In the fiercely competitive world of City law, where top-tier talent and global reach are often table stakes, one firm is making a bold bet to differentiate itself. Addleshaw Goddard is investing heavily in an unexpected area: five-star, hotel-style client service designed to create memorable experiences and secure loyalty.
The 'Last One Per Cent' in Client Decisions
Ian Pigeon, the firm's Head of Client Services, leads a 150-strong team with a clear mission: to be the decisive factor when clients choose their legal representation. "We want to be that last 1 per cent when clients are making that decision to come to Addleshaw Goddard," Pigeon explained to City AM.
The philosophy is to treat "clients like best friends," a approach that leads to spontaneous, personalised gestures. In one instance, a client mentioned in passing that their daughter had woken them at 3am excited for her fifth birthday. Upon leaving the office, the client was handed a bag containing a large, freshly baked M&M cookie for the child, prepared by the firm's in-house chefs.
Pigeon described the gesture as "unplanned and improvised" and noted it "didn't really cost the firm much money," but the positive feedback confirmed it made a significant impact. The team is empowered to act on their own initiative, with £200 cash kept in every office and managers holding credit cards for spontaneous purchases of gifts or special ingredients.
Empowered Staff and Brand-Building Gestures
This high-touch service model relies on a deeply empowered workforce. Staff are trained and given the freedom to create unique moments, from presenting knitted baby boots to new parents to personalising meeting rooms with snacks featuring a client's company logo. The firm even uses 3D printers across its offices to craft imaginative gifts.
Critically, all these creations subtly feature the Addleshaw Goddard logo. When photos of these personalised touches appear on LinkedIn or other social platforms, they serve as organic brand promotion. To incentivise this culture, the firm runs an awards scheme recognising staff contributions to client experience, with winners receiving an extra three days' annual leave and £1,500 for a hospitality experience.
Pigeon emphasised that this exceptional service "comes from a huge amount of work" and is fundamentally about a "trust issue" with staff, not just budget.
A New Flagship Home at 41 Lothbury
This client-centric strategy is being fully realised at the firm's new London flagship office at 41 Lothbury, into which it began moving on Monday 2nd December 2025. Leaving Milton Gate, Addleshaw Goddard has taken 130,000 sq ft in the Grade II listed building, formerly the London and Westminster Bank, opposite the Bank of England.
Managing Partner Andrew Johnston said the move aligned with the firm's 250-year history and innovative reputation, calling it an opportunity "to reimagine a heritage building as a sustainable workplace for the future." The location is tactical, supporting the firm's 2030 strategy to increase its influence in London.
The building features a mix of neoclassical and modern architecture, with a standout 'winter garden' on the sixth floor offering views of St Paul's Cathedral. This space, along with two kitchens manned by chefs like 'Chef Rob', will allow the client services team to host events serving "premium event-style cuisine" such as North Atlantic halibut. A modern bar will feature bespoke cocktails, like a red grape recipe from barman 'Mo'.
As the legal market grows ever more crowded, with firms vying for 'Global Elite' status, Addleshaw Goddard's substantial investment in the human touch of client service presents a distinctive path to growth and competitive advantage.
