In this article, we look ahead to the top small law trends for 2025 and the how you can take action to achieve your firm's growth goals. We've asked experts from the Small Law BIG PROFIT Summit what they see coming and, more importantly, how you as a small law firm owner can address it.
You’ll see some common themes coming together.
Not a surprise, AI and automation make a repeat appearance, so much so that two of our below sections cover the implications of AI for Small Law Firms in 2025 as well as the specific use of AI in Small Law Sales and Marketing.
Other top small law trends had to do with the entry and exit of attorneys into and out of the small law space.
Finally, in looking to our predicted top trends for small law in 2025, a focus on the workplace and workforce. With specialization on the rise as well as more modalities for working and hiring than ever before, our experts see these as another area of trending change.
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Which small law trend do you see most likely to pan out in 2025?
Don’t Let Trends (Or Function) Pass You By
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Implications of AI In Small Law For 2025
AI Affects The Billable Hour: For Clients and For You
Rachel Steininger, Upward Acceleration
Law firm clients will begin getting more savvy to, and more impatient with, being billed for things that could otherwise be handled by AI and automation. They will expect that you are using AI and automation to save them money.
In small law firms specifically, some owners will take full advantage, leveraging these tools to create more profit, freedom and consistency of execution. But for others, profit margins will only narrow.
In addition, I not only see more firms using these tools, but taking advantage of alternative pricing models like flat fees, installment and subscription pricing. These models take the question of “who” or “what” should be doing the work off the table. They also provide accessible and budgetable pricing for the clients and create sustainability and predictability for a small law firm’s income stream. Having worked with many clients using this model already, the move beyond the billable hour can create more profit, especially when implemented correctly.
Combining your use of AI and automation with a modern, well thought out alternative pricing model can make for happy clients and a happy bottom line.
AI: Reducing The Need For Future Hires
Walter Miller, Norman Professional Services
AI, AI & did I say AI. For the small legal market this will create opportunities to compete with much bigger firms. Relative to law firm profits, I believe AI will increase the productivity of all staff members. It might make a few folks unnecessary. But I think it's more likely to make the existing staff way more productive and reduce the need for future hires.
Countermeasures to AI will be Necessary
Dan DeFay, NorthStar Technology Group
AI adoption will increase among small law firms and will be used in great ways to increase efficiency. However, AI adoption will also increase among cybercriminals, especially for phishing and social engineering attacks. Video and voice manipulation will develop to a point where humans can be unaware of what is real and fake. AI countermeasures will be implemented to help determine legitimate identities.
Deep Relationships Needed To Thrive
Bruce La Fetra, Eastwood Strategy
Lawyers have become comfortable because they have plenty of business. The legal market will become more competitive -- especially for smaller firms -- due to the economy, automation, and other factors. Firms with deep client relationships will thrive compared to firms that engage in transactions.
AI In Marketing & Business Development
A Significant Small Law Advantage With AI
Marc Apple, Forward Push | Law Firm Marketing
The top trend I see coming in 2025 that will significantly impact the small and solo legal market is the increased integration of AI-driven marketing and automation tools. Firms that embrace these tools will gain a significant advantage, as they’ll be able to market smarter, not harder. The firms that resist adopting AI and automation, however, risk falling behind in a marketplace where clients expect fast, responsive, and digitally savvy legal services.
Beware The “Enshittification.” Stand Out Instead.
Laura Sauter, Agency Bel
As social media fatigue grows, audiences increasingly crave exclusive, invite-only experiences that feel authentic and can’t be easily accessed or replicated. By 2025, the appeal of an anti-algorithm culture—resisting the homogenizing effects of algorithms and AI-generated content—will intensify, especially as concerns about "enshittification," or the gradual decline in cultural and content quality, become more pronounced.
To meet this shift, law firms can stand out by focusing on tailored, high-value client experiences that emphasize exclusivity and authenticity. Rather than relying on broad, impersonal digital marketing, firms can create “invite-only” educational webinars, private consultations, or exclusive insights tailored to client-specific legal needs. Moving away from generic content, firms should focus on real, human-centered storytelling—using case studies and client testimonials to build trust and connection.
Targeting niche practice areas or specific client profiles can allow small firms to deepen client loyalty, resonating more with their needs rather than casting a wide net. Personal interactions, such as regular check-ins and customized legal updates, can reinforce a firm’s commitment to each client. Building small, connected client communities or hosting private client events can also foster authentic engagement.
Streamline Client Acquisition With AI For Small Law
Steve Fretzin, BE THAT LAWYER with FRETZIN
In 2025, AI will continue to transform legal business development. Tools that automate client follow-ups, generate leads and even handle initial consultations will become more accessible to small firms. Lawyers who embrace these technologies will have a competitive advantage, allowing them to streamline client acquisition and free up time for more strategic work.
Identify Processes & Personalize Marketing
Michael Buzinski, Buzzworthy Marketing
The increased use of AI-powered tools for client acquisition and engagement. AI is rapidly transforming how firms manage marketing strategies, from automating client communication and follow-ups to providing data-driven insights that optimize marketing campaigns. AI-driven chatbots, for instance, can handle initial client inquiries 24/7, qualifying leads before they reach a lawyer, saving time and increasing conversions.
Additionally, AI tools can help small firms personalize marketing efforts through tailored email campaigns, predictive analytics, and improved content marketing strategies. Firms that adopt these technologies will gain a competitive edge, delivering more efficient services and attracting tech-savvy clients, while those that don’t risk falling behind in an increasingly automated and data-driven market.
The first step in exploring AI is to identify key areas of your marketing process that can benefit from automation and data insights. Start by assessing repetitive tasks that consume time, such as client follow-ups, social media scheduling, or lead qualification. These are ideal for AI-powered tools like chatbots or automated email marketing platforms.
Next, explore how AI can help you better understand client behavior by using data analytics tools to optimize campaigns and personalize content. Research and choose AI tools that align with your firm's specific needs, whether it's improving client engagement or streamlining marketing workflows.
By starting with a clear understanding of where AI can add the most value, you can gradually integrate these tools into your marketing strategy to improve efficiency and results.
Transitions In and Out of Small Law
More Arrivals To Small Law In 2025
Evan Polin, Polin Performance Group
More and more attorneys will refuse to conform to the restrictions of mid-sized and large firms, and they will continue to start solo and small practices. Younger attorneys don't want to work 60-hour weeks and will either find or create situations to match the lifestyle that they want to live.
Expect Succession Planning
Michael Schodrof, Alex Brown/Raymond James
Succession planning: Many boomer-led firms are acquiring millennial-led firms to create a viable succession plan. If you adopt tenets of Value Acceleration, you can assure that you are always in position to be a seller OR financially stable buyer.
A Shifting View Of The Workplace
Hybrid Work Environments For Small Law
Ron Bockstahler, Amata Law Offices
Increased adoption of hybrid work environments. The move towards a mix of virtual and physical office spaces will continue to grow and prove out to be a reliable pathway to improved productivity, efficiency and professionalism in the legal space.
In Office vs Remote: Take Off The Blinders
Belle Walker, Belleview Consulting
The debate around ""in office"" versus remote is going to continue to simmer and cause challenges for small / solo law firms. There is no universal correct answer about whether to require time in the office but it is important to be clear about why your firm sets the policies it sets and what the benefits or challenges will be for the chosen path.
Too often, business owners make decisions around their personal preferences rather than what is best for the business and many small / solo firms could skip the pain in 2025 by reflecting on what the business needs and adjusting accordingly.
A Shift Toward Strategic Staffing
Julia Taylor, LevLegal, LLC
A big trend I see coming in 2025 for small and solo law firms is the shift towards more strategic staffing, especially through outsourcing and using virtual paralegals. With firms facing tighter budgets and clients expecting fast, high-quality service, outsourcing is going to play an even bigger role in how law practices operate efficiently.
Rather than hiring full-time in-house staff for every role, firms are realizing they can tap into virtual paralegals and other remote professionals to handle specific tasks without the overhead of traditional hires. This flexibility allows firms to scale up or down based on their current workload, which is especially helpful for smaller practices that need to stay nimble.
Plus, outsourcing specialized roles—like virtual paralegals with expertise in certain practice areas—means firms can access high-quality support without spending a fortune. In 2025, I expect more firms to embrace this model, not just as a cost-saving measure, but as a way to offer better, faster service and keep up with larger firms. By thinking creatively about staffing, small firms can focus more on practicing law and less on managing a full-time office.
A Final Note On Small Law Trends
As we close in on the final weeks of 2024, and look to trends for small law in 2025, there are challenges and opportunities ahead. From AI, which is far more than an efficiency play, to workplace dynamics, where choice is higher and more complicated than ever… it’s crucial you ground your next steps in the goals that have highest priority for you.
It’s easy to get caught up in the trends and the things others are doing. Remember to listen to what your small law firm really needs, what you need, and what your clients are asking for.
Trends are great, but they are here to inform you, not derail you.
To get a better sense of what you need next, don’t forget to join us for the Small Law BIG PROFIT Online Summit.
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Last thing, let me know what resonated most with you in this blog post? Was there something new you hadn’t thought of yet? Something you want to take action on? Send me a DM on LinkedIn or Instagram or share it in the Community as part of your Summit experience.
Let’s make 2025 your small law firm’s year for More Profit, Not Stress!
