We are already beginning to see how the Legal Services Act will impact the way in which solicitor services are delivered in England and Wales.
Earlier this year, we experienced the arrival of a new breed of legal service providers operating within the retail environment. QualitySolicitors in WH Smiths, Lawyers2you and other branded services entered the market offering solutions to the sort of ‘low priority’ legal issues that people often ‘don’t quite get round to’ sorting out.
According to Steve Richards, chairman of QualitySolictors the vision is to “create the Specsavers of the legal world.” In its bid to become the UK’s dominant brand for individual and SME legal services, the company has just announced plans to increase the number of outlets five fold to over 1000 by the end of next year, with a £10m marketing programme to support the roll out kicking off in Jan 2012.
It’s not just QualitySolicitors who has stolen a march on the market. The Co-op has dipped its toe in the water to see how legal services could be delivered through 350 branches of Britannia and the Co—Operative Bank. Following the success of its initial pilot scheme, there are plans for further expansions as the Co-op gears up to capitalise on the opening up of the legal services market.
With all the focus on the Legal Services Act, it is easy to overlook another innovation which is about to enter the UK market Rocket Lawyers (backed by the venture capital arm of Google) and Legal Zoom, the successful US based legal document service providers will set up shop here next year. We will have to wait and see what impact that has on the market.
“It is important to recognise that the legal landscape is changing and to consider how this may impact your business. The point is that these new operators are heavily resourced and well funded and will be up and running and ready to do business very soon – possibly in your patch!” says Rod Milne, joint Managing Director, HFS Milbourne.
Given all the changes afoot, now is an excellent time to move marketing up the agenda as it is vital to have a game plan in place to protect your business from this new competition.
Perceptions of how, where and when consumers can access legal services are changing. “Your current, past and future clients will be bombarded with much easier ways to access the legal services they require and as a business you may come under increasing pressure to convince them that you are still the best option”, says Rod.
Many legal firms already have marketing personnel operating at partner level and as such tend to have quite sophisticated integrated marketing campaigns in place to build and maintain market share. This type of business is well placed to maximise the opportunities that will undoubtedly unfold in the months ahead.
“However, there is an upside to all this”, says Rod. Under the new Alternative Business Structure, lawyers will be able to work in multi-disciplinary practices offering financial, legal and other advice, or be based at different kinds of businesses. “Law firms may attract outside investment and explore new markets and this will bring with it many prospects for growth.”
For example, lawyers have a golden opportunity to manage all their clients’ affairs by positioning themselves as ‘trusted advisors’. For this to work, the legal firm needs to establish relationships with trusted professionals from other disciplines who can enhance their service offering. Business can be passed through a referral system or via a joint venture, the latter being the most attractive as it allows the solicitor to take a dividend without the costs of dual regulation.
“From our experience, joint ventures are an excellent way of generating additional revenue. It is rather like having a brand ambassador working for you in the field and providing you choose your professional partners wisely it is a win win situation”, says Rod. HFS Milbourne operates joint ventures with accountancy firms HFS Hamlyns and HFS Felton Pumphrey and provides advisory services for overseas businesses setting up, re-locating, investing or expanding in to the UK through HFS Goodwille. “We decided to partner with these businesses as they provide a ‘good fit’ with our client base, sharing a similar demographic profile and commercial goals. We set out terms of business and timescales and both sides have an obligation to make the arrangement work”, explains Rod.
“It is easy for lawyers to become over reliant on single transactions which means there is no obligation for that client to come back when they next require legal advice. “However we have built our business model on ongoing client review and this is something which our partner firms really appreciate”, says Rod. To help increase our ‘stickiness’, we launched a new investment management product, our Strategic Portfolio Service. In addition to providing more proactive management, we maintain contact with clients on a regular basis through quarterly investment reviews. Building regular two way dialogue helps us and our joint venture partners get closer to our customers who feel ‘looked after’ which in turn increases brand loyalty”, explains Rod.
Change can be a good thing. There are fantastic opportunities on the horizon for the commercially astute legal teams who have the insight to plan ahead and start building now for future success.

Rod Milne says “ Lawyers need to consider how the changing legal landscape will affect their business"