Herringbone Digital, a growing digital marketing platform backed by private equity firm Trinity Hunt Partners, has made its first move into the legal sector. The company announced this week that it has acquired Hennessey Digital, a widely recognized digital agency focused on law firms.
This marks Herringbone’s entry into legal marketing. It also signals the company’s intention to grow its multi-vertical strategy across industries like dental, healthcare, and home services—with legal now added to the mix.
What This Deal Means
Founded in 2015 by Jason Hennessey, Hennessey Digital built its reputation helping personal injury law firms attract new clients through SEO (Search Engine Optimization), paid media, and digital PR. The agency has worked with firms across the United States, often serving as a full-service digital partner.
With a remote team of 125 employees and recognition from Fortune as one of the top 50 workplaces in its category, Hennessey Digital arrives as a fully operational, client-focused business. It will continue to operate under its current brand, with no changes to leadership. The existing executive team remains in place.
A Legal Vertical With National Reach
Herringbone Digital is building a platform that unites digital agencies under a single umbrella. The goal is to give each business operational support while preserving its unique client relationships. The acquisition of Hennessey Digital adds a legal vertical to that framework.
Law firms—especially personal injury firms—have become increasingly reliant on digital channels for lead generation. With paid ad costs rising and organic search becoming more competitive, many practices have turned to agencies like Hennessey for guidance. Herringbone’s acquisition positions the company to meet that demand at scale.
Why Hennessey Digital? Why Now?
CEO Raj Ramanan explained it clearly: “Jason and the Hennessey Digital team have built one of the most respected and results-driven agencies in the legal marketing space.”
For Herringbone, this deal adds not just revenue and headcount, but domain expertise. Hennessey’s team understands legal marketing’s nuances—state-by-state compliance rules, personal injury advertising restrictions, and client cost-per-lead expectations. Those are things generalist agencies often struggle to address.
What Changes for Clients?
In practical terms, very little changes. Clients will keep the same points of contact. Services continue without interruption. The benefit, according to both companies, is behind the scenes. Hennessey Digital will now have access to shared resources across Herringbone’s platform. That includes analytics tools, AI-backed campaign testing, and centralized performance frameworks that support cross-industry innovation.
Jason Hennessey put it this way: “With Herringbone’s support, we can preserve the brand identity and business structure we’ve worked hard to build while gaining the resources to expand our capabilities.”
What’s Next for Herringbone?
This is not a one-and-done move. Herringbone Digital has stated publicly that it is pursuing more acquisitions across service-based verticals. The company’s strategy appears to favor founder-led agencies with strong niche reputations, recurring revenue, and national client bases.
Hennessey Digital fits that profile. It has name recognition in legal marketing, a distributed workforce, and systems in place to scale.
Where This Leads
Legal marketing is changing. Law firms want fewer vendors and more accountability. They want access to SEO, paid media, web development, and data analytics—all from one source. Agencies that can’t keep up risk losing clients to bigger, tech-enabled competitors.
By acquiring Hennessey Digital, Herringbone Digital has positioned itself to meet that demand. This move adds not just a service line, but a foundation. And it sets the stage for what may be a broader reshaping of digital services for the legal industry.
