KPMG Mission Statement Analysis

• Company: KPMG International Limited   
• CEO: William B. Thomas   
• Year founded: 1987
• Headquarters: Amstelveen, Netherlands
• Number of Employees: 275,288
• Type: Private
• Annual Revenue (2024): $38.4 Billion

Products & Services: Audit & Assurance | Sustainability & Deal Advisory | Tax & Legal Services | Management, Risk, & Strategy Consulting | IT & Infrastructure Advisory | Private Enterprise Services.

Competitors: Deloitte | EY | PwC | Accenture | McKinsey & Company | BCG | IBM | Bain & Company | Grant Thornton | Kearney | Capgemini | Crowe Global | RSM | BDO Global

Did you know? KPMG traces its roots to the founding of the German-American Trust Co. in 1890. However, 21^st-century KPMG was formed in 1987 through a merger.   

KPMG is a global professional services firm network, founded in 1987 after the Klynveld Main Goerdeler and Peat Marwick merger. The network operates in 142 countries with over 275,000 employees. KMPG’s mission, vision, values, and sustainability goals drive business growth and customer success. In 2024, KPMG generated $38.4 billion in annual revenue, up 5.1% from 2023. It has earned over $20 billion yearly since 2008. [1]

KPMG is one of the Big Four audit and accounting firms with Deloitte, EY (Ernst & Young), and PwC (PricewaterhouseCoopers). It has three service lines: audit, advisory, and tax. Each line offers several products and services. In 2024, KPMG member firms posted growth across the multi-disciplinary model. KPMG’s tax & legal services grew by 10%, followed by audit at 6% and advisory at 2%. The organization invested over $1.7 billion in the network in FY24 as part of its Collective Strategy, a $4.2-billion three-year investment plan. [2]

To understand why KPMG is so successful, here is a comprehensive analysis of its mission statement, values, and sustainability goals:

KPMG’s Mission Statement

KPMG’s member firms have unique mission statements. Here are a few examples:

KPMG UK states, “Our work is often complex, yet our mission is simple: to support the UK in a connected world.” [3]

KPMG LLP (US) states, “We make the difference by bringing together passionate problem-solvers, innovative technologies, and full-service capabilities to create opportunity with every insight.” [4]

KPMG Canada states, “We are committed to delivering innovative, digitally enabled solutions and exceptional service to help our clients capitalize on opportunities, manage risks, and remain ahead of their competition.” [5]

Although the mission statements of KPMG firms vary, they align with KPMG International’s Purpose.

KPMG International’s Purpose states, “By inspiring confidence in our people, clients, and society, we help empower the change needed to solve the toughest challenges and lead the way forward.” [6]

Here is our analysis of KPMG’s mission:

1. Inspire confidence with innovative solutions

KPMG aims to deliver innovative, digitally enabled solutions to inspire confidence in clients’ decision-making and offerings. Businesses can use KPMG Connected Enterprise to rebuild their ventures with customer-centric digital transformation, enhancing agility, performance, and value. In Dec 2024, KPMG launched its Agentforce AI incubator to help organizations leverage the capabilities of Salesforce’s Agentforce. This innovation lab offers an immersive approach to deploying autonomous AI agents across business functions. [7]

2. Empower customers and society

KPMG’s products and services empower organizations and businesses to solve challenges and achieve their goals. Its audit, tax, and advisory services eliminate uncertainties, allowing entrepreneurs and investors to pursue investment opportunities confidently. In Jun 2024, the firm launched the KPMG AI Impact Initiative to support equitable access to workplace opportunities and enhance communities’ wellbeing.

KPMG AI Impact Initiative empowers nonprofits to maximize benefits by harnessing AI and equips the workforce with critical AI and GenAI skills and capabilities. These efforts are enabled by KPMG’s Data Citizens with Purpose, which uses data, analytics, and AI to create actionable insights. As of Jun 2024, KPMG had donated a $500,000 AI grant to First Book and joined a $1.1 million partnership with Women’s Health Access Matters (WHAM). Both ventures leverage AI tech and tools to empower nonprofit organizations. [8]

3. Deliver exceptional service

KPMG strives to deliver excellent service and help clients improve their services. The firm achieves this mission by designing and developing customer-centric solutions. For example, KPMG provides generative AI tools and training, empowering its 36,000 partners and professionals to take an AI-first approach to their work. These solutions help the firm deliver high-quality services to its clients.

KPMG was named a Leader in Forrester Wave’s Customer Experience Strategy Consulting Services Q4 2024 report. The firm earned this spot thanks to its proprietary six CX excellence pillars and decade-long commitment to a customer-first approach. KPMG’s advisory practice prioritizes CX as a mission-critical business imperative. “True transformation happens not through tech alone, but through its thoughtful application to create meaningful and lasting customer impact,” said Walt Becker, KPMG Global Customer CoE Lead. [9]

4. Create opportunities for clients

KPMG seeks to unlock new opportunities for clients through its strategic alliances. The firm designed its alliance ecosystem with a global view, using insights, trends, and priorities to deliver innovative solutions across platforms and technologies. For example, businesses can use KPMG Ignition Centers and Virtual Ignition to reframe complex challenges and find value-generating opportunities.

Challenges and pitfalls impede many businesses from grabbing more opportunities. KPMG addresses this issue by providing expert insights to guide clients to their goals. For example, KPMG released a new report in Dec 2024 to visualize the benefits of values-based empathy, personalization, and AI in customer experience. Businesses can read the report to learn from top brands like Patagonia and unlock opportunities to improve CX. [10]

5. Lead the way forward

KPMG is committed to helping organizations and businesses hasten their transformation and thrive in the fast-moving digital world. The firm achieves this mission through collaborations, future-focused product expansions, and the adoption of emerging technologies. In 2024, KPMG joined the SAP PartnerEdge program. This collaboration will help clients fast-track their digital transformation journeys, drive GenAI adoption, and enhance ESG transparency to become future-ready businesses. KPMG also works with cloud and AI providers to meet the increasing demand for cloud-enabled and AI-powered solutions and lead the professional services sector to the future. [11]

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KPMG’s Vision Statement

To be the best professional services firm.

KPMG states, “Our aim is not to be the biggest professional services firm. Our vision is to be the best professional services firm.” [12]

KPMG seeks to outperform its rivals by offering the best professional services, including audit, tax, and advisory. It faces stiff competition from the Big Four accounting firms, Deloitte, PwC, and EY. In 2024, KPMG was the smallest of the Big Four based on revenue. It came third in advisory services, outperforming EY. In 2023, Forbes recognized KPMG as one of the World’s Best Management Consulting Firms. KPMG financial services professionals received a top five-star rating. [13]

Audit service was KPMG’s top revenue generator from 2010 to 2017. Its advisory services posted significant growth during this period, surpassing audit earnings in 2018. KPMG is strengthening its three service lines to outperform its Big Four rivals. In Q1 2024, KPMG audited more newly listed companies than its competitors. KPMG had 8 IPO audit clients out of 46 IPOs, followed by Marcum with 7. Deloitte, PwC, EY, and Withum audited 3 IPOs each. KPMG is gaining market share in the audit service niche. [14]

KPMG’s Values

KPMG member firms are united by shared values, including integrity, excellence, courage, and togetherness. These values guide KPMG’s behaviors, actions, decision-making, and operations. They also define how KPMG employees work with each other, customers, audit clients, and all stakeholders. [15]

How does KPMG live by its values?

• Integrity: KPMG values doing what is right. The firm instills professionalism and integrity in new recruits before they join the team and enhances it as employees build their careers. Doing the right thing is reaffirmed and reinforced at different touch-points, from recruiting and orientation to ongoing performance management, critical milestones, and separation from KPMG. For example, KPMG evaluates managerial candidates’ ethics and integrity history before awarding the roles. [16]
• Excellence: KPMG creates a conducive environment that supports continuous improvement. The firm created personalized learning and development programs by combining assessment data with content tailored to each consultant. In 2020, KPMG opened its Lakehouse near Orlando International Airport. KPMG Lakehouse is a 55-acre learning, development, and innovation center. 800 KPMG partners and professionals visit or stay at the Lakehouse weekly for hands-on, collaborative learning experiences. This facility enhances excellence. [17]
• Courage: KPMG values employees who lead by example and act boldly. It encourages its team to share information, insights, and advice, challenge assumptions, pursue facts, and manage situations courageously. These elements strengthen KPMG’s reputation as a trusted and objective professional service provider.
• Together: KPMG values respectful, inclusive, and constructive working relationships. The firm encourages employees to bring out the best in each other and draw strength from their differences. It promotes diversity, equality, and inclusion organization-wide. In 2024, KPMG was recognized in the Fortune Magazine’s 100 Best Companies to Work For. “We are committed to continuing to invest in our people and their careers, providing them with opportunities to learn, grow, and achieve their aspirations and full potential,” said KPMG US CEO Paul Knopp. [18]
• For Better: KPMG applies this value by doing what matters. It strives to create a business that helps people, communities, and the planet thrive. In Aug 2024, KPMG celebrated its third annual Community Impact Day in the US. Employees from 79 offices volunteered their time and skills to give back to communities. They supported over 400 local nonprofit organizations, programs, and initiatives focused on advancing equity. The KPMG US Foundation contributed $2.7 million in community vitality grants and pledged $1 million over three years to New York and Orlando nonprofits. [19]

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KPMG’s Sustainability Goals

KPMG’s sustainability strategy focuses on protecting the environment, empowering people and communities, and increasing customer value. The firm set near- and long-term science-based targets (SBTs) in 2020. KPMG’s sustainability goals include:

• Achieve net-zero carbon emission organization-wide by 2050.
• Decarbonize its business by 50% across all scopes by 2030 compared to its 2019 baseline.

How is KPMG progressing on its sustainability goals?

KPMG is committed to achieving its sustainability goals and becoming a net-zero business. The firm seeks to halve its carbon emissions by 2030 by focusing on its footprint, investing in energy-efficient systems, and bolstering its circular economy practices. It works with its suppliers to help them decarbonize and measure progress. By FY2023, KPMG had reduced its gross carbon emissions by 22% compared to its FY2019 baseline year. [20]

KPMG is struggling to manage its internal decarbonization. Its scope 3 emissions increased by 4% in FY2023 from FY2022 after business travel resumed. In FY2023, KPMG’s scope 1 and 2 net emissions decreased by 12% compared to FY2022. KPMG firms implemented ICPs (Internal Carbon Prices) from $15 to $85 per tCO2e based on their decarbonization priorities and national economic circumstances. KPMG increased the proportion of renewable energy across its global organization from 79% in FY2022 to 81% in FY2023. It is committed to switching to 100% renewable electricity organization-wide by 2030. [21]

References

1. Bohne, R. (2025, Jan 6). Revenue of KPMG worldwide 2007-2024. Statista
2. KPMG International (2024, Dec 17). Robust growth for KPMG as global revenues rise 5.1% to US$ 38.4 billion. KPMG.com
3. KPMG UK. People & Culture: About our firm. KPMG.com
4. KPMG LLP. How we work. KPMG.com
5. KPMG Canada. About us. KPMG.com
6. KPMG International. About us: Our values and purpose. KPMG.com
7. KPMG (2024, Dec 5). KPMG launches a new AI incubator for Salesforce Agentforce. KPMG.com
8. KPMG LLP (2024, Jun 10). KPMG launches “AI Impact Initiative” to bring AI technology to nonprofits and enable the AI workforce of the future. KPMG.com
9. KPMG (2025, Jan 6). KPMG was named a Leader in Customer Experience Strategy Consulting Services by Forrester. KPMG.com
10. KPMG (2024, Dec 4). Empathy and AI Shape Today’s Leading Customer Experiences – New KPMG Report. KPMG.com
11. KPMG LLP (2024, Mar 27). KPMG LLP joins the SAP PartnerEdge program to help clients further advance business transformation and accelerate value. KPMG.com
12. Our vision, culture, and values. KPMG.com
13. KPMG (2024, Feb 13). KPMG firms are recognized among the ‘World’s Best Management Consulting Firms’ in Banks and Insurance. KPMG.com
14. Bramwell, J. (2024, May 15). KPMG Leads in IPO Audit Clients for Q1 of 2024. CPA Practice Advisor
15. KPMG International. Who we are: Our values. KPMG.com
16. Integrity at KPMG: Overview. KPMG.com
17. Editorial Team (2023, Mar 1). KPMG Lakehouse: Inspiring & Innovating. Lake Nona
18. KPMG LLP (2024, Apr 4). KPMG was named one of Fortune Magazine’s 100 Best Companies to Work For. KPMG.com
19. KPMG LLP (2024, Aug 6). KPMG US celebrates its third annual Nationwide Day of Service, Community Impact Day. KPMG.com
20. KPMG International (2024, Aug 15). Our Impact Plan: Planet. KPMG.com
21. Edie Newsroom (2021, Nov 19). KPMG sets 2030 net-zero target. Edie.net
22. Featured Image by Sven Piper