SAN FRANCISCO, CA, February 11, 2026 (EZ Newswire) -- Every year, professional services firms make million-dollar decisions about pricing, staffing, and AI investments — often without objective data to back them up. Today, Laurel launched Signal to change that.

Professional services firms have operated for decades without objective insight into how work gets done, making important decisions based on manual time entries and gut feel. AI adoption has made this untenable. When AI compresses hours of work into minutes, time-based business models absorb revenue losses instead of capturing productivity gains.

Signal solves this measurement crisis. Unlike traditional reporting tools that depend on subjective inputs, Signal captures and analyzes real work patterns — delivering a level of visibility impossible with manual reporting. It unifies data across time, profitability, and operations into a single view, providing a holistic understanding of where value is created and where effort is lost.

Signal starts with the individual. Professionals get a clear, accurate view of how their own time is spent — without the burden of manual reconstruction. By giving people visibility into their work first, Laurel ensures the data is trusted at the source. Signal then aggregates these real work patterns across teams and the firm to surface insights leaders can act on.

The Signal launch comes on the heels of Laurel's acquisition of Braid. Braid – developed by a team of former Facebook and TikTok engineers and backed by Andreessen Horowitz and Initialized Capital — was critical in building Signal, because it can unify revenue, engagement, and business activity data across platforms. Braid’s data aggregation and workflow intelligence capabilities allow Signal to transform how professional services firms understand the relationship between time, value, and revenue, offering not just billing and operational analytics but strategic guidance on pricing and workflow optimization.

Measuring AI ROI

Signal measures whether AI tools are saving time or just sitting unused. By comparing work patterns before and after AI adoption, Signal identifies which tools create leverage and which create noise — giving firms the data they need to justify investments and double down on what works.

Capturing Lost Revenue

Signal automatically captures more than 99% of billable activity, including the hours that typically fall through the cracks. Firms gain visibility into the true cost of delivering every project and which clients are actually profitable — not just which ones bill the most.