Who we are

Hi, I’m Pepe Toriello, founder of Red de Firmas.

I’m a lawyer with OCD that helps other lawyers to innovate their work to deliver better customer service.

I became aware of the lack of technology implemented by law firms of every size and location, since the day I started working as a junior associate.

Lawyers worldwide still work with Windows 95 tools, which makes them work very slow. It has become normal to work until 11:00 pm and to take pills to manage stress.

Scaling up an online business has taught me to “go out of the building” and learn about the market. There is no clear path for bonuses or how to become a partner, but something for sure is that you have to bring more clients.

Rule #1 for selling that lawyers must understand is that “customers don’t care about you or your services. They care about themselves, their wants, and their needs.”

Content marketing is about creating information that helps your customers solve their problems and to discover (on their own) that you are the best lawyer in your field. Then use social media to get your message across and build awareness.

If you’re related to any of the above, please send me an email and let me know what you would do to improve my recommendations.


  • Primer Foro sobre Firma y Contratos Electrónicos, May 2018, ITAM.
  • Segundo Foro sobre Firma y Contratos Electrónicos, octubre 2018, ITAM.
  • RDF TECHSHOW 2019, August 2019, ITAM
  • Firma  electrónica en mi empresa y el futuro de fintech en México, en conjunto con CBR Asesores, EGADE, Monterrey.
  • Marco jurídico de las Firmas y Contratos Electrónicos, enero 2019, Adobe Academy.
  • Why having an understanding of technology can help you better serve clients, febrero 2019, Fordham Law y Northwestern School of Law.


  • Legal tech: Disrumpiendo la profesión legal, Revista Abogado Corporativo, November-December 2017.
  • Firma electrónica Simple. Mundo Fiduciario, May 2018.
  • ¿Por qué es más seguro un documento electrónico que uno en papel?, Lexlatin, December 2018.
  • Legal Marketing is not what it used to be, Legal Business World, No. 7, 2019.
  • Abogados Disruptivos, Foro Jurídico, Septiembre 2019.


  • Lectured the post graduate curse: Electronic signatures and contracts, ITAM, Octuber 2018.
  • Head of the Legaltech Commission of the CAEITAM.