The Big Market Problem No One Talks About

The legal market fails to reward the best firms and lawyers. This is because clients don’t share performance information. As noted by the world’s leading scholar on market disruption, Clay Christensen, GCs must rely on pedigree as a proxy for quality, rather than actual performance.

The result is stark: firms receiving the most work (Am Law 1-20) are, on average, scoring lower on solutions-focus (the #1 thing GCs seek) vs. other major firms (Am Law 21-200). And a market that fails to reward performance breeds complacency and creates little incentive to innovate.


Our Approach: Performance Leads to More Work from 250 GCs

With our member GCs, we vet firms for innovation and client service, suggesting star lawyers for major matters, portfolios, and panels. Strong feedback earns more work from our GCs (who spend $10B on outside counsel), so firms have a large market incentive to outperform. This is the win-win: counsel keen to excel, and clients receiving top service and quality assurance.


Does It Work?

We share performance scores with our GCs (including by type of work and geography). The scores are impressive. In fact, through our GC Thought Leaders Experiment, we can compare counsel performance on matters through AdvanceLaw with matters by incumbents. On every measure, counsel performance through the AdvanceLaw system is better, as depicted below.


What Types of Legal Work Are We Talking About?

Our current panel consists of 27 firms with more than 11,000 lawyers at full-service firms, together handling complex work in nearly every legal area. Below are the most common.


Articles and Videos Discussing Our Mission


Things should change from you don’t get fired for hiring a white shoe firm to you don’t get fired for using AdvanceLaw.

Sue Miller, General Counsel, Avery Dennison


This is the most rigorous law firm vetting and selection process that I have ever seen.

Tom Sabatino, Former GC of Aetna, Walgreens, United Airlines, and Hertz


AdvanceLaw Chair, Firoz Dattu, speaks to a group of General Counsel on June 4, 2019.


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