CrossPitch AI is an AI-powered business development platform built for law firms and professional services organizations, offered by Passle, a UK-based legal marketing technology company. The product is designed to facilitate cross-selling by identifying and surfacing relevant expertise across a firm's professionals, reducing friction in internal referral and collaboration workflows. CrossPitch AI launched in 2025 and is available as a standalone product or in combination with Passle's broader thought leadership suite.

Key features and functions include:

CrossPitch AI Send

CrossPitch AI Send analyzes a firm's published thought leadership content and maps it to the professional profiles of attorneys and other fee earners. The system generates tailored, AI-produced summaries of relevant content and distributes them to the appropriate professionals internally, as well as enabling those professionals to share content with clients and prospects externally. Alerts are targeted based on practice area, industry focus, and expertise alignment, and each notification includes a personalized note explaining why the recipient received it. A scoring interface allows business development teams to adjust the targeting threshold over time.

CrossPitch AI Search

CrossPitch AI Search provides a semantic search capability that indexes not only professional biography pages but also the expertise demonstrated through published content. Users can search for colleagues using natural language queries, enabling identification of relevant internal experts based on demonstrated knowledge rather than static directory listings. The tool is intended to make internal referrals and collaboration more efficient across offices and practice groups.

Firm Relationship Visualization and Network Mapping

CrossPitch AI generates a visual map of connections being built across a firm's professionals, based on content interactions and expertise matching. The map allows business development and marketing teams to track whether cross-selling relationships are forming, identify gaps, and monitor the integration of new hires or lateral attorneys into the firm's network.

AI Matching and Summary Generation

The platform uses OpenAI to examine both published thought leadership and attorney biography data to generate matches and produce brief, shareable content summaries. These summaries are formatted for internal distribution or direct sharing with clients and prospects. The firm's data is not retained by OpenAI or used to train the underlying model. Users can optionally supplement their public biography with private focus areas to refine matching; this private information is also not retained by the LLM.

No-Code Deployment

CrossPitch AI is designed for deployment without a technical implementation project. Setup requires allow-listing specific IP addresses, permitting emails from the Passle domain, and providing a CSV import of professional data. No significant training is described as necessary for end users.