The Brief:
Harvey has inked its first-ever brand partnership, signing Gabriel Macht, the actor behind Harvey Specter in Suits.
The deal, alongside the launch of @askharvey, signals a sharper push into mainstream brand building as the legal AI race heats up.
Harvey has done the obvious. And it’s done it well.
The legal AI heavyweight has signed Gabriel Macht, best known for playing the sharp-suited dealmaker Harvey Specter in Suits – the very character the company is named after.
It’s the platform’s first brand partnership. And it’s a clear shift.
Harvey has largely focused on product, enterprise clients and firmwide rollouts. Now celebrity tie-ins are part of its expansion playbook.
The announcement lands alongside the launch of Harvey’s Instagram account, @askharvey, marking a more public-facing phase for the fast-growing platform.
What was said
Co-founder and chief exec Winston Weinberg said:
“Gabriel’s legendary performance as a lawyer continues to inspire people to pursue law. To that end, there’s no better spokesperson to support Harvey’s global brand growth and the launch of our Instagram account”.
While Macht echoed:
“I’m partnering with Harvey because I care about where this company goes… Harvey’s momentum over the last 3+ years has made it a leading legal AI platform, helping teams change the way they work with AI, faster and with more clarity.”
The branding arms race
The move also says something bigger about where legal tech is heading.
Earlier this month, rival platform Legora signed Swedish professional golfer Ludvig Åberg, who now wears the company’s logo on his sleeve during tournaments.
Celebrity partnerships are commonplace for B2C tech, and now they’re the move for B2B legal software.
Neither company has disclosed the cost of these deals — but you can bet it wasn’t cheap.
What is clear is that the partnerships signal a new phase of competition.
It’s no longer just about features and pilots.
It’s about brand.
Source: Harvey