Starting your own law firm can be an exhilarating adventure—equal parts challenging and rewarding. But breaking into Australia’s legal landscape, especially in niche areas like wills and estate planning, takes more than technical know-how.
If there’s one person who can relate to this unique rollercoaster ride of emotions, it’s Jacob Fernance, founder of That Law Firm. Born out of frustration of seeing people in need of legal support or advice, too afraid or intimidated to reach out and ask for it, Jacob built That Law Firm with curiosity and care at its heart. We sat down with Jacob to talk about the tenants of his strategic vision for That Law Firm, and what he’s learned bringing it to life.
For Jacob, the company mantra “a people-centred approach to law” isn’t just a tagline; it’s the foundation of his firm.
“People aren’t just case files—they’re individuals with unique stories, concerns, and needs,” he explains. “By genuinely getting to know our clients beyond the surface level, we can adapt our approach to ensure they feel supported and heard.”
This concept extends beyond his clients too. He’s intentional about fostering strong relationships with his team and referral partners, championing collaboration and mutual growth.
“I want my clients to feel that they’ve been truly listened to—not just processed through a corporate machine. And that means building a community of trusted professionals who can provide holistic support.”
“We’ve built our reputation on making communication seamless,” Jacob says. “It sounds simple, but clients tell us all the time about how much trouble they’ve had getting in touch with their lawyers. We want to be the kinds of lawyers you can swear by, so one of our first commitments was to respond to our clients within a day, and we make it happen because we care.”
Jacob says his team often goes further, to tailor their communications to meet clients where they’re at, whether it’s a Zoom call, an in-person meeting by the beach, or a phone chat. “It’s about reducing stress and making the legal process accessible. Every client is different, and we respect that.”
Running a law firm isn’t a solo endeavour, and Jacob emphasises the importance of surrounding himself with a strong support network.
“For me, success isn’t about being self-made—it’s about having a team that believes in your vision and works alongside you,” he says. “I’ve been fortunate to work with colleagues I trust implicitly and referral partners who champion our firm.
Having the right people around you—whether it’s colleagues, mentors, or clients—is everything. And those relationships have been the foundation of our growth.”
Jacob’s approach to law is anything but conventional. He sees his firm as a disruptor in an industry often resistant to change.
“We’ve thrown out the old playbook,” he says. “From our mission and values to how we engage with clients, everything is built around challenging the status quo.”
One key area of focus? Embracing technology and AI. “Lawyers aren’t the gatekeepers of knowledge anymore, and why should we be?” he says.
Jacob believes the future of law lies in balancing innovation with humanity. “AI won’t replace lawyers who use it to better serve their clients—it will empower them. But no technology can replicate the empathy and care we bring to our work.”
Bold, colourful, and un-buttoned, the look and feel of That Law Firm challenges traditional notions of what a legal practice should look like.
“Early in my career, I had the chance to become a partner at another firm, but our values didn’t align,” Jacob recalls. “So, when I started my own practice, I wanted it to reflect who I am— and that’s approachable, curious, and someone who genuinely cares about people.”
And in his case, branding isn’t just about aesthetics; it’s about embodying the firm’s ethos. “Our visual identity says: We’re here to break down barriers, not put them up.”
Jacob’s journey is a testament to what’s possible when you lead with authenticity and a clear vision. His advice to lawyers considering their own practice?
“Be intentional. Build something that reflects your values and serves people with care. It’s not about being perfect—it’s about striving to be better every day.”
For Jacob, launching his firm wasn’t just a career move; it was a chance to disrupt, innovate, and make a difference. In the case of That Law Firm, the rewards have well and truly been worth the effort.
