Addleshaw Goddard has combined its flexible resourcing, consulting and innovation arms under the new banner of Intelligent Delivery, or AG ID – a business the firm says is now contributing revenues of about £15m.

AG ID now encompasses the firm's flexible lawyering service, AG Integrate; its strategic consulting team, AG Consulting; its process mapping and workflow management arm; its innovation and technology team; and its 150-strong transaction services team (TST).

Combined revenue for all strands of AG ID is close to £15m, according to the firm. COO Axel Koelsch, who is leading the AG ID project after joining from Freshfields Bruckhaus Deringer earlier this year, argues that its influence extends across the entire firm.

"These new ways of delivery are not a side business, so the whole £250m of our revenue this year will be touched by it – that is the more important number," he said.

Koelsch is working alongside real estate partner Adrian Collins on the AG ID project. Collins, a member of the firm's executive leadership, is acting as sponsoring partner, while other key leadership figures on the project include TST head Mike Potter, AG Consulting head Gregg Bott, and HR head Gun Judge, who currently leads AG Integrate, although the firm is looking to hire someone to take on that role full-time.

Meanwhile, Kerry Westland, who was previously a paralegal in the TST, has recently been appointed to lead the innovation and technology team, which consists of coders and paralegals familiar with using technology to deliver legal services. There are plans to double the team's headcount to 15 by the end of the current financial year.

AG Integrate now has 135 flexi-working consultants on its books, while the TST unit, which was launched in 2010, now has about 150 paralegals, apprentices and managers.

In total, Addleshaws said the AG ID business comprises more than 300 staff. Although the various service lines have been grouped together organisationally and as a package to deliver to clients, they will not be grouped together geographically.

Koelsh said: "It is important for us that we don't put this off into a dark warehouse in the north, separate from the rest of the business, but that they sit together with all the other fee earners so we have this ongoing interchange. What I have found is if you want to put together technology, process and people, you need to look at the specific client solution and that works best when you integrate it with that practice."

"Anyone who calls this alternative delivery has not understood what it is about," he said.