The Experts Behind
The Engine.

Beth’s “lightbulb moment” occurred while serving as the Director of Operations for a premier Estate Planning firm that was still trapped in the era of Word Perfect and manual data entry. At a national conference, she saw a demonstration of a modern CRM; but while others saw a digital filing cabinet, she saw a living blueprint for a better way to work. Recognizing that the “how it’s always been done” mindset was a structural failure, Beth committed to mastering these tools to see exactly how far they could go to support the people using them.

As the Co-Founder and Director of Operations at Ettinger Tech, Beth follows a “Systems First, Programming Second” philosophy. Before a single line of automation is written, she strips a firm’s process down to its bare bones, digging into the “why” behind every task to build a foundation for sustainable growth. She utilizes a high-performance toolkit including Lawmatics, Gavel, DecisionVault, and PowerBI to bear the technical load of the firm. By the time her build is complete, Lawmatics provides the framework, DecisionVault streamlines the data flow, and Gavel handles the heavy lifting of document generation. This architecture allows the human element of the firm to focus on the “decor” the client experience.

Beth notes that the most dangerous mistake in legal tech is the “DIY” approach or the “instruction-taker” programmer. These approaches often add features because they look good on the surface without realizing they ruin the internal workflow. Beth looks at the entire picture, ensuring every automation, data point, and form works in harmony. She doesn’t just fix problems; she prevents the unintended consequences that most firms don’t see until it’s too late.

Her life outside the “engine room” is a study in contrasts. Beth and her husband live off-grid in the mountains, a lifestyle that keeps them grounded and connected to the land. She designed and maintains the family’s solar array, finding balance in the rhythms of tending to her chickens, garden, and baking from scratch. Managing the complex requirements of solar power serves as a constant reminder that one cannot fight nature, only learn to use its laws to one’s advantage. Whether she is balancing a solar load for her home or a data load for a multi-million dollar law firm, Beth is driven by the same challenge: taking raw elements and turning them into sturdy, self-sustaining systems that work exactly the way they are supposed to for the people who depend on them.

He eventually brought those hospitality standards to a premier Estate Planning law firm. As the Client Service Coordinator and Professional Relationship Coordinator, he focused almost exclusively on the client journey, tying the firm’s internal processes to an exceptional external experience. He managed the complex flow of client communication, coordinated calendars, and ensured that every intake felt like a concierge experience rather than a transaction. His goal was to remove the friction for the client while keeping their transition through the firm’s process entirely seamless.

Beyond direct client coordination, John served as the firm’s lead educator. He taught the firm’s workshops and seminars on the intricacies of Medicaid, Trusts, Wills, and Powers of Attorney, as well as the realities of Probate and Trust Administration. By aligning these educational sessions with the real questions people asked in consultations, he created a bridge for people to move from the classroom to the law office. He also acted as the firm’s “Professional Friend Maker,” building a reciprocal referral ecosystem with local professionals that turned networking into a quantified, automated revenue stream.

At Ettinger Tech, John helps law firms stop winging it and start making educated business decisions. While his partner, Beth, handles the technical foundations and operations, he focuses on the human systems. He trains intake teams on the psychology of staying in control of a conversation while staying authentic so they can successfully enroll new clients into the firm’s process. He helps firm owners extract data from their CRM to track every marketing dollar from Facebook and LinkedIn to billboards and referrals so they finally know exactly where their wins are coming from.

When he is not refining a law firm’s intake process, John is usually behind a different set of keys playing piano in local bands, traveling, or working on a home renovation. Whether he is arranging music or building a workflow, he is driven by taking scattered pieces and turning them into something that works perfectly.