Portfolio Diversification
From Single-Tort to 5-Litigation Portfolio in 18 Months
A boutique mass tort firm in Dallas, TX came to us running a single Camp Lejeune campaign and struggling with pipeline concentration risk. In 18 months, we helped them build a diversified portfolio of five active torts — tripling revenue and creating predictable, sustainable growth.
5
Active Torts
Concurrent litigation portfolios
3.6x
Revenue Growth
Year-over-year firm revenue increase
$2.1M
Annual Lead Spend
Managed acquisition budget
890
Signed Retainers
Total retainers across all torts
Starting Point
When Reeves Mass Tort Group first engaged Mass Tort Agency, they were a five-attorney firm generating approximately 40 Camp Lejeune leads per month through a single Google Ads campaign. The campaign was profitable but fragile — all of the firm's mass tort revenue depended on a single litigation.
The managing partner understood that relying on one tort created significant risk. If Camp Lejeune settlement negotiations stalled or new competition drove up CPLs, the firm's mass tort practice could collapse overnight. They needed portfolio diversification, but lacked the marketing expertise and infrastructure to launch campaigns for new torts simultaneously.
Portfolio Strategy
We developed a phased expansion plan that balanced speed with risk management. Rather than launching five torts simultaneously, we added one tort per quarter — allowing the firm to scale intake capacity alongside lead volume.
Tort Selection
Analyzed 12 active litigations across claimant volume, competitive density, average case value, and geographic overlap to identify the five highest-ROI opportunities.
Channel Mix
Each tort received a custom channel strategy based on claimant demographics. Veteran-focused torts leaned into Facebook and programmatic; consumer torts prioritized search and social.
Infrastructure
Built a centralized intake system with tort-specific screening workflows, automated lead routing, and real-time dashboards so the firm could manage all five torts from one interface.
Scaling Milestones
Foundation
Optimized existing Camp Lejeune campaign. Conducted market analysis on 12 potential torts to identify highest-value expansion opportunities based on claimant volume, competition, and case value.
First Expansion
Launched AFFF plaintiff acquisition targeting firefighters and military personnel. Built tort-specific landing pages, screening protocols, and intake scripts.
Scale & Diversify
Added Roundup and NEC Baby Formula campaigns. Implemented centralized intake dashboard so the firm could manage all torts from a single interface.
Portfolio Maturity
Launched Hair Relaxer campaign. All five torts running at optimized CPLs. Firm hired dedicated mass tort intake team of four.
Steady State
Fine-tuned channel mix across all torts. Total monthly spend reached $175K with consistent 3.6x ROI. Firm revenue tripled versus 18 months prior.
Results by Tort
| Tort | Status | Retainers | Monthly Spend | CPL |
|---|---|---|---|---|
| Camp Lejeune | Active (Original) | 310 | $52K | $142 |
| AFFF / Firefighting Foam | Active | 195 | $38K | $168 |
| Roundup / Paraquat | Active | 172 | $34K | $155 |
| NEC Baby Formula | Active | 118 | $28K | $198 |
| Hair Relaxer | Active | 95 | $23K | $210 |
“Eighteen months ago, our entire mass tort practice was one Camp Lejeune campaign. Today we're running five active torts with nearly 900 retainers. Mass Tort Agency gave us the strategy and infrastructure to diversify without losing quality. Our revenue has more than tripled and our pipeline has never been more stable.”
Sarah Reeves
Founding Partner, Reeves Mass Tort Group — Dallas, TX
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