Ashif Kassam on RSM Eastern Africa’s Role in ESG, SME Advisory, and Audit Innovation Across East Africa
In this exclusive interview with Ashif Kassam, Executive Chairman of RSM Eastern Africa LLP, he outlines the firm’s strategic initiatives aimed at reinforcing its position as a leading provider of audit and advisory services in East Africa. As part of the global RSM audit network, the firm is aligning its operations with international standards through the RSM Africa Regional Council, chaired by Kassam. The council ensures uniform delivery of quality services across over 15 African countries, reinforcing RSM’s growing footprint in Sub-Saharan Africa.
A major area of focus is the integration of technology in audit services, particularly data analytics to enhance complex audits and deliver critical insights. RSM is also prioritizing Environmental, Social, and Governance (ESG) advisory services by investing in global and regional ESG teams, including a free ESG self-assessment tool for clients. The firm also supports SMEs in East Africa with transaction advisory services, helping family-owned businesses with succession planning, ownership transitions, and growth strategies.
Kassam highlights how professional services in Kenya must differentiate on values like care, collaboration, and cultural fit, as well as trust, to ensure client retention and service quality in a crowded market of over 2,500 auditors. For RSM, most growth is referral-based, underlining its commitment to high-quality client relationships rather than mass marketing.
The firm also contributes to economic development by working with key organizations such as Kenya Private Sector Alliance (KEPSA) and the Kenya Association of Manufacturers (KAM). Its publication, Doing Business in Kenya, remains one of the most comprehensive guides for foreign investors, along with similar resources for Uganda and Tanzania.
RSM sees immense opportunity in intra-African trade, especially through the African Continental Free Trade Agreement (AfCFTA), which is already creating shifts in manufacturing, agriculture, and agro-processing. Kassam urges international investors to view Kenya’s economic fundamentals such as investments in universal healthcare, education, and housing as strong indicators of growth despite isolated incidents covered in the media.
On a personal note, Kassam shares his commitment to Islamic philanthropy, particularly through the Aga Khan Development Network (AKDN), which supports initiatives in education, healthcare, and cultural restoration across East Africa. He highlights the Aga Khan University Hospital as a model for integrated medical education and service delivery.
In closing, this interview underscores RSM’s regional leadership in offering ESG services, SME consulting, and data-driven audit solutions solidifying its role as one of the top audit firms in Africa while promoting ethical leadership, innovation, and long-term economic transformation.
