How Aircall Helped Genuine Legal Become a Unicorn within the Legal Industry

Nobody calls a solicitor because things are going well. Yet, people are often reluctant to contact a law firm even when they need one, as law firms are generally seen as expensive and impersonal. Genuine Legal, a law firm in Australia, was determined to make legal services more client-focused and affordable for those who need them across the country.

With its headquarters in Brisbane and offices throughout Australia, Genuine Legal is a leading law firm that has broken the mould of how legal services are traditionally delivered.

From the outset, Genuine Legal chose to harness the best technology available to serve their clients in the most transparent and personalised way possible.

“We're very different from other law firms, as we’re fixed fee, low-cost. We don’t charge per hour...and we offer payment plans. Currently, no other family law firm does this in Australia.”

Recently, we caught up with Genuine Legal’s founder and CEO, Evgeny Vasilyev to find out more about how Aircall and HubSpot combined to create the perfect partnership to help them achieve a 360° view of communications with their clients.

Simplifying Costs and Legal Services

Genuine Legal is one of the largest family law firms in Australia. This is mainly due to the unique value proposition they offer their clients. Unlike other law firms, Genuine Legal doesn’t charge by the hour. To make things even more affordable, they offer payment plans. The idea behind the fixed-fee model is to be completely transparent about how clients are charged. Clients find it easier to agree to a contract with a law firm when they can plan how to fit the costs into their budget.

Phone Conversations Are a Key Pillar

At Genuine Legal, phone conversations are a key part of customer relationships. With Aircall and HubSpot, processes are now more streamlined, efficient, and personalised.

All calls go through HubSpot, whether the contact comes from a social media platform, live chat, the website, or a customer calls directly. A team of legal assistants is always ready to respond to clients immediately. Clients can speak with a paralegal and upload documents directly into their file.

When a paralegal or solicitor needs to call a client, they can do so directly from HubSpot via the Aircall integration. Solicitors can easily take it from there as everything is in one convenient place.

“When they call, we can greet them by name. We can see from their Hubspot profile when they call, how many times, everything… We have better customer service.”

From a growth perspective, the dashboard and analytics give them greater visibility into call volumes and missed calls.

Leveraging Digital Transformation and the Path to Success

Vasilyev credits the company’s success to its commitment to digitalisation, personalisation, and a willingness to think differently. Using multiple channels including voice email, social media, and chat is an unusual approach to client interactions in the legal sector, and it’s one that gives them complete visibility of every communication with their clients.

“Law firms don't use CRMs in Australia — they use email and paper files. With the connection with HubSpot, everything’s pretty much in one place.”

Genuine Legal uses Microsoft Teams and HubSpot successfully. They weren’t having as much success with phone system providers. Initially, they used Spoke Phone and later switched to Optus Loop. Over time, they experienced a lot of frustration with call quality and steep, rising prices. Aircall offered better call quality and transparent pricing, making it a better alternative. Aircall also solved another of their problems, which was having a system that enabled remote teams.

Aircall’s online advert first caught Vasilyev’s eye. He was quickly impressed by the transparent pricing model, so he decided to try it out. The teams were pleased with the results.

While Genuine Legal generally prefers to work with Australian-based companies, once they learned that Aircall was an industry leader in cloud-based telephony with a local support team in Sydney, it was easy to overcome any objections. Ultimately, clear voice communication, transparent pricing, remote capability, dashboard analytics, and the flexibility of working with HubSpot made switching to Aircall an easy decision.

“The first thing that attracted us to Aircall was transparency on the website pricing. Then we tried it for a week and I got brilliant feedback from our legal systems teams like, wow, finally, the phone's working.”

Increased Productivity and Greater Visibility Among Team Members

Now that Genuine Legal can manage calls more efficiently, they’ve been able to launch new value propositions for clients and are attracting more and more clients as a result.

The solicitors were delighted to be able to listen to call recordings through the analytics dashboard. If they want to hear the exact conversations that have taken place before calling a client, the call recordings are easily accessible as they’re embedded directly into the customer file. Solicitors get all the details and can be sure they have the right context before connecting with a client.

“We like the option to record calls because we listen to get notes and everything. It’s very easy. Say, if a legal assistant spoke to a client, we can send a message to a solicitor saying our client said this, and you can send the link to hear the recordings.”

Since adopting Aircall, Genuine Legal has been able to maximise the potential of the HubSpot integration and deliver better customer service than ever before. Legal teams and solicitors now have access to a 360° view of their customers and have achieved greater efficiency and productivity in their operations. Analytics data allows them to use defined metrics to track their progress. With these tools, Genuine Legal is well placed to continue being one of the most innovative law firms in the country.

“Even if they [other companies] don't use a CRM, it's still a great product, especially now. When things can go into lockdown tomorrow, we know that our staff can go home and just talk to customers from there.”