8am debuts the Kaleidoscope conference in Austin as a concise, expert-led legal tech event. The 8am brand consolidates AffiniPay’s legal businesses, including LawPay, MyCase, Docketwise, Casepeer, and CPACharge. The rebrand signals a move beyond payment processing toward a comprehensive suite of back-office offerings spanning intake, billing, and practice management. The name 8am references early-day non-billable work that lawyers perform to keep operations running. Initial reactions included confusion and amusement, but the simultaneous conference and name change aim to establish a recognizable industry identity and clarify the companies’ broader service scope.
As one of my partners used to say, if I had more time, I'd have written a shorter letter. That philosophy certainly seems on display as the first 8am Kaleidoscope conference kicks off this week in Austin, Texas. If the past is any indication, short educational sessions with expert panelists equals a hard hitting and dynamic conference. For those who haven't heard, 8am is the newly branded company that encompasses the various legal brands of AffiniPay, which included LawPay, MyCase, Docketwise, Casepeer, and CPACharge.
The Rebrand Why the rebrand and a somewhat cryptic name, at least on the surface? AffiniPay had clearly branched out into other services beyond payment, so the name change made some sense. A new name that didn't come with a historic payment label gave clarity to what the AffiniPay companies were actually doing: providing all sorts of back-office tools from intake to billing to practice management and more. So that part makes sense.
But the name 8am? I have to say it had some people scratching their heads. (To me, when I first heard it, I thought of coffee.) As I understand it, the name was designed to reflect the idea that most lawyers and legal professionals start their day by working on all the non-billable sorts of work that has to be done to keep the lights on.
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