Norm Law and other AI-native firms are challenging traditional legal services using a management services organisation structure that sidesteps ethics rules barring non-lawyer ownership. These startups separate legal casework from back-office operations and technology, allowing private equity and venture capital to fund growth in ways previously impossible.

Peter Sacripanti, former Mc Dermott Will & Emery co-chair, chairs Broadfield with funding from Alvarez & Marsal founders. He argues that soaring rates and advancing AI capabilities make the traditional model unsustainable. Norm Law, spun from legal tech company Norm AI, deploys AI agents for routine corporate work instead of hiring junior lawyers en masse.

Josh Porte of Holland & Knight notes MSO interest surged in 2025 alongside generative AI adoption. Kirkland & Ellis recently allocated $500mn for its own AI platform and partnered with Palantir for private equity fundraising tools. Even established firms like Mc Dermott Will & Schulte consider converting to MSO structures to fund technology upgrades.

The shift promises value-based pricing for routine legal tasks, moving away from hourly billing. Clients demand competition as AI-native firms promise lower costs through automation. Big Law faces pressure to adapt while maintaining profitability on complex work that resists standardization.