From Bad Data to Better Deals: John Tertan on Narrative, Pricing, and Law Firm Relationships

In this episode of The Geek in Review, we sit down with Narrative founder John Tertan to talk about law firm pricing, messy data, and why substance matters more than shiny tools. We pick up from our first meeting at the Houston Legal Innovators event, where John had the pricing and KM crowd buzzing, and ask what he is hearing from those teams as they look toward 2026. John explains how Narrative focuses on “agentifying” business-of-law work, starting with pricing and analytics, so firms stop guessing and start grounding decisions in better data. The goal is simple, improve decisions for pricing teams, finance, marketing, and partners who want to win work that also makes financial sense.John walks through the pain points that drive firms to seek out Narrative, from low realization and high write-offs to tedious non-billable work and a lack of trust in the data behind pitches and budgets. Many firms track key metrics in scattered spreadsheets, checked once in a while rather than used as a daily guide for strategy. Narrative steps into that gap by improving the accuracy of historical matter data, identifying the right reference matters for new proposals, and supporting alternative fee structures. John explains how this foundation supports better scoping, more confident pricing conversations, and far stronger alignment between firm goals and client expectations.We also dive into John’s founder journey, which runs from Freshfields associate to innovation work, then through venture-backed tech in other sectors before returning to legal. That mix of big law, startup experience, and prior success with HeyGo shapes how he builds Narrative. John talks about serving “mature customers” who expect more than a slick interface, they expect real understanding of their business, their politics, and their constraints. Relationships sit at the center of his approach, not only with clients and prospects, but also with advisors, former firm leaders, and legal tech veterans who guide both product and go-to-market strategy.The name “Narrative” is no accident, and John explains why time entry narratives sit at the heart of his product. Those lines of text describe what lawyers did, for whom, and why, yet they often sit underused in billing systems. Narrative improves and structures that data, then uses it to highlight scope, track what remains in or out of scope, and surface early warnings when matters drift away from the original plan. John talks through the life cycle, from selecting comparable matters, through modeling AFAs and scenarios, to monitoring work in progress and feeding lessons back into future pricing efforts. Along the way, better transparency supports stronger trust between partners and clients.We close by asking John to look ahead. He shares his view on how firms will move toward more sophisticated pricing models and better measurement, while the billable hour continues to evolve rather than vanish overnight. Stronger baselines, cleaner matter histories, and better tracking create room for fee caps, success components, and other structures that clients want to sell internally. John also shares how he stays informed through alerts, networks, and a new chief of staff who helps turn those insights into resources for pricing and finance professionals. For listeners who want to learn more or follow Narrative’s work, John points them to narrativehq.com and invites outreach from anyone wrestling with data, pricing, or margin questions inside their own firm.Listen on mobile platforms:  ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Apple Podcasts⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |  ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Spotify⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠[Special Thanks to ⁠Legal Technology Hub⁠ for their sponsoring this episode.]⁠⁠⁠⁠⁠Email: [email protected]: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jerry David DeCicca⁠⁠⁠⁠⁠⁠⁠⁠⁠