​In today’s competitive professional landscape, law firms, like their financial cousins in banking, know the rules of “Know Your Client” (KYC) inside out—identifying clients, understanding their needs, assessing risk. Yet, while banks have the know-how, they often leave something crucial off the table: a true sense of appreciation and connection with their clients. So, let’s take a lighthearted look at how law firms can sidestep the transactional pitfalls of KYC, and embrace the art of client loyalty, personalisation, and, yes, even remembering birthdays.

1. The Client Relationship Program (CRP): Embrace Longevity

Banks love a strong beginning—client onboarding, risk assessment, due diligence—and then? They often set clients on autopilot. Law firms, however, have the advantage of naturally long-term relationships. While clients might come and go in banking, many legal clients stay connected through various life stages: from corporate start-up advice to mergers, and perhaps even a divorce here and there (no judgment!).

But what can law firms do to foster this longevity beyond just reliable legal advice? Recognise the journey. Reach out even when the client hasn’t sent you a pressing document to review. Congratulate them on key anniversaries of their business or a well-won court victory you helped achieve a year ago. A thoughtful call or email doesn’t cost much, but the loyalty it fosters can be invaluable.

Key Takeaway: Your clients are more than case numbers; they’re partners in a journey. Go beyond the usual check-ins and acknowledge the milestones.

2. Customer Birthdays: The Simple Art of Remembering

Banks are great at sending generic annual statements, maybe a message on account anniversaries. But when was the last time you received a heartfelt birthday message from your bank manager? You probably can’t remember. This is an area where law firms can really shine.

Remembering a client’s birthday isn’t about sending a monogrammed briefcase (unless you really want to), but a simple message or even a card can make a difference. A “Happy Birthday” email or a witty greeting card signed by the team shows clients you think about them as individuals, not just as case files. If you want to go the extra mile, a little client-specific humour can do wonders.

Imagine your favourite commercial lawyer writing, “Hope you’re having a birthday as ironclad as the contract we negotiated for you last year!” These small touches help solidify a genuine relationship that extends beyond the transactional.

Key Takeaway: Acknowledge the person, not just the client. A simple, thoughtful birthday message can set you apart from the transactional crowd.

3. The Fine Art of Appreciation: Be Grateful Beyond Billable Hours

Banks are notoriously bad at expressing gratitude beyond standard statements and statements with lots of numbers on them. Law firms, however, have an advantage here: you’re in the business of words. Why not use them?

Gratitude for long-standing clients doesn’t have to involve discounts, but it should be real and specific. If a client has been with you for years, take the time to express how much you value them. Send a note of thanks for their trust, perhaps with a small, well-chosen gift that reflects their interests. For instance, if your client’s into rugby, why not send tickets to a local match? Or, for the wine aficionados, a bottle of something nice. A law firm is built on its client relationships, and showing genuine appreciation is the best investment you can make.

Key Takeaway: Show gratitude in a way that’s personal and thoughtful, rather than generic. After all, clients are the lifeblood of any firm, and a little thanks goes a long way.

4. Remember the Human Touch (Don’t Let the BanksTake This One from You)

Banks increasingly rely on algorithms and online systems to “know” their clients, which has its efficiency perks, but can quickly feel cold and impersonal. Law firms have the luxury of direct client contact—phone calls, meetings, even the occasional lunch—and there’s no reason why this can’t be leveraged as a relationship-builder. Taking the time to ask how they’re doing, showing genuine curiosity about their business, family, or even just chatting about shared interests, strengthens bonds in ways that “Customer Due Diligence” (CDD) and “Enhanced Due Diligence” (EDD) checks never could.

So, when you’re checking in with clients, let the “K” in “KYC” stand forkindness. Show them that you don’t just know their case; you know them. And while you’re at it, remember their dog’s name too—it never hurts.

Key Takeaway: Banks might master compliance, but you can master connection. Put the humanity back in client interactions, and you’ll see the returns.

5. Follow Up, Even When You Don’t Have To

Banks often wait for clients to reach out, and some clients probably feel like they need an appointment just to get a phone call back. Law firms, don’t follow suit. Follow-up should go beyond, “Has the case settled?” or “We’re ready to bill you!” Instead, take a proactive interest in your client’s evolving needs.

Perhaps a previous client’s business is expanding into new markets—send a quick note with relevant legal insights they might find helpful, no charge. This type of outreach is the mark of a firm that cares not just about revenue, but about building true partnerships.

Key Takeaway: Show that you’re invested in the client’s success by staying engaged. Your initiative to reach out can solidify trust and long-term loyalty.

Wrapping Up: The Key to Client Loyalty is Simple (and not the KYC kind of simple)

At the end of the day, the legal world has somethingbankshave forgotten in their endless layers of compliance and automation: the personal touch. Client appreciation is about creating relationships that don’t revolve solely around the billable hour. It’s about seeing clients as individuals who bring value beyond the services you provide.

So, go ahead—celebrate birthdays, remember the milestones, send a “thank you,” and don’t be afraid to have a bit of fun along the way. It’s not just good business; it’s what sets you apartfromthebanks. And in a world where everyone else is “knowing” their clients, you’ll be one of the few trulyappreciating them