Andy Shovel: From Vegan Sausage to Legal AI with Keith

Andy Shovel, a Multifaceted Entrepreneur

Andy Shovel, known for co-founding the vegan food brand THIS, has recently taken an unexpected turn by deciding to create a law firm based on artificial intelligence, which he named Keith. This idea came to him after purchasing a house last year, an experience he hated every moment of. Shovel was struck by the lack of satisfaction among notaries, whom he describes as some of the most dissatisfied people he has encountered. According to him, notaries face constant pressure from both clients and real estate agents, making their work particularly stressful. He goes so far as to say that, after illness and relationship breakups, notary work is the greatest source of suffering in life.

An Innovative Solution for Notaries

To address this situation, Shovel decided to launch Keith, a startup he created with his THIS co-founder, Pete Sharman. The company recently raised £2 million in an initial funding round. The firm, which is expected to launch online by the end of the year, will rely on a team of 30 to 40 AI agents. Each of these agents will have specific roles, such as reviewing sales contracts or managing particular categories of requests. Shovel emphasizes that the goal is not to replace humans but to provide them with support in the form of advanced spell-checking and a virtual administrative assistant.

Efficiency and Speed Through AI

In the current system, a notary can manage up to 100 active cases simultaneously, which can lead to delays for simple tasks. Shovel explains that with the help of AI agents, these tasks can be completed in a matter of seconds. Lawyers will then be able to quickly review the work done by the AI and confirm their agreement, allowing them to focus on more complex situations, such as unusual security issues. Shovel provided specific examples of such situations, mentioning cases where "someone has plutonium in their garden, or is sitting on an unexploded bomb."

A Diverse Entrepreneurial Journey

Shovel is no stranger to entrepreneurship. For over 18 years, he has explored various sectors, ranging from starting a recruitment company to launching a burger delivery service, as well as a climbing center. He has also founded a charity dedicated to animal welfare. Although Keith may not be an obvious choice, Shovel is accustomed to bold changes in direction.

THIS, a Company in Transformation

In 2024, Shovel stepped back from the day-to-day management of THIS, which continues to grow in a challenging market. Consumers often remain attached to cheaper animal proteins, and vegan brands face challenges related to taste and product handling. Despite this, THIS recently experienced its first profitable month, with a net revenue of £21 million and a market share of 8-9%.

A Touch of Humor in the Legal Sector

Shovel is determined to make Keith a memorable company. Known for his original initiatives, such as a fake funeral procession for bacon in London, he promises that Keith will stand out with its innovative and fun approach. He is confident that the company will capture the public's attention and bring a dose of lightness to the legal sector, often perceived as austere. "We are definitely going to have fun," he asserts confidently.