The Law Firm Behind the Movement

“Every organisation needs legal support,” says Joni, CEO of De Roos. “And lawyers are often close to the boardroom, in a position to raise the kinds of questions that shape environmental and social policy.”

At De Roos, this influence is used consciously. The firm has positioned itself as a trusted legal partner to mission-driven clients, helping them navigate complex regulations while staying true to their values.

Since becoming a B Corp, De Roos has seen tangible results:

• A 49% increase in purpose-driven clients within the first year
• A pro bono target of 5% of annual revenue
• Growing connections with other B Corp law firms across Europe, leading to shared learnings and cross-border collaboration

“Becoming a B Corp helped us anchor our mission in every aspect of the business,” Joni explains. “It’s no longer just about the people who work here today, it’s embedded in our DNA.”

Navigating Grey Areas With Integrity

The nature of legal work often brings up complex ethical decisions, especially when it comes to client selection.

“You want to help clients that make a positive impact,” says Joni. “But sometimes a client is in transition, moving away from a polluting past toward a more sustainable future. Do you say yes and support that transformation, or say no because of their history?”

These are the dilemmas De Roos faces and embraces. Being a B Corp gives them a north star to guide those decisions, even when it means turning away financially attractive projects that don’t align with their values.

“We’ve said no to big clients. It wasn’t easy, but we knew it was right.”

Attracting Talent and Purpose-Led Partnerships

The benefits of certification haven’t stopped with client growth. De Roos has also become more attractive to legal professionals looking for meaning in their work.

“So many people in the legal field are searching for purpose,” Joni reflects. “Being a B Corp shows that we care about positive impact and that makes us stand out.”

As the firm has become part of the growing network of B Corps, De Roos has been able to collaborate with other B Corps in the legal industry on cases, exchanging insights, and building a new standard for legal services that centre ethics, transparency, and long-term thinking.

Building a Future-Proof Firm

For De Roos, B Corp isn’t a milestone. It’s a blueprint.

“From the day we were founded, we’ve asked ourselves how we can contribute to the greater good,” Joni says. “Becoming a B Corp helped make that vision real and made us a stronger, more future-proof organisation.”

Her message to other businesses? “Don’t wait. We can’t sit back and hope others will act. Business leaders need to step up and take their place in building a sustainable planet, together.”

Ready to take the first step? Learn more about the B Impact Assessment and start your journey toward certification today.