Legal Strategist Shireen Hilal: What's Changing in the Legal Market [Community Counsel]

Legal Strategist Shireen Hilal shares insights on how small and mid-sized law firms can adapt to market shifts, leverage AI, and compete for higher-value clients

We spoke with legal strategist Shireen Hilal to understand what’s happening across the legal market—from Big Law to boutique firms—and how those shifts are beginning to impact smaller practices.

Her perspective is straightforward: while large firms are moving cautiously, smaller and mid-sized firms have a real opportunity to move faster, adapt, and win higher-value work.

What’s Changing in the Legal Market

Market Shift

Big Law is evolving—but cautiously. Firms are relying more on lateral partner hiring, pulling back on junior associate investment, and gradually adopting AI tools.

At the same time, clients are demanding more practical, business-oriented legal advice, which is putting pressure on traditional models.

Opportunity

Mid-sized and boutique firms are best positioned to capitalize. They are moving faster, advising in grey areas, and delivering more commercially practical guidance.

In a slow-growth market, firms that specialize, move quickly, and leverage AI have a real opportunity to capture market share.

Consolidation

With real demand for legal services growing only about 2%, firms are expanding by acquiring practices rather than relying on organic growth.

This includes lateral partner moves, practice group acquisitions, and full firm combinations—making consolidation one of the dominant growth strategies in today’s market.

What This Means for Small Firms

Small Firms Are Moving Upmarket

More firms are targeting higher-value clients with larger budgets. This shift is creating opportunities for smaller firms to compete on expertise rather than size.

Focus on niche positioning
Build services around higher-value work
Compete on insight, not scale

AI Is a Real Advantage for Lean Teams

AI adoption is expected to impact smaller firms faster than Big Law, allowing them to streamline work and reduce reliance on junior-level support.

Improve efficiency in legal work
Streamline back-office operations
Increase leverage without adding headcount

Business Development Is Evolving

Firms are looking beyond referrals and building more intentional business development strategies.

Develop systems beyond word-of-mouth
Create more consistent outreach
Focus on long-term growth engines

Client Experience Is a Differentiator

Clients are looking for more than technical advice—they want insight, connection, and curated experiences.

Smaller, high-touch interactions (salons, roundtables, dinners)
Education-driven engagement
Stronger peer-to-peer connections

Strategic Takeaway

Decide what you want to be known for and build a clear, consistent presence around it.

You don’t need to be the biggest firm—but you do need a defined position and a strong client experience.

Legal Strategist, Shireen Hilal on Steps You Can Take Now to Stay Ahead

Define your niche — clarify what you want to be known for
Evaluate your clients — identify opportunities to move upmarket
Explore AI tools — look for ways to improve efficiency
Strengthen relationships — create more intentional client touchpoints

Final Thought

“Best practices” are a path to mediocrity. The most successful firms focus on what their clients actually need—and build around that.

Insights provided by Shireen Hilal, CEO of Maior, a consultancy focused on growth strategy for boutique and mid-sized law firms.

About Legal Strategist, Shireen Hilal