Moritz - If they won’t adopt the software, become the category

One of my favourite examples in the rise of AI agents is Moritz, because their business move is honestly kind of genius.

At first, Moritz was trying to sell AI software to lawyers. Classic LegalTech route: build a tool, convince law firms to use it, hope they actually change their workflow, and pray it does not get buried under “we’ll review this next quarter.”

Then they changed the game.

Instead of selling software to law firms, Moritz decided to become the law firm themselves.

And that is the interesting part.

Their pitch is simple: AI does 80% of the repetitive work, while our top-tier, prestigious lawyers handle the final 20% — the judgement, review, negotiation, commercial context, and accountability. Basically, let the machine fight the paperwork monster, while elite human lawyers do the part that actually needs experience, instinct, and a law degree from somewhere painfully impressive.

This makes so much sense because legal work is one of the most document-heavy industries ever. Contracts, NDAs, redlines, due diligence files, compliance docs, negotiation markups — it is basically a paper dungeon with billable hours.

Selling AI software into that world is hard because traditional law firms are not always incentivised to move faster. The billable-hour model means efficiency can almost become awkward. If your software cuts a ten-hour task into one hour, amazing for the client, but slightly existential for the business model.

So Moritz skipped the awkward part.

Instead of asking old law firms to reinvent themselves, they built the AI-native version from scratch.

That is the genius move: they are not just “AI for lawyers” They are AI-native legal services. The AI is not an add-on. It is baked into the delivery model, pricing model, and customer experience.

From a client perspective, that is much clearer: faster turnaround, more transparent pricing, and still reviewed by lawyers with serious credentials. You are not paying elite lawyers to spend hours formatting clauses or doing repetitive first drafts. You are paying them for the part where their expertise actually matters.

And that is where AI agents get exciting. Not because they magically replace experts overnight, but because they absorb the repetitive, workflow-heavy 80%, so human experts can focus on the high-value 20%.

My takeaway: Moritz’s smartest move was realising that the future of LegalTech may not be selling tools to traditional firms. It may be rebuilding the law firm itself.

Very “if they won’t adopt the software, become the category.”