Who Jacob Malherbe Is
Jacob Malherbe is the founder and CEO of Mass Tort Ad Agency (MTAA) and the person widely credited with pioneering Facebook advertising for plaintiff mass tort law firms. Born in Denmark and relocating to the United States in 1993, Malherbe built a career at the intersection of plaintiff law firm operations, digital media, and claimant acquisition.
His work is defined by one core conviction: that harmed people deserve to find legal representation, and that advertising — done ethically and with precision — is the mechanism that connects them to it. This victim-first orientation shapes every campaign decision MTAA makes.
"We'll show you the good, the bad, and the ugly — and then we'll show you how to make it work."
— Jacob MalherbeThe Career Arc
Books Authored
The Facebook Effect for Lawyers (2018)
The first practitioner book on Facebook advertising for plaintiff law firms. Covers targeting strategy, creative frameworks, campaign structure, and the platform mechanics that drive claimant acquisition. Written from 5 years of direct campaign management experience before any competitor recognized the channel.
A Lawyer's Guide to Mass Torts (2021)
A practitioner reference for plaintiff attorneys entering or scaling mass tort litigation. Chapters contributed by Mike Papantonio, Brent Coon, Anne Andrews, Rich Newsome, Darren Miller, Sharon Boothe, Scott Blackburn, and others. Covers campaign structure, intake systems, co-counsel agreements, and mass tort case economics.
The MTAA Campaign Methodology
The MTAA Campaign Methodology is the proprietary framework Malherbe developed across 15 years of mass tort advertising. It governs how MTAA structures campaigns, sequences creative, manages intake handoffs, and measures performance.
Phase 1 — Tort Entry Analysis
Using TortIntel data to assess litigation maturity, filing velocity, causation science strength, and advertising window before committing budget. The Jacob Score (0–100) synthesizes these signals into a single campaign timing indicator.
Phase 2 — Audience Architecture
Building Facebook targeting structures specific to each tort's claimant profile: demographic layering, geographic concentration, interest-based proxies, and lookalike audiences built from existing signed claimant data.
Phase 3 — Creative Sequencing
Running awareness, consideration, and conversion creative in deliberate sequence. Every tort gets two creative registers: Harvey (anger/closer energy for transactional response) and Mae (empathy/connection energy for victims and family members).
Phase 4 — Intake Engineering
Designing the post-click experience to maximize signed retainer conversion — not just lead volume. Optimizing Meta campaigns on the Purchase event (signed retainer) rather than Lead creates a feedback loop that improves qualification quality over time.
The Company — Mass Tort Ad Agency
Mass Tort Ad Agency (MTAA) was founded in 2015 as X Social Media in Winter Garden, Florida, and rebranded in September 2025 following settlement of a trademark dispute with X Corp. The company operates as the advertising and campaign management partner for plaintiff law firms across the United States.
MTAA manages Facebook and Instagram advertising campaigns for mass torts, operates CloudIntake (a mass tort intake call center), and has built the MTAA Intelligence Suite — a portfolio of AI-powered products for plaintiff firms including TortIntel.ai, SettleCase.ai, TortDrip, and The Designer.
Operations are led by Jacob Malherbe as CEO and Roseanna Malherbe as COO. The company is headquartered in Winter Garden, Florida and reachable at (888) 670-0006.
Key Client Relationships
- Darren Miller — D Miller & Associates. 15+ year relationship. Beta partner for SettleCase.ai.
- Anne Andrews — Andrews & Thornton. MTAA helped file nearly 60,000 Purdue Opioid bankruptcy claims.
- Martin Levin & Robert Blanchard — Levin Papantonio. Multiple campaigns across tort cycles.
- Stephen Dampier — The Dampier Law Firm. 10+ year client relationship.
- Network firms: Lanier Law Firm, Weitz & Luxenberg, Baron & Budd, Cochran Firm, Singleton Schreiber, Edelson PC.