LVN Spotlight: Aaron Boersma

Greg Lambert sits down with Aaron Boersma, Strategic Pricing and Analysis Lead in Legal Operations at Ford Motor Company and co-chair of the annual LVNx Conference Experience. Aaron shares his approach to “spend innovation,” focusing on maximizing value, adapting to change, and fostering collaboration. He reflects on his long-standing involvement with LVN and previews this year’s conference, designed around timely, practical content and strong community connections. Join this conversation to hear Aaron’s insights on driving innovation, building community, and elevating the legal industry at LVNx 2025.

Greg Lambert: Hey everyone, I’m Greg Lambert with the LVN Spotlight. This month we’re talking with Aaron Boersma, Strategic Pricing and Analysis Lead in Legal Operations at Ford Motor Company and co-chair for the LVNx 2025 conference. One job isn’t enough for him, so Aaron, thanks for joining me today.

Aaron Boersma: It’s great to be with you, Greg.

Greg Lambert: I think the first question everyone wants to know after you moved to Ford is, what are you driving now?

Aaron Boersma: I’m driving a Ford Explorer at the moment, but I’m about to upgrade to a Ford Expedition. They’re huge, which is perfect for hauling around my three small kids and all the gear that comes with them. We decided the big car was worth it. I’ve been driving Ford vehicles long before I joined the company, which makes it even more fun.

Greg Lambert: Well done. Let’s talk about your role at Ford. You lead strategic pricing and analysis. How does your in-house legal team think about value, and how has that shaped your approach to working with outside counsel?

Aaron Boersma: For me, this has developed over time. We’re really trying to think differently about legal pricing and what it means to invest in outside counsel. Large companies like Ford view those relationships as capital investments aimed at achieving outcomes and protecting the business. In our group, which we call “spend innovation,” the goal is to be the best stewards of company resources from start to finish. That means taking lessons from other industries, segmenting work into different categories, and constantly evaluating what’s valuable now versus yesterday. We’re in a dynamic period where “one size fits all” doesn’t work. Our approach is to stay nimble, question ourselves, and make sure we’re pushing the industry forward through collaboration and shared ideas.

Greg Lambert: You’ve been with LVN since the beginning. What drew you to the organization, and how has that shaped your thinking on legal ops, pricing, and collaboration?

Aaron Boersma: My involvement goes back to when the LVNx conference was still called P3 under LMA. I had just graduated college and started as a pricing analyst, not really knowing what I was stepping into. My boss came back from one of the first P3 conferences describing how valuable it was to spend time with others in the same space, openly discussing challenges and sharing ways to improve. That openness and willingness to be vulnerable really stuck with me.

Over the years, I’ve watched this community help create roles like Chief Value Officer and Chief Innovation Officer that didn’t exist before. Being part of LVN has meant contributing to that transformation and benefiting from the collective wisdom of people committed to moving the industry forward.

Greg Lambert: And now you’re co-chairing LVNx 2025 in September. What’s your vision for this year’s conference, and what can attendees look forward to?

Aaron Boersma: LVNx is unique in that we focus on timely, practical content, not recycled material. Behind the scenes, we’ve built an infrastructure to ensure attendees walk into sessions that address today’s challenges and offer actionable takeaways they can use immediately in their organizations.

The other major piece is community. First-time attendees can expect to leave with real connections, people they’ll keep in touch with for years. For me, many of my closest professional contacts came from LVNx. It’s about sharing experiences, learning together, and growing both personally and professionally. Our theme this year is “LVNx Elevates” because we believe this community lifts the entire profession.

Greg Lambert: For law firms and vendors watching, what are clients like Ford looking for in value-driven partnerships right now?

Aaron Boersma: The only constant is uncertainty, economic, political, technological. That creates opportunity. Law firms are called “outside counsel” for a reason: clients expect them to counsel us through issues, not just produce work product. Value means helping us get better, even in small, incremental ways.

Take AI, for example. If a lawyer never had to start with a blank page again, that could save minutes per task and free up mental space for higher-value work. That’s the kind of incremental improvement that, over time, moves the needle.

LVN and LVNx exist to support that forward motion. Right now is the perfect time for law firms to engage with this community, because a rising tide lifts all boats.

Greg Lambert: Well said. Aaron Boersma, Strategic Pricing and Analysis Lead at Ford and LVNx 2025 co-chair, thanks for joining me and letting us shine the spotlight on you.

Aaron Boersma: Thanks, Greg.