Global Alternative Legal Brand Index 2019


EY Law has surpassed PwC Legal to emerge as the new leader in Acritas’ thrid Annual Global Alternative Legal Services Provider Brand index, showing that acquisitions can bring quick returns in building a global legal super brand. PwC just fell two points behind, dropping to second rank.

In Acritas’ annual global study, more than 1,000 senior in-house counsel were asked a series of questions about both traditional law firms and the new law/alternative competitors, including which providers were top of mind, which were most favored and which stood out as the most innovative.

While this index represents the collective global view, the holders of the top ranks vary considerably around the world – much like the picture in the traditional Global Elite Law Firm Brand Index. Thomson Reuters takes the lead in the US, followed by Axiom while the Big Four legal brands are clearly held back by the regulatory constraints. However, the Big Four take the top four ranks in the UK and Europe, led by PwC Legal and in Asia Pacific region it is EY Law that takes the lead.


Acritas is able to offer a short report which explores the data and results in more detail. Please do get in touch if this is something you would be interested in for your firm. Or for more information on how Acritas can support you in understanding innovation from the client’s perspective and advancing your firm’s innovation efforts, please contact:

Jo Summers on +44(0) 808 178 3020 /


Laura Smith on +44(0) 808 178 3020 /

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