In this episode of Built For This, Carly Pepin sits down with Alexandra Tieu, CEO and co-founder of JLG Lawyers, to explore how technology, strong leadership, and genuine human connection can transform a service-based business into a rapidly growing organization.
After two decades building businesses across real estate and technology, Alexandra stepped into her family's employment law firm during the pandemic when her husband became seriously ill. What began out of necessity became an opportunity to completely rethink how the business operated, growing from approximately 15–20 new cases per month to around 300, supported by a team of 60 employees.
Carly and Alexandra explore how she applied lessons from other industries to modernize the firm, developing proprietary software, automating workflows, and creating systems that allow the business to scale without sacrificing the personal relationships clients depend on.
They also discuss Alexandra's approach to developing future leaders, creating career pathways for paralegals, and why she believes AI should enhance professional expertise rather than replace it. Throughout the conversation, Alexandra shares why successful entrepreneurs need to embrace calculated risks instead of waiting until they feel completely ready.
Key Takeaways
Build Systems That Support Your Growth, Rather Than Restrict It
Alexandra recognized that traditional legal software couldn't fully support JLG's ambitions, so the firm began developing technology around its own workflows. From client intake to case management and automated communication, she demonstrates how the right systems can help businesses scale while maintaining a high-quality customer experience.
The Best Leaders Create Opportunities for Other People to Grow
Alexandra believes growing a business also means helping employees grow. Through JLG's apprenticeship program, experienced paralegals can work toward becoming licensed attorneys while continuing to earn an income. The firm also gives attorneys opportunities to build teams, develop leadership skills, and share in the success they create.
Embrace AI, but Don't Lose the Human Expertise Behind Your Business
While Alexandra sees enormous potential in AI, she believes employees need to understand their work before relying on technology to perform it. At JLG, new attorneys and paralegals are encouraged to master foundational skills first, ensuring AI supports their knowledge and judgment rather than becoming a substitute for them.
About Alexandra Tieu
Before entering the legal industry, Alexandra spent more than 20 years building and scaling businesses across real estate, technology, and venture capital. Her experience includes overseeing more than $2 billion in real estate transactions at Keller Williams, helping lead Movoto toward a $60 million exit, and serving as COO of blockchain real estate company Propy.
Today, Alexandra brings that operational expertise to JLG Lawyers, developing technology-driven systems and innovative career pathways while maintaining a strong focus on people and client relationships. She is also a Managing Partner at Twenty Five Ventures and a member of the Forbes Real Estate Council.
Memorable Quotes
"Waiting to move when you're sure is not an option because you will never be sure."
"At the end of the day, it's knowing what is important to the person right in front of you."
"I hired you. I didn't hire an AI report to tell me what to do."
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Host: Carly Pepin
Co-Founder & Host Built For This
West Coast Growth Advisors
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