Max Junestrand, CEO of the $2 billion legal AI startup Legora, has revealed his unconventional approach to hiring that prioritizes “missionaries over mercenaries” in building his rapidly growing company. In a recent appearance on the “20VC” podcast, Junestrand shared his philosophy on recruiting talent for the competitive legal AI space.
The Swedish AI startup, founded in 2023, directly competes with San Francisco-based Harvey, which boasts a significantly higher valuation of $8 billion. Despite being the newer entrant, Legora has experienced explosive growth, currently employing 300 people with plans to double its workforce during the first half of 2025. The company’s headcount already doubled in the last six months, demonstrating remarkable momentum in the legal AI sector.
Junestrand personally interviews every candidate and asks what he describes as “quite brutal questions” to assess cultural fit. His key question focuses on why candidates would choose a demanding role at Legora when easier opportunities exist elsewhere. He seeks individuals with “raw grit” who embrace long hours and intense commitment to the company’s mission.
The startup’s work culture reflects this intensity. Employees regularly have dinner in the office at 8 p.m., and the company has closed deals on New Year’s Eve, illustrating the around-the-clock dedication expected from team members. Perhaps most notably, at the company’s Christmas dinner, staff were served mulled wine alongside KPIs displayed on a large sales dashboard, which employees continuously monitored throughout the celebration.
Junestrand’s “missionaries not mercenaries” philosophy borrows from an analogy coined by legendary Kleiner Perkins venture capitalist John Doerr. The distinction emphasizes hiring people committed to long-term team success rather than those seeking quick personal gains or company flips.
Legora represents part of a broader European AI renaissance, joining companies like Swedish vibe coding startup Lovable, French frontier AI lab Mistral, and fintech giant Klarna in challenging traditional perceptions of European tech. Historically, European startups have faced investor skepticism for being slower-paced, overly focused on work-life balance, and constrained by heavy regulation compared to their American counterparts. Legora’s aggressive growth strategy and demanding culture signal a shift in this narrative.
Key Quotes
I still interview everyone, so I ask quite brutal questions about, ‘Why take a hard job? You could go work somewhere else.’
Max Junestrand, CEO of Legora, explains his hands-on approach to hiring and his method for testing candidates’ commitment to the company’s demanding culture. This reveals the intensity expected from employees at the $2 billion legal AI startup.
I try to create missionaries, not mercenaries. And I think we’ve successfully done that.
Junestrand describes his hiring philosophy using John Doerr’s famous analogy, emphasizing his focus on building a team committed to long-term mission success rather than short-term personal gains. This approach has helped Legora double its workforce in six months.
We had the big sales dashboard in front of us at the wine thing, and everybody kept looking at it, because everybody wants momentum.
The Legora CEO describes the company’s Christmas dinner where KPIs were displayed alongside mulled wine, illustrating the all-consuming focus on performance metrics and growth that defines the startup’s culture.
Our Take
Legora’s hiring strategy reveals the cultural extremes emerging in the AI startup ecosystem, where the promise of transforming entire industries justifies demanding extraordinary commitment from employees. While Junestrand’s approach may attract highly motivated talent, it also raises questions about sustainability and burnout in an already intense sector.
The contrast between Legora’s $2 billion valuation and Harvey’s $8 billion suggests the legal AI market has room for multiple winners, but also that Legora is playing catch-up. This likely explains the urgency driving their aggressive culture and rapid hiring.
Most significantly, this story illustrates how AI is reshaping not just technology but workplace culture itself. As AI companies race to capture market share in traditional industries, they’re creating work environments that blur the line between professional dedication and personal sacrifice. Whether this approach proves sustainable or leads to a cultural reckoning remains to be seen.
Why This Matters
This story highlights the intense competition and cultural dynamics shaping the legal AI industry, one of the fastest-growing segments of enterprise AI. With legal AI startups like Legora and Harvey raising billions in funding, the sector is experiencing a talent war that’s redefining workplace expectations in tech.
Junestrand’s hiring philosophy reveals how AI startups are prioritizing mission-driven employees willing to sacrifice work-life balance for rapid growth and market dominance. This approach reflects the high-stakes nature of the AI race, where first-movers can capture significant market share in transforming traditional industries like legal services.
The story also signals a broader shift in European tech culture. Legora’s aggressive expansion and demanding work environment challenge stereotypes about European startups being slower or less ambitious than American competitors. As AI becomes increasingly central to economic competitiveness, European companies are adopting more Silicon Valley-style approaches to growth and talent acquisition.
For the legal industry specifically, the rapid growth of AI startups like Legora indicates accelerating disruption of traditional legal work, with implications for law firms, corporate legal departments, and legal professionals worldwide.
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