Spotlight On: Trevor Ross, Managing Shareholder, Fisher Tousey
Key points:
- • Fisher Tousey is expanding alongside Northeast Florida’s rapid growth.
- • Estate planning and succession services remain key drivers of demand.
- • Talent development is preparing the firm for generational leadership transitions.
October 2026 — In an interview with Invest:, Trevor Ross, managing shareholder of law firm Fisher Tousey, discussed the firm’s expansion into St. Augustine, rising demand for estate planning and succession services, and Jacksonville’s growth trajectory. “Our mantra has been that you have to build the ark before it rains,” Ross said.
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How has Fisher Tousey evolved over the past year?
The biggest development for us came in the middle of last year, when we merged with Upchurch, Bailey, and Upchurch in St. Augustine. We had been looking southward for several years as part of our effort to expand our geographic footprint. St. Johns County has been growing tremendously over the past five to 10 years, particularly over the last five, and we saw that as a great growth opportunity.
Upchurch, Bailey, and Upchurch celebrated its centennial this past year, and it has one of the great brand names in that legal community. They were looking to partner with a larger Jacksonville firm that could provide additional resources and a wider range of legal services for clients. They also had attorneys nearing retirement and viewed us as part of a succession plan.
Over the past year, we have been focused on integrating our systems and cultures so we can operate as one firm and deliver solutions across the board. Their offerings are complementary to ours, and the combination has been a win-win.
What is driving demand for legal services in Northeast Florida?
There are several macroeconomic factors. We have a young population and plenty of room to grow geographically. Residential development, particularly in St. Johns County, has been significant, and many people moving here see it as a quintessential Florida lifestyle.
We are also seeing more young, skilled, college-educated people view this area as a great place to start their careers. When I moved here 17 years ago, the vibe was different. Jacksonville now feels much more metropolitan and is on the verge of a breakout.
Downtown momentum is also strong. The stadium project will have a broad effect on downtown development, and we are seeing redevelopment of older buildings and new residential opportunities. When you have increased demand alongside a growing supply of skilled workers, that is a recipe for success in a growing economy.
How is Fisher Tousey attracting clients in the current economic and tax environment?
We have benefited largely from word-of-mouth marketing. We do not spend heavily on advertising. We have been in business for more than 45 years, and good work tends to lead to additional good work. When we help clients plan and transfer wealth from one generation to the next with as little tax impact as possible, those clients tell their friends and neighbors.
That has become even more important as new residents move here. Someone may have an estate plan from another state but realize they need local guidance once they relocate to Florida.
We originally built the firm around trusts, estates, and tax planning, but over time, we recognized that it did not make sense to refer out all of our clients’ corporate, litigation, or real estate matters. We have evolved into a full-service firm to better meet client needs.
What issues are clients bringing to the firm most often?
Estate and tax planning remains our bread and butter and what we are best known for. Transactional activity rises and falls depending on the market, but estate and tax planning remains steady because everyone needs it.
There are always discussions in Washington around tax legislation. If potential tax changes could benefit taxpayers, our phones ring because people want to plan ahead to take advantage of new opportunities. On the other hand, if potential tax changes would result in higher taxes, our phones still ring because people want to prepare and potentially accelerate certain strategies. Regardless of the environment, people need help navigating those issues.
What common mistakes do businesses or individuals make when navigating deals or estate planning?
One mistake is not bringing in legal counsel in early enough. We still see people sign letters of intent before getting an attorney to review the deal terms.
Another common issue in estate planning is a lack of follow-through. A client may create a trust and assume the work is complete, but assets still need to be transferred into the trust. Otherwise, you can end up with a great planning vehicle that has nothing inside it.
Finally, expectations management is another major area that causes problems. Estate planning decisions are private, but some communication with family and potential beneficiaries can prevent major disputes among them later. We receive many calls involving trust and probate disputes where family members believe someone was treated unfairly or improperly influenced decisions. Those hurt feelings and the lawsuits that follow often could have been avoided with better communication.
I often think of a client who had two uncles, one on each side of the family, pass away. One uncle had a will and estate plan, and the other uncle did no planning. The side of the family with the estate plan still gathers for holidays. The other side no longer speaks because they fought over the money. It is important to plan so that assets intended for the family do not end up being spent on disputes.
Where do you see the greatest opportunities for Fisher Tousey moving forward?
One of our biggest opportunities is also a challenge. Several of our founders have retired in recent years or are nearing retirement age. They built something that we hope will stand the test of time, but as they retire, many long-standing clients will need new points of contact within the firm.
That is part of why we expanded in St. Augustine and why we have hired more over the past few years than at any point in our history. We counsel businesses on succession planning all the time, and we have to make sure we are doing the same internally.
Our mantra has been that you have to build the ark before it rains. We need a pipeline of talent in place ahead of time so younger attorneys can develop into excellent lawyers who are ready to step in when the older generation retires.
How does the firm differentiate itself in the Jacksonville market?
We feel like you can be zealous advocates for clients without needing to be difficult. Some lawyers want to fight about everything, but we believe you can achieve excellent results while still being professional and constructive.
We also believe attorneys can work hard on sophisticated matters while still maintaining balance outside the office. We value our employees and try to create an environment where they can excel professionally while enjoying their lives outside of work.
Those elements have helped create a culture that attracts good lawyers and good people, and that, in turn, attracts good clients. We are seeing a positive snowball effect, and it has been exciting to help build.
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