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There's an assumption amongst some commenters here that QS is some kind of claims management firm and that shop franchisees should just walk into their local solicitor's firm. Whilst they could doubtless do so, the fact is that if they contact the QS call-centre, paid for by member firms, they will be directed to the local QS firm, branded as such, and the expectation then is that there will be a lasting client relationship. Sometimes it's just something as simple as a leaflet circulated with their franchisee information that can provide the encouragement to go to a member firm for new business.
I'm no fan of QS, and their approach in the past has been questionable, with a focus on pushing their own 'brand' above creating opportunities for their member firms, however when they are actually getting off their backsides and doing something to assist their members (who pay a lot for the privilege), I'm sure that the member firms will welcome it - with another 100+ similar tie-ups it might just work...
Non-member firms will doubtless find other ways of spending the money on reaching out to new clients and building our businesses.