Report prospectus affinity_partnership_marketing_uk_legal_services

Expertise in financial services
Web: www.finaccord.com. E-mail: info@finaccord.com
Affinity and Partnership Marketing in UK Legal Services
© Finaccord Ltd., 2013 1
Affinity and Partnership
Marketing in UK Legal Services
Report prospectus
July 2013

Prospectus contents
What is the research?
What is the rationale?
What methodology has been used?
How do the partner organisations surveyed break down?
What is the difference between the unweighted and weighted analyses of partnerships?
What is the report structure?
What are the key features of the research?
How can the research be used?
How can the PartnerBASE™ be used?
Who can use the research?
What are some of the key findings?
What is the cost and format?
How can the research be purchased?
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What is the research?
Finaccord’s report titled Affinity and Partnership Marketing in UK Legal Services is a unique study
of distribution relationships in place for legal services in the UK. It is based on a survey of 1,700
actual and potential partner organisations across 19 sub-categories (shown on slide 6) which can
themselves be grouped into three broad categories, namely: not-for-profit affinity partners; financial
partners; and commercial partners.
The analysis of partnerships in legal services has been taken to an unprecedented level of depth by
splitting out relationships for five distinct types of service: legal helplines / assistance (including
helplines embedded in legal protection policies and online legal document services); commercial
legal services; conveyancing; will writing; and other consumer legal services (including services
related to crime, employment, family law, immigration, personal injury, probate and trusts).
The PartnerBASE™ database that accompanies the report details more than 850 initiatives for
legal services identified by Finaccord, recording the operating models and providers used in each
instance by over 500 partner organisations found to be involved in this arena. Together, the report
and database will provide you with the definitive guide to current and future opportunities in affinity
and partnership marketing of legal services in the UK.

What is the rationale?
Opportunities in affinity and partnership marketing constitute an important consideration for
providers of both commercial and consumer legal services in the UK. 248 providers of legal
services hold at least one partnership among the 1,700 organisations investigated and a significant
number of these were found to hold five or more relationships which underlines the extent to which
affinities and partnerships constitute a significant element of their marketing strategy.
The use of this type of marketing in UK legal services is not new. However, it is likely to become
more important in future in part as a result of the passing of the Legal Services Act in 2007. This
paved the way for the creation of alternative business structures (ABSs) – organisations partially or
wholly-owned by non-lawyers – to offer legal services from October 2011 onwards. Indeed, at the
time of publication, the Solicitors Regulation Authority had authorised a total of 161 ABSs.
Authorisation of ABSs means that a variety of new organisations can consider becoming more
directly involved in the legal services market including those with relatively strong brands such as
automotive associations, banks, building societies, charities, insurance companies, media entities,
online aggregators and other entities of the types shown in the chart on slide 6. Indeed, the
evidence of this research is that a number of such organisations are already offering legal services
in one form or another with a few having established an ABS as a means of doing so.

What methodology has been used?
The majority of Finaccord’s survey of 1,700 actual and potential partner organisations in the UK was
carried out between April and June 2013. The research embraces the following information:
• whether legal services are offered by partner organisations to their members;
• if so, the nature of the operating model used (e.g. a single external provider, multiple external
providers, a captive provider, an in-house team etc.);
• if so, the identities of the providers used?
The results of this research provide unique insight into the provision of legal helplines / assistance,
commercial legal services, conveyancing, will writing or other consumer legal services by affinity
partners to their members or customers.
The range of partner organisations researched and the detail captured by dividing legal services into
five service types makes this the most comprehensive study into the marketing of legal services
through affinity partnerships yet published.

How do the partner organisations
surveyed break down?
Commercial partners, 168 - of which 81
internet, media and telecoms entities, 55
estate agency and property services
firms, 12 coalition loyalty schemes and
frequent flyer programs, eight
automotive associations, and 12 other
consumer brands.
338 financial partners of which 72
insurers, 54 building societies, 54
specialised lenders, 48 banks, 50 online
aggregators and brokers, 35 packaged
accounts, and 25 friendly societies. Not-for-profit affinity partners, 1,194 - of
which 722 trade associations, 145
professional associations, 97 trade
unions, 89 charities, 59 sports
organisations, 45 universities and 37
lifestyle organisations.

What is the difference between the unweighted
and weighted analyses of partnerships?
Finaccord's study incorporates a new analysis whereby it identifies not only the legal services
providers with the most partnerships (overall, and within each sub-category), but also computes
'weighted provider shares of partnerships' in order to highlight the providers that are likely to hold the
most valuable relationships given the characteristics of their partners. It does this by weighting
partnerships in accordance with the UK traffic ranking for each organisation's website (using a
formula and workings used that can be obtained from Finaccord if needed).
An example of the impact of this approach, illustrating the differences that can emerge between the
unweighted and weighted analyses of partnerships, is presented on the following slide.

What is the difference between the unweighted
and weighted analyses of partnerships? (cont.)
Partner organisations offering will writing
Unweighted provider share of partnerships Weighted provider share of partnerships
Brodies and Hugh James
are more prominent in the
weighted analysis because
their partnerships are with
several major retail banks.
Source: Finaccord PartnerBASE
Thompsons, 20.6%
Morrish
Solicitors, 6.2%
Simpson Millar, 6.2%
Slater & Gordon, 5.2%
Brodies, 3.1%
Hugh James, 3.1%
Redstone Wills, 3.1%Shoosmiths, 3.1%,
other, 46.4%
Brodies, 13.4%
Hugh James,
13.4%
Thompsons,
12.5%
Parabis Law, 9.0%Irwin Mitchell, 4.3%
Lawpack, 3.5%
other, 34.7%
The Co-operative
Legal Services, 3.1%
The Co-operative
Legal Services,
6.1%
Morrish
Solicitors, 3.1%

What is the report structure?
0. Executive Summary: providing a concise evaluation of the principal findings of the report.
1. Introduction: offering rationale for the report, a detailed description of the methodology and associated definitions.
2. Market Overview: an overview of the sector including provision rates by sub-category of distributor for each type
of legal service plus analyses of both the unweighted and weighted share of partnerships of providers across all
types of distributor combined.
3. Not-for-Profit Affinity Partners: a detailed investigation into the current status of partnerships for legal services for
each of: charities; lifestyle organisations; professional associations; sports associations; trade associations; trade
unions; and universities.
4. Financial Partners: as for chapter 3 but with separate analysis (where relevant) of: banks; building societies;
friendly societies; insurers; online aggregators and brokers; packaged accounts; and specialised lenders.
5. Commercial Partners: as for chapter 3 but with separate analysis (where relevant) of: automotive associations;
coalition loyalty schemes and frequent flyer programs; estate agency and property service firms; internet, media and
telecoms entities; and other consumer brands (e.g. the Post Office, Saga, Tesco, The Co-operative).
6. Consumer Behaviour: results from Finaccord's most recent study about how consumers in the UK use and
acquire legal services.

What are the key features of the research?
Key features of this study include:
• a comprehensive overview of the types of legal service offered by the 1,700 partner organisations
investigated by the research;
• segmentation of results by type of legal service with separate analyses for legal helplines /
assistance, commercial legal services, conveyancing, will writing or other consumer legal services;
• coverage of close to 250 legal services firms and other providers involved in affinity and
partnership marketing;
• availability of an accompanying PartnerBASE™ dataset which allows you to search the results of
the research in a variety of ways including by partner organisation, by type of legal service and by
legal services provider;
• consumer research results which highlight the proportion of consumers that acquire legal services
in any given year, the types of legal service that they use and the distribution interfaces and
channels that they employ to acquire them.

How can the research be used?
You may be able to use this report and the PartnerBASE™ that accompanies it in one or more of
the following ways:
• understand which types of legal service are offered through which types of affinity partner and
which partner sub-categories host the most initiatives;
• locate opportunities for new partnerships by identifying gaps by service and for specific partners;
• identify providers involved in initiatives for different types of legal service and monitor the activity
of your competitors in this channel;
• gain insights into consumer behaviour when it comes to acquiring legal services and how this may
be expected to change in future;
• base your planning on the most detailed source of published market intelligence about affinity and
partnership marketing legal services that is currently available.

© Finaccord Ltd., 2013
COMMERCIAL LEGAL SERVICES
Organisation Type Offered? Operating model Partner(s)
Event Supplier and Services Association Trade associations Yes External partner Lee & Thompson
Federation of Communication Services Trade associations Yes External partner Eversheds
Federation of Petroleum Suppliers Trade associations Yes External partner Simpson Millar
Food and Drink Forum Trade associations Yes External partner Roythornes
Football Association (England) Sports organisations Yes External partner Muckle
Note: for all organisations,
PartnerBASE™ also includes the
website URL.
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How can the PartnerBASE™ be used?
Filter by sub-category
Choose operating model Identify
insurance
partners
Look up specific
affinity partners
Separate fields for each
type of legal service

Who can use the research?
1. Legal services firms: gain the fullest possible understanding of the potential for winning
business in legal services through affinity and partnership marketing both by service type and
by sub-category of partner organisation;
2. Insurance companies: legal services constitute an interesting arena for insurance companies in
a number of respects including the overlap with legal protection insurance and growing
opportunities to deal with personal injury claims on an in-house basis;
3. Other affinity partners: banks, building societies, professional associations, trade unions and
other consumer-facing organisations can assess their proposition in legal services against their
competitors, to see where they have gaps and how these could be filled;
4. Management consultancies: are you helping a legal services provider with its distribution
strategy or evaluating how it can develop its business through affinity partnerships?
Understand the current status of marketing legal services through affinity partnerships in the
UK, to provide robust foundations for your analysis.

What are some of the key findings?
1. Over 30% of organisations researched in five sub-categories
offer a legal helpline or assistance in one format or another
% of organisations offering legal helpline or assistance
3.4%
21.6%
37.2%
13.6%
30.3%
59.8%
0.0%
0.0%
0.0%
8.0%
40.3%
2.0%
5.7%
0.0%
37.5%
0.0%
0.0%
1.2%
8.3%
Charities
Lifestyle organisations
Professional associations
Sports organisations
Trade associations
Trade unions
Universities
Banks
Building societies
Friendly societies
Insurers
Online aggregators / brokers
Packaged accounts
Specialised lenders
Automotive associations
Coalition loyalty schemes / frequent flyer programs
Estate agency and property services firms
Internet, media and telecoms entities
Other consumer brands
0% 20% 40% 60% 80% 100%

What are some of the key findings? (cont.)
2. More than a third of estate agency and property services firms have a system in place for
offering conveyancing services, mostly in conjunction with a panel of external solicitors
% of estate agency and property services offering service, and operating models used
0%
20%
40%
60%
80%
100%
Service offered
Internal
Captive
Multiple external partners
External partner
Operating model (see legend)

3. For other consumer legal services, major deals held by fast-growing competitors such as ACM,
Parabis Law and Quindell Legal Services make them highly visible in the weighted analysis
Thompsons, 12.9%
HSBC Trust
Company (UK),
9.3%
Irwin Mitchell,
7.7%
Parabis Law,
6.5%
Darbys, 6.3%
Quindell Legal
Services, 6.3%
ACM, 5.3%
Slater & Gordon,
5.3%
other, 40.5%

4. Key findings from the executive summary include:
• across the five service types considered – namely, legal helplines / assistance, commercial legal
services, conveyancing, will writing and other consumer legal services – the research identifies a
total of 851 distribution initiatives;
• among not-for-profit affinity partners, professional associations, trade associations and trade
unions are often involved in these areas, as are banks, building societies and insurers among
financial partners, and estate agency and property services firms among commercial partners;
• for legal helplines / assistance, the leading provider in both unweighted and weighted terms is
Croner, a trading style of Wolters Kluwer (UK), mainly by virtue of its many relationships with trade
associations;
• in the realm of conveyancing, Thompsons is the provider with the greatest number of affinity
partnerships, principally as a result of its strong links with trade unions, although eConveyancer, a
trading style of United Legal Services, leads on a weighted basis.

What is the cost and format?
Affinity and Partnership Marketing in UK Legal Services is available as a standard PDF document.
The PartnerBASE™ database that accompanies it is in Excel format. Costs for this study plus related
titles about affinities and partnerships in financial services, are as follows:
* For purchases of multiple reports, a discount scale is available: please contact Finaccord for
further details.
# VAT at the prevailing rate will be added to the basic price for UK-based buyers. Costs quoted are for a single office,
single country licence only. For corporate user licence options, please see the next slide for further details.
REPORT COST *
Affinity and Partnership Marketing in UK Accident and Health Insurance
Affinity and Partnership Marketing in UK Commercial Non-Life Insurance
Affinity and Partnership Marketing in UK Household and Home Emergency Insurance
Affinity and Partnership Marketing in UK Life Insurance, Retirement Products and Financial Advice
Affinity and Partnership Marketing in UK Motor and Breakdown Recovery Insurance
Affinity and Partnership Marketing in UK Payment Cards and Consumer Finance
Affinity and Partnership Marketing in UK Pet Insurance
Affinity and Partnership Marketing in UK Travel Insurance
£1,495
£1,495
£1,495
£1,495
£1,495
£1,495
£1,495
£595
£795

How can the research be purchased?
Simple. Just go to the relevant area of the Finaccord web site available at
www.finaccord.com/order_uk_apmr.htm and fill in the online order form, clearly indicating:
• report required
• type of corporate user licence, if required *
• billing name
• address and e-mail address
• purchase order number, if applicable
Please allow up to one working day for the delivery of electronic copy by e-mail.
* For the corporate user licence please choose one of the following options:
1. One office, one country: no supplement over and above basic cost of reports ordered
2. Multiple offices, one country: additional 20% over and above basic cost of reports ordered
3. Multiple offices, two to ten countries: additional 50% over and above basic cost of reports ordered
4. Global (unlimited offices in unlimited countries): additional 100% over and above basic cost of reports ordered
VAT at the prevailing rate will be added to the price of any corporate user licence acquired by UK-based buyers.

Report prospectus affinity_partnership_marketing_uk_legal_services

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