Why KPMG? How to Answer This Interview Question (2026)

Author: Taylor Warfield, Former Bain Manager and interviewer

Last Updated: April 23, 2026

 

"Why KPMG?" is one of the most commonly asked interview questions at KPMG, and your answer can make or break your chances of getting an offer. Interviewers use this question to test whether you have done your homework, understand what makes KPMG different, and can explain why KPMG is the right fit for your career.

 

In this guide, I'll walk you through exactly how to structure a winning answer, give you sample responses for each KPMG service line, and show you the five most common mistakes that get candidates rejected.

 

But first, a quick heads up:

 

McKinsey, BCG, Bain, and other top firms accept less than 1% of applicants every year. If you want to triple your chances of landing interviews and 8x your chances of passing them, watch my free 40-minute training.

 

Why Do KPMG Interviewers Ask "Why KPMG?"

 

KPMG interviewers ask "Why KPMG?" to assess three things: your motivation for joining the firm, your understanding of what makes KPMG unique, and whether you have done genuine research. According to Glassdoor data, over 72% of KPMG interview candidates rated their experience as positive, but the candidates who stand out are the ones who can articulate specific, personal reasons for choosing KPMG.

 

This question is not asking you to recite KPMG's Wikipedia page. Interviewers already know how big the firm is. They want to hear a thoughtful, personal answer that connects your goals and experiences to something specific about KPMG that you could not get at another firm.

 

Having coached hundreds of candidates through Big 4 interviews, I can tell you that "Why KPMG?" trips up more people than any case interview question. That is because most candidates give a generic answer that could apply to any Big 4 firm. The goal is to make your answer so specific that it could only be about KPMG.

 

What Makes KPMG Different from Other Big 4 Firms?

 

KPMG is the fastest-growing Big 4 firm in the United States. According to KPMG's 2025 annual results, the firm generated $39.8 billion in global revenue with 276,000 employees across 143 countries. That 5.1% growth rate outpaced Deloitte (4.8%), EY (4%), and PwC (2.7%).

 

But growth numbers alone will not impress your interviewer. You need to understand the specific differentiators that set KPMG apart. Here are the biggest ones:

 

  • KPMG Lakehouse: KPMG built a state-of-the-art learning and development center in Orlando, Florida. It is a purpose-built campus with meeting spaces for up to 1,000 people, collaborative innovation labs, and amenities like fitness facilities and outdoor recreation. No other Big 4 firm has anything like it.

 

  • Fastest-growing Big 4 in the U.S.: KPMG has consistently outpaced its Big 4 peers in revenue growth. With approximately 36,000 U.S. employees across 80+ offices, the firm is expanding rapidly in advisory, tax, and technology services.

 

  • Entrepreneurial culture: KPMG is known for a more collegial and entrepreneurial work environment compared to the other Big 4. Multiple sources and employee reviews highlight that KPMG places a strong emphasis on collaboration and mutual respect.

 

  • Major technology investment: In late 2024, KPMG announced a $100 million partnership with Google Cloud to boost enterprise AI services. The firm is investing heavily in AI agents, digital transformation, and data analytics.

 

  • Five core values: KPMG's five values (Integrity, Excellence, Courage, Together, For Better) are not just words on a wall. They are woven into every performance review, feedback session, and hiring decision.

 

The table below summarizes key differences between the Big 4 firms that you can use to sharpen your answer.

 

Factor

KPMG

Deloitte

PwC / EY

U.S. Growth Rate

Fastest among Big 4

Second-fastest

Slower growth

Learning Center

KPMG Lakehouse (Orlando)

Deloitte University (DFW)

No dedicated campus

Culture

Entrepreneurial, collegial

Large and structured

Varies by practice

AI Investment

$100M Google Cloud deal

Broad tech partnerships

Various tech alliances

Global Revenue (FY2025)

$39.8 billion

$67.2 billion

$50-55 billion range

 

For more on what to expect in your KPMG interviews beyond the fit questions, check out our complete guide on KPMG case interviews.

 

What Are KPMG's Five Core Values?

 

KPMG's five core values are Integrity, Excellence, Courage, Together, and For Better. These values are central to KPMG's culture and are used to evaluate every candidate in the interview process. According to KPMG, these values "bind us together, across our different backgrounds and cultures."

 

Here is what each value means and how you can reference it in your answer:

 

Value

What It Means

How to Reference It

Integrity

We do what is right

Share a time you acted ethically under pressure

Excellence

We never stop learning and improving

Mention KPMG Lakehouse or your growth mindset

Courage

We think and act boldly

Describe a time you challenged the status quo

Together

We respect each other and draw strength from differences

Highlight a teamwork or cross-functional experience

For Better

We do what matters

Connect to KPMG's community impact or sustainability work

 

You do not need to mention all five values in your answer. Pick one or two that genuinely resonate with you and weave them into a specific story from your experience. Interviewers can tell when candidates are listing values without truly connecting to them.

 

How Should You Structure Your "Why KPMG?" Answer?

 

The best "Why KPMG?" answers follow a simple three-part structure. In my experience coaching candidates through Big 4 interviews, this framework consistently produces the most compelling answers.

 

Part 1: Personal Connection (what drew you to KPMG)

 

Start by explaining a genuine, personal reason that first sparked your interest in KPMG. Maybe you met a KPMG employee at a networking event. Maybe you read about a specific KPMG project that excited you. Maybe a mentor recommended the firm. The key is that this reason should be authentic and specific to you.

 

Part 2: KPMG-Specific Reason (what makes KPMG different)

 

Next, identify one or two things about KPMG that you cannot get at the other Big 4 firms. This is where your research pays off. Reference KPMG Lakehouse, the firm's entrepreneurial culture, a specific service line or industry practice, the firm's technology investments, or one of KPMG's five values that resonates with you.

 

Part 3: Future Contribution (what you will bring to KPMG)

 

End by explaining how your skills and experiences make you a great fit for KPMG. Connect your background to the specific role you are applying for. The interviewer should walk away thinking, "This person is not just choosing KPMG. KPMG should be choosing them."

 

Your full answer should be about 60 to 90 seconds long. Practice it out loud until it feels natural and conversational, not rehearsed.

 

If you want to learn how to answer 98% of fit and behavioral questions in just 3 hours, check out my fit interview course. It covers every question type you will face at KPMG and other top firms.

 

What Are the Best Sample "Why KPMG?" Answers?

 

Below are four sample answers tailored to different KPMG service lines. Use these as inspiration, but always customize your answer with your own experiences and motivations.

 

Sample Answer for KPMG Audit

 

"My interest in KPMG started when I met two KPMG auditors at my school's accounting career fair. I was struck by how much they emphasized learning on the job and how genuinely they described working together on client teams. When I researched the firm more, two things stood out. First, KPMG Lakehouse shows a level of investment in professional development that I have not seen anywhere else. As someone pursuing my CPA, the idea of having dedicated learning experiences alongside my client work is exactly what I want. Second, KPMG's commitment to integrity resonates deeply with me. In my previous internship, I flagged a discrepancy in a client's journal entries even though it was uncomfortable. That is the kind of professional I want to be, and KPMG's values support that. With my accounting background and attention to detail, I am confident I can contribute to delivering high-quality audits from day one."

 

Sample Answer for KPMG Tax

 

"I became interested in KPMG's tax practice after reading about the firm's major investments in technology and AI. KPMG ranked as one of the world's top tax firms, and the way the firm is combining tax expertise with digital tools is exactly where I see the industry heading. What sets KPMG apart for me is the entrepreneurial culture. Multiple people I have spoken with at the firm described a collaborative environment where new ideas are encouraged, even at junior levels. As someone who has worked on tax research projects and enjoys finding creative solutions within complex regulations, that culture is a perfect fit. I want to bring my technical tax knowledge and my problem-solving skills to help KPMG clients stay ahead of evolving tax landscapes."

 

Sample Answer for KPMG Advisory or Consulting

 

"I first learned about KPMG Advisory through a case competition where KPMG professionals served as judges. Their feedback was the most detailed and constructive I received from any firm. That experience made me want to learn more. What drew me to KPMG's advisory practice specifically is the firm's rapid growth and its focus on technology-driven solutions. KPMG's $100 million Google Cloud partnership tells me this is a firm that is investing boldly in the future of consulting. The 'Courage' value resonates with me because I have always been drawn to environments that reward thinking differently. In my last role, I proposed a new data analysis approach that reduced our project timeline by three weeks. I want to bring that same initiative to KPMG's advisory team and help clients solve their most pressing challenges."

 

If you are preparing for KPMG advisory case interviews, I would also recommend reading our guide on consulting behavioral and fit interview questions, since KPMG puts heavy weight on behavioral questions.

 

Sample Answer for KPMG Experienced Hires

 

"After seven years in financial services, I am looking for a platform where I can apply my industry expertise to help multiple clients rather than just one organization. KPMG stands out to me for two reasons. First, the firm's growth rate is the highest among the Big 4 in the U.S., which tells me there is real momentum and opportunity here. Second, KPMG's 'Together' value aligns with how I have always worked best. In my current role, I led a cross-functional team of 12 people across three countries to deliver a regulatory compliance project. That experience of drawing strength from different perspectives is exactly what KPMG emphasizes. I want to bring my deep financial services background and my ability to lead diverse teams to help KPMG's clients during a critical period of regulatory change."

 

"Why KPMG Over Other Big 4 Firms?" How to Answer the Follow-Up

 

If your interviewer asks the follow-up question "Why KPMG over Deloitte, EY, or PwC?" they are testing whether you have genuinely compared the firms. About 50% of KPMG candidates get this follow-up, based on interview data from Glassdoor and Wall Street Oasis.

 

Here is how to handle it effectively:

 

  • Be specific about KPMG, not negative about others. Never say anything bad about another Big 4 firm. Instead, focus on what specifically attracted you to KPMG. For example, "I was drawn to KPMG's Lakehouse because it shows a commitment to professional development that I have not seen elsewhere."

 

  • Reference your personal interactions. If you have met KPMG employees through networking, career fairs, or informational interviews, this is the time to mention it. "Every KPMG professional I have spoken with has emphasized collaboration and mutual support, which matches the kind of environment where I do my best work."

 

  • Mention a unique KPMG program or initiative. KPMG Lakehouse, the Embark Scholars program for undergraduates, the firm's $100 million AI investment, or the 'Flex with Purpose' remote work model are all strong talking points that differentiate KPMG.

 

If you are an undergraduate considering the KPMG Embark Scholars program, read our detailed guide on KPMG Embark Scholars for application and interview tips.

 

What Are the Biggest Mistakes When Answering "Why KPMG?"

 

In my experience interviewing and coaching candidates, these are the five mistakes that get people rejected most often.

 

Mistake 1: Giving a generic answer that applies to any Big 4 firm

 

Bad: "I want to work at KPMG because it is a prestigious firm that offers great career development." This answer could describe any Big 4 firm. The interviewer learns nothing about why you chose KPMG specifically.

 

Good: "I want to work at KPMG because the Lakehouse learning model shows a unique commitment to continuous development. When I spoke with an Associate at the Chicago office, she told me she had already attended three Lakehouse sessions in her first year."

 

Mistake 2: Listing facts without personal connection

 

Bad: "KPMG has 276,000 employees in 143 countries and generated $39.8 billion in revenue." Facts alone do not make a compelling answer. The interviewer wants to know why those facts matter to you.

 

Good: "KPMG's global reach across 143 countries matters to me because I spent a semester abroad in Singapore and want to work on cross-border engagements. KPMG's international network would give me that opportunity."

 

Mistake 3: Focusing only on what KPMG can do for you

 

Your answer needs to be a two-way street. Show what you bring to KPMG, not just what you expect to receive. The strongest candidates explain both what they will gain and what they will contribute.

 

Mistake 4: Not mentioning KPMG's values

 

KPMG takes its values seriously. In a Glassdoor analysis, approximately 72% of candidates who mentioned KPMG's values in their interview received positive feedback. If you skip the values entirely, you are leaving one of your strongest talking points on the table.

 

Mistake 5: Going too long or too short

 

Your answer should be 60 to 90 seconds. Under 30 seconds signals a lack of preparation. Over two minutes signals a lack of focus. Practice timing yourself out loud before interview day.

 

How Should You Customize Your Answer by Career Stage?

 

Your career stage changes what interviewers expect from your answer. Here is how to adjust.

 

Undergraduates and Entry-Level Candidates

 

Undergrads should emphasize learning opportunities, mentorship, and the training infrastructure at KPMG. Reference Lakehouse, the structured career path, and any interactions you have had with KPMG professionals at career fairs or campus events. According to KPMG's careers page, the firm was ranked among Fortune's 100 Best Companies to Work For, which is a strong data point to reference.

 

If you are applying early in your academic career, the KPMG Embark Scholars program is specifically designed for high-performing students and offers rotations across Audit, Tax, and Advisory.

 

MBA and Advanced Degree Candidates

 

MBA candidates should focus on the specific practice area or industry group they want to join. Show that you understand KPMG's strengths in that area and explain how your pre-MBA experience makes you uniquely valuable. KPMG's advisory practice grew 6.9% in FY2025, making it one of the fastest-growing advisory practices among the Big 4.

 

You should also be prepared to discuss how KPMG fits into your broader career plan. MBA interviewers expect you to articulate a clear trajectory. For help with application timing, read our guide on the consulting recruiting timeline.

 

Experienced Hires and Career Switchers

 

Experienced hires need to explain why now is the right time to join KPMG and what industry expertise they bring. KPMG values experienced hires who can hit the ground running with client teams. Reference the firm's growth trajectory and specific client work in your industry that excited you.

 

Your answer should also address the transition from industry to professional services. Show that you understand the consulting lifestyle and are excited about working across multiple clients and industries rather than staying within one organization.

 

Frequently Asked Questions

 

Is "Why KPMG?" Asked in Every KPMG Interview?

 

Yes, some version of this question is asked in nearly every KPMG interview round. It may be phrased as "Why KPMG?" or "What interests you about this firm?" or "Why did you apply here?" Regardless of the phrasing, prepare the same structured answer using the three-part framework above.

 

How Long Should Your "Why KPMG?" Answer Be?

 

Aim for 60 to 90 seconds. This gives you enough time to cover all three parts of the framework (personal connection, KPMG-specific reason, future contribution) without losing the interviewer's attention. Practice your answer out loud with a timer.

 

Should You Mention KPMG's Values in Your Answer?

 

Yes, but do not just list them. Pick one or two values that genuinely resonate with you and connect them to a specific experience. For example, if you value "Courage," share a brief story about a time you took a bold action at work or school. That approach is far more persuasive than simply saying "I align with KPMG's value of Courage."

 

What If You Are Also Interviewing at Other Big 4 Firms?

 

Do not lie about interviewing elsewhere. If asked directly, you can say you are exploring multiple opportunities but that KPMG is your top choice because of specific reasons. Then explain those reasons. Interviewers understand that candidates interview at multiple firms. What matters is that you can articulate why KPMG is your preferred choice.

 

How Do You Research KPMG Before Your Interview?

 

Start with KPMG's careers page and annual report for the latest data on revenue, growth, and strategic priorities. Read recent KPMG press releases and thought leadership articles. Check Glassdoor and LinkedIn for employee reviews and insights. Most importantly, talk to current or former KPMG employees. First-hand conversations give you the most authentic material for your answer.

 

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