Cognition LLP was started in 2005 by two lawyers who had seen the inefficiencies and frustrations with the traditional law firm model on the part of both lawyers and business clients alike. Beginning with a blank slate, co-founders Joe Milstone and Rubsun Ho had the goal of creating the ideal legal services and solutions enterprise. What emerged was a decentralized legal services organization, with no wasteful overhead or opulence, featuring the optimum combination of large law firm and practical in-house counsel experience. Today, all businesses have the benefit of their own dedicated corporate counsel, immersed in their enterprise, on an affordable, as needed basis.
Fast forward to April 2015 – Cognition launched a new billing model called Value-Based Billing (VBB), the first of its kind in the world. VBB invites clients to score Cognition in real-time with their monthly invoice on the experience and service received, broken down by six objective, value-oriented criteria. With VBB clients provide feedback by utilizing a SAAS-based scorecard, and as they complete the scorecard, the invoice is adjusted in real-time by increasing or decreasing the total by up to 10%. Clients maintain the option to provide feedback alone and adjust (or leave unchanged) the bill anywhere along the above continuum.
VBB provides legal clients with a previously unavailable opportunity to have a say in the correlation between the value they receive and the invoices they pay. The success of Cognition overall, and VBB within it, has created a whole new sector/category within the legal services industry.
In fact, the number of Cognition lawyers has doubled in the last year (now at over 50) and the internal office staff has grown by over 20%. Further, by providing efficient, value- oriented legal services to business clients, those clients themselves become more knowledgeable and competitive within the local and global economies.
About the SME Excellence Award:
Sponsored by RBC Royal Bank, the SME Excellence Award is awarded to an SME that exemplifies forward thinking in all aspects of their business.
About the Service Excellence Award:
The Service Excellence Award is awarded to a business whose dedication to customer service has led to business success.
What Ontario business leaders are saying about Cognition LLP:
“It’s very rare for us to have an organization named as a finalist in two OBAA categories – but Cognition LLP has done it. Through this organization’s original business model and innovative billing system, Cognition has made a name for themselves in a highly competitive industry.”
– Allan O’Dette, President and CEO of the Ontario Chamber of Commerce
“By offering their clients Value-Based Billing, Cognition LLP is demonstrating commitment and dedication to providing high quality customer service. It’s encouraging to see this organization place so much emphases on customer feedback; they really have raised the bar of service excellence in the province.”
– Karl Baldauf, Vice President of Policy and Government Relations at the Ontario Chamber of Commerce
“Cognition has developed and honed a corporate culture unique to it, and which permeates our people, operations and client service orientation from top to bottom. We have continuously challenged the status quo, even as that adjusts over time, for the betterment of lawyers and clients alike in our industry.”
– Joe Milstone, CEO and Co-Founder of Cognition LLP.