David Awoyode
The Big Four — Deloitte, EY, PwC, and KPMG — long recognized for their consulting, auditing, tax, and accounting expertise, are expanding into new sectors to reshape their image. Traditionally viewed as rigid and “stodgy,” the firms are moving into high-growth industries such as space, artificial intelligence, marketing, and venture capital.
Moving Beyond the “Audit Reputation”
According to Tom Rodenhauser, managing director at Kennedy Intelligence, these new ventures are a strategy to demonstrate innovation, creativity, and adaptability. They also provide an opportunity to attract tech talent and position the firms closer to AI and technology innovators.
Deloitte Takes Consulting to Space
Deloitte became the first of the Big Four to launch a satellite into orbit in March 2025 in collaboration with SpaceX and Spire. The satellite supports space-enabled innovation and now hosts a cyber defense system called “Silent Shield” to help clients protect assets and manage risks in space.
EY Expands into Creative Marketing with Studio+
EY has been aggressively expanding into advertising and customer experience. Since 2014, it has acquired 37 creative agencies and launched EY Studio+ in June 2025 with 7,000 employees. The division provides design, marketing, customer service, and technology consulting, aiming to help CMOs reimagine business models under the pressure of AI-driven change.
PwC’s Venture Capital Arm: Raise | Ventures
PwC has entered venture capital with PwC Raise | Ventures, which operates in the UK. The division helps startups and scaleups secure Series A and further funding, offering pitch preparation, investor connections, and due diligence support.
KPMG Partners with Hippocratic AI in Healthcare
KPMG has stepped deeper into healthtech by collaborating with Hippocratic AI to deploy AI-powered virtual nurses. These medical AI agents handle non-diagnostic, patient-facing tasks to relieve healthcare backlogs while KPMG assists in scaling operations and training professionals.
Why the Big Four Are Making These Moves
The initiatives not only generate buzz but also signal the firms’ long-term strategy: aligning with technology and innovation while staying competitive in consulting. As Rodenhauser notes, “consulting is becoming increasingly technical,” and these projects are designed to position the Big Four at the forefront of change.
Charles Esther