When most people think of the Big Four Deloitte, EY, PwC, and KPMG the words that come to mind are accounting, auditing, tax, and management consulting. These firms collectively generate hundreds of billions in revenue and remain deeply embedded in some of the world’s largest organizations.
But in 2025, the consulting landscape looks very different. The Big Four are breaking out of their “stodgy” reputations and investing in bold, unexpected ventures from launching satellites into space to deploying AI in healthcare. These projects not only highlight their innovative side but also serve as powerful recruitment and branding tools in a talent market increasingly drawn to tech and creativity.
“Consulting is becoming more technical,” said Tom Rodenhauser, managing director of Kennedy Intelligence. “These projects demonstrate their innovation and creativity, distancing them from their audit-heavy past.”
Here are four surprising ways the Big Four are reshaping themselves.
1. EY Studio+: An Advertising and Customer Experience Powerhouse
Advertising campaigns don’t typically bring to mind accountants in pinstripe suits yet EY (Ernst & Young) is now competing directly with creative agencies.
Since 2014, EY has acquired 37 firms specializing in marketing, design, and customer experience. In June 2024, the firm officially launched EY Studio+, a 7,000-employee division dedicated to marketing and sales solutions. EY plans to grow the unit by 10% to 20% this year.
Services include:
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Branding and customer experience design
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Sales and marketing strategy
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Customer service optimization
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AI-driven customer technology
“Chief marketing officers are under increasing pressure to reimagine their customer experience and business models because of AI,” said Laurence Buchanan, EY Studio+ global leader.
The move puts EY in direct competition with Deloitte Digital (founded in 2012) and Accenture Song (launched in 2022), signaling that the future of consulting is about more than just balance sheets.
2. Deloitte-1: A Satellite Orbiting the Future
In April 2023, Deloitte launched its space division. Less than a year later, in March 2024, the firm collaborated with SpaceX and Spire to launch Deloitte-1, its very own satellite.
The satellite isn’t a marketing stunt it’s a strategic move to expand into the growing space economy. In July, Deloitte unveiled Silent Shield, a cyber defense system installed on Deloitte-1 to protect space-based assets from cyber threats.
Brett Loubert, leader of Deloitte’s US space practice, explained: “We’re helping clients understand and manage the risks to their missions, strengthen cyber resiliency, and protect against evolving cyber threats.”
By planting a flag in orbit, Deloitte is signaling to clients and prospective recruits that consulting now extends well beyond Earth.
3. KPMG and Hippocratic AI: Bringing Artificial Intelligence to Healthcare
KPMG has long advised healthcare organizations, but its partnership with Hippocratic AI moves it into direct collaboration with the healthtech frontier.
In July 2024, the firm announced it would work with Hippocratic AI to deploy medical AI agents designed to perform non-diagnostic, patient-facing tasks. These virtual agents could help reduce backlogs in healthcare systems, support overworked staff, and streamline patient communication.
KPMG’s role is to analyze workflows, train professionals, and guide AI implementation across the entire care continuum. For a consulting firm once best known for auditing, it’s a remarkable pivot into one of the most dynamic industries of the decade.
4. PwC Raise | Ventures: From Tax Returns to Venture Capital
While PwC is best known for its three core pillars assurance, advisory, and tax it has also built a venture capital arm in the UK called PwC Raise | Ventures.
The division helps startups raise Series A funding and supports scale-ups in securing later-stage investment. PwC provides founders with strategic advice, investor introductions, and due diligence support.
The pitch to entrepreneurs? By working with PwC Raise | Ventures, founders can “increase the probability of achieving a successful fundraise on good terms.”
It’s an unusual but savvy move: rather than just advising businesses, PwC is embedding itself at the ground floor of innovation.
Reinventing the Future of Consulting
From satellites and AI to advertising studios and venture capital, the Big Four are actively rewriting the playbook on what consulting looks like in the 21st century. These initiatives help attract top talent, align them with the AI and tech ecosystem, and position them for relevance in a fast-changing world.
As industries become more complex, the message is clear: the Big Four no longer just crunch numbers they’re racing to the frontier of technology, creativity, and innovation.
