Would you trust AI with a legal problem?

July 15, 2026

Lawyer and LegalMoov co-founder Joanna Frivet is building an AI platform that combines legal expertise with artificial intelligence to help people access trusted legal support.

Artificial intelligence is changing how people search for information. But when seeking legal advice that can have life-altering consequences, how do we ensure the information people receive is accurate and trustworthy?

For lawyer and LegalMoov co-founder Joanna Frivet, that challenge inspired the creation of LegalMoov, an AI-powered platform designed to make legal support more accessible while connecting people with trusted legal professionals. In this interview, Joanna discusses why responsible AI matters, the risks of relying on chatbots for legal guidance, and how technology can help reshape access to justice.

What inspired you to create LegalMoov?

The inspiration for LegalMoov came when the tables turned on me. I’m a lawyer, but after moving to Ireland to be with my husband, I found myself in a position where I suddenly needed a solicitor and had no local network.

Searching for help on my phone, I realised how broken the process was: there was no price transparency, no way to distinguish specialists from generalists, and no idea when I could actually get an appointment.

It became clear that the legal profession’s reluctance to change with the times was costing the public.

I decided to build LegalMoov to fix that. We use an artificial intelligence (AI) sales pipeline to transform how legal services are bought and sold while ensuring people actually understand their rights.

Statistically, less than 2% of female founders receive funding, and for women from minority backgrounds in rural areas, the figures don’t even exist. The very fact that LegalMoov exists is something of a miracle.
LegalMoov co-founder, Joanna Frivet

Joanna Frivet delivering presentation for LegalMoov

Did you immediately see yourself as the person to build a solution?

Honestly, at first, no. I just felt like a frustrated consumer. I had started businesses before, but nothing in AI and certainly nothing that had the potential to be global. However, I realised I was in a unique position:

I had the legal ‘insider’ knowledge to understand the profession’s hurdles and to fix it.

I had the vision and certainly the grit, but I also knew I couldn’t build it alone. I reached out to a friend in Germany who had a decade of experience in legal process automation, pre-dating the AI boom.

When our legal expertise and technical ‘know-how’ clicked during that first conversation, I knew we were not just the right people to build a solution; we were the only ones who could bridge the gap between the old-school legal world and the future of AI.

Who eventually joined you in founding LegalMoov?

My co-founders are Franziska Vulprecht a German lawyer who worked in automating legal processes for over a decade and a long-time friend Ulf Meyer who is an expert in tech project management.

Ulf brought the skills to organise a timeframe and build the development plan. It was that transition, moving from an idea that lived in my head to translate it to an operational structure that could be commercialised.

What gap does LegalMoov aim to fill?

LegalMoov changes the way in which people buy and sell legal services. It is designed to bridge the gap between everyday people and trusted legal support.

Many individuals and small businesses currently struggle to understand complex legal language or afford professional advice, often avoiding help altogether due to these barriers.

Many are forced to rely on general AI tools for legal information, which is a significant risk given that solicitors have been disbarred for using unreliable AI tools.

We have built a structured AI pipeline that cuts through market confusion and connects users directly with the right legal professionals.

LegalMoov fills this void by simplifying accurate legal information to make it more approachable, affordable, and available on demand while changing the way in which people buy and sell legal services. If you don’t know your rights, you don’t know your options.

What makes LegalMoov different from other AI platforms?

What sets LegalMoov apart from other AI platforms is our commitment to accuracy and education over generic, automated answers of general-purpose AI. We have built a dataset made up of the laws and case law of Ireland that is updated daily.

We are not just a tech project; we are a structured solution built by lawyers.

How did you get started building the platform?

We hit the ground running with a proof of concept developed with the support of LEO Leitrim. That initial support was crucial — it allowed us to move quickly from a vision into a functional product.

Since then, we have adopted an agile approach, launching several iterations of the platform to test core features with real users. Each version has allowed us to refine our AI sales pipeline based on direct feedback, ensuring that with every iteration, we are making legal support more approachable and the connection to solicitors more seamless.

Who else will use the platform beyond the general public?

Beyond the members of the public with legal issues, LegalMoov is built for two critical groups: small businesses and forward-thinking solicitors and mediators.

For small businesses, legal needs are recurring, but they can’t afford the high price of traditional firms for every question, nor can they risk the hallucinations of general-purpose AI. We provide them with a trustworthy, accurate educational layer to manage their legal risks without the guesswork.

On the other side of the platform, we serve solicitors who use LegalMoov to sell their services and onboard clients efficiently.

To be clear: we aren’t aiming to replace solicitors.

However, we understand a fundamental shift in the market, lawyers who use AI to streamline their sales and onboarding will inevitably replace those who don’t.

We are providing the tools that allow them to stay competitive and accessible in a digital-first world.

What kind of support has LegalMoov received so far?

We have been incredibly fortunate to have the backing of the core pillars of the Irish startup ecosystem. Our journey started with LEO Leitrim, providing us with essential funding, networking, and expert mentoring that a startup at our stage otherwise couldn’t afford.

As we moved into refining our business model, the New Frontiers programme was instrumental in helping us sharpen our revenue strategy. We have also received vital guidance from Westbic, who helped us navigate various national programmes and connected us with numerous business mentors.

Specifically, as a female-led business, the support from Enterprise Ireland’s ‘Going for Growth‘ programme and Next Wave programme has been a game-changer.

These programmes haven’t just given us financial and expert advice; they have provided a structured environment to turn a visionary idea into a scalable and trustworthy company.

These programmes haven’t just given us financial and expert advice; they have provided a structured environment to turn a visionary idea into a scalable and trustworthy company.

What are your future plans for the platform?

Our immediate focus is scaling throughout Ireland, where we have already successfully launched and are building our initial user base. From there, we plan to expand into Northern Ireland and the wider UK market by the end of this year. This is a critical step in our roadmap, as it allows us to prove the scalability of our AI sales pipeline across different jurisdictions before we target the US market by early 2027.

Ultimately, we would love to change the way legal services are sold across the Commonwealth countries that all have the same common law legal model and cover one-third of the global population over the next decade.

Would you recommend the New Frontiers Programme and why?

I highly recommend the New Frontiers Programme because they provide the critical framework to break down your business model, analyse it and design it for sustainability. As someone who didn’t come from an entrepreneurial background, I had to learn on the job, and New Frontiers taught me how to think like an entrepreneur. They helped me move beyond just fixing the issues on my desk today to making the right strategic decisions for a long-term structure.

In the current global context of ongoing crises and rising costs, I simply would not have been able to build a future-proof business model without the mentors who literally held my hand through the process.

Is there anything else you’d like to tell us before we finish?

I would like to leave you with a final thought on why this mission matters so much:

Statistically, less than 2% of female founders receive funding, and for women from minority backgrounds in rural areas, the figures don’t even exist. The very fact that LegalMoov exists is something of a miracle.

Every startup is a series of near-death experiences, and we have some critical months ahead of us. However, we believe the importance of our mission will shine through our product.

My final ‘public service announcement’ is this: next time you face a legal issue, please do not use general AI chatbots. Instead, try LegalMoov.
LegalMoov co-founder, Joanna Frivet