Simmons & Simmons produces around 100 thought leadership articles every month, but historically only a third were actively promoted. Through a decade-long partnership with Vuture, the firm connect its website, CRM, and email program into a single ecosystem that now reaches more than 20,000 subscribers and drives over 100,000 monthly website visits.
Industry: Law firm
20,000+
Subscriber contacts
10x
Subscriber growth in four years
Top 10
Global law firm website
What we’ve built with Vuture has become a core part of how we engage clients. It’s not just about sending communications—it’s about creating a more connected experience.
Tom, Simmons & Simmons
Simmons & Simmons is an international law firm with a substantial thought leadership program, publishing approximately 100 articles each month supported by its marketing teams. The firm has been recognized as a Top 10 global law firm website by Living Group, a ranking shaped by the connected digital experience it’s built with Vuture over more than a decade of partnership.
Like many law firms, Simmons & Simmons produces a significant volume of high-value thought leadership. In a typical month, the firm publishes around 100 articles—representing a substantial investment of time from fee earners and marketing teams.
However, much of this content risked being underutilized. Historically, only around one third was actively promoted, while the rest remained on the website, limiting its reach and impact.
At the same time, client insight was fragmented. Website activity, marketing engagement, and CRM data existed, but were not fully connected in a way that could support more personalized, relevant interactions.
The opportunity was clear: bring these elements together to create a more joined-up, effective model.
Rather than using Vuture in isolation, Simmons & Simmons worked closely with Vuture’s team to rethink how its digital ecosystem fit together, connecting website, CRM, and marketing activity into a cohesive approach. The partnership enabled the firm to go further than standard use cases and adopt capabilities that remain relatively uncommon in the legal sector.
The transformation began with the website. Using Vuture’s APIs, Simmons & Simmons moved beyond standard embedded forms and built a more flexible, integrated approach within its web CMS, directly connected to its CRM, InterAction.
This enabled the firm to introduce a secure, logged-in environment that sits at the center of its digital strategy. Within this environment, clients can:
Because these interactions are connected to CRM data, the firm maintains a more accurate and up-to-date understanding of client interests over time, supporting more relevant communication while preserving the control and governance expected in a legal environment.
With a stronger foundation in place, the firm turned to how content could be distributed more effectively. Vuture’s Digest Center introduced a consistent, scalable approach in which content is automatically sourced from the website and delivered through a weekly personalized digest aligned to each subscriber’s interests.
Every article now has the opportunity to reach the right audience without requiring additional manual effort, and distribution happens consistently in the background.
“[Vuture] gives us another way to connect content with the right audience. We’re seeing engagement across topics we wouldn’t have reached through campaigns alone.”
— Tom, Simmons & Simmons
With engagement data flowing more consistently across channels, the next step was to make that insight accessible and actionable. Using Vuture’s Data Warehouse, Simmons & Simmons developed dashboards for its key accounts, bringing together data from across marketing, website, and CRM activity into a single view.
Client relationship teams can now better understand how clients engage with the firm’s content and where there may be opportunities to deepen those relationships. Looking ahead, the firm is analysing patterns across its data to identify areas of overlapping interest, helping to inform cross-sell opportunities and shape future service development.
The impact of the approach is both measurable and sustained across every layer of the firm’s digital ecosystem.
The weekly digest is now the second largest driver of website traffic after Google, delivering over 100,000 visits per month and significantly outperforming channels such as LinkedIn. The subscriber base has grown tenfold, from 1,800 to more than 20,000, driven by the value of the experience itself rather than volume-led tactics.
“Digest Center has changed how we think about content distribution. It allows us to focus on quality, knowing that the right people will see it.”
— Tom, Simmons & Simmons
By connecting the website experience with content distribution, the firm has established a continuous model of engagement. Content delivered via email encourages clients to return to the website, where their interests become clearer, allowing future communications and experiences to become more relevant. Each interaction informs the next.
What Simmons & Simmons has built is a connected system in which content, website experience, and data work together, with each interaction contributing to a broader understanding of client needs. The firm has extended the value of its content investment, delivered more relevant experiences, and supported client development with greater confidence, with the work also contributing to its recognition as a Top 10 global law firm website by Living Group.
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