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Israel’s LawFlex was ‘inspired’ by Lawyers On Demand and Axiom

'If both sides to the deal are unhappy, then something has to change,' says Zohar Fisher

7 September 2015

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By Manju Manglani, Editor (@ManjuManglani)

A flexible legal resourcing business has been launched in Israel by an ex-Freshfields associate and legal marketing provider.

LawFlex aims to fill short-term legal staffing gaps for leading law firms in Israel.

"The time is now ripe for Israel to have a flexible resourcing business because the market is demanding a decrease in legal fees on the one hand whilst expecting quality to remain at the highest level," Zohar Fisher, co-founder of LawFlex, told Managing Partner.

"This can only happen if alternative working models are adopted by the law firms. They don't have to look too far across the ocean to find what these alternative working models are."

He continued: "LawFlex will create a wave of change in the Israeli market by being the first company to offer law firms and lawyers alike an alternative way of practicing law.

"Naturally, others will follow, but you need a strong brand and an effective campaign to teach the market that legal outsourcing and in-sourcing is a viable model - LawFlex is taking on that role."

Fisher said the local venture was "inspired" by Lawyers on Demand and Axiom Law and aims to provide low cost and high quality services.

"LOD and Axiom stand out as being leaders in the field of alternative legal services providers," he said.

"LOD did an amazing job of re-educating the market that this really is a good idea. With a well-designed website, an active blog and media campaign and a genuinely good product, they were able to make legal outsourcing and insourcing mainstream."

He continued: "Mark Harris, founder of Axiom, was perhaps the first to notice that clients aren't satisfied and lawyers are unhappy - if both sides to the deal are unhappy, then something has to change. We were driven by this premise when creating LawFlex."

LawFlex, which officially launched in early July, began testing the Israel legal market's reaction to its service offering a few months beforehand.

"We have already met with over 60 Israeli law firms, the majority of them showing a keen interest in what LawFlex has to offer," said Fisher.

"Since launch, we have begun working with more than 10 Israeli law firms. In addition, we have already had referrals from international law firms (mainly in the UK), and we'll start working soon with at least one of them."

LawFlex was founded by Jackie Donner, formerly of Freshfields Bruckhaus Deringer, and Fisher, founder of Israeli legal marketing company Robus.

In November, they plan to meet magic-circle and silver-circle law firms which are interested in LawFlex "for both the Jewish angle and quality angle".

Several UK-headquartered international law firms have launched flexible resourcing businesses in recent years.

Berwin Leighton Paisner was the first international law firm to offer flexible resourcing with its 'Lawyers on Demand' business (piloted in 2007). Now known as LOD, the business was spun off in 2012 as a separate legal entity.

This was followed by Eversheds' 'Agile' (piloted in 2011), Freshfields Bruckhaus Deringer's 'Continuum' (May 2012), Pinsent Masons' 'Vario' (spring 2013) and Allen & Overy's 'Peerpoint' (November 2013).

In February 2015, Addleshaw Goddard confirmed that it was planning to launch a flexible resourcing business too.





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