The confines of geography no longer pose a challenge for law firms, thanks in no small part to today’s technology. The story of John Joy, managing attorney at New York City-based boutique whistleblower firm FTI Law, serves as an excellent example of this.
FTI law has clients from all over the globe; the majority hail from Europe and East Asia. As Joy tells Above the Law, maintaining a specialized focus while growing the firm restricts not in terms of geography but to the type of legal services needed by clients worldwide. As an example, most people who witness violations of the Foreign Corrupt Practice Act – the firm’s area of expertise – are located abroad.
Service expansion not only leads to an increased pool of potential clients but also provides a diverse cultural learning experience for the firm. Each culture brings a different perspective, thus bettering their ability to predict client needs. Although it might sound rosy, the process presents challenges. Language barriers, time zone management, maintaining a professional aura in a digital-first environment, and getting the right, U.S. licensed attorneys with knowledge of foreign cultures and legal systems are instances. But, these challenges have their silver lining — they push the company to innovate.
Languages, for example, are tackled by either ad hoc hires with the right linguistic skills or permanent hires responding to demand. The time zone issue is handled by having staff present round the clock. The most difficult problem though, Joy says, is to promptly reply to prospective clients. While automation and AI-assistance are prevalent out there, FTI relies on human resources to maintain the personal touch.
Central to FTI’s success is its commitment to delivering a quality digital client experience. In the age of video conferencing, establishment credibility doesn’t come with grand physical offices — but with a professional digital presence. High-quality audio-visual equipment plays an instrumental role in replicating an offline experience online. A strong digital setup also saves the firm from the expenditures of setting up offices overseas prematurely.
These strategies are not limited to FTI but can be employed by any small to medium-sized firm looking to make a mark at the global stage. Modern technology does not only make expansion possible but also allows these entities to remain specialized and effective, all the while reaping the benefits of being a small firm serving the world.