Case Study: Affinity Distribution

Client Situation

A large regional law firm was seeking to attract new customers by offering a range of legal services to external partners.

The organisation had previously used only traditional channels to build its business and had only limited experience or infrastructure to develop affinity partnerships.

Our involvement

Developed a compelling proposition for partners and customers alike; focusing initially on a will-writing service. This included advice on marketing collateral, product design and pricing.

Identified the most appropriate potential sectors and organisations that would be attracted to the client and its proposition.

Led the marketing and sales effort for the client and provided advice on the organisational changes required (people, systems and management information) to meet partners' expectations and needs.


Secured 4 partnerships in a 6 month period, leading to a completely new income stream for the client.

Supported negotiations to develop long-term and mutually beneficial agreements.

Provided training support for partners as well as advice to the client, for introducing effective account management controls.

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