Every six months I used to write a post with a list of virtual law practice updates or related items that had been “in the news.” Elawyering and virtual practice have become so mainstream these days that doing this would result in a ridiculously long list of references.
Instead, I’m going to compile a list of my top 15 predictions for the coming year that relate to virtual practice. These are based on the research I’ve done for my upcoming book as well as the presentations and consulting work that I’ve done over the past year.
1. We will continue to see the number of legal technology start-ups being introduced to the consumer legal marketplace. [For a list of these players, stay tuned for the release of my ebook: Consumer Law Revolution coming later in Jan. 2013]. These companies are going to focus their efforts on consumers, but will also attempt to cultivate strong attorney branded networks that will provide their services with the value add of licensed legal assistance.
2. Existing legal tech startups may be acquired or backed by larger legal service companies, companies catering to other industries in addition to legal services, or fail to obtain the funding necessary to scale to the next level.
3. Of the technologies introduced in these platforms we will see two interesting developments that will be a little different than the typical Q&A or forum platforms typically offered to consumers. These companies are adding better matching systems using algorithms, consumer preferences, and online behavior to match the legal needs of the individual with the appropriate legal guidance/forms and potentially with the best lawyer to handle their particular legal need. We will also see the expert systems in some of these platforms increase in sophistication as they learn and improve from user feedback.
4. The focus of these companies’ services will start to shift more from business law and startup legal services to more personal legal services for the average consumer.
5. We may see companies negotiating with other non-legal social media and networking applications for access to user data which may be used to help predict or identify consumer’s legal needs as a way to target advertising for their platforms.
6. Lawyers will become more aware of the need for online marketing that extends beyond the use of social media and focuses more on brand building online using analytical tools that focus on ROI rather than just online reach.
7. More lawyers, especially solos and small firms, will consider joining forces with one or more of these legal startups. Navigating those networks and figuring out how to convert any leads generated from them into paying clients will be a learning process for both the lawyers and the companies looking to maintain and develop strong relationships with lawyers. (more…)