When Nexa Law launched in 2017, the new model law firm concept was barely understood by the profession. A lawyer at a traditional firm had two paths: employee or equity partner. Both came with security — a salary, a support structure, a firm to shelter under.

Nexa’s proposition was fundamentally different. Join us, and you’re effectively running your own business within our umbrella. Keep significantly more of what you bill. Choose your own clients. Work when and where you want. But give up the safety net.

To “convert” the right people required a deep understanding of what lawyers at different stages of their career actually needed to feel before they’d even consider making the leap.

Over seven years, Nexa Law has grown from three people with a vision to one of the most recognised new model law firms in the country — ranked in the UK’s top 200 law firms, with over 190 consultant lawyers covering almost every legal discipline.

The foundation of everything was ongoing user research with lawyers themselves. Through regular interview cycles, we mapped the psychology of the decision — not just what information lawyers needed, but the emotional arc they went through. Some were ready to jump. Some would never leave the security of employment. And a significant middle group would consider the idea for months — sometimes years — before making contact.

That insight shaped every CTA, every piece of copy, and every conversion tool on the site.