After taking a beating in the MSA market with its strategy of offering guaranteed MSAs, Coventry has reportedly thrown in the towel. Sources inside Coventry tell us that the guarantee program is officially dead.

In our estimation this was long overdue. Guaranteed MSAs were a product "innovation" that should have never been. While effective as a marketing gimmick, savvy MSA buyers understand that guaranteed MSAs are synonymous with overfunded MSAs.

As the MSA market fragments, firms that offer superior service, expertise in the substantive areas of law, and that render a thorough and thoughtful expert opinion will be tomorrow's winners. Buyers understand that marketing gimmicks are no substitute for  quality work.

Goodbye Coventry guarantee program and good riddance.


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