Fast-growing UK top 50 law firm Freeths selects Peppermint for CRM

UK top 50 law firm Freeths is continuing its digitisation journey with the selection of Peppermint Technology’s SaaS Microsoft cloud-based client relationship management system, Client Engagement.

Freeths, which has twelve offices across the UK, has been growing organically since 2015, and in 2022 revealed a record performance with turnover up by 9.3% to £112m. Commenting on the results last year, Freeths managing partner Karl Jansen credited Freeths’ relationship with its clients.

The intention is for Peppermint’s CRM solution to modernise Freeths’ marketing and business development activities, with BD director Simon King commenting: “Freeths is a hugely successful business that has quickly grown to become a top 50 law firm. Investing in a CRM solution will allow us to create a rich understanding of Client Engagement across the firm to inform our business development activities.”

Maria Kirby, head of digital, added: “Client Engagement will enable us to create precision marketing campaigns that allow us to promote relevant services to existing and prospective clients.”

Freeths has undertaken a significant IT overhaul over the past five years, having selected its first-ever chief technology officer – Richard Hodkinson – in 2018. Since then it has adopted a cloud-first posture and in 2020 selected iManage Cloud in place of Lexis Axxia, and Sharedo for case management. This year Bryan Cave Leighton Paisner’s global director of practice innovation, Nick Pryor, joined Freeths as director of knowledge management and innovation.

Matt O’Callaghan, Peppermint’s chief sales & marketing officer, commented “We are proud to welcome Freeths to the Peppermint Community. We have been working with Simon and the team for a number of months and we are absolutely thrilled to now start the journey of bringing their BD and marketing vision to life.”