Trust is currency in professional services.
It wins clients, retains them, and plays a huge role in driving referrals. But in a digital-first world, trust isn’t built solely in boardrooms or over handshakes; it’s a process that begins long before a conversation takes place.
That means that, online, it’s your tech stack, processes and tools steering any first impression. And with many firms still relying on legacy systems that no longer serve them, trust can start eroding before you’ve had a chance to earn it.
These default processes are often ingrained in your day-to-day, simply because they “always have been”. We like to think of it as ‘change inertia’, whereby teams stick to longstanding habits, even when newer solutions show demonstrable value.
With AI, that changes.
In this blog, we’ll break down how AI can help your firm modernise - without disruption, and with genuine buy-in across the board.
Legacy systems refer to any outdated tool or process that a firm still depends on, despite it no longer being efficient or scalable.
Think of it like scaffolding: critical during construction, but a hindrance if left standing once the project is complete.
Whether it’s slow ticket response times, systems that don’t capture client interest or inaccurate information on your website, legacy infrastructure can quietly chip away at your reputation. These issues might seem minor in isolation - a missed email here, a delayed follow-up there - but taken as a whole, they can undermine your credibility.
In an AI-enabled world, where automation can catch what people miss, there’s no longer a reason for those gaps to exist.
While systems often call to mind old hardware and forgotten logins, they can also refer to the rigid processes and tools that keep your firm locked in place, unable to adapt or scale.
These systems can create a host of hold-ups:
Manual workloads that slow you down
Labour-intensive routines eat up time and energy. Manual data entry, repeated tasks and systems that don’t speak to each other all slow your team down, meaning valuable time is spent chasing up information rather than moving work forward.
Poor data visibility
Without a centralised, clean data structure, it’s difficult to get a reliable view of performance. Teams work in silos, decisions are based on guesswork and opportunities slip through the cracks.
Fragmented systems = fractured service
When data gets lost between tools or teams, so does client confidence. Poor follow-up and impersonal interactions quickly add up.
Inability to scale
If your operations run on manual effort, every new client adds more strain. It's hard to deliver the great service you want to be known for when you're just trying to keep up.
In an AI-enabled world, there’s no reason for these gaps to exist. AI tools can improve everything from data entry to lead scoring, which you can learn more about in our post on how AI is transforming lead qualification in the legal industry.
It’s tempting to think of AI as something grand and complex, but its real strength lies in its everyday applications. For professional services firms, that means quietly improving how work gets done on a daily basis: reducing manual tasks, surfacing timely insights, making client engagement more responsive and relevant.
If you’re already using a CRM like HubSpot, AI isn’t anything new; it’s likely already working behind the scenes, whether that’s through lead scoring, content recommendations, smart automation or forecasting.
The trick is applying AI with purpose. Here’s how:
Automate routine tasks
Repetitive admin can drain even the best of your staff, and it only slows fee earners and marketers down. Automation can tackle everything from data entry and meeting transcriptions to smart lead routing and more - exactly the kind of unglamorous work AI was designed to handle. With those insights, your team can focus on the right opportunities and respond to them faster.
Improve decision-making
AI-powered analytics help you make smarter decisions, faster. Rather than relying on outdated reports, you can look at predictive insights, like which leads are most likely to convert or when a client is at risk of churning.
Your team can then shape messaging that speaks directly to client needs at the right moment, making every interaction more effective.
Clean and connect data
AI tools can help flag inconsistencies, identify duplicates and even suggest corrections. Paired with CRM strategy, it’s a powerful way to move toward a clean, connected data foundation.
Personalise at scale
AI helps law firms deliver a more tailored client experience without piling on manual work. It can automatically group clients by case type or lifecycle stage, suggest helpful resources based on past queries, trigger timely emails like court date reminders or contract renewals — and even guide smarter prospecting by flagging the right leads at the right time.
Curious what that looks like in practice?
Check out how HubSpot’s AI prospecting tools work for law firms in this short video.
Embracing AI might seem like it’ll require a seismic change in how you already run your firm, but with the right focus, you can introduce it in a series of small, manageable steps. The goal isn’t to overhaul everything overnight; it’s to make steady, doable progress without your team getting overwhelmed.
1. Clarity on objectives
What does success look like? More qualified leads? Better reporting? Define the problem before picking the tool, as it’ll set the tone for everything to follow.
2. One connected platform
A unified CRM like HubSpot helps centralise your data, automate workflows and build scalable processes into your day-to-day from the get-go. It’s also where AI features are being actively beta tested and developed, so you’re set up to evolve as soon as a useful tool enters the market.
3. Take it step by step
Transformation doesn’t need to be disruptive. Start with one process or department, then build from there. Small wins build momentum and prevent your team from getting bogged down in the minutiae of new systems and settings.
4. Find the right tech, not the latest tech
Rather than rethinking every last rung of your tech stack, search for tools that slot into your existing setup. One product may help your lawyers prep faster, another might be built to give BD teams clearer insights or take admin tasks off someone’s plate. Figure out your firm’s priorities and adopt the tech that works in tandem with them.
5. Get buy-in from the team
Change is easier to embrace when it feels useful, not abstract. Start with a small pilot or one clear improvement that takes pressure off the team. When people see something working for them, they’re much more likely to help it stick.
Start with one area, like automating follow-up emails or cleaning up client records, and over time, these shifts will compound into a firm that runs smarter behind the scenes.
Legacy systems might feel safe, but in reality, they’re limiting your firm’s ability to adapt. With AI-powered tools and a modern, connected CRM built to strengthen client relationships, you can future-proof your operations while making day-to-day work smoother for everyone.
If you're curious how to get started, or want to explore what a smarter setup could look like, we're here to chat.