Cross-Sell
AI-generated suggestions for additional services your existing clients may need — based on what you already know about them.
Overview
Acquiring a new client costs significantly more than retaining and expanding an existing one. Yet most law firms make little systematic effort to identify when an existing client who has used them for one type of legal work might benefit from another. A client who used you for a property purchase three years ago may now be starting a business and need corporate advice. A client who retained you for an employment dispute may also have an estate planning need. These opportunities exist — they just aren't visible without a system to surface them.
The Cross-Sell module analyses every existing client's matter history, practice areas used, and total billing, then uses AI to suggest which additional practice areas each client is likely to have a need for. It doesn't generate generic suggestions — it looks at the specific combination of services each client has used and applies patterns from the broader client base to identify what comes next for clients in similar situations.
What an Opportunity Shows
Client Name & Profile
The client this opportunity is for, with a link to their Contact record. Includes their email, matter count, and total historical billing — context for understanding the relationship depth before making contact.
Current Practice Areas
The practice areas the client has already used. For example: Conveyancing, Family Law. This tells you what you already know about this client's legal needs and confirms the existing relationship.
Suggested Practice Areas
The practice areas the AI suggests this client may benefit from, based on their existing matter history and the service patterns of similar clients. Multiple suggestions may be listed, ranked by likelihood.
Total Billed & Matter Count
The client's historical billing total and number of matters. High-value, multi-matter clients have deeper relationships and are more likely to accept a conversation about additional services.
How Suggestions Are Generated
The AI analyses the practice area combinations that appear together across your firm's client base. If the majority of clients who used Conveyancing and then went on to use another practice area chose Business/Corporate, the AI will suggest Business/Corporate to any Conveyancing client who has not yet used it.
The AI also considers life and business stage indicators implicit in the matter types used. A client with a recent property acquisition, a business formation matter, and an employment agreement is likely approaching a business lifecycle stage where tax structuring, succession planning, or commercial leasing advice would be relevant. These patterns are identified and surfaced as suggestions.
The suggestion quality improves as the firm's matter dataset grows. Firms with fewer than 50 active clients will see more generic suggestions; firms with large client bases will see highly specific pattern matching based on actual client behaviour.
Using the Cross-Sell Module
Open Cross-Sell
Click Cross-Sell in the sidebar under Business Development. The summary panel shows the total number of opportunities identified and the estimated potential revenue if each opportunity is converted to a matter (calculated as the average matter value for each suggested practice area). The opportunities list loads below.
Filter by practice area
Use the practice area filter to focus on suggestions for a specific service. For example, filter to "Estate Planning" to see all clients the AI believes may benefit from estate planning work. This is useful when a particular practice area has capacity and you want to direct a targeted outreach campaign.
Review individual opportunities
Each row shows the client name, current practice areas (what they have already used you for), suggested practice areas (what they may need next), matter count, and total historical billing. Click the client name to open their Contact record for a full history view before making contact.
Prioritise by relationship depth
Sort by Total Billed to see your most valuable existing clients first. A cross-sell conversation is easier with a client who has given you significant work than with one who came for a single small matter. Start with the highest-value relationships.
Make contact
For each opportunity you want to pursue, make a note in the client's Activities log (e.g., "Cross-sell call — Estate Planning — to call this week"), assign a follow-up task, or send a targeted email from the Contact record. Cross-sell success comes from natural, relevant conversations — not mass marketing.
Cross-Sell Summary Stats
The summary panel at the top of the module shows two key metrics:
The number of distinct cross-sell opportunities the AI has identified across all current clients. This is not the number of clients — one client may have multiple suggestions (e.g., both Estate Planning and Business Succession), each counted as a separate opportunity.
An estimated revenue figure if all identified opportunities are converted to matters, calculated as the average billed amount for each suggested practice area across the firm's historical matter data. This is an illustrative figure — not a forecast — but it quantifies the commercial scale of the untapped opportunity in your existing client base.
Making cross-sell conversations natural
- • Use natural trigger points for cross-sell conversations: when a matter closes ("Congratulations on settling — is there anything else we can help you with going forward?"), at an annual check-in call, or when a life event is mentioned in passing (a new baby, a business sale, a property purchase).
- • Prioritise practice areas that are genuinely complementary to what the client has already used. A conveyancing client asking about estate planning is a natural conversation; pitching commercial litigation to the same client is less likely to be well received.
- • Do not pursue every suggestion. The AI identifies potential — you apply judgment. Some clients have told you they have other advisers, some have limited means, and some just don't want a deeper relationship. Respect those signals and focus effort where it is welcome.
- • Log the outcome of every cross-sell conversation in the client's Activities record. Even if the client says "not now", that record helps you know when to follow up — and whether the suggestion was wrong in the first place.
- • Review the suggestions list quarterly and update it by refreshing the AI analysis. Client situations change — a client who had no business interests two years ago may now own a company.
Frequently Asked Questions
How does the AI decide which practice areas to suggest?
The AI analyses two main signals: (1) the practice area combinations that appear together across your firm's historical client base — if clients who do both Conveyancing and Commercial Law also frequently do Estate Planning, that pattern is applied to new Conveyancing + Commercial Law clients; and (2) contextual indicators from matter types and descriptions that suggest related legal needs.
Can I dismiss a suggestion I don't want to pursue?
Yes. From any opportunity card, click Dismiss. The suggestion is removed from your active list and will not re-appear unless the client's circumstances change significantly (new matters opened, significant time elapsed). Dismissed suggestions are retained in a separate view so you can review past decisions.
Does the Cross-Sell module include clients from all practice areas?
The module covers all contacts in your system who have at least one closed or active matter. Leads who have not yet converted to contacts and clients without any matter history are not included — there is no usage pattern to base a suggestion on.
How is "potential revenue" calculated?
FRITH calculates the average total billed amount for matters in each suggested practice area across your firm's historical data. For example, if the average Estate Planning matter at your firm bills $4,500, and 12 clients have an estate planning suggestion, the potential revenue shows $54,000. This is an illustrative figure based on your own billing data, not an external benchmark.