Campaigns
Branded drills Harwood Kelly has sent to client teams. Select a row to see who completed it, where the cohort broke down, and the call it justifies.
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Drill Builder
Assemble a branded drill from the scenario library, preview exactly what the client sees, then send it from the firm — not from us.
Client preview
This is the invitation your client opens. It updates as you edit.
Environmental
EPA raid
Provided to you by Harwood Kelly. Nothing you enter is shared outside your organisation.
Signals
What nobody else can see: which of the firm's clients are worried about which regulatory risks, revealed by what they choose to drill on and where they fail.
Drill engagement by client and risk area
Completed drills, July–August 2026. Select a cell to filter the signal inbox below.
Cell shade and number both show completed drills — colour is never the only channel.
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About this play
Training as the firm's marketing channel — the second-order move behind this demo.
The first-order idea, and the flip
The first-order product is an AI training simulator that walks non-lawyers through the regulatory events that ruin quarters: an EPA raid, a serious workplace injury, a ransomware demand, an insolvency slide. Useful, but it sells into a budget line — corporate training — that nobody defends and everybody cuts.
The second-order play flips who pays and why. Law firms do not buy training tools for themselves; they buy business development. So you white-label the simulator and let the firm hand branded scenarios to its clients as a gift: run your team through an EPA raid drill, courtesy of us. You stop selling training and start being the layer firms market through.
What the wedge accrues
Two things compound. The first is the scenario library — every drill written, every branching path, every legal rationale, reusable across every firm on the platform. The second is distribution: each firm that white-labels arrives carrying its own client list, and every client team that runs a drill leaves behind engagement data the firm has never been able to get any other way.
The two parties, and the knowledge in between
On one side are law firms, who need credible, non-annoying reasons to call clients between matters. On the other are in-house teams, who want cheap preparedness they can show a board without commissioning a consulting project. The platform sits in the middle and learns something neither side would ever publish: which of a firm's clients are worried about which regulatory risks, revealed not by what they say but by what they choose to rehearse and where they fail. That is the Signals screen — six of nine failed the legal-privilege step is not a training result, it is a partner call with a reason attached.
Endgame
The business model is a per-firm white-label licence plus per-drill pricing, so revenue grows with the firm's client list rather than with its training budget. The defensible position is the scenario library multiplied by the distribution — a new entrant has neither, and cannot buy either quickly. The third-order move is that accumulated drill results become a demand signal in their own right: a live map of which companies are bracing for which regulatory problem, which is the raw material for a legal business-development exchange.
What would validate it
One BD director agreeing to send a branded drill to five clients. The whole thesis rests on a firm being willing to put its name on someone else's simulator. If the answer is "compliance would never approve the branding", the play collapses back to plain training SaaS — a much weaker business.