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Technically either could be right depending on the name and how you prenounce it. From the Oxford Dictionary:


With personal names that end in ‑s: add an apostrophe plus s when you would naturally pronounce an extra s if you said the word out loud … With personal names that end in ‑s but are not spoken with an extra s: just add an apostrophe after the ‑s.


I try to look at how the firm writes it although this isn't always easy. Another way is to look at how it is written in the Chambers Student Guide.


Otherwise, as Daniel has suggested, using "the firm's" would be a lot more concise anyway. Or you could obviously shorten to HSF's


Our company is called, "The Corporate ___ Academy". What is the missing word here?

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