‘It’s been a game changer’: Harneys boss William Peake on winning work through LinkedIn

Harneys global managing partner William Peake says his LinkedIn following has become a meaningful source of new work for the offshore law firm.

Peake has around 26,000 followers and says his posts have generated 16 million views this year. One large US law firm initially asked to meet him because its lawyers followed his content before later sending Harneys a major job.

“I have been in rooms that I would never have been in otherwise if it wasn’t for LinkedIn,” Peake told The Non-Billable Podcast.

His approach is informal by design. Peake writes about mistakes, leadership and corporate life, usually drafting posts in less than five minutes and recording videos in a single take.

Inside offshore law

The visibility matters because Harneys’ model depends heavily on relationships with international law firms.

Harneys does not practise English or US law. Instead, onshore firms bring it into transactions and disputes involving offshore jurisdictions such as Cayman, the BVI and Bermuda. Those firms are clients rather than competitors.

Peake says the firm spends significant time developing those relationships and ensuring they belong to Harneys rather than individual partners. In a legal market increasingly impacted by AI, he believes personal connection is becoming more valuable.

“In a world where AI is so prevalent, I believe that EQ is the premium product,” he says. “That’s the bit where the humans win.”

Funding the next phase

Harneys’ strategy is also being influenced by private equity’s growing interest in the offshore market.

The firm sold its corporate and fiduciary services business to PE firm Hillhouse in 2024. Peake says the recurring revenues made it an attractive private equity investment, while taking the business to its next stage would have required significant capital expenditure from Harneys’ partners.

Harneys retained a sizeable share of the proceeds to fund future growth. The money has supported new offices in Jersey and Dubai, investment in Luxembourg and the rollout of legal AI platform Harvey across the firm.

The question of outside capital has since become increasingly topical as private equity firms invest in other offshore legal and professional services businesses.

Peake says better-funded rivals could create a competitive risk, although it's still unclear whether those investments will retain talent and deliver the expected results.

Harneys is now assessing a possible launch in Ireland. Its Middle East plans could also extend beyond Dubai into Abu Dhabi, Riyadh and Bahrain, while Peake sees further growth opportunities in Bermuda and Luxembourg.

Listen to the full conversation with William Peake on The Non-Billable Podcast.