‘Ultimately, it’s the people doing the work who make the firm’ – Christian Gravina

Since 2017, Christian Gravina, CEO of GCS Malta, has spearheaded the growth of a company that has become a trusted player in the fields of accounting, auditing, corporate services, and recruitment. Comprising three entities – GCS Accounting, GCS Assurance and GCS Recruitment – GCS Malta offers a range of services tailored to clients seeking quality and affordability. Under Christian’s leadership, GCS Malta now serves industries including hospitality, crypto, gaming, and more, gaining recognition for its experienced teams, innovative solutions and commitment to excellence.

Christian Gravina’s career began when he took a role with a top accounting firm, a journey that ultimately led him to branch out on his own. “I started out doing most of the work myself,” he says, echoing the early days of many solopreneurs. “But, as time went by and I started to experience growth, I realised I needed more people on board to help me. It wasn’t easy getting to know and having to delegate to new people, and building trust while implementing solid operating procedures was crucial during the early days.”

Over time, Christian’s ethical approach and commitment to excellence earned him positive word-of-mouth, laying the foundation for the firm’s growth – GCS Malta now employs 65 people. 

He describes his role as multifaceted, balancing leadership, strategy and business development. “I oversee all departments, from accounts and audit to recruitment and corporate, ensuring communication flows smoothly and setting the firm’s vision for the coming years,” he explains. His management philosophy emphasises delegation and empowering team leaders while maintaining a broad, strategic perspective.

In fact, one of GCS Malta’s initial goals was to offer high-quality service comparable to the Big Four at more accessible fee structures. The company has steadily carved a niche in its sector since it started operations seven years ago. “Many of our people do actually come from Big Four backgrounds,” Christian explains, “so the level of experience is there; it’s just the brand that is different. Ultimately, it’s the people doing the work who make the firm.”

From its humble beginnings, GCS Malta has focused on attracting clients who align with its values and aspirations. Initially catering to smaller businesses, the firm has gradually transitioned to higher-end clients to align its services with strategic goals. Today, 85 per cent of GCS Accounting and GCS Assurance’s business stems from foreign clients investing in Malta. This international dimension not only enhances the company’s portfolio but also contributes to Malta’s attractiveness as a business destination.

Furthermore, GCS Malta has continually broadened its service offerings. “We now provide specialised audits, such as IT and internal audits, alongside our core services,” says Christian. On the recruitment side, the company has shifted its focus towards international markets, offering competitive, high-quality solutions tailored to industries with specific needs.

Christian’s involvement in Media Exclusive – the production company responsible for bringing major shows like Love Island and Family Feud to Malta – has also opened doors for GCS. Leveraging expertise in the media production industry, GCS now targets filmmakers, particularly from Bollywood, to encourage film production on the island. “We know the industry well and are positioned to advise on Malta’s 40 per cent cash rebate for foreign production companies,” he notes.

Looking ahead, the company is working to obtain accreditation for auditing MFSA-regulated entities. “We’ve already notified the MFSA of our intentions and arranged training with a leading legal firm,” he says. “Becoming accredited will allow us to expand into this niche and to offer services few others can provide.”

Digitalisation and Artificial Intelligence (AI) have also become central to GCS Malta’s strategy. “AI isn’t here to replace people but to facilitate processes,” Christian asserts. From accounting software that automates double-entry transactions to document management systems that streamline signing and verification processes, the firm is harnessing technology to save time, reduce costs and enhance client experiences.

On the recruitment front, AI-driven software filters applications and flags top candidates, expediting the hiring process. However, Christian emphasises the importance of robust IT security to mitigate risks like data breaches and phishing attacks. “If you have a leak, your reputation can be ruined,” he warns, highlighting GCS Malta’s investments in advanced security systems to safeguard client data.

Despite its successes, GCS Malta has faced challenges stemming from regulatory changes and market dynamics. For example, new rules concerning third-country nationals (TCNs) have disrupted recruitment services. “The issue has impacted both low-skilled and high-skilled jobs, including IT recruitment,” Christian explains. “If we can’t find the people our clients need, they may stop using our services.”

Additionally, Christian underscores the need for fair competition in a highly regulated industry. “I like regulations, but only if they’re enforced,” he says. “Companies in the sector operating without oversight undermine the market. It’s not about killing competition – it’s about ensuring everyone plays by the same rules.” Yet, despite these hurdles, Christian remains optimistic. He views new regulations as opportunities for growth, particularly in areas like gaming, where stricter rules have increased demand for GCS Malta’s services.

Marketing has played a pivotal role in GCS’s success, especially in building its employer brand. “It’s not just about getting new business,” Christian notes. “It’s about creating awareness and attracting talent. If people know who we are, they’re more likely to want to work with us.”

The company’s marketing efforts span social media, radio and other channels to bolster its image and attract high-quality employees in a competitive market. Christian believes this focus will further enhance its reputation and support its growth ambitions.

Reflecting on 2024, Christian describes the year as one that aligned with expectations. “You need to have a vision, not just year-on-year but long-term,” he says. The company met its goals, including onboarding higher-end clients and diversifying its services. As GCS looks to 2025, the focus will remain on solidifying its core pillars while expanding into new areas, such as MFSA-regulated audits and advisory services.

Christian stresses the importance of specialisation in an increasingly regulated environment. “If you don’t focus on quality and invest in specialised expertise – such as gaming, crypto, tax, and anti-money laundering – you won’t survive,” he cautions. To this end, GCS Malta has invested heavily in building a team of experts dedicated to specific industries and services.

Christian’s leadership style reflects his belief in ethical business practices and building trust. “We operate fairly and ethically,” he states, recounting instances where GCS Malta has referred potential clients to competitors when unable to meet their needs. This ethos extends to his relationship with employees, fostering loyalty through a supportive and collaborative environment.

Once again he emphasises the value of delegation as a tool for growth, despite the challenges it entails. “Delegating frees up time for more important matters,” he explains. “It’s not easy, but it’s essential for scaling the business.”

Outside of work, Christian is passionate about travel and family. “I try to dedicate time to my family, especially on weekends,” he shares, acknowledging the difficulty of achieving work-life balance in a demanding role. His love of exploring new places reflects the same curiosity and ambition that drive his professional endeavours.

For Christian, success comes down to vision and determination, and as GCS Malta continues to grow, its journey exemplifies the power of ambition, adaptability and a commitment to quality. Under his leadership, the company continues to seek new opportunities, overcome challenges and solidify its place as a trusted partner for businesses in Malta and beyond.   

This article is part of the serialisation of 50 interviews featured in Malta CEOs 2025 – the sister brand to MaltaCEOs.mt and an annual high-end publication bringing together some of the country’s most influential business leaders.