How to capture qualified plaintiffs before competitors

When it comes to plaintiff acquisition, speed has always mattered — but in today’s market, it has become the single most critical factor in signing qualified plaintiffs.

If a deceptive practice, recall or data breach comes to light, consumers want to act immediately. Firms that move quickly are better positioned to capture attention, establish themselves as an authority, and convert interest into action. Simply put, the firms that reach potential plaintiffs first are far more likely to sign impacted individuals as clients.

At Top Class Actions (TCA), we have an industry-leading campaign process designed to bring class action investigations to the attention of a large, engaged audience in a matter of days — not weeks. 

To better understand how speed shapes everything we do at TCA, we spoke with Sarah Mirando, TCA’s Director of Digital Strategy, who shared how TCA’s proven approach helps law firms connect with prequalified plaintiffs quickly and why being first to market matters more than ever. 

TCA’s process in action: A real-world example

One standout example of TCA’s speed-to-market approach involved an investigation into windowless airline seats. TCA partnered with a law firm to determine whether passengers were misled into paying for window seats that didn’t actually have windows. Within just a few days, the campaign generated nearly 500 leads and resulted in multiple signed plaintiffs. 

Then something unexpected happened: the national media took notice. The New York Times covered the story, expanding the campaign’s exposure far beyond expectations — at no additional cost to the law firm. 

In short, the campaign didn’t just find plaintiffs. It shaped the national conversation.

This level of media attention is possible because TCA is widely regarded as a legitimate news source that prominent outlets frequently cite.  

The first-to-sign advantage

The windowless airline seat campaign is a clear example of what happens when a law firm moves quickly. By acting swiftly and partnering with TCA, the firm became a primary resource on the issue — reaching thousands of consumers through social media and gaining early visibility in search results.

This early visibility mattered. Research consistently shows that consumers often choose the first law firm they interact with. When your firm is first to market with clear, accessible information, you are positioned to:

• Establish authority while the story is still developing
• Capture consumer attention before the market becomes saturated with ads
• Minimize or entirely avoid direct competition

The first 24 to 72 hours after a company’s deceptive practices are revealed are critical. This is when consumers are most emotional, most motivated, and actively searching for help. They want answers. They want accountability. And they don’t want to wait.

Leads generated during this early window also tend to be higher quality. These consumers are typically directly impacted by the issue, rather than serial form-fillers seeking quick compensation. They are informed, motivated, and actively seeking legal guidance.

By moving first, your firm doesn’t just gain visibility — it secures higher-intent leads at the moment public attention is at its peak.

Partnering for precision and agility

Speed only works if it is done right. That is why TCA focuses not just on moving fast, but on delivering qualified plaintiffs through ethical, compliant marketing practices that protect your firm.

Quality over quantity

Rather than promising a specific number of leads at a fixed cost, TCA prioritizes what matters most: delivering prequalified plaintiffs — not just form fills.

TCA’s leads are high-intent, actively seeking legal help, and prequalified before they ever reach your intake team. This approach minimizes the time your staff spends filtering out unqualified submissions and maximizes the time spent signing strong, eligible cases.

A key advantage in reaching the right consumers is TCA’s built-in audience:

• 2M+ monthly site visitors
• 1M+ newsletter subscribers
• 440K+ active social media followers

These are consumers who already trust Top Class Actions for breaking consumer news and updates. When a campaign launches, it receives immediate, multi-channel exposure — often generating impressions and qualified leads the very same day.

Ethical legal marketing 

Speed and scale mean nothing without compliance.

When a marketing partner fails to follow ethical and regulatory guidelines, it’s the law firm that has to deal with the consequences. This can result in dismissed claims, regulatory scrutiny, or lasting reputational damage.

TCA prioritizes ethical, compliant marketing because the stakes are simply too high to do otherwise. Every campaign is written to adhere to American Bar Association advertising guidelines, as well as applicable state-specific requirements. Dedicated compliance oversight is built into the process — ensuring campaigns move quickly without exposing firms to unnecessary risk.

The result is marketing that is not only fast and effective, but responsible — giving firms the confidence to scale plaintiff acquisition without compromising integrity.

Inside look: TCA’s rapid launch system

Top Class Actions delivers speed through a proven, repeatable launch process. Our teams work in parallel to coordinate copywriting, design, development, and compliance, reducing friction and streamlining every campaign launch. 

This approach allows TCA to bring campaigns to market quickly — often with landing pages live and generating leads within 2 to 5 business days.

We are able to move at this pace because we are never starting from zero. With nearly two decades of experience, TCA operates on a proven, pre-built campaign infrastructure supported by a newsroom-grade editorial team trained in professional writing, editing, and fact-checking.

Our workflow is further enhanced by the strategic and ethical use of AI. Rather than replacing human expertise, AI is used to accelerate production, improve accuracy, and fine-tune each campaign.

Be First. Be Visible. Be Ready.

In 2026, successful consumer protection law firms will be the first to market, stay visible where consumers are searching, and be ready to convert interest into signed cases. This includes:

• Staying informed on emerging consumer issues and investigations
• Showing up the moment impacted consumers begin searching for help
• Having internal approval processes in place to greenlight campaigns quickly
• Preparing intake teams to manage increased volumes of potential plaintiffs
• Establishing follow-up workflows, including retainer agreements, in advance
• Partnering with Top Class Actions to ensure campaigns reach the right audience as soon as possible

When timing matters most, readiness makes the difference. Be prepared to act when attention is highest, and speak with our team to learn how Top Class Actions can help your firm sign prequalified plaintiffs before your competitors.