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Law Squared opens London office

NewLaw firm Law Squared, which has three offices across Australia, has made its first international move, opening an office in the United Kingdom.

user iconJerome Doraisamy 22 July 2022 NewLaw
Law Squared
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Law Squared has become the latest emerging player in Australia’s legal profession to expand its operations into the United Kingdom, following moves by Sprintlaw and Josef in June and in September of last year, respectively.

The firm — which was founded by director Demetrio Zema in 2016 — has unveiled its London operations in order to deliver a unique offering for clients, both here and in the UK, that require dual-jurisdictional support.

By launching in London, the firm proclaimed, it has “positioned itself as a true extension of their clients’ global team, which has resonated with its Australian and global client base”.


Law Squared is set to support clients in the areas of market entry, commercial, corporate, employment, legal operations and technology consulting.

The firm’s new London office will be headed up by Alexandra Geelan, who has moved to the UK.

The news comes at a time of real growth for Law Squared, having expanded its advisory board in February of this year and added disputes and litigation experts in February and in April, following the addition of seven new professionals late last year.

Speaking about the firm’s international expansion, Mr Zema said: “We’re excited to be launching into London and to continue our mission to change the conversation people are having about lawyers on a global scale.

“When I started Law Squared, I wanted to disrupt the traditional law firm model. I wanted to endorse a shift of focus from profit to outcome, ultimately allowing for greater productivity, higher employee satisfaction and greater outcomes for clients.

“Our growth and success over the last six years has proven this is possible and as our firm remains unique in its business model and its service delivery, an expansion to London has been the natural next step of our journey.”

The firm’s renewed ethos of “human-centred law”, Mr Zema continued, is a “perfect distillation of what makes us unique; our people are passionate legal specialists that are focused on creating flexible solutions for clients that drive outcomes”.

“We are obsessed with relationships, not job titles,” he posited.

“These are the differentiators of Law Squared and we are excited to bring this way of working to a global audience, growing with our existing Australian clients and welcoming new Australia/UK clients to our alternative way of delivering legal services.”

Ms Geelan added: “At Law Squared, we exist for three reasons: to change the conversation people are having about lawyers; to provide lawyers with an environment and culture that is unparalleled by any other law firm; and to build deep and meaningful relationships with our clients.

“I am really excited to bring these reasons for being to the UK market and to continue to work with our Australian clients as an extension of their UK team.”

Mr Zema returned to The Lawyers Weekly Show in May of this year to discuss why movement towards non-traditional models in law is a “wonderful thing”. He has also spoken recently to Lawyers Weekly about the importance of friendships with clients and why traditional firm management norms no longer fly.