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In this guide, I’ll be talking about how to identify a law firm’s competitors. This is a skill that’s not only useful for applications but also helps you get a much better understanding of the legal industry as a whole. Honestly, this was something I initially struggled with. I found it hard to figure out where one firm stood compared to others in the same space. However, once I cracked the code, everything became so much easier. Applying to firms felt less overwhelming because I already knew the industry inside out. For any firm I applied to, I also had a clear picture of who their competitors were, which made answering application and interview questions so much smoother.
Understanding a law firm’s competitors is crucial because it helps you position yourself as an informed candidate. It shows you’ve done your homework and understand not just the firm but also the broader landscape they operate in.
This is a simple four-step method I use to figure out a firm’s competitors, with some examples to make it easier to follow.
Step 1: Identify the Firm’s Core Practice Areas
Start by looking at the firm’s primary areas of expertise. You can find this information on the firm’s website under "Practice Areas" or "What We Do."
Example 1 (CMS):
CMS has a strong focus on tax law, real estate, and energy and infrastructure.
Example 2 (Transactional Law Firms):
Kirkland & Ellis and Latham & Watkins specialise in high-yield debt and large-scale private equity (PE) transactions. Travers Smith focuses on mid-market private equity.
Step 2: Search for the Firm’s Chambers Rankings
Visit Chambers and Partners’ website and check the firm’s rankings in their core practice areas. Focus on the practice areas where the firm is ranked highly.
Example 1 (CMS):
CMS is ranked Band 1 for Tax in the UK.
Example 2 (Transactional Law Firms):
Kirkland & Ellis and Latham & Watkins are consistently ranked at the top for Private Equity: High-End Capability and Capital Markets: High-Yield Debt. Travers Smith is ranked in Band 1 or 2 for Private Equity: Mid-Market.
Step 3: Identify Other Firms with Similar Rankings
Look at which other firms are ranked in the same or adjacent bands for those practice areas. These firms are likely competitors as they operate at a similar level of expertise and reputation.
Example 1 (CMS):
For Tax, other firms ranked in Band 1 or Band 2 include PwC Legal, DLA Piper, and Freshfields Bruckhaus Deringer.
Example 2 (Transactional Law Firms):
In high-yield deals, firms like Weil, Gotshal & Manges and Simpson Thacher frequently compete with Kirkland and Latham. In mid-market private equity, Macfarlanes and Addleshaw Goddard are notable competitors to Travers Smith.
Step 4: Analyse the Scope and Type of Deals
Investigate the types of deals the firm works on. Are they advising large multinationals, mid-market clients, or startups? Do they focus on complex cross-border transactions or smaller domestic matters? Identify other firms handling similar client types and deal scopes.
Example 1 (CMS):
CMS often works on mid-market deals and has a strong client base in the energy sector. Firms like Eversheds Sutherland and Pinsent Masons also operate heavily in these areas.
Example 2 (Transactional Law Firms):
High-Yield Private Equity: Kirkland & Ellis and Latham & Watkins typically handle large-scale, cross-border transactions for major PE clients like Blackstone and KKR. Their deals are often complex, high-value, and heavily leveraged.
Mid-Market Private Equity: Travers Smith advises mid-market PE firms like Bridgepoint and Inflexion, often on buyouts, exits, and growth capital investments. Their deals are smaller in scope but require tailored, hands-on advisory.
Confirm Your Findings
If a firm appears consistently across all four steps, it’s very likely to be a key competitor.
Example 1 (CMS):
When analysing CMS, you’ll notice that Eversheds Sutherland, Pinsent Masons, and DLA Piper come up repeatedly in tax law, real estate, and mid-market energy deals. These firms are strong competitors of CMS.
Example 2 (Transactional Law Firms):
For high-yield private equity deals, Kirkland & Ellis and Latham & Watkins consistently compete with Simpson Thacher and Weil, Gotshal & Manges. For mid-market private equity deals, Travers Smith faces competition from Macfarlanes and Addleshaw Goddard.
Note:
Although I’ve been going on and on about band rankings, band rankings are not everything. A firm may not have a Band 1 ranking in an area, but still have a good specialty in that practice - within a niche instead. Find out which law firms compete within that niche as well, to decide their respective competitors.
Another special note:
If you’re trying to figure out if firms are competitors, I wouldn’t rely on Band 1 rankings alone. It’s a good starting point, but there’s more to it. For example, just because a firm is Band 1 in infrastructure and five other firms are too, doesn’t mean they’re all direct competitors. You’ve got to dig deeper into what they actually do within that area. Are they working on the same type of projects? One firm might specialise in financing infrastructure deals, while another focuses on disputes or PPP projects, so they might not be directly competing.
You also need to look at where they’re operating. If one firm’s focus is primarily in the UK and the others are big in Asia or Africa, they’re not really clashing for the same clients. Cross-border work is another factor. If two firms have a strong global reach, they’re more likely to compete than if one only works regionally.
Another thing to check is their client base. Are they going after the same kinds of clients, like government bodies or private equity investors? If you notice they’re working for completely different sectors, they might not even be on each other’s radar. Rankings won’t tell you that, but their deal announcements or case studies might.
Then there’s reputation, beyond just being ranked Band 1, are these firms seen as leaders in the field? Do they publish thought pieces, host events, or push innovation like new ESG approaches? Sometimes a firm might technically rank the same but not have the same level of influence in the market.
Volume and size of deals also matter. A firm doing smaller or mid-sized infrastructure work won’t really be competing with a firm that handles billion-pound projects. It’s about scale, not just rankings.
One thing that really gives it away is lateral hires. If two firms are always poaching talent from each other in a certain area, it’s a big sign they see each other as competitors. And finally, you’ve got to think about strategy. If a firm has publicly said it’s focusing on growing its infrastructure practice and targeting the same regions as another Band 1 firm, that’s a clear overlap.
So yeah, Band 1 rankings are helpful, but they’re just scratching the surface. You’ve got to think about clients, geography, deal size, and strategy to really figure out if firms are competing. It’s all about the bigger picture.
Why This Approach Works
This method saves time and ensures accuracy by systematically cross-referencing rankings, deal types, and client profiles.
Best of luck this cycle… we’re rooting for you !!!
Hey @pleasepleaseplease ,
Yes, you can definitely go beyond the London office, but I still recommend touching on it in detail. This is because I presume the firm would want to know you are drawn to the office you’re applying to specifically.
Before answering questions like this, I usually made a map of the firm’s competitors as this helps narrow things down. In order to know how a firm maintains its competitive advantage, you need to first of all know its main competitors.
In terms of how a firm actually maintains its competitive advantage, I found it useful comparing its stance in the market (practice area-wise, for example) with those of other firms in the same band as it. Then, I subsequently researched those other firms too to see if the firm I was applying to had a unique offering that made it stand out, such as a niche offering within a practice area that other firms in the market may not be particularly engaged in. Just to flag here, there is no need to actually mention the firm’s competitors in answers, as one would run the risk of indirectly negatively touching on other firms. I had made a thread on this once, regarding how to identify a law firm‘s competitors, which I’ve linked here - https://www.thecorporatelawacademy.com/forum/threads/guide-to-identifying-a-law-firm’s-competitors.9422/
Hope this helps, and best of luck with the apps!
Hey @murm and @AnAnonymousDuck ,
I have actually made a thread on this which I have linked below.
Looking at the thread also, I now see the need to expand on certain areas to enable candidates to be more specific with the question on a law firm’s respective competitors.
I’ve included a more detailed analysis below:
If you’re trying to figure out if firms are competitors, I wouldn’t rely on Band 1 rankings alone. It’s a good starting point, but there’s more to it. For example, just because a firm is Band 1 in infrastructure and five other firms are too, doesn’t mean they’re all direct competitors. You’ve got to dig deeper into what they actually do within that area. Are they working on the same type of projects? One firm might specialise in financing infrastructure deals, while another focuses on disputes or PPP projects, so they might not be directly competing.
You also need to look at where they’re operating. If one firm’s focus is primarily in the UK and the others are big in Asia or Africa, they’re not really clashing for the same clients. Cross-border work is another factor. If two firms have a strong global reach, they’re more likely to compete than if one only works regionally.
Another thing to check is their client base. Are they going after the same kinds of clients, like government bodies or private equity investors? If you notice they’re working for completely different sectors, they might not even be on each other’s radar. Rankings won’t tell you that, but their deal announcements or case studies might.
Then there’s reputation, beyond just being ranked Band 1, are these firms seen as leaders in the field? Do they publish thought pieces, host events, or push innovation like new ESG approaches? Sometimes a firm might technically rank the same but not have the same level of influence in the market.
Volume and size of deals also matter. A firm doing smaller or mid-sized infrastructure work won’t really be competing with a firm that handles billion-pound projects. It’s about scale, not just rankings.
One thing that really gives it away is lateral hires. If two firms are always poaching talent from each other in a certain area, it’s a big sign they see each other as competitors. And finally, you’ve got to think about strategy. If a firm has publicly said it’s focusing on growing its infrastructure practice and targeting the same regions as another Band 1 firm, that’s a clear overlap.
So yeah, Band 1 rankings are helpful, but they’re just scratching the surface. You’ve got to think about clients, geography, deal size, and strategy to really figure out if firms are competing. It’s all about the bigger picture.
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Guide to Identifying a Law Firm’s Competitors
In this guide, I’ll be talking about how to identify a law firm’s competitors. This is a skill that’s not only useful for applications but also helps you get a much better understanding of the legal industry as a whole. Honestly, this was something I initially struggled with. I found it hard to...www.thecorporatelawacademy.com
Hi guys I've got my first ever AC coming up so if anyone has any general advice for preparation that would be really appreciated!
Also I had a more specific question about how to answer a question about firm's competitors in an interview? I hear some people are asked about other firms that they have applied to. Is it best to state firms that are similar to the firm so that your 'interest' in the firm seems more genuine? Or does it not really matter what the other firms you've applied to are as long as you state why you prefer the firm you're interviewing for? I've applied to a mixed bag of firms so just wanted some more info on best practice for these types of questions. Thanks everyone!![]()
This is a really good question. I have quoted some posts to help.
With regards your more specific questions…
Is it best to state firms that are similar to the firm so that your 'interest' in the firm seems more genuine? Or does it not really matter what the other firms you've applied to are as long as you state why you prefer the firm you're interviewing for?
Not necessarily, no. While mentioning firms that are similar off the face of it can be beneficial, you do not need to do this to effectively differentiate between their competitors. The question also comes in on differentiating factors - many firms will be different to what seems to be their competitors, depending on what factor you consider. For example, practice area wise, firms will be competing with firms in the same band ranking as them, most likely. However, this may not even be so, because they may also compete within the same ranking but have a different client base, within a different sector, or niche. Firms could also be competitors based on things such as training philosophies /methodologies, but not practices. So this question really depends on what factor you consider. When I was applying, the question of which other firms have you applied to, usually covers this, not the question of who are our competitors. They are really two different questions. With answering the first, all you really need to do is discuss their main competitors and the best way to do this is through their work. You do not need to have applied to these firms to answer this question well. More info, however, is on the posts I have quoted. Secondly, when I was often questioned about the other firms I applied to, I was definitely probed on why X since our line of work is different, etc. Through that, I discussed the reasons highlighted above on how it really depends on what factor you look at, such as work, trainee size, etc, and how you found that cumulatively, the firm you are applying for offers you more of this than the rest.
At the end of the day, it’s all about personal preferences and nobody will question you for preferring certain things to others. In answering questions such as these though, I want to stress the importance of not indirectly slandering other firms as your interviewers will certainly expect and know you to be applying elsewhere. This is where one needs to be diplomatic with their choice of words.