A new national legal partnership, Loyalty Law, is set to launch next month to generate personal injury leads for high-street firms, the Gazette can reveal.

Around 30 firms have already signed up to the initiative, which will go live to consumers on 1 June.

Founder of the scheme, law firm marketing consultant Nick Jervis, said it was intended to help local law firms compete more effectively for work in the personal injury market against national brands and big insurances companies, and restore the public’s loyalty to high-street firms.

The scheme’s target is to generate client leads for firms for £100 a claim or less, and to achieve 100 member firms.

Jervis told the Gazette: ‘Throughout the last six years of my marketing consultancy, I have never been approached by more personal injury solicitors struggling to generate sufficient leads as I have in the last year.

‘They are finding that the national advertisers have already eaten into their established client base, even before the changes that will take place in 2011.

‘The problem for law firms is that they have to market themselves, which costs money and takes time. They can’t do this unless they generate fees from work, but without the marketing they aren’t getting enough work.

‘It’s a "Catch 22" situation, and that’s where an organisation like Loyalty Law can help.’