A new legal brand run by a solicitor is to launch as a national franchise next April, the Gazette can exclusively reveal.

HighStreetLawyer.com aims to establish a recognisable law firm brand in a bid to compete with new market entrants when alternative business structures are sanctioned in October 2011.

Backed by private equity investment, the scheme, founded by former commercial property solicitor Gary Yantin, launched its website this week. It is initially being piloted by six firms which are offering fixed-price legal products through the brand, including conveyancing and wills.

HighStreetLawyer.com will provide referrals to member firms and give support for their back-office operations, including bookkeeping, training and development, and compliance. It will partner with banks, indemnity providers and others to provide a range of services to members.

In April 2011, member firms will rebrand to launch a national franchise, marketing themselves under the HighStreetLawyer.com banner.

Yantin told the Gazette that the brand is geared towards firms with up to six partners that boast an ‘entrepreneurial spirit’ and an excellent practice record.

He said: ‘In October 2011 when alternative business structures are launched, there will need to be a legal brand that the consumer can go to. We’re aiming to open a branch in each high street… We think the consumer wants legal services to be supplied by lawyers who are qualified, have indemnity insurance, have risk management procedures and who have been carefully pre-selected and approved.’

This move is the latest in a string of law firm branding initiatives including Quality Solicitors, the Legal Alliance and LawNet.