Evolution of the Brazilian legal profession

The Brazilian legal market is experiencing structural changes driven by digital consumer behavior and a high degree of professional autonomy.

Clients are increasingly moving away from traditional referrals, instead using social media, Google, and artificial intelligence to evaluate legal professionals. Research indicates that Instagram is a primary platform for service recommendations, while searches via AI tools have increased nearly fourfold in a single year. In this environment, digital reputation and customer service are critical, as failures in service account for 91% of lost contracts.

Simultaneously, the profession is characterized by high levels of independence, with a study by Fundação Getulio Vargas revealing that 72% of Brazilian lawyers work autonomously. Many of these professionals operate from home or in rural areas, creating logistical challenges for managing cases in distant jurisdictions. To manage this workload, the ‘legal correspondence’ model has become essential, allowing autonomous lawyers to hire colleagues in other cities to handle hearings and protocols without the need for physical infrastructure.