From AI to the Rainmaker Lawyer: what truly drives the future of law firms, by Marc Gericó

How are AI and the Rainmaker lawyer transforming the future and growth of law firms?

Our Managing Partner, Marc Gericó, has just returned from two intense trips. His first stop was Lima, where the International Bar Association (IBA) conference took place. He then travelled to Miami—a city which, in his view, always seems one step ahead when it comes to the future.

Despite the contrasts between the two cities, Marc came away with a similar impression: within the legal sector, while much is said about artificial intelligence, there is a deeper concern that often remains unspoken.

“It’s not AI that worries partners the most. It’s how to generate sustainable growth within their firms. How to attract and retain clients. How to keep up with a relentless pace of change. How to stop improvising and start playing with strategy,” Gericó explains.

During his participation in the IBA in Lima, Marc observed that while topics such as talent, leadership, internationalisation, and organisational culture were addressed, the dominant theme was how to drive business development within firms. In this regard, he stressed that growth is not necessarily linked to a firm’s size or resources, but rather to its capacity to adapt and innovate.

The leaders who have realised that success goes beyond billing by the hour—and have begun to manage their firms as full-service legal businesses—are the ones seeing real growth.

According to Marc, business development remains a sensitive issue in the legal sector. Many accomplished lawyers mistakenly believe their role ends once a case is resolved. In reality, true value lies in understanding the client’s needs, building trust-based relationships, and spotting opportunities. This demands a proactive mindset and a long-term vision—because the goal is not simply to win a case, but to establish a lasting relationship with the client.

This is where the concept of the Rainmaker lawyer becomes particularly relevant—an essential figure within any law firm. A Rainmaker takes on the responsibility of generating business, independent of referrals. They build their own client base and forge strategic alliances. This ability doesn’t depend on charisma or age, but on a specific mindset combining technical skill, market knowledge, and the ability to connect with clients. A Rainmaker can identify opportunities, develop strategies, and execute plans to achieve their goals, making them an invaluable asset to any legal practice.

Gericó explains that Rainmakers share certain key characteristics. They understand that business development is a shared responsibility, not one reserved solely for the managing partner. They listen carefully to their clients, uncovering unspoken needs and communicating with clarity and transparency. Moreover, they take ownership of their own growth, rather than relying on others. However, the true power of a Rainmaker is unlocked when they evolve into a driver—someone who has a positive impact on their team and organisation. In doing so, they inspire others to follow their lead, creating a culture of innovation and growth within the firm. This, in turn, leads to higher client satisfaction and long-term sustainable growth.

“A driver is someone who doesn’t just generate business for themselves—they propel the growth of the entire team. They shift the internal culture. They inspire. They multiply. They don’t need a formal title to influence. They have impact because they lead by example,” Marc concludes.

You can read the full article on the Abogacía Española blog by clicking here.