Customer LOVE story · Byro Legal
+842%
Combined LinkedIn impressions
206k → 1.94M in the first year
+802%
Comments
+414%
Reactions
Heikki Lindroos
Technology lawyer, co-founder
Julius Matilainen
Corporate lawyer, co-founder
Byro Legal is a Finnish law firm specializing in corporate law, M&A, technology law, and dispute resolution.
Byro decided early on to invest in LinkedIn as a channel to build visibility, share expertise, and reach potential clients.
They were also one of Haamu’s very first customers, joining when the product, processes, and platform were still VERY MUCH in development. Instead of waiting for a finished solution, they chose to build their presence alongside Haamu.
During the first year, the results have already been convincing. Their content reached nearly 2 million impressions, engagement increased significantly, and their visibility in the startup ecosystem grew substantially.
Before working with Haamu, LinkedIn was neither structured nor strategic for Byro.
Like most law firms, they followed a familiar communication pattern: occasional updates, references, and traditional expert content.
At the same time, the industry itself was highly conservative.
“The legal field is still very conservative. Most content is either very formal expert articles or reference posts. There isn’t really a middle ground, and many people are quite cautious about what they say publicly.”
This created a clear opportunity: if (and when) very few law firms are actively building visibility, even a moderate effort can create a significant competitive advantage.
Standing out in a conservative field means being seen by your peers as well as your clients. That is the part most lawyers hesitate over, and Byro was no exception.
The first steps were not easy.
“I remember the first time we recorded content. It felt uncomfortable to publish anything, especially videos. There was a strong urge to refine every word and make everything perfect before posting.”
But that mindset changed pretty quickly.
“The worst post is the one that never gets published.”
“I must admit, I initially had some concerns about how colleagues or critics would respond to our LinkedIn activity. However, accepting this is part of the game. The response has been extremely positive and supportive. I found both the video and accompanying text to be exceptionally well-executed. The tone was to the point what I had envisioned: engaging yet professional, striking the ideal balance between natural and polished. Overall, it is high-quality content that aligns perfectly with my personal style.”
Over time, confidence grew, and publishing became significantly easier.
Heikki and Julius measure success differently, and both versions work. One wanted to stand out in a field where almost nobody was speaking. The other was not chasing scale at all.
Heikki Lindroos
Technology lawyer, co-founder
“Our industry is fairly conservative, so this is an easy way to stand out. We could produce the content ourselves, but we don’t have the time, or the skill to work out what kind of content people find interesting. The content is based on my own thoughts — someone else puts them into a form other people are willing to read.”
Julius Matilainen
Corporate lawyer, co-founder
“I’m not chasing the maximum amount of visibility. What I want is for my own network to remember what I do.”
The approach
The collaboration between Byro Legal and Haamu follows the same shape every month.
01
One-hour monthly interview
Once a month, there is a recorded conversation. The discussion typically revolves around current topics in technology law, AI, client situations, and observations from working with startups and growth companies.
“This gives me a clear process for staying consistent. It forces me to stop for a moment each month and think about what topics are worth discussing.”
02
From interview to content
That conversation becomes the foundation for a full month of LinkedIn content. Haamu turns the thoughts into drafts that preserve his voice while shaping them into easier-to-consume, more engaging formats.
03
Translating expertise into accessible content
A key part of the process is simplifying complex legal topics without losing credibility.
“Our goal isn’t to write for other lawyers. We’re trying to reach clients, which means simplifying things. That’s always a balance – you need to be clear enough for clients, but still credible in the eyes of other professionals.”
Results
The most visible outcome has been a significant increase in reach and engagement – but beyond the numbers, the real impact is most evident in everyday interactions.
Key figures
1 year with Haamu vs. the previous 1-year period
Impressions · 9.4× (+842%)
Year before
206k
With Haamu
1.94M
Comments · 9× (+802%)
Year before
164
With Haamu
1 479
Reactions · 5.1× (+414%)
Year before
3 889
With Haamu
19 997
Posts · 3.4× (+241%)
Year before
58
With Haamu
198
“You meet someone for the first time, but it feels like you already know each other because you’ve interacted on LinkedIn.”
The biggest shift for Byro Legal has been moving from low visibility to being recognized within their target audience.
Instead of relying solely on traditional networking and referrals, LinkedIn has become a channel that supports inbound awareness and trust-building.
“This is really about being top of mind when someone needs legal support. LinkedIn visibility is one part of that. It helps ensure that when the need arises, we’re already familiar to them.”
At the same time, the work is ongoing.
“This isn’t a one-time project. It’s a process. You have to keep building it over time.”
In the press
Open about how it works
In August 2025, Talouselämä ran a story about LinkedIn ghostwriting.
Both of Byro’s founders took part on the record, explaining why they use it and what it does for a firm in a conservative field.
Being willing to say that out loud is its own kind of signal. The thinking is theirs. The packaging is ours. They have never pretended otherwise.
Talouselämä, 21.8.2025
In a traditionally conservative industry, Byro Legal chose to do something different.
By building a consistent presence on LinkedIn, they have increased their visibility, strengthened their positioning, and made it easier for potential clients to recognize and approach them.
Ready to build your own LinkedIn growth story? Let’s have a chat!
Byro Legal is not the only one. Here is what happened when three very different organizations started showing up on LinkedIn.
Solo plan
HSL
A public organization speaking through a person instead of an institution, on one hour of his time a month.
19.8k → 618k
impressions, a year vs 8 months
Solo plan
Ville Tolvanen
A board professional whose decades of experience are finally visible, so people walk into meetings already knowing his thinking.
205k → 1.06M
impressions, in five months
Team plan
Growberries
A startup that turned an occasional LinkedIn presence into content that actually stops the scroll.
49k → 325k
impressions, a year vs 5 months
Team plan
Tracklution
A SaaS company where the CEO, sales, partnerships and growth each post in their own voice.
4.2M
impressions across four voices
Solo plan
Huoneistokeskus
A CEO with plenty to say about the housing market and no time to write it down, now the one her own agents read.
6.3x
reactions in six months
