Most MVA leads arrive as a row in a spreadsheet, sold to every intake desk that paid for it. Ours arrive as a person who just asked to speak to a lawyer, as a live call or a real-time lead. Questionnaire answered, consent on the record, one firm only, never resold. Fail one of five checks: not sent, not billed.
What lands on your intake desk?
An engaged claimant. A real person, recently in an accident, who asked to speak to a lawyer and is on the phone when your team picks up.
That definition rules most of the market out. A shared record is not an engaged claimant; it is a name and number sold to several firms at once, and whoever dials first wins whatever is left. An aged list is not an engaged claimant either, however cheap the rows get. Firms that buy MVA leads by the row are paying to join a race. Firms that take exclusive calls are paying for the claimant, already on the line, with the race already over.
Every call is screened before it reaches you. A caller already represented by an attorney is stopped before delivery, because your intake team can work a caller who is still deciding, but it cannot un-sign someone else’s engagement letter. What the caller told us travels with the call, in their own words, so your first question is never a cold start.
The unit we sell is the delivered call, under the published rules of our attorney lead generation standard: one buyer per call, never resold.
What every call arrives with
A live inbound auto accident inquiry, already on the phone
They asked to speak to a lawyer, on a recorded line
Representation status screened before delivery
Intent confirmed, with their answers attached word for word
A recording of the call, so review is objective
One buyer for that call, never resold
How does a stranger become your caller?
Four steps, and your firm only appears at the last one. This is what vendors call MVA live transfer leads; we call it ringing your desk with the claimant already on the line.
1
People find us after an accident
We run consumer brands people already trust, backed by Google and Meta advertising, reaching people in the hours and days after an accident.
2
They ask to speak to a lawyer
Nobody is cold-called and nobody is scraped from a list. The claimant raises their hand and asks for a call about their accident.
3
We screen and confirm intent
Representation status is checked, the inquiry is screened against your criteria, and intent is confirmed on a recorded line.
4
The call rings your intake desk
Directly, while the claimant is still on the line. One buyer per call, never resold. Your team takes it from there.
When do you pay, and when don’t you?
You pay per call, and only for a call that holds up: a live person, engaged past the buffer, who fits the criteria agreed for your firm.
A call that fails a check never reaches you, so it is never billed. There is no invoice to dispute because the call never happened at your end. If a failed call somehow slips through, you flag it and it is credited. Every call is recorded, so a flagged call is reviewed against the recording rather than negotiated from memory. Your rate is agreed in writing before the pilot starts, with no retainer and no lock-in.
Judge us on cost per signed case. Tell us yours today and that is the number the pilot is measured against. Price is agreed in writing before the pilot starts, tied to calls that pass the five checks, and the pilot can be paused.
What can you check before you spend?
We have no US law firm case study to show you yet, and we will not invent one. Here is what you can check instead: the five checks, the fields on every record, and the rules in writing.
The five checks
Real & reachable. A real person, and a phone number that answers.
In their own words. Their answers travel with the call, word for word.
Timeline stated. They tell us when the accident happened.
Not already represented. A retainer signed with another firm stops it. Talking to other firms is passed on as context and does not stop it.
One buyer only. Your firm gets it. Nobody else does.
One that fails a check never reaches you, and you are never billed for it.
The fields our MVA questionnaire asks. Your criteria decide which answers you pay for.
When it happened
Last 30 days, 1 to 3 months, and so on
Their role
Driver, passenger, motorcycle, bicycle or on foot
Fault
Other driver at fault, and whether they were too
Other driver insured
Yes or no
Police report
Filed, and whether it confirms the date
Injury and treatment
Physical injury, seen a doctor, still going
Representation
No firm, a firm signed, or spoke to one and did not sign
State
Where the crash happened, and where they live now
Contact
Name, phone, ZIP
Consent
The wording they agreed to, and when
Consent, recording and credits, in writing
Consent. Captured when the claimant asks for help, with the wording and time kept on the record.
Recording. Every call is recorded and the recording is yours to review. A disputed call is judged on the recording.
Credits. A call that fails a check is never sent. If one slips through, flag it and it is credited. These rules are agreed in writing before you spend.
Bought lead, or one of ours?
One personal injury solo, posting on r/LawFirm in June 2026, described months of shared-lead spend as “lots of property-damage-only and disputed-liability stuff, very few cases I’d actually want”, and settled on three words for the model: “paid leads are a treadmill”. A 2023 r/LawFirm post, titled “Lead Generation Programs Are Garbage”, set out one author’s three tests for a bought lead: looking for your advertised practice area, able to pay, and sane. These are single posts rather than surveys, but that is the clearest wording we have found for what screening is for, and it is what our checks are built to answer before a call is ever sent.
What matters
A typical bought lead
An OptiMAX call or lead
Where it comes from
Bought lead: Lists, networks and other people’s websites, often a few hands from the person.
OptiMAX: Our own consumer brands and our own Google and Meta ads.
How many buyers get it
Bought lead: Several, often at the same moment.
OptiMAX: One. Never resold.
What you know before you speak
Bought lead: A name and a number.
OptiMAX: When the crash happened, their role, fault, police report, injury, treatment, and whether a firm already has it.
Screened out before you see it
Bought lead: Nothing. Your intake team finds out on the call.
OptiMAX: Already represented, settled, turned down by an attorney, at fault, no police report, or not in treatment.
Consent
Bought lead: Given on a site you have never seen.
OptiMAX: Given when they asked for help. The wording and the time are kept.
What you pay for
Bought lead: Every lead delivered, whatever it turns out to be.
OptiMAX: Only what passes five checks and meets the billable event in your order. A disputed call is judged on the recording.
Price per lead
Bought lead: Usually lower. The same lead is sold several times, so each sale costs less.
OptiMAX: Higher per call or lead. Judge it on what each signed case, funded deal or policy costs you.
Volume on day one
Bought lead: Large volume straight away, from a network or a list.
OptiMAX: A pilot sized to the volume our advertising can hold in your states.
What that means at your desk
No race with other buyers for the same person.
Fewer dead dials: a real person, and a number that answers.
Partner report · Personal injury firm, Charlotte, NC
Anonymised, partner-reported figures. Not audited by OptiMAX.
Signed cases more than doubled, on the same spend
Before
TV, radio and aggregator leads. Each lead also went to 3 to 5 other firms.
They reached 30 to 40% of leads and signed 3 to 6% of those.
Cost per signed case kept climbing.
What changed
The firm moved to exclusive live inbound calls, screened on four intake questions: crash in the last 30 days, medical treatment, fault, and whether they already have an attorney.
After 90 days
40 to 80 qualified calls a month
15 to 25% of calls signing
Cost per signed case roughly halved
Monthly signed cases more than doubled, with no increase in spend
The fear is real and attorneys say it out loud. Weighing MVA lead vendors on r/LawFirm in 2024, one put it plainly: “it scares me to piss off the bar.”
So here is the structure, stated once and kept everywhere. We are an advertising company, not a service that refers clients to lawyers. We run consumer advertising under our own brands, screen the inquiries, and deliver each qualifying call to one firm, never resold. You pay a flat advertising fee agreed in writing, never a share of a settlement or a legal fee. Exclusivity attaches to the call, not to a region, because a national service has to work inside state bar advertising rules wherever you practice, including the strictest states.
The division of labor is clean. We own honest advertising, recorded consent, the published checks, and the one-buyer delivery rule. Your firm owns attorney advertising compliance, conflicts, professional screening, and the decision to form an attorney-client relationship. A verified call is a qualified advertising inquiry, never a promise of liability, damages, or a signed engagement.
This is a state-bar note, not legal advice. Advertising rules differ by jurisdiction and turn on the facts of the arrangement, so have your own counsel or compliance lead approve the setup before launch. We structure routing and delivery around what they approve.
Two minutes
Reply in one business day
Which states, and how many?
Tell us what you want to buy, where, and what a signed case costs you today. You get a straight answer on whether we can supply your states and what delivery looks like there.
What else do firms ask?
Every answer below follows from one mechanism: screened calls, confirmed intent, one buyer per call, never resold.
What you pay for depends on the model in your order
CPLPer call or lead
Billable once the call passes the engaged-call buffer.
CPQPer qualified unit
Billable when it meets the criteria you agreed with us.
CPAPer signed case
Billable when the case is signed.
Flag a disputed unit within 72 hours. Confirmed non-billable units are replaced. Unused prepaid balance is refundable. Credit and refund policy
What is an MVA call?
An MVA call is a live phone call from a person who was in a motor vehicle accident and asked to speak to a lawyer. It is not a data record and not an aged contact list. The caller reached one of our consumer brands after the accident, asked for legal help, passed screening, and was connected to your intake desk while still on the line.
Is this the same lead you sell to five other firms?
No. Each call is delivered to one firm and never resold, and every delivery is logged: you can ask for the delivery log for anything you paid for. What we do not offer is an unconditional promise of a whole region, because delivery has to stay compatible with state bar advertising rules in the receiving firm’s jurisdiction. One buyer per call is the rule, on every call.
Will I get at-fault, no-injury or property-damage-only callers?
Not as qualified calls. Before anyone dials your line, the claimant is checked for the other driver at fault and not them, a physical injury, ongoing treatment, a police report that confirms the crash and its date, and no attorney, settlement or prior attorney turn-down. A caller who fails the criteria agreed for your firm never reaches you and is never billed.
What makes a call billable?
It depends on the model in your order. Per call or lead (CPL), a call is billable once it passes the engaged-call buffer. Per qualified unit (CPQ), when it meets the criteria agreed for your firm. Per signed case (CPA), when the case is signed. A call that fails a check is not sent, and every call is recorded, so a disputed call is reviewed against the recording.
Do you send callers who already have an attorney?
No. A caller who states that an attorney already represents them is screened out before delivery. A caller who has spoken to other firms but signed nothing is still deciding, and reaches you with that context attached rather than discovered mid-call.
Will I spend more time requesting credits than talking to clients?
The checks run before delivery, so a call that fails one never reaches your invoice. If one slips through, flag it within 72 hours and it is reviewed against the recording. These rules are agreed in writing before you spend.
Why would you send me the big case instead of another firm?
Every caller is screened against the same published criteria, and the criteria agreed for your firm decide what you receive. Each call goes to one firm only, and the delivery log shows exactly what was sent to you and when.
Leads die in minutes. How fast does a call reach my intake?
Live. Our advertising reaches people in the hours and days after an accident, and when a screened caller confirms they want to speak to a lawyer, the call rings your intake desk directly. There is no batch file at the end of the day and no list to work through, so your team speaks to the claimant while they are still deciding.
What TCPA consent comes with each call?
The exact consent wording the claimant agreed to, its version, the time and the IP address, plus a TrustedForm certificate where the form captures one. Every call is recorded as well. You can ask for the consent record and the recording for any call you were billed for.
What states do you cover?
We run national advertising and set up delivery state by state. Before any pilot starts we confirm we can supply your state and practice area and what delivery looks like there. Tell us where you practice and you get a straight answer before anyone gets on a phone.
Is this compliant with my state bar?
We are an advertising company, not a service that refers clients to lawyers. You pay a flat advertising fee agreed in writing, never a share of a settlement or a legal fee, and delivery is built to work inside state bar advertising rules wherever you practice. This is not legal advice: your counsel or compliance lead should approve the arrangement before launch, and we structure delivery around what they approve.
How long do I have to dispute a call or lead?
72 hours from delivery. Send the delivery reference, the date and time, and the reason to mike@optimax-ai.com. Each request is checked against the delivery record, the recording where there is one, the consent record and your criteria, and you get a decision with the reasoning. Duplicates of anyone delivered to you in the previous 30 days are credited without you asking.
Do I get cash back for a bad one?
A unit confirmed as non-billable is replaced: it comes off your count and a qualifying one is delivered in its place. Delivered units are replaced rather than refunded in cash.
What happens to a prepaid balance I have not used?
It is refundable. Blocks are prepaid and can be paused. If you stop, any undelivered balance on your block is refunded on request, to the original payment method.
Are missed calls credited?
Credits cover calls and leads that fail the agreed standard. A call that reaches an unstaffed line or goes unanswered on your side, or a lead followed up late, is not credited.
Rather talk it through?
Thirty minutes with Mike on your states, volume and criteria. You leave knowing whether we can supply you and what a pilot would look like.