Innovators: Ellen Morris's Elder Law Firm Did Something No Other Has Done — Merged With an Am Law 100 Firm

Ellen Morris founded one of Florida’s leading elder law firms before merging with national law firm Cozen O’Connor in Boca Raton, where’s she’s now a partner and heads the only Am Law 100-based elder law practice in the country.

Explain what innovative steps you’ve taken during 2021, and what were the effects? 

2021 was a year of continued uncertainty and, as a result, innovation was crucial for law firms to continue its growth. I saw 2021 as a wonderful opportunity to merge with a high-powered law firm with national reach in order to better service my existing clients. In September 2021, I merged my firm, Elder Law Associates, with Cozen O’Connor and now our team is the only Am Law 100-based elder law practice in the country.

Innovation often refers to technology, but means more than that. What are some routes to effective innovation that might be overlooked?

I think innovation goes far beyond technology. Technology is a great tool for innovation but is certainly not the only example of successful innovation. One of the most effective tools for innovation that I’ve found over the course of my career is the people I work with — from office staff to attorney colleagues, I find that my network always has interesting perspectives and ideas. Through my relationships, I have received so many ideas to modernize my practice, improve processes and generally enhance the bottom line.

What was your biggest challenge and how did you overcome it? 

My biggest challenge, which happens to also be my greatest opportunity, has been practicing in such a niche area of law. When I started practicing law, elder law was certainly not viewed as the most popular practice area, nor the most profitable, but I saw an opportunity to help people and build a solid practice in the process. Through looking at elder law from a business-minded lens, I was able to position myself, and subsequently my firm, as a leader in the area.

Do you have any insights on what the legal profession still needs to do to effectively move forward? 

In a single word: diversity. The legal profession has come a long way in terms of gender diversity, and women now make up more than half of law school graduates. The profession needs to continue on that path and focus on how to retain and promote excellent women attorneys. It must also commit to identifying and implementing effective strategies to better advance racial and ethnic diversity. Firms that are able to build diversity in their ranks will be rewarded in the legal marketplace.