Pemberton Personal Injury Law Firm

What Pemberton Personal Injury Law Firm does

Pemberton Personal Injury Law Firm is a Wisconsin-based, plaintiff-side personal injury law firm founded in 2006 by William Pemberton. The firm exclusively represents individual injury victims across Wisconsin on a contingency fee basis ('no fees unless you win'), serving clients through four physical offices (Baraboo, Madison, Eau Claire, Sun Prairie) and SEO-optimized landing pages covering eight additional service areas statewide. Its practice portfolio spans motor vehicle accidents (with 11 sub-types including car, truck, motorcycle, bicycle, pedestrian, bus, boating, DUI, rideshare, hit & run, and UTV/ATV), premises liability (slip and fall, construction, dog bites), catastrophic injuries (brain and spinal cord), wrongful death, nursing home abuse, product liability (GLP-1/Ozempic, talc, asbestos, airbags, carbon monoxide), and workplace/farming accidents.

The team includes seven named attorneys — William Pemberton, Rhyan J. Lindley, Zachary Guerin, Chris Duren, Randy Jones, Aaron Stroede, and Athenamarie Demeros — supported by an 11–50 total headcount. Client acquisition is direct-to-consumer, driven by 24/7 free case evaluations via phone and online forms, organic SEO, English/Spanish blog content, and active profiles on Facebook, LinkedIn, YouTube, Instagram, and TikTok. The firm's underlying technology stack is conventional: a WordPress CMS, Cloudflare for performance and security, Google Analytics, Google Tag Manager, and Facebook Pixel — with no disclosed AI/ML, API, or proprietary technology components.

Revenue mechanics are entirely contingency-based, with the firm earning a percentage of client recoveries only when compensation is obtained. Disclosed outcomes include cumulative client recoveries above $40 million, individual settlements ranging from $100,000 to $1.3 million, and a 5-Star Google Reviews rating. The firm is bootstrapped and founder-owned, with no disclosed external funding, M&A activity, or PE/strategic ownership.

Name

Pemberton Personal Injury Law Firm

Legal name

Pemberton Law Firm

Website

https://pembertonpi.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Pemberton Personal Injury Law Firm is a Wisconsin-based plaintiff-side personal injury firm, founded 2006, representing individual injury victims statewide on contingency fee through four offices and seven named attorneys across motor vehicle, premises liability, catastrophic injury, wrongful death, and product liability matters.

Ownership category

akta.pro rank

Product category

Personal Injury Legal Services

NAICS

Offices of Lawyers (541110), Legal Services (5411)

SIC

Services-Legal Services (8111)

akta.pro primary industry

Personal Injury & Insurance Defense (BPAHAAAM)

Keywords

• Personal injury law
• Contingency fee representation
• Motor vehicle accidents
• Wrongful death claims
• Premises liability cases

Headquarters

HQ city

Baraboo

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Contingency Fee Legal Services: The firm operates exclusively on a contingency fee basis, meaning clients pay no upfront fees. Attorney fees are a percentage of compensation recovered. If no compensation is obtained, clients owe no legal fees. This is the sole revenue stream for the firm.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Pemberton Personal Injury Law Firm provides legal representation to individuals injured due to the negligence of others across Wisconsin. The firm handles motor vehicle accidents, premises liability, catastrophic injuries, wrongful death, nursing home abuse, product liability, and work accident cases on a contingency fee basis — clients pay nothing unless the firm wins. Free case evaluations are available 24/7 via phone and online forms.

Product overview

Pemberton Personal Injury Law Firm is a Wisconsin-based personal injury law firm offering legal services through a unified practice focused exclusively on personal injury cases. The firm's core service portfolio spans multiple specialized legal practice areas including Motor Vehicle Accidents (with 11 sub-types covering car, truck, motorcycle, bicycle, pedestrian, bus, boating, DUI, rideshare, hit & run, and UTV/ATV accidents), Premises Liability (slip and fall, construction accidents, dog bites), Catastrophic Injuries (brain and spinal cord injuries), Wrongful Death, Nursing Home Abuse, Product Liability (covering GLP-1/Ozempic, talcum powder, asbestos, defective airbags, and carbon monoxide injuries), Work Accidents including farming accidents, and general Personal Injury claims. The firm operates on a contingency fee basis with free case evaluations, meaning clients pay nothing unless the firm wins their case. The Pemberton Promise encapsulates the firm's commitment to fighting insurance companies and securing fair compensation. Offices are maintained in Baraboo, Madison, Eau Claire, and Sun Prairie, Wisconsin, serving clients statewide.

Differentiator

Problem solved

Functional benefit

Products and services

• Motor Vehicle Accident Legal Representation Legal representation for victims of motor vehicle accidents across all vehicle types including car, truck, motorcycle, bicycle, pedestrian, bus, boating, DUI, rideshare, hit & run, and UTV/ATV accidents throughout Wisconsin. Includes accident investigation, evidence gathering, insurance negotiation, and trial-ready litigation on a contingency fee basis.
• Premises Liability Legal Representation Legal representation for individuals injured due to unsafe property conditions, including slip and fall accidents, construction site injuries, and dog bite injuries on someone else's property throughout Wisconsin.
• Catastrophic Injury Legal Representation Legal representation for victims of traumatic brain injuries and spinal cord injuries requiring extensive medical treatment and resulting in permanent disabilities throughout Wisconsin.
• Wrongful Death Legal Representation Legal representation for Wisconsin families seeking compensation when a loved one dies due to someone else's negligence or wrongful actions, including fatal auto collisions and pedestrian deaths.
• Nursing Home Abuse Legal Representation Legal representation for victims of elder abuse and neglect in Wisconsin nursing homes and assisted living facilities.
• Product Liability Legal Representation Legal representation for injuries caused by defective products, including claims involving GLP-1/Ozempic medications, talcum powder, asbestos, defective airbags, and carbon monoxide poisoning throughout Wisconsin.
• Work Accident Legal Representation Legal representation for Wisconsin workplace injuries including farming accidents and construction accidents, covering both workers' compensation claims and third-party personal injury lawsuits.
• General Personal Injury Legal Representation General personal injury legal representation for Wisconsin victims of negligence, covering medical expenses, lost wages, pain and suffering, and other damages across all negligence-based claims.
• Free Case Evaluation Complimentary initial consultation service allowing Wisconsin potential clients to discuss their case and understand their legal options at no cost, available 24/7 via phone and online form.

Quantifiable outcome

• Clients with legal representation receive settlements nearly 3.5 times higher than those who handle claims alone (Insurance Research Council research cited on firm website)
• +4 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Morgan & Morgan: Largest U.S. personal injury plaintiff firm with nationwide reach and heavy TV/digital advertising spend, including Wisconsin. Operates in the same contingency-fee, mass-advertising personal injury category and competes directly for Wisconsin car accident and premises liability cases, but at much greater scale.

Direct peers

• Wisconsin Accident & Injury Lawyers (Zaid Law): Wisconsin personal injury firm with a contingency fee model and statewide service, focused on car, truck, and motorcycle accident cases. Comparable in geography, contingency pricing, and consumer-facing marketing approach.
• Hupy and Abraham, S.C. Long-established Milwaukee-based personal injury law firm serving Wisconsin and surrounding states with a similar contingency-fee, multi-office model focused on motor vehicle, premises liability, and product liability cases. Directly comparable in geography, practice mix, and consumer-facing marketing approach.
• Murphy & Prachthauser S.C. Wisconsin personal injury firm representing victims of car, truck, and motorcycle accidents, with a similar contingency fee structure and statewide service area. Directly comparable to Pemberton in case type, client profile, and outcome-based pricing.
• Domnitz & Domnitz S.C. Wisconsin-based personal injury firm with a contingency fee model and similar motor vehicle accident focus. Comparable regional competitor with overlapping service areas including Madison and southeastern Wisconsin.
• Gingras, Cates & Luebke S.C. Wisconsin personal injury firm with offices in Waukesha and Milwaukee handling motor vehicle accidents, medical malpractice, and wrongful death cases on contingency. Comparable practice mix, geography, and contingency-fee business model.
• Habush Habush & Rottier S.C. Wisconsin-based personal injury firm with offices throughout the state, competing for the same car accident, premises liability, and product liability caseload under a similar contingency fee model. Highly comparable on geography, practice area, and GTM motion.
• Cannon & Dunphy S.C. Wisconsin personal injury firm with offices in Milwaukee, Waukesha, Madison, and other statewide locations, focused on car, truck, and motorcycle accidents and premises liability. Comparable in practice mix, contingency model, and statewide Wisconsin footprint.

Others

• Avvo / Martindale-Hubbell (Lawyer Directory Services): Online legal directories that aggregate personal injury attorney listings and consumer reviews, serving as both a discovery channel for clients and a referral platform used by Pemberton. Not a competitor for legal services but a structural part of the Wisconsin PI marketing ecosystem.

Regional players

• Boller & Vaughan, LLC: Wisconsin-based plaintiff personal injury firm focused on motor vehicle and wrongful death cases under a contingency fee model. Comparable practice mix and geography, though with a smaller office footprint than Pemberton.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@pembertonpersonalinjurylaw
• Facebookfacebook.com/Pembertonpersonalinjury
• LinkedInlinkedin.com/company/pemberton-personal-injury-law-firm
• Instagraminstagram.com/pembertonpersonalinjury
• TikToktiktok.com/@attorneypemberton
• Xx.com/mypiattorney

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 Pemberton Personal Injury Law Firm