As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Adriana Herrera.
Adriana Herrera is a seasoned tech entrepreneur, growth strategist, and writer who has spent over 15 years scaling mission-driven companies. She is the founder of JustVerdict, a soon-to-launch platform designed to make finding the right lawyer simpler, more transparent, and based on expertise, not ad spend. With tools like the Legal Clarity Kit and Lawyer Match algorithm, JustVerdict helps users feel confident navigating one of life’s most stressful systems.
Adriana is one of the 0.27% of Latinas to secure institutional venture capital and has a track record of delivering transformational growth. She has scaled SaaS startups from $120K to $9.5M ARR in three months, negotiated and closed a $38M enterprise contract, and driven 241K visitors to a new domain using her Zero-to-Hero SEO methodology. Her campaigns have generated millions in earned media value and secured Tier 1 coverage in NPR, Fast Company, Forbes, TechCrunch, and Business Insider.
Her work building tech for social good earned her a Facebook-funded scholarship to an Engineering Bootcamp, recognition from NBC Universal as a “Top 10 Latino Innovator,” and global features in Entrepreneur Magazine as a “Do Good Business Entrepreneur to Watch.”
After navigating a major health crisis, Adriana continues to focus her career on creating tools that serve people over systems. A former New York Times columnist, she blends editorial expertise, product innovation, and a deep commitment to equity, proving that it’s possible to build companies with impact, integrity, and scale.
When she’s not building JustVerdict, Adriana can be found cooking for loved ones, improving her surfing skills, mentoring underestimated founders, training in the dance studio, and helping underperforming companies unlock growth through strategic consulting.
In this interview, she offers a candid look at the realities of entrepreneurship, sharing both the challenges and the victories that defined her path.
What inspired you to start your business, and what problem were you passionate about solving?
My first experience needing a lawyer was when I was just 13 years old. I was driving with my father to a dentist appointment when we were rear-ended by a semi-truck on the highway.
The accident left me with injuries that still impact me today. My parents did their best to navigate the legal system, but unfortunately, the settlement didn’t reflect the true extent of my injuries, largely due to not having the right legal guidance.
As I became a business owner, I’ve had to hire lawyers for various needs, from employee agreements to contracts, among other things. The process is always overwhelming, and I’ve learned that not all lawyers are created equal.
Fast forward several years, and I’ve seen how amusing personal injury billboard ads have become. The thing is… After a car accident, we don’t hire our doctors from a billboard, so why hire a lawyer off one?
After conducting research, I discovered how tricky some lawyer ad campaigns and websites can be, with websites targeted to Spanish communities being the trickiest.
My inspiration for JustVerdict came from a mix of research and personal as well as professional experiences. I wanted to create tools that: 1.) empower people to confidently find and hire the right lawyer for their specific needs, and 2.) match them with lawyers based on their preferences and needs rather than who happens to spend the most on advertising.
How has your business evolved since its launch, and what key decisions have helped drive that growth?
JustVerdict is still pre-launch. We are testing the tools we’ve built prior to releasing them publicly. This decision was made thoughtfully to ensure the platform not only works seamlessly but also truly solves the challenges people face when hiring a lawyer. Rather than rushing to market, we’ve prioritized user feedback, market research, and building trust as the foundation of our brand.
Key decisions that have shaped our growth include investing in a high-quality matching algorithm, designing an interactive Legal Clarity Kit to guide people through their legal needs, and committing to transparency over ad-driven recommendations. These steps position us to launch with a product that delivers real value, earns trust from day one, and sets us apart in a crowded market.
In your view, what truly sets your brand apart in today’s competitive market?
What sets JustVerdict apart is that we’ve built it entirely around trust and empowerment rather than clicks and ads. So many legal platforms are designed to serve lawyers first. Other companies prioritize whoever pays the most for placement, while leaving people to figure out if they’re actually choosing the right attorney for their needs. I wanted to flip that model.
I see JustVerdict as the big sister who’s been there, done that, and is here to guide you with both personal insight and professional expertise. I’ve been through the stressful legal process myself. I know how overwhelming it can feel. That’s why JustVerdict has built tools like the Legal Clarity Kit to simplify the process, help you define your legal needs, and connect you with the right lawyers based on expertise, location, and personal preferences, not advertising dollars.
It’s this blend of empathy, real-world experience, transparency, and a matching algorithm built around user input that makes JustVerdict far more than just a directory, it’s a trusted partner helping people make legal decisions with confidence and ease.
What has been your most effective marketing strategy to date, and why do you think it worked so well?
Our most effective marketing strategy so far has been leading with transparency and education. Instead of pushing ads or making empty promises, we’ve focused on creating resources like the Legal Clarity Kit and helpful thought-leadership content that truly helps people understand the legal system and feel more in control of their decisions.
This approach has worked because trust is everything in this space. People aren’t just looking for a lawyer; they’re looking for reassurance, clarity, and guidance during stressful moments. By positioning JustVerdict as the “big sister” who’s been there and knows how to navigate the process, we’ve been able to connect with our audience on a human level.
This strategy has naturally attracted organic interest from both users and lawyers, built credibility, and set the tone for how we’ll grow, by being a trusted, expert voice rather than a faceless platform.
How do you stay connected to your ideal audience and understand their needs or behaviors?
Staying connected to our audience is at the heart of everything we build. I spend a lot of time talking directly with people who are searching for lawyers, hearing their stories, frustrations, and fears, and those conversations guide every feature we create.
Given that I’ve been on both sides, hiring lawyers as a founder and working closely with legal professionals, I understand the pressure points for both clients and attorneys. This personal insight, paired with ongoing user feedback, helps us design solutions that are practical and empathetic.
What’s one branding move or campaign that helped elevate your business to the next level?
One of the most impactful branding moves we made was leaning fully into our “big sister” identity, the idea that JustVerdict is here to guide people through legal challenges with empathy, expertise, and honesty. Instead of using intimidating legal jargon or flashy ads, we built a brand voice that feels approachable, trustworthy, and genuinely helpful.
This choice shaped everything: our content strategy, the design of our Legal Clarity Kit, and the way we talk about legal decisions. It also made it easier for journalists and partners to connect with our story because it’s rooted in real experiences and a clear mission.
By positioning ourselves as a guide rather than just another directory, we’ve created a brand people trust and want to share. That’s been key in helping us stand out in a crowded market and earn early media attention even before our official launch.
What does success look like for you, not just in numbers, but in purpose or impact?
For me, success isn’t just about growth metrics or revenue, it’s about creating a platform that truly changes how people experience the legal system. I’ve been on the other side, feeling overwhelmed and unsure of the attorney I hired, and I know how scary it can feel. If JustVerdict can give people confidence, clarity, and a sense of control during those stressful moments, that’s success.
We measure our impact by the trust we build. I want users to feel like they have a big sister in their corner, someone who’s been there and can guide them with both expertise and empathy. If we can make legal help feel accessible and transparent, and help people connect with the best attorney for them, then we’ve done something meaningful.
Ultimately, success looks like empowering people to navigate one of life’s most intimidating systems with dignity, confidence, and support. That’s the impact I’m building for.
How do you personally define success, beyond revenue and growth metrics?
For me, success is about impact and integrity. It’s knowing that the work I’m doing is making life easier for people who feel overwhelmed, lost, or intimidated by the legal system. I’ve been in their shoes, so building a platform that truly empowers people rather than exploiting someone’s stress is deeply personal.
Success also means creating something I’m proud of, that reflects my values of transparency, empathy, and empowerment.
On a personal level, success is also having the freedom to take care of my family, prioritize my health, and actually enjoy life while making a positive impact. I want to prove that it’s possible to build something meaningful and world-changing without burning out or sacrificing what matters most.
Can you share a challenge or setback that ultimately became a turning point for your brand?
One of the biggest challenges that shaped JustVerdict was actually stepping back from my work to focus on my health. I went through a major health crisis and had to pause everything, which felt like a setback at the time. However, it was that experience that gave me perspective. It reminded me why I wanted to build something meaningful in the first place and pushed me to design a business that values people’s needs and well-being, not just profits.
That pause became a true turning point. It gave me space to reflect on the biggest personal and professional challenges I’ve faced, the tools that made a difference, and the ones I desperately wished existed. That reflection ignited my passion for solving this problem and became the foundation for building JustVerdict.
It also created a stronger foundation, a clearer vision, and a focus on creating tools that genuinely help people, not overwhelm them. It taught me how important it is to design a business that allows me to care for my health and my family while having a positive impact.
What felt like a setback ended up being one of the most important parts of my journey as a founder. It gave me empathy for the people we serve, many of whom are navigating stressful, life-changing situations, and reinforced that our mission is about more than just building another tech product.
What daily habits or rituals keep you focused, creative, and grounded as a leader?
One of my most grounding daily rituals is how I start my mornings. I wake up and meditate with a loving-kindness practice while I’m still in bed, half-asleep. I have a strong inner critic, and this meditation format helps me soften that voice. It’s a way to empower myself, cultivate gratitude for even the hardest parts of my life, and extend compassion to the people who’ve made my journey difficult because, in truth, they gave me lessons that continue to shape and strengthen me.
This simple ritual sets the tone for my day, allowing me to lead with empathy, clarity, and resilience no matter what challenges come up.
How do you approach innovation and risk in your business strategy?
I approach innovation and risk with a balance of courage and intention. As a founder, I’ve learned that true innovation isn’t just about moving fast or chasing trends. To me, innovation is about deeply understanding the problem you’re solving and being willing to challenge the status quo. At JustVerdict, this means rethinking how people find attorneys, prioritizing transparency over ad dollars, and building tools that empower users rather than overwhelm them.
My philosophy is to “go slow to go fast.” This means taking time upfront to deeply understand the problem, analyze data, and lay the groundwork with thoughtful strategy. By doing so, we can scale quickly and effectively once our solutions are proven and optimized.
When it comes to risk, I see it as a necessary part of building something meaningful, but I approach it carefully. We test ideas in small, intentional ways, gather feedback early, and iterate based on what we learn. My personal journey has also taught me that some of the hardest risks, like stepping back to care for my health, removing negativity and what doesn’t align who I am, or pivoting when something wasn’t working have led to the biggest breakthroughs.
What advice would you give to someone starting a business in today’s fast-changing digital world?
My biggest piece of advice is to slow down before you speed up. In today’s fast-changing digital world, it’s tempting to chase every trend or rush to launch, but real success comes from deeply understanding the problem you’re solving and the people you’re serving. Take the time to do the research, gather data, and build a thoughtful strategy. That’s how you create something that can truly scale once it’s proven.
I also believe in building with integrity from the start. Your brand and reputation are everything, so prioritize trust, transparency, and delivering real value over flashy marketing or quick wins. Also, make sure to hire the best. A small compromise can become a weak link that loses you valuable time and money.
Another piece of advice: don’t compare yourself to others. So much of what you see online isn’t the full story, it’s a highlight reel. Every founder’s journey is unique, and comparing yourself to someone else’s “perfect” version of success can be discouraging and misleading.
Finally, don’t forget to care for yourself. Entrepreneurship can be all-consuming. It is your health, relationships, and well-being that sustain your creativity and resilience. Some of my biggest breakthroughs came when I stepped back, replaced what wasn’t adding value to my life, and created space to think clearly.
In a world moving at lightning speed, the founders who stay grounded, intentional, and human will always stand out.
You’ve scaled startups to millions in revenue, built brands from scratch, and navigated major personal health challenges. How have those experiences shaped the way you lead and make decisions today?
Those experiences completely reshaped how I lead and make decisions. Scaling startups so quickly taught me the power of clarity and focus. When you know exactly who you’re serving and the value you provide, growth becomes much easier to achieve. Building brands from scratch showed me that trust is everything, and that every decision you make should reflect your values, not just your metrics.
Going through major health challenges added another layer of perspective. It taught me that success is meaningless if it costs you your health or relationships. I make sure to lead with empathy, prioritize sustainability, and create space for rest over constant hustle. I’ve learned that slowing down actually helps you to scale fast later.
Those lessons guide every choice I make with JustVerdict. I’m not just building a product; I’m building a company that empowers people, challenges an outdated industry, and proves that you can have both impact and balance as a founder.
Where can our audience connect with you and learn more about your work or offerings?
The best way to connect with me and explore what we’re building is through JustVerdict. There, you’ll find updates on our upcoming Legal Clarity Kit and Lawyer Match tool, both designed to make navigating the legal system easier and less intimidating. Anyone can send a message through the contact page and it’ll get delivered straight to me. I also love connecting with people on LinkedIn.
Whether you’re navigating your own legal questions, building your own company, or just curious about what we’re creating, I’d be thrilled to connect. Say hi, I’d love to hear your story.
