Why LawLytics


Our People

We're founded and funded by lawyers, and we only work with law firms. We understand what it takes to grow a law practice online.


We understand the unique needs of attorneys. We're cognizant of the ethics implications of online attorney advertising. And we're not just lawyers; we're software engineers, design and usability experts, and accomplished marketers. We not only love using the technology, we love helping lawyers learn how to use it to grow their firms.

All of our technical, design and support staff are full-time LawLytics employees, based in the United States. Each team member has stock options in our company, so everybody you work with has a personal interest in helping you succeed using LawLytics. The result is superior service. Below is our leadership team.

  • Dan JaffeAttorney, Co-founder & CEO

    Attorney Dan Jaffe built two successful law firms and tried over 100 cases to verdict over 10 years in private practice. LawLytics is the legal marketing system he wished he had during his years of practice. Dan is frequently called on as a legal marketing expert and has presented at numerous seminars.

    Dan is a 1998 graduate of the University of Arizona College of Law, and a 1995 graduate of the University of Washington. He is licensed to practice law in Washington State and Arizona, and has built successful law firms in both the Seattle and Phoenix areas.

    Dan's first startup, an online legal directory, was acquired by Innovation HQ during it's second year in operations. That acquisition gave Dan the time to focus on building and growing LawLytics.

  • Derek JohnsonCo-founder & CTO

    Derek is a full-stack engineer and chief architect of the LawLytics platform. When he's not obsessing over the cleanliness of the codebase, he's busy dreaming up more features than the team can possibly implement.

  • Lora JenningsAttorney, Customer Experience

    Lora has a strong focus around content. As community manager, she works with LawLytics members on a daily basis to help produce ideal blogs and articles for their specific areas of practice. Lora has a background in retail management and uses those skills to build strong relationships within the LawLytics community. She is a 2013 graduate of the University of North Dakota School of Law.

  • Jake KromerTech Support and Training

    Jake focuses on providing outstanding technical support to our LawLytics members. He reads, studies, and tests new technologies to provide the best information and help possible. He enjoys talking about technology, web security, and music.

  • Aaron WolffInvestor / Adviser

    Aaron Wolff is an attorney in the Seattle area, and a partner with the law firm of Cowan Kirk Gaston Wolff. Aaron went to Emory University in Atlanta and then graduated with honors from the Seattle University School of Law. Before going into private practice Aaron served as a prosecutor for two Seattle area cities. Aaron has been in private practice for more than a decade.

    Aaron often speaks at continuing legal education events, and co-chaired the Annual Criminal Justice Institute sponsored by the Washington State Bar Association. He has severed as Executive Board Member and Treasurer for Citizens for Judicial Excellence, and is an Executive Board Member and Chair-Elect for the Washington State Bar Association Criminal Law Section

    Aaron joined LawLytics as an investor and advisor after doing some alpha-testing of the software and realizing the potential of the project. Aaron's initial investment and his advice were instrumental in getting LawLytics to market. He continues to shape the direction of the product and the company as an active adviser. His firm is also an active LawLytics customer.

  • Base HornerInvestor / Adviser

    Base has substantial deal experience and is an expert in investing, financing, and engineering liquidity events, and is currently a partner at ArchPartners. He currently serves as Chairman of the Screening Panel for Desert Angels, the largest and most active angel investment group in the Southwest, and ranked in the top 10 nationwide by the Angel Resource Institute, Silicon Valley Bank and CB Insights.

    Base co-founded US Capital Partners, LLC, a boutique investment banking firm formed to provide middle-market companies with first-class advisory services by senior professionals who have significant Wall Street and operating experience. He has completed in excess of $6 billion in financing and advisory transactions for over 100 middle-market private and public companies.

    His financial advisory experience includes sale and divestiture assignments, strategic mergers and acquisitions, leveraged buyouts, recapitalizations, financial restructurings, takeover defense assignments, and valuation and capital structure studies. His Financing transaction experience includes private placements of common and preferred stock, subordinated and convertible debt, and senior term and revolving credit facilities.

    Base received his BA degree with honors in business economics from the University of California at Santa Barbara and an MBA with honors in finance and marketing from the University of Chicago.

  • David SmallhouseInvestor / Adviser

    David is the Managing Partner in Miramar Ventures, LLC, a firm involved in real estate, private equity, and venture capital investments. Miramar Ventures is also an active investor in angel and early stage ventures – many with close ties to the University of Arizona and/or the Desert Angels of Southern Arizona.

    He began his career as an agribusiness lender with Bank of America in Brawley, California and then served as Assistant Vice President with Valley National Bank and was Vice President of Commercial Loans at Citibank in Tucson. Smallhouse was a member of the CFO’s direct staff at Burr-Brown Corporation and was one of the founders of Comercial del Mayo in Navojoa, Sonora, Mexico, a business partnership active in the import of construction materials and export of agricultural commodities to the United States and Asia.

    In addition to serving as a board member of TREO, David is also on the boards of BBVA Compass Bank, The National Law Center for Inter-American Free Trade, and the Tucson Medical Center Foundation and he is an Executive Board Member of the Desert Angels. David is also a trustee of both the Arizona-Sonoran Desert Museum and Salpointe Catholic High School and is a member of the Tucson Airport Authority, the Tucson Conquistadores, and the DM50.

    David graduated from the University of California at Davis with a Bachelor of Science Degree in Agricultural Economics and from the University of Arizona with a Master of Science Degree in Agricultural Economics.

  • Emre TokerInvestor / Adviser

    After studying physics at Reed College and Electrical Engineering at the California Institute of Technology and the University of Arizona, Emre founded two biomedical technology companies in Tucson, MedOptics and Bioptics Corporations, and co-founded one in Santa Clara, California, Radicon Imaging Corporation. Each company was acquired by larger firms within seven years of founding.

    Emre is currently a member of the Desert Angels and Desert Tech, two Tucson-based angel investment groups; a member of Lab-X, an angel investment group based in Istanbul, Turkey; and a partner in Arch Partners, a local micro-seed fund.

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