Driving Regional Impact: How RSM Eastern Africa Is Modernizing Audit and Advisory Services and Empowering SMEs Across Africa

In this section of the interview, Ashif Kassam, Executive Chairman of RSM Eastern Africa, provides an in-depth overview of how the firm is strategically aligning with global best practices through the creation and leadership of the RSM Africa Regional Council. This council, which brings together member firms from over 15 Sub-Saharan African countries, is focused on harmonising methodologies, enhancing quality control, and promoting cross-border collaboration to deliver consistent, world-class professional services across the continent.

Kassam outlines several core pillars of RSM’s transformation strategy. First, he emphasises the integration of technology in audit services, noting how data analytics has become a powerful tool in conducting robust, reliable audits, especially in complex environments and sector-specific applications. This technological shift not only improves accuracy and risk assessment but also provides clients with actionable insights.

Secondly, he sheds light on the firm’s strong investment in Environmental, Social, and Governance (ESG) advisory services. RSM has developed a free ESG self-assessment tool to help clients begin their sustainability journey and has established both global and regional ESG teams to support deeper engagements. These services are designed to help businesses future-proof their operations in line with evolving compliance and impact expectations.

Another key area is transaction advisory services, particularly tailored for small and medium-sized enterprises (SMEs) and family-owned businesses transitioning into second or third-generation leadership. RSM assists these clients in navigating critical decisions, such as whether to scale, restructure, or exit through a sale. Kassam emphasises that this hands-on advisory role is essential in an environment where many SMEs lack access to larger international consulting firms.

To stay competitive in a saturated market with over 2,500 licensed auditors, RSM Eastern Africa focuses on more than just technical skills. Kassam underscores the importance of values-driven service delivery, grounded in the firm’s DNA of care, curiosity, collaboration, critical insight, and cultural fit. He notes that while technical competencies can be replicated, genuine attention to client needs, a cohesive internal culture, and high service standards are what drive loyalty, reduce client turnover, and fuel sustained growth.

Through these strategic areas—regional alignment, digital innovation, ESG, and SME-focused advisory—RSM Eastern Africa positions itself not only as a technical service provider but as a trusted partner in the economic and developmental transformation of East Africa.