generated primarily through quote-based per-test pricing positioned at roughly 10% of traditional focus group costs ($10K-$20K), with usage-based add-ons (additional panelists in 50-unit increments), a lower-tier e-jury option at $750, and post-pilot subscription models. Distribution is reinforced through a 2021 partnership with Reynen Court for legaltech marketplace placement and a partnership with Priority Responsible Funding offering non-recourse litigation financing to clients who lack the capital to engage the service. Founded by Aaron Itzkowitz (CEO), the company has 19 employees, is based across NYC and South Florida, and reports cumulative customer outcomes including over $2 billion in client settlements and verdicts.

Name

EmotionTrac Legal

Legal name

EmotionTrac

Website

https://legal.emotiontrac.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

EmotionTrac Legal provides AI-powered facial action coding and panel-based emotional analytics to personal injury and trial attorneys for case valuation, jury selection, witness credibility testing, and settlement strategy, delivered via mobile panelist capture, online dashboards, and the Bernie AI case strategist.

Ownership category

akta.pro rank

Product category

Legal Analytics Software

NAICS

Legal Services (5411), Marketing Research and Public Opinion Polling (541910)

SIC

Services-Legal Services (8111)

akta.pro primary industry

Emotion, Sentiment & Paralinguistic Intelligence (HDAAAFAI)

Keywords

• Legal case valuation
• Mock jury research
• Emotion AI analytics
• Trial preparation software
• Facial action coding

Headquarters

HQ city

Florida

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Valuation Test: Core service providing detailed reports on what independent audiences feel a case is worth. Includes panel of 100 panelists, emotional reaction analysis, case valuation feedback, and post-test reports for intake processes, demand letters, and mediation strategies.
2. Litigation Test: Full report on emotional and narrative impact with direct unbiased responses to tailored questions. Includes emotion analysis, valuation feedback, zoom debrief, and custom reporting for trial preparation.
3. Premium Report Add-on: Insights team takes deep dive into test results with conclusions based on data. Includes overview of red flags in messaging, recommendations to optimize content, and breakdown of audience demographic responses. Takes up to 3 business days for delivery.
4. Panelist Add-ons: Minimum 100 panelists included; additional panelists available in increments of 50 at additional cost.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels8 records

Core offering

EmotionTrac Legal provides AI-powered emotion tracking services for personal injury lawyers and trial attorneys, using facial action coding technology to capture micro-expressions from independent panelists watching case videos. The core offerings are the Valuation Test and Litigation Test, which deliver data-driven case valuations, jury reaction insights, and settlement strategy recommendations supported by real-time emotional analytics and the Bernie AI assistant.

Product overview

EmotionTrac Legal offers a unified AI-powered platform for legal case analysis and trial preparation. The core offerings include the Valuation Test and Litigation Test, which use 100 independent panelists and computer vision-based facial action coding to capture micro-expressions and emotional reactions to case materials. The platform integrates Bernie, a custom AI assistant, for case strategy insights. Results are delivered via comprehensive Valuation Reports and Premium Reports on an online dashboard. The platform enables attorneys to test case value, jury reactions, witness credibility, and settlement strategies before mediation or trial.

Differentiator

Problem solved

Functional benefit

Brands

• Bernie: AI-powered case strategist and virtual jury consultant that delivers rich case insights, actionable trial strategies, and immersive client case experiences.
• Valuation Test
• Litigation Test

Products and services

• Valuation Test Primary service providing detailed reports on what an independent audience feels a case is worth. Includes 100 independent panelists, real-time emotion capture via facial coding, survey responses, and comprehensive valuation reports for negotiation preparation, demand letters, and mediation strategies.
• Litigation Test Provides insights on specific legal issues including fault percentage, liability, damages, and case strategy. Includes emotion analysis, valuation feedback, and tailored survey questions delivered to independent panel. Zoom debrief and custom reporting included for trial preparation.
• Bernie AI Assistant Custom AI-powered virtual jury consultant and case strategist that uncovers key insights, case value, and strategies for cases. Powers real-time data analysis and mock jury response interpretation for attorneys.
• Premium Report Deep-dive analysis by the insights team providing conclusions based on test data. Includes overview of red flags in messaging, recommendations to optimize content, and breakdown of how selected audience demographics responded. Delivered within up to 3 business days.

Quantifiable outcome

• Helped lawyers win over $2 billion in settlements and verdicts
• +7 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability12 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core and supporting.

• Reynen CourtcoreTechnology or Integration · 1 August 2021Reynen Court, the leader in bringing pre-vetted cloud-based legal technology solutions and eDiscovery software to law firms and legal departments worldwide, partnered with EmotionTrac. EmotionTrac provides AI-powered software platform that measures and analyzes emotional reactions to video content in real-time such as depositions or expert witness testimony.
• Priority Responsible FundingsupportingStrategic or Co-development PartnerPartnership offering non-recourse litigation funding for clients who need finances to engage EmotionTrac's expert services. If finances are preventing engagement, EmotionTrac can be provided with no out-of-pocket cost or expenses through Priority Responsible Funding.
• Florida Justice AssociationsupportingOthersEmotionTrac is a proud member of the Florida Justice Association, which is dedicated to strengthening and upholding Florida's civil justice system and protecting the rights of Florida's citizens and consumers.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• IMS Legal Strategies: IMS Legal Strategies is a large, full-service trial consulting and litigation support firm offering jury research, mock trials, and trial presentation services — a broader incumbent that competition may bundle AI tools to compete with EmotionTrac.
• Epiq: Epiq is a global legal services and technology provider covering eDiscovery, managed review, and litigation support — an adjacent incumbent that could expand into AI-driven jury research given its enterprise law firm footprint.
• Clio: Clio is the leading cloud-based legal practice management platform serving hundreds of thousands of lawyers; it represents the broader legal tech distribution channel where EmotionTrac could plug in as an integrated trial-prep add-on.

Direct peers

• Courtroom Sciences: Courtroom Sciences provides trial consulting, jury research, mock trials, and witness preparation for attorneys — a traditional, human-led alternative to EmotionTrac's AI-driven mock jury testing.
• Trial Science: Trial Science is a trial consulting and jury research firm offering mock trials, focus groups, and jury selection services — directly comparable to EmotionTrac's pre-trial research and case valuation services for law firms.
• Persuasion Strategies: Persuasion Strategies is a jury research and trial consulting firm specializing in mock trials, focus groups, and jury selection — competing head-to-head with EmotionTrac for pre-trial case valuation work.
• JuryScope: JuryScope provides jury research and consulting services for trial attorneys, including mock jury testing and community attitude surveys — the closest direct competitor to EmotionTrac's Valuation Test and Litigation Test offerings.

Emerging players

• Realeyes: Realeyes uses webcam-based facial coding to measure emotional responses to video content for ad creative testing — a comparable emotion-AI application that highlights how the same core technology can be commercialized across verticals.
• Affectiva: Affectiva is a pioneer in emotion AI and facial coding technology, historically focused on advertising and automotive research; it represents the underlying technology peer whose stack EmotionTrac's FACS platform is built upon.

Others

• Veritone: Veritone provides AI-driven analytics on video and audio content, including emotion and speech analytics — an adjacent AI technology provider whose capabilities could be repositioned for legal use cases overlapping EmotionTrac's panel emotion analytics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/emotiontrac

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 EmotionTrac Legal