An alliance of solicitor firms is to offer clients a ‘loyalty card’ rewards system in an innovative bid to square up to the threat from big brands entering the legal services market, the Gazette can exclusively reveal.

QualitySolicitors.com will launch a loyalty card this month which will enable clients instructing a member firm to earn air miles or accumulate reward points which can be used to purchase further legal services.

The organisation, founded earlier this year, comprises more than 150 firms, including recently joined Pannones and Stephensons in the north-west. It is about to relaunch its website with new features, including 24/7 access to a free support service throughout the user’s case and SMS text and online case updates.

Chief operating officer Saleem Arif said: ‘People will be able to earn air miles and go on holiday after their divorce or accumulate discounts on repeat and future legal purchases.’