372. Profit Focused: Bootstrapped, Battle-Tested, and Winning in PI w/ Matt Aulsbrook

Episode Overview

Podcast: Personal Injury Mastermind w/ Chris Dreyer
Episode: 372. Profit Focused: Bootstrapped, Battle-Tested, and Winning in PI w/ Matt Aulsbrook
Date: December 11, 2025
Guest: Matt Aulsbrook, “The Texas Law Dog”
Host: Chris Dreyer

In this actionable and candid episode, host Chris Dreyer speaks with Matt Aulsbrook, founder of a thriving personal injury firm in Fort Worth, Texas. Matt shares his unconventional journey from hardship and addiction recovery to entrepreneurial success. The conversation covers the real KPIs that drive a durable law firm, strategies for sustainable marketing, smart bootstrapping tactics, insights on leveraging tech and AI, and how a purpose-built brand can outpace big-budget competitors—even in cutthroat markets.

Key Discussion Points & Insights

1. Matt Aulsbrook’s Unconventional Journey

Hardship to Law Firm Owner: Matt began in Fort Worth without a law degree or driver’s license, riding the bus to DWI classes while working minimum wage. A pivotal moment in recovery pushed him to start, first building an insurance agency before heading to law school at age 34.
- “I was riding the bus to DWI classes, I was walking across the street to a minimum wage job at a call center. I had a blow up mattress and a folding chair and I wasn’t on a winning streak.” — Matt (03:03)
Sobriety and Recovery: Transparent about his recovery and committed to helping other lawyers facing addiction.
- “Our industry is up there amongst the worst. It’s doctors and lawyers that have the highest substance abuse rates… if you happen to listen to this podcast and want to talk about any of those issues, feel free to reach out. I’m very passionate about that.” — Matt (05:37)

2. Bootstrapping and Business Transition

Bootstrapped Growth: Matt used funds from selling his insurance business to launch his PI firm, stressing the importance of bootstrapping and low debt.
- “I used all personal money. My PI shop, it’s slim pickings when you, when you start out... I bootstrapped it.” — Matt (07:28)
Strategic Exit: Transitioned his insurance agency to a trusted operator; financed part of the deal himself (“win-win” for all).

3. Branding, Marketing & Standing Out

Distinctive, Authentic Branding: Chose “The Texas Law Dog” due to having an unspellable last name and a desire to create sticky, memorable branding that reflects who he is and who he serves.
- “Nobody can spell my last name. I have had to spell it for people my entire life... So having a URL with my last name just wasn’t the play for me.” — Matt (08:51)
Iterative Marketing Plan:
- Started with digital ($5k/month, ROI takes 18-24 months).
- Built a newsletter for referrals (“pretty cheap... been doing that since I’ve been licensed”).
- Shifted into radio (country stations), then sports radio and live sports TV (Dallas Stars, Texas Rangers).
- Realistic about ROI timeframes: “Three years for a good ROI [on radio]. That was a big check to cut...” (12:42)
- Not afraid to avoid “red ocean” competition: “I like to kind of go where I see an opportunity...I don’t want to be the fifth person in.” (10:42)
Real Estate and Community Presence: Purchased office building with proceeds from insurance agency, built to hold a much larger team—demonstrating a long-term, scalable vision.

4. Firm Operations, Structure & Tech Stack

Team Management: 50 people (30 in-office, 20 virtual), with capacity to grow. Emphasizes hybrid and AI leverage for scaling.
- “With the way AI is going, I think we’ll be able to do more work with less people.” (15:49)
Trials Matter: The firm is known for actually trying cases—not just settling. This reputation changes how insurance companies treat their clients.
- “80, 85% of the time we’re able to settle this without a lawsuit. But it’s important to know that our firm does file lawsuits and more importantly than that, that we try cases... insurance companies track that data and...know which firms will and which firms won’t.” — Matt (01:50)

5. The Only KPIs That Matter

Profit > Revenue: Matt focuses on profit, not just top-line revenue. His key visual: a pie chart breaking down major expense categories (payroll, marketing, ops, owner’s cut, and profit/taxes).
- “Everybody is always like, what’s your revenue? ...but I know some people that got some big top line revenues that don’t make a damn bit of profit. ...the KPI that I look at the most...is a pie chart.” — Matt (18:25)
- “I never wanted to do $10 million in fees and not make any money. I’d rather do $5 million in fees and make $2 million.” (19:47)
Payroll Efficiency: Payroll (split into attorney vs. non-attorney) never exceeds 40%; goal to reduce with AI.
- “That payroll hadn’t gone over 40%...as AI continues...may be able to get that down a little further, maybe 35%.” (18:25)
Marketing ROI: Willing to wait years for quality returns; warns against chasing vanity metrics.
Intake and Lead Quality: Highly involved in intake process; tracks conversion on "wanted" leads to case signed. Relentless about closing quality leads and minimizing waste.
- “I’m not a fan of pissing away marketing dollars if I’m not closing the leads that I’m getting.” — Matt (23:43)

6. Tech & Automation

Tech Stack: Domo for business intelligence/KPI dashboards, Filevine for case management, Lead Docket for intake tracking.
- “I geek out on KPIs, man, I’ve probably got over 100 payroll [metrics] built out on a program we use called Domo.” (19:31)
AI Adoption: Open-minded but cautious; prefers not to jump on every new tool unless it fits the firm’s culture and delivers real results.
- “They’re making all this AI seem like it’s awesome, but there’s so much work and build out and it’s not always what it’s cracked up to be...” (28:57)

7. Intake Strategy: Lean & Hands-On

Growth via Relentless Focus: Just two full-time intake staff handle all hours—high performance, no outsourcing, and no overseas call centers.
- “I only have two intake professionals, they are workhorses and they, they trade off nights, weekends, and they back each other up...100% US all in house. I don’t have any backup.” — Matt (27:21)
- On keeping it personal: “I know I don’t like the overseas and I don’t like the phone tree and I don’t like that experience for me. So I have pushed back on that as of yet. ...Just because it works for somebody...doesn’t mean it’s a fit for me.” (27:56)

8. Adapting to the Changing PI Landscape

Preparation for Tort Reform: Discussed the unprecedented recent attack on Texas PI/tort law, citing “Texans for Lawsuit Reform” as a formidable political foe. Hedged business by investing in mass torts to diversify risk.
- “Tort reform is a real deal and we have battled it...It was the greatest attack on personal injury and torts...people in my circle...said they’d ever seen.” (21:11)
Industry Perspective: Warns firms to focus on discipline, durable growth, and real metrics—not just flash or the promise of rapid scale.

Memorable Quotes & Moments

On Brand Authenticity:
“That’s who I am. I mean, I grew up on a farm...I advertise on a country station. That’s who I think I resonate with. ...I try not to compare myself to other firms. I’m just trying to do my deal and be a little bit better than I was yesterday.” — Matt (10:42)
On Responsible Risk:
“I never took private equity money like some of my competitors...but I sleep better at night knowing I don’t owe any money.” (11:40)
On AI and Labor:
“With the way AI is going, I think we’ll be able to do more work with less people.” (15:49)
On Intake Excellence:
“Any business that I’ve seen have tremendous growth and scale, the owner is usually driving the sales and marketing. And that’s my wheelhouse.” (23:43)
On Value Over Vanity:
“I’d rather do $5 million in fees and make $2 million. Like that’s—I think that gets lost.” (19:47)

Notable Timestamps

| Timestamp | Segment/Topic | |-----------|--------------| | 01:10 | Matt’s origin story: hardships, addiction, rebuilding | | 03:44 | Start of entrepreneurship: insurance agency, law school | | 05:37 | On substance abuse in the legal industry, recovery outreach | | 06:44 | Transition from insurance to law, bootstrapping firm | | 08:51 | Choice of brand (“Texas Law Dog”), importance of a distinctive name | | 10:38 | Early marketing efforts and philosophy | | 12:42 | Insights on ROI from radio and TV ads | | 15:49 | Building infrastructure (office, team, AI integration) | | 18:25 | The only KPIs that matter—profit, not vanity revenue | | 19:47 | On frauds and courses selling vanity growth | | 21:05 | Strategic investments (mass torts as risk hedge) | | 23:43 | Deep dive: intake process and closing high-value leads | | 27:21 | Unique intake approach (two staff, 100% in-house) | | 28:57 | Realistic approach to AI/outsourcing in PI intake | | 29:32 | Tech industry trends (Filevine, AI, market valuation) | | 31:14 | Contact details for Matt / Open to mentorship |

Contact & Final Takeaway

Contact Matt Aulsbrook:
- Cell: 903-348-2154
- Email: matt@thetexaslawdog.com

Key Takeaway:
Profit-driven, disciplined growth wins. Build branding authentically, invest in what you can measure, don’t chase vanity metrics, and stay ready to adapt. Most of all, keep your business aligned with your own values and goals—because real, durable success doesn’t come from copying the loudest voice in the room, but from “doing your deal,” day after day.

For law firm owners seeking inspiration and practical guidance, Matt’s journey proves you don’t need a safety net, a head start, or private equity to build a winning PI firm—just grit, intention, and relentless focus on what actually drives durable profit.

Episode Overview

Key Discussion Points & Insights

1. Matt Aulsbrook’s Unconventional Journey

Hardship to Law Firm Owner: Matt began in Fort Worth without a law degree or driver’s license, riding the bus to DWI classes while working minimum wage. A pivotal moment in recovery pushed him to start, first building an insurance agency before heading to law school at age 34.
- “I was riding the bus to DWI classes, I was walking across the street to a minimum wage job at a call center. I had a blow up mattress and a folding chair and I wasn’t on a winning streak.” — Matt (03:03)
Sobriety and Recovery: Transparent about his recovery and committed to helping other lawyers facing addiction.
- “Our industry is up there amongst the worst. It’s doctors and lawyers that have the highest substance abuse rates… if you happen to listen to this podcast and want to talk about any of those issues, feel free to reach out. I’m very passionate about that.” — Matt (05:37)

2. Bootstrapping and Business Transition

Bootstrapped Growth: Matt used funds from selling his insurance business to launch his PI firm, stressing the importance of bootstrapping and low debt.
- “I used all personal money. My PI shop, it’s slim pickings when you, when you start out... I bootstrapped it.” — Matt (07:28)
Strategic Exit: Transitioned his insurance agency to a trusted operator; financed part of the deal himself (“win-win” for all).

3. Branding, Marketing & Standing Out

Distinctive, Authentic Branding: Chose “The Texas Law Dog” due to having an unspellable last name and a desire to create sticky, memorable branding that reflects who he is and who he serves.
- “Nobody can spell my last name. I have had to spell it for people my entire life... So having a URL with my last name just wasn’t the play for me.” — Matt (08:51)
Iterative Marketing Plan:
- Started with digital ($5k/month, ROI takes 18-24 months).
- Built a newsletter for referrals (“pretty cheap... been doing that since I’ve been licensed”).
- Shifted into radio (country stations), then sports radio and live sports TV (Dallas Stars, Texas Rangers).
- Realistic about ROI timeframes: “Three years for a good ROI [on radio]. That was a big check to cut...” (12:42)
- Not afraid to avoid “red ocean” competition: “I like to kind of go where I see an opportunity...I don’t want to be the fifth person in.” (10:42)
Real Estate and Community Presence: Purchased office building with proceeds from insurance agency, built to hold a much larger team—demonstrating a long-term, scalable vision.

4. Firm Operations, Structure & Tech Stack

Team Management: 50 people (30 in-office, 20 virtual), with capacity to grow. Emphasizes hybrid and AI leverage for scaling.
- “With the way AI is going, I think we’ll be able to do more work with less people.” (15:49)
Trials Matter: The firm is known for actually trying cases—not just settling. This reputation changes how insurance companies treat their clients.
- “80, 85% of the time we’re able to settle this without a lawsuit. But it’s important to know that our firm does file lawsuits and more importantly than that, that we try cases... insurance companies track that data and...know which firms will and which firms won’t.” — Matt (01:50)

5. The Only KPIs That Matter

Profit > Revenue: Matt focuses on profit, not just top-line revenue. His key visual: a pie chart breaking down major expense categories (payroll, marketing, ops, owner’s cut, and profit/taxes).
- “Everybody is always like, what’s your revenue? ...but I know some people that got some big top line revenues that don’t make a damn bit of profit. ...the KPI that I look at the most...is a pie chart.” — Matt (18:25)
- “I never wanted to do $10 million in fees and not make any money. I’d rather do $5 million in fees and make $2 million.” (19:47)
Payroll Efficiency: Payroll (split into attorney vs. non-attorney) never exceeds 40%; goal to reduce with AI.
- “That payroll hadn’t gone over 40%...as AI continues...may be able to get that down a little further, maybe 35%.” (18:25)
Marketing ROI: Willing to wait years for quality returns; warns against chasing vanity metrics.
Intake and Lead Quality: Highly involved in intake process; tracks conversion on "wanted" leads to case signed. Relentless about closing quality leads and minimizing waste.
- “I’m not a fan of pissing away marketing dollars if I’m not closing the leads that I’m getting.” — Matt (23:43)

6. Tech & Automation

Tech Stack: Domo for business intelligence/KPI dashboards, Filevine for case management, Lead Docket for intake tracking.
- “I geek out on KPIs, man, I’ve probably got over 100 payroll [metrics] built out on a program we use called Domo.” (19:31)
AI Adoption: Open-minded but cautious; prefers not to jump on every new tool unless it fits the firm’s culture and delivers real results.
- “They’re making all this AI seem like it’s awesome, but there’s so much work and build out and it’s not always what it’s cracked up to be...” (28:57)

7. Intake Strategy: Lean & Hands-On

Growth via Relentless Focus: Just two full-time intake staff handle all hours—high performance, no outsourcing, and no overseas call centers.
- “I only have two intake professionals, they are workhorses and they, they trade off nights, weekends, and they back each other up...100% US all in house. I don’t have any backup.” — Matt (27:21)
- On keeping it personal: “I know I don’t like the overseas and I don’t like the phone tree and I don’t like that experience for me. So I have pushed back on that as of yet. ...Just because it works for somebody...doesn’t mean it’s a fit for me.” (27:56)

8. Adapting to the Changing PI Landscape

Preparation for Tort Reform: Discussed the unprecedented recent attack on Texas PI/tort law, citing “Texans for Lawsuit Reform” as a formidable political foe. Hedged business by investing in mass torts to diversify risk.
- “Tort reform is a real deal and we have battled it...It was the greatest attack on personal injury and torts...people in my circle...said they’d ever seen.” (21:11)
Industry Perspective: Warns firms to focus on discipline, durable growth, and real metrics—not just flash or the promise of rapid scale.

Memorable Quotes & Moments

On Brand Authenticity:
“That’s who I am. I mean, I grew up on a farm...I advertise on a country station. That’s who I think I resonate with. ...I try not to compare myself to other firms. I’m just trying to do my deal and be a little bit better than I was yesterday.” — Matt (10:42)
On Responsible Risk:
“I never took private equity money like some of my competitors...but I sleep better at night knowing I don’t owe any money.” (11:40)
On AI and Labor:
“With the way AI is going, I think we’ll be able to do more work with less people.” (15:49)
On Intake Excellence:
“Any business that I’ve seen have tremendous growth and scale, the owner is usually driving the sales and marketing. And that’s my wheelhouse.” (23:43)
On Value Over Vanity:
“I’d rather do $5 million in fees and make $2 million. Like that’s—I think that gets lost.” (19:47)

Notable Timestamps

Contact & Final Takeaway

Contact Matt Aulsbrook:
- Cell: 903-348-2154
- Email: matt@thetexaslawdog.com

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Summary

Episode Overview

Key Discussion Points & Insights

1. Matt Aulsbrook’s Unconventional Journey

2. Bootstrapping and Business Transition

3. Branding, Marketing & Standing Out

4. Firm Operations, Structure & Tech Stack

5. The Only KPIs That Matter

6. Tech & Automation

7. Intake Strategy: Lean & Hands-On

8. Adapting to the Changing PI Landscape

Memorable Quotes & Moments

Notable Timestamps

Contact & Final Takeaway

Summary

Episode Overview

Key Discussion Points & Insights

1. Matt Aulsbrook’s Unconventional Journey

2. Bootstrapping and Business Transition

3. Branding, Marketing & Standing Out

4. Firm Operations, Structure & Tech Stack

5. The Only KPIs That Matter

6. Tech & Automation

7. Intake Strategy: Lean & Hands-On

8. Adapting to the Changing PI Landscape

Memorable Quotes & Moments

Notable Timestamps

Contact & Final Takeaway