How Lawfully built transparency into the immigration process
Opportunity
Lawfully wanted to provide more visibility and transparency into the immigration process
Approach
Lawfully used the Trustpilot platform to gather and showcase customer stories and feedback
Impact
A successful app serving over 2.5 million people tracking nearly 6 million cases to date
4.9
Trustpilot star rating as of September 2025
4,000+
Reviews as of September 2025
91%
5-star reviews
Clarifying complexity
Lawfully came about when CEO and co-founder Joon Ahn travelled to the U.S. to complete his post-doctoral studies as a data expert. He moved through several different visa types, experiencing firsthand how opaque the process could be.
Chief Strategy Officer Matt Gale says, “The immigration process takes a long time. You never know when your case is going to be approved, and it’s a huge part of your life. It’s really stressful.” Lawfully was born – a B2B and B2C immigration tech company helping people and law firms track their immigration cases with clarity.
The company's core mission is to provide more insight and transparency into this “black box of immigration” as Matt calls it. By offering peer-to-peer case comparison, analytics, and visualizations, Lawfully has helped over 2.5 million people track nearly 6 million cases. While they started with a B2C mobile app for individuals, they have since expanded their services to law firms with the launch of Lawfully Pro, a dedicated software solution for managing immigration cases at scale.
Why trust is the law of the land
The immigration process is one of the most important and sensitive things a person can go through in their lifetime. It’s about choosing a place to live, sharing deeply personal information, and inviting a service to be a partner in that journey. For Lawfully, building and maintaining trust with customers during this process is paramount.
Matt says: “Our TrustScore is very high not only within the immigration and naturalization services, but also within the broader legal tech community, and even within the software community. We prioritize our customers, and we always want to do right by them. We’re able to showcase that we truly are a standout company when it comes to delivering on that value, and we’ve got evidence of that on Trustpilot.”
Before Trustpilot, Lawfully relied on reviews from the Apple App Store and Google Play Store. While these provided some feedback, they didn't allow Lawfully to “showcase all of our feature sets and our different softwares” to a wider audience, including their Lawfully Pro service for law firms and their attorney marketplace, where individuals can book consultations via both the website and Lawfully’s mobile app. Trustpilot provides a platform where Lawfully can share more about what they do and who they serve.
And behind those services is a powerful data engine. Lawfully has tracked over 6 million immigration cases, creating a rich B2C dataset that fuels real-time trend analysis and informs their B2B offerings. This strategic asset has generated strong interest among immigration attorneys, strengthening Lawfully’s credibility not only as a technology provider but also as a trusted source of market intelligence.
A platform for stories, not just star ratings
Lawfully’s high TrustScore isn’t just about having a great product; it's a reflection of their commitment to their customers' wellbeing. Sharing more than just a star rating is key.
Matt recalls a review from a customer, who chronicled his mother’s entire 7-year immigration journey. The review detailed everything from the exact date she first arrived in the U.S. from Vietnam to the emotional moment they found out about her green card approval at a milk tea shop.
“He shared every piece of the timeline, and how at every single stage, he was using Lawfully to stay on top of where he was at and what was next in the process. Earlier this year in March, he got his approval, and it was such a big and celebratory moment,” says Matt.
Stories like these demonstrate the impact Lawfully has on people’s lives. This level of detailed, emotional feedback is something Lawfully wouldn't be able to see on other platforms —and it’s exactly the kind of story they might never have heard without Trustpilot.
The positive feedback loop
Lawfully’s team reads every single Trustpilot review. This feedback is a crucial part of their product development roadmap. They can identify and build upon features that customers love, reprioritize or sunset features that don't resonate.
This continuous feedback loop has shown Lawfully that “The most important thing for our customers is getting timely updates. Trustpilot has confirmed how core that is to our business. Most of our positive reviews mention it, and when we see a negative one, it’s usually because of delays. Delivering updates quickly is what matters most,” said Matt. Thanks to clear feedback from customers, this became a core part of their business.
So, for a unique service aimed at both B2B and B2C audiences, a third-party space to showcase proof of their unique offering was vital: “We prioritize our customers, and we always want to do right by them, and we’re able to showcase that we truly are a standout company when it comes to delivering on that value. We’ve got evidence of that on Trustpilot.”
By encouraging feedback and taking reviews as strategic guidance, Lawfully bumped up their TrustScore from 4.6 to 4.9 within a year. They’re now outperforming the industry significantly in terms of TrustScore and average review rating, as well as performing above industry average on review volume and profile views.
Case closed
For Lawfully, Trustpilot is more than just a review platform – it’s a way to demonstrate their values and build a community based on trust. By giving customers a voice to share their stories, Lawfully is not only showcasing their impact but also gathering critical insights to continue helping people navigate the stressful journey of immigration. As they expand into new areas, Trustpilot will remain a partner to their mission of helping people push for their part in the American Dream.