Steven Cohen co-founded what became Sage, the global accounting and payroll software group, and his approach to leadership, empathy for staff, deliberate diversity, and treating enjoyment at work as a management responsibility rather than a nice-to-have, still holds up as practical advice for founders scaling a team today.
From a JSE listing to a global accounting brand
Cohen co-founded Softline Group with partners Ivan Epstein and Alan Osrin, listing it on the JSE in 1997 before it was acquired by The Sage Group in 2003 and eventually renamed Sage in 2013. Cohen went on to lead Sage’s international cloud accounting and payroll business across Africa, Australia, the Middle East, Asia and Brazil.
Leadership lessons that outlasted the company name change
Cohen’s own account of leadership centred on empathy, referring to staff as “his people” rather than employees, and building diverse teams deliberately rather than by accident. He was explicit that fun and productivity aren’t opposites: an employer’s job includes making work enjoyable, not just measuring output.
Why this still matters for South African founders
Sage remains one of the most widely used accounting platforms among South African SMEs, which gives Cohen’s own leadership philosophy an unusual amount of practical weight: the tools many small businesses rely on to run their finances, and stay compliant with the South African Revenue Service‘s own filing requirements, were built inside a culture explicitly designed around staff wellbeing rather than pure output metrics.
Frequently asked questions
Who is Steven Cohen?
A co-founder of Softline Group, which became Sage, the global accounting, payroll and payment software company.
What leadership approach did Steven Cohen advocate?
Leading with empathy, referring to staff as “his people”, building diverse teams deliberately, and treating enjoyment at work as a management priority.
How did Softline become Sage?
Softline Group was acquired by The Sage Group plc in 2003 and formally renamed Sage in February 2013.
Is Sage still a major accounting software provider in South Africa?
Yes, Sage remains one of the most widely used accounting and payroll platforms among South African small and medium businesses.
What is Sage’s global footprint today?
Sage plc is listed on the FTSE 100 and operates across dozens of countries with tens of thousands of staff worldwide.
Further reading
Originally published in December 2016. Updated September 2026 to confirm Sage remains a leading accounting platform among South African SMEs a decade after Steven Cohen helped build the business into a global brand.
