Accounting Influencers Roundtable


Leaders Special Interview: Sam Louis – Praxity Global CEO

Episode 43. In today’s interview, “Leaders Special Interview: Sam Louis – Praxity Global CEO.”

Samantha Louis is Chief Executive Officer of Praxity Global Alliance, joining in June 2021 from the Association of International Certified Professional Accountants where she was Vice President in charge of International Advocacy. She’s an experienced leader and prior to her moving to London she was Regional Vice President for Africa at the Chartered Institute of Management Accountants (CIMA) where she directed the growth of the member and student population in Africa from 2,000 to over 25,000 and led the expansion of CIMA into Southern and Western Africa. 

Samantha has served on various local and international boards and senior leadership groups, including the Professional Accountancy Organisation Development Committee of the International Federation of Accountants (IFAC). She is a Fellow of CIMA and a Chartered Global Management Accountant.

Key takeaways from this episode include:

➜ the key differences between alliances, networks and associations for accounting firms

➜ the difficulties for accounting firms of referring work internationally if they are not part of a network or association

➜ the main benefits for accounting firms of being in an international network or association

➜ the number one thing that separates the good accountants from the very best ones

➜ what has truly emerged in the accounting profession through the pandemic and has given accountants a crucial advantage

➜ why accountants must think increasingly like business owners and entrepreneurs

➜ examples of specialised or niched accounting advisory services in different parts of the world

➜ the main thing some accounting firms have got wrong in pandemic times

➜ why there is a war for talent in accounting, and how the profession doesn’t always attract new employees like other sectors

➜ what strong accounting firms with a powerful employer brand do particularly well

➜ questions a potential hire should ask when considering working for a particular accounting firm

➜ where the accounting profession has fallen short and missed opportunities in recent years

➜ what the fastest growing accounting firms are getting right to drive revenues in tough times

➜ what ‘client service’ and staying close to clients’ actually looks like for accountants and CPAs

➜ what Gen Z and younger millennials are really looking for in a potential new accounting practice employer

➜ the importance of expanding the roles, rights and opportunities of women and ethnically diverse professionals in accounting

➜ a great example of differences in cultures and why an understanding of the ways different countries work is vital

➜ a personal philosophy for success in the accounting world that has led to global leadership roles

➜ the power of letting others take the credit for leaders in the accounting world

➜ what might make the accounting profession more respected and attractive throughout the world

➜ encouraging advice to accounting practitioners who want more impact with their firm and their clients

Samantha is married with two adult children and says that one of the great attractions of the UK is being able to go to some of the best theatre in the world.  She particularly likes ballet and attends as much of it as she can.


The Accounting Influencers Podcast is a CPE-accredited daily radio-style show with four segments coming out every Monday which are repeated on the other 4 weekdays as standalone episodes, plus a bonus ‘from the client’s perspective’ episode on Saturdays. On Sundays, listeners get a short min trailer for the coming week’s episodes.

Every Tuesday the show gives you a relevant news topic from the accounting and fintech world with a direct application to accountants, CPAs and bookkeepers. Great to stay informed and build your commercial acumen.

Every Wednesday and Friday, we feature an uncut interview with top authors, leaders, thinkers and performers in the accounting and fintech world.

Every Thursday the show gives you a practical ‘here’s what works’ tips concerning a key challenge, need or strategy for accountants, CPAs and bookkeepers. Great to stay current and keep your skills topped up.

Finally, every Saturday gives listeners a bonus episode which focuses on the buyers of accounting services – the clients themselves. In particular how they feel, react to and experience their interactions with accountants. That includes why they buy or don’t buy, why they move or stay and why they think how they think about you, your firm, your prices and your offerings.

Martin and Rob love to hear from the show’s 20,000 unique listeners in 144 countries around the world. If you like the show, leave a review wherever you listen, and please recommend the show to your friends and colleagues.