A Flying Start for F4LPlus

Group Director of Business Development, Nick Delaney, on the F4LPlus pilot and what we’ve learned so far.

Have you heard of F4LPlus?

Those of you who attended our 15th anniversary celebrations will know that a pilot was in the pipeline. We’re pleased to say it’s now launched, and we couldn’t have hoped for a more positive start.

In just over a month, more than 23,000 people have visited the online platform which allows consumers to compare providers of conveyancing, Wills and probate services. From this we have generated more than 3,300 quotes worth over £2.3 million on behalf of the firms taking part in the trial.

In its initial phase the pilot was extended to just 10 law firms in the North West, so it’s exciting to see these volumes at such an early stage and is a huge boost for our talented team whose hard work has enabled us to get to this point.

Although initially limited to the North West, our brand presence has resulted in us receiving enquiries from across the country and, combined with overwhelming consumer interest, we are delighted to now invite additional law firms to join the trial. We have limited availability open to firms based in the North West or operating nationally, as well as firms located in Yorkshire as we extend the trial.

F4LPlus selects the top five legal services providers most suited to users’ needs, which they are then invited to shortlist down to three. It is much more than a price comparison site, with consumers able to access information, for example, on a firm’s areas of expertise and online reviews from independent sites such as Trustpilot and Feefo and will soon include its own review platform.

As the pilot progresses, we’re continuously analysing the data to see how we can optimise and maximise performance across the process. Here’s what we’ve learned so far:

  • Price does matter – but it isn’t everything.

The data we’re seeing so far suggests that consumers do want to know the cost, but not so they can choose the cheapest. They’re also interested in what firms can offer, what their specialisms are and what previous clients have said about them.

  • Location isn’t the deal-breaker it once was.

While we have so far focussed our marketing efforts on the North West, we are seeing enquiries coming in from all over the country from consumers for whom corresponding solely or largely remotely is now the norm. This is allowing firms to strengthen and, in some cases, start to build their national presence.

  • Conversions can be a long game.

Research shows that consumers increasingly like to shop around and may visit a website several times before choosing a provider. This is confirmed by our own experience - around half of those looking for conveyancing services, for example, said they were still at the research stage. In a market where the estate agent normally gets first bite at the conveyancing cherry this brings added value to the firms on F4LPlus as they build a pipeline of prospective work.

We are constantly striving to improve and innovate to deliver the best for our panel firms and the early indications are that demand for a platform like F4LPlus is clearly there.

Drop Nick Delaney a line at [email protected] if you’d like to find out more.

Alternatively, you can find everything you need to know about F4Lplus and register your interest here.


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