Episode Overview

Podcast: Personal Injury Mastermind (PIM)
Host: Chris Dreyer, CEO of Rankings.io
Guest: Cason Carter, Founder & CEO of Broughton Partners
Episode: 358 – “Toolkit: Break into Mass Torts. Partner Smart. Scale Fast.”
Date: October 21, 2025

This episode explores the playbook for law firms looking to break into the lucrative but complex world of mass torts. Chris Dreyer and Cason Carter discuss how personal injury firms can diversify into mass torts by leveraging smart partnerships, co-counseling models, and vendor due diligence, all while maintaining ethical standards and cost-effectiveness. The conversation delivers actionable insights into risk management, marketing spend, vetting partners, and the realities of modern mass tort practices.

Key Discussion Points & Insights

1. The Co-Counseling Model & Partnering for Scale

Timestamps: 01:06–01:36, 01:49–02:58

• Co-counseling allows PI firms to diversify into mass torts without building in-house infrastructure or acquiring deep expertise from day one.

• Instead of “buying cases,” firms work via co-counseling with originating and litigating law firms (e.g., the Goldwater Law Firm)—structures that keep everything ethical and above board.

  "We allow firms to diversify, we allow them to come in not need to know much about mass torts. This is probably as passive as you can get..."
  — Cason Carter [01:06]

• This approach also provides access to fee splits and best-in-class litigation partnerships that would be hard to secure independently.

2. The Importance of Vetting Vendors

Timestamps: 01:49–03:16

• Many “marketers” flood into mass torts from other industries, treating it like a gold rush—often using unethical or non-compliant tactics.

• Cason emphasizes the need for ethical diligence: treat anyone acting on your behalf as an extension of your law license.

  "When you're working with a non-attorney, that's an extension of your bar card... You need to make sure you're checking to see they act as if they are an extension of your law office."
  — Cason Carter [02:18]

• Simple rules: Get references, look at their longevity and experience, and be suspicious of major discounts ("half-off" deals are likely a red flag).

  "Half off doesn't mean you found the golden ticket. Half off actually means you may be working with something that's a lemon, unethical."
  — Cason Carter [02:55]

3. Risks & Realities of Mass Torts Marketing

Timestamps: 03:16–05:15

• Mass tort ad spending is immense—$2.5B+ in 2024 alone—attracting many affiliates, some using questionable language or tactics.

• As an ex-affiliate marketer, Chris Dreyer highlights the regulatory risks: affiliates may stretch legal or ethical lines, and law firms are responsible for their messaging.

  "It's just—you're hiring their commission-only salesforce, essentially."
  — Chris Dreyer [04:12]

• Affiliates sometimes resort to “co-reg” (co-registration) and off-shore call centers, creating a risk of low-quality or even fraudulent leads.

4. High-Quality Case Acquisition & Intake

Timestamps: 05:15–06:45

• Cason details Broughton Partners’ rigorous process for verifying the credibility and stick-rate of claimants: criminal checks, skip tracing, doctor verification, and geographical cross-references.

• The goal is a “100% stick rate”—meaning claims that stay with the law firm through to resolution, minimizing expensive “fall off.”

  "We are doing things to make sure those people are real... We're going to shoot for 100% stick rate, no fall off, and keep on fighting till we get there."
  — Cason Carter [05:55]

5. The Consortium Model – Lowering Barriers for Smaller Firms

Timestamps: 06:45–07:47

• The Consortium program pools 25 lawyers to collectively buy into 12 different torts over a year, sharing risk, knowledge, and costs.

• Monthly contribution lowers cash flow pain and allows gradual entry and learning:

  "We bring 25 lawyers together... they commit to a buy over 12 months... Why we did that was because the barrier to entry to mass torts has gotten so much higher over the last four years."
  — Cason Carter [06:55]

6. Dual Representation and the “Lead Wars” Problem

Timestamps: 07:47–09:24

• “Dual rep” (multiple firms representing the same plaintiff) is a growing headache, often used by some marketers to double-dip on fees and muddy the litigation process.

• Educating clients is critical: dual rep can slow down claims or get cases thrown out.

• Cason shares examples from Camp Lejeune mass torts and stresses their commitment to consumer education.

  "We try to educate the consumer on the front end... You're not going to get paid twice. It could cause your case to get thrown out, potentially. There is a federal statute around filing more than twice, from my understanding."
  — Cason Carter [08:18]

7. Timing, Risk, and Tort Selection Strategy

Timestamps: 10:13–12:02

• Use a principle-based allocation: Spend 10% of your PI marketing on 2–4 torts per year, don’t “go all in” on a single tort.

• Structure exposure across "early, middle, and late-stage torts"—riskier torts are cheaper but less likely to hit, while late-stage torts are safer but pricier.

• Smart allocation helps manage cash flow, risk of strikeouts, and inconsistent timing of mass tort settlements.

  "We like to tell people: keep 50% or so in late stage, 30–40% in middle, only 10% on the early stage because you can afford to do that... But it's very important that firms not go all in on one thing."
  — Cason Carter [11:18]

8. Reality of Mass Torts Payout Timing

Timestamps: 12:02–13:25

• Most mass torts take about three years for payout post-filing—sometimes longer if the defense “drags it out.”

• Defense strategy: delay, delay, delay, with interest accruing on settlement amounts.

  "You're looking at, you know, realistically three years on average. Some can take longer... the defense wants to drag it out as long as they can on the payment."
  — Cason Carter [12:38]

9. Hot Torts and Market Opportunities

Timestamps: 13:25–14:19

• Social media addiction lawsuits are of interest—pricing is favorable now, though they’re in early stages.

• “NEC” (Necrotizing enterocolitis in infants) torts are expensive but involve significant, life-long damages and are worth watching.

• General advice: chase prospective, not just “hot,” torts as prices only rise as cases mature.

  "Social media is a real interesting one and I think it's one that I like... it's never going to be as cheap as it is today..."
  — Cason Carter [13:50]

Actionable Takeaways

• Don’t rush in—vet partners and vendors as if they were joining your actual staff.
• Use co-counseling and consortium models to get started in mass torts with less risk, more learning, and manageable cash flow.
• Allocate mass tort dollars strategically: diversify across torts and case stages.
• Perform rigorous intake and verification on all claimants for quality and longevity.
• Educate clients and monitor for “dual rep” risks to safeguard everyone’s interest.
• Be disciplined: Don’t go “all in” based on hype—manage exposure and expectations.

Notable Quotes & Memorable Moments

• "Half off doesn't mean you found the golden ticket. Half off actually means you may be working with ... something that's a lemon, unethical."
  — Cason Carter [02:55]

• "Think of every marketer and vendor as an extension of your bar card — you’re responsible for their ethics, completely."
  — Cason Carter [02:18]

• "It's just—you're hiring their commission-only salesforce, essentially. [On affiliates]" — Chris Dreyer [04:12]

• "We’re going to shoot for 100% stick rate, no fall off, and keep on fighting till we get there."
  — Cason Carter [05:55]

• "A lot of the stories you don’t hear about in mass torts are the ones where people struck out."
  — Cason Carter [11:45]

• "You're looking at ... realistically three years on average [until mass tort payout]." — Cason Carter [12:38]

Contact Information

• Cason Carter
  Email: casen@broughtonpartners.com
  Cell: 706-835-5124
  Web: broughtonpartners.com
  [14:34]

Bottom Line (Summary)

"You don't need to spin up a mass tort department or add a dozen new hires to get in the game. The smart play is to partner, co-counsel with the right firm, vet your vendors like they're part of your bar card, and focus on ROI that sticks. That's how you scale fast without the overhead."
— Chris Dreyer [15:06]

For PI firms looking to expand: Follow the frameworks, vet your partners, diversify your strategies, and let ethical collaboration drive your move into mass torts.