For decades, personal injury firms have competed on relatively even footing. While firms varied in size, geography, and marketing sophistication, the competitive set was limited. Out-of-state players like Morgan & Morgan invested heavily in advertising but for the most part, local and regional PI firms fought on familiar ground.
That is about to change.
With regulatory shifts in states such as Arizona and Utah, private equity is entering the legal market. Soon, firms will no longer be competing only against each other. They also will be competing against companies with capital reserves that can fund marketing engines far beyond what most PI firms have ever faced.
This shift represents both a threat and an opportunity. In a recent episode of Legal Marketing Radio, I spoke with Steve Gursten, owner and lead attorney at Michigan Auto Law, about what this means for law firm leaders. The consensus was clear: firms that take branding seriously, starting now, will be best positioned to defend their market share and thrive in 2026.
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Many attorneys still dismiss branding as an intangible or untraceable cost. In an industry that prioritizes case acquisition costs and intake conversion rates, branding can feel unnecessary or even indulgent.
The reality is very different. Branding is not an accessory. It is a growth driver.
Branding should not be viewed as an expense. It should be seen as an investment that multiplies the effectiveness of all other marketing activities.
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Steve Gursten and I discussed the significant disruption that will occur when private equity-backed firms begin competing for personal injury cases.
As Steve noted, the fear among PI firm owners is justified. Private equity will change market dynamics, and it will quickly supplant firms that fail to act.
One of the most dangerous misconceptions among PI leaders is that branding can be quickly established and put to work. However, the truth is that building a brand requires time and consistency.
By the time PE-backed competitors arrive in force, it may be too late to play catch-up. Firms that begin branding efforts in 2025 will have a clear advantage when 2026 arrives.
Branding is not limited to logos or slogans. For PI firms, it is the holistic expression of how a firm shows up in the market. A comprehensive marketing plan should consider a firm’s:
Branding is the sum of every client interaction. When executed well, it creates recognition, authority, and preference.
One of the most powerful tools available to PI firms is community involvement. This centers around inclusive actions such as:
Private equity capital can fund advertising but it cannot buy trust. Community presence and visibility are areas where traditional PI firms hold a defensible advantage, provided they invest in them.
The personal injury market is at a turning point. Private equity-backed firms will soon be competing directly with established practices and they will bring levels of capital and sophistication the industry has not faced before.
Local PI firms are not powerless. By investing in branding, positioning, and visibility now, they can secure their status, retain market share, and position themselves for growth in 2026 and beyond.
Branding has always been good marketing. Today, it is a growth engine. In 2026, it will be the difference between firms that thrive and firms that are left behind.
If your firm is ready to protect its market position and build a brand for the future, let’s talk.