Inside the LegalTech Buying Journey @ SF Tech Week 2026

October 15, 2026 / Monica Zent
VentureLegal35

“Jeans that fit perfectly. The ideal Netflix show for a Tuesday night. Your one and only soulmate. Modern life promises that with enough options, you will happily find the best of everything,” wrote the Associated Press this summer.

“But behavioral scientists say the increasing flood of choices — whether it comes to shopping, social lives or relationships — is doing the opposite,” the AP stated, citing research from Barry Schwartz, an emeritus psychology professor at Swarthmore University and author of “The Paradox of Choice,” which found that having more options can make people paradoxically less satisfied with what they choose.

The overwhelming number of choices aren’t limited to shopping and streaming platforms; an abundance of options has hit LegalTech, too.

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