Our story
Passle: The AI-powered thought leadership platform for professional services
Passle is the leading marketing technology platform purpose-built for legal and professional services firms. Since 2012, we’ve been developing tools that empower professionals to connect meaningfully and consistently with their key clients and stakeholders online.
In 2014, we began working with our first legal client, launching our intuitive blogging tool designed specifically for the fast-paced, high-stakes world of legal marketing. Since then, our platform has grown to include advanced features for feedback, content sharing, governance, behavioural science, and gamification – all built around the unique needs of complex, matrix-managed firms.
In 2025, we entered a new era with the launch of CrossPitch AI, a platform that leverages artificial intelligence to drive cross-selling and break down the traditional barriers to collaboration and business development.
Today, Passle partners with the world’s leading legal and professional services firms, including Deloitte, Freshfields, Linklaters, Reed Smith, Ropes & Gray, AlixPartners, and Womble Bond Dickinson – helping them stay front of mind, build stronger relationships, and grow their business.
Timeline
2012 – Passle forms in Oxford, UK – ‘Passel’: informal or dialect or, mainly US. a group of no fixed number.
2013 – The fast, reactive blogging platform is launched. It is quickly a hit with experts who have lots to say, but little time to say it.
2014 – Our first law firm client, Freeths. Feedback, Behavioural Science and Gamification added after feedback from users in our Oxford University pilot group.
2015 – Our first ‘Magic Circle’ client, Freshfields. Governance and Approval systems added.
2017 – Deloitte, the world’s largest professional services network, launches.
2018 – Passle used by 7 of top 20 UK law firms.
2020 – Client Connect launches.
2021 – Passle Inc is established in the US and Digital Transformation Suite launches.
2022 – Ankura, our first Enterprise client, launches Passle – combining a website rebuild, brand refresh, and thought leadership platform in one project.
2023 – Introduces Multi-Language Versioning, enabling Enterprise clients to publish content in multiple languages for a global audience.
2024 – Integrates with Microsoft Entra ID (Azure Active Directory), allowing streamlined user management directly within clients’ existing systems.
2025 – Launches CrossPitch AI, an AI-powered platform that drives cross-selling by connecting the right people with the right expertise through smart search and content-based alerts.
