02/08/2026
Beyond Audit: Where the Big Four Are Growing
When people hear “Big Four”, they usually think of EY, Deloitte, PwC and KPMG, the world’s largest audit firms. Because of this, many assume that audit is their main source of income.
However, this is no longer the full picture. Consulting has become one of their largest businesses, covering areas such as management, finance, operations, ESG, risk and technology.
Technology consulting is growing especially fast. It includes cybersecurity, business systems, artificial intelligence, data analytics and technology risk. Large companies may develop their core systems internally, but they often need external consultants to help manage, improve and support these systems.
The same trend can be seen in Malaysia. After the pandemic, several telecommunications companies acquired local technology-consulting firms. Maxis acquired ICMS and Peering One, Celcom acquired Infront Consulting, while TIME dotCom acquired AVM Cloud.
However, buying a technology company does not automatically guarantee success. One of the biggest challenges is the difference in working culture.
Telecommunications companies traditionally focus on infrastructure, product sales and recurring revenue. Technology consulting, on the other hand, is mainly about people and specialised knowledge. Consultants must understand their clients’ problems, design suitable solutions and respond quickly when issues arise.
Technology professionals may also be more motivated by solving complex problems than by meeting monthly sales targets. Too many layers of approval can slow down decisions and make it more difficult to serve clients effectively.
The lesson is simple: companies can buy technology or acquire consulting firms, but building a successful technology-consulting business requires more than money. It needs the right people, culture, incentives and way of working.
This is also an important message for our young professionals. Do not limit yourself to a single skill, such as audit. Build a wider combination of skills in technology, data, risk, sustainability, communication and problem-solving.
Universities must also rethink their learning models. Education should prepare graduates not only for today’s traditional jobs, but also for how the profession and business world are rapidly changing. The future belongs to professionals who can connect accounting and finance with technology, strategy and real business problems.
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