Intuit
- Company typePublic
- Founded1983
- HeadquartersMountain View, United States
- Headcount5,001–10,000
- GTM typeB2B and B2C
- OfferingSoftware
Intuit firmographics
Firmographics- Name
- Intuit
- Legal name
- Intuit Inc.
- Website
- https://intuit.com
- Company type
- Public
- Founded year
- 1983
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Ownership category
- akta.pro rank
Intuit industry classification
Industry- Product category
- Financial Software
- NAICS
- Computer Systems Design Services (541512), Custom Computer Programming Services (541511), Other Computer Related Services (541519)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- Core ERP Suites (Financials, Procurement, Projects) (HDAEAEAA)
- akta.pro secondary industries
- Regulatory Readiness & Audit Automation (e.g., EU AI Act, NIST AI RMF, ISO/IEC 42001) (HDAAAMAE), Financial Services Personalization (Banking, Investing, Insurance) (HDAAAGAH), AI & Automation in Customer Service (Chatbots, Agent Assist) (EDABACAO)
Keywords
Where Intuit is headquartered
LocationHeadquarters
- HQ city
- Mountain View
- HQ country
- United States
- HQ region
- North America
Offices7 records
Markets served
Intuit business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations, Others
Revenue model
- Consumer Segment (TurboTax): Revenue from TurboTax products including Online, Desktop, Live, and Expert Assist tiers. TurboTax Online paying units expected to grow 2% in FY2026. Consumer segment revenue was $5.3 billion in Q3 FY2026, up 8% year-over-year.
- Small Business and Self-Employed (QuickBooks): QuickBooks Online, payroll services, payments solutions, and Mailchimp. Global Business Solutions segment posted 15.3% growth to $3.29 billion in Q3 FY2026. Includes subscription revenue from accounting software and transaction-based payment processing.
- Mailchimp Email Marketing: Email marketing platform contributing approximately 7% of total revenue. Revenue has shown slight year-over-year decline rather than expected double-digit growth. Platform now being run for cash flow and profitability rather than aggressive growth.
- QuickBooks Payments: Payment processing fees from small businesses using QuickBooks Payments. Partnership with Affirm for BNPL functionality allows eligible businesses to offer flexible payment options while receiving payment upfront.
- Intuit Enterprise Suite: AI-native ERP targeting mid-market ($10M-$100M+ segment). Priced at approximately $12,000 per year versus legacy ERPs at $80,000+. Projects 299% three-year ROI for customers per Forrester Consulting study.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Intuit Enterprise Suite mid-market ERP priced at ~$12,000/year |
| Freemium | Pay-as-you-go | TurboTax Free Edition for simple returns |
| Subscription | Pay-as-you-go | TurboTax Expert Full Service - Expert files for you |
| Subscription | Pay-as-you-go | TurboTax Expert Assist - Experts help as you go |
| Subscription | Monthly | Expert 365 Business subscription |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels6 records
Intuit product offering
Product offeringCore offering
Intuit provides an AI-native financial technology platform spanning tax preparation (TurboTax), personal finance and credit monitoring (Credit Karma), small business accounting, payroll, payments and time tracking (QuickBooks), email/SMS marketing (Mailchimp), mid-market ERP (Intuit Enterprise Suite), and professional tax software (Lacerte, ProConnect Tax, ProSeries). Its offerings are unified through the proprietary GenOS AI operating system and Intuit Intelligence (Intuit Assist) agentic AI assistant that combines AI agents with human expert support across tax, accounting, payroll, payments, credit, and marketing workflows.
Product overview
Intuit is a financial technology platform company offering a portfolio of AI-powered products organized around three core customer segments: individuals (TurboTax for tax preparation, Credit Karma for financial guidance), small businesses (QuickBooks ecosystem for accounting, payroll, payments, and time tracking), and mid-market enterprises (Intuit Enterprise Suite for ERP). The platform also includes Mailchimp for marketing automation and professional tax products (Lacerte, ProConnect, ProSeries) for tax practitioners. The offerings are integrated through Intuit's unified data platform and AI capabilities, enabling cross-product insights and workflow automation. The company positions itself as an AI-first platform leveraging proprietary data and machine learning to deliver personalized financial outcomes.
Differentiator
Problem solved
Functional benefit
Brands
- TurboTax: Tax preparation software and services for individuals and businesses
- QuickBooks
- Credit Karma
- Mailchimp
- Intuit Enterprise Suite
- Intuit Assist
- Lacerte
- ProConnect Tax
- ProSeries Tax
- TurboTax Live
- QuickBooks Live
- TurboTax Live for Business
Products and services
- TurboTax
- TurboTax Live
- Credit Karma
- QuickBooks Online
- QuickBooks Payroll
- QuickBooks Payments
- QuickBooks Invoicing Software
- QuickBooks Solopreneur
- Mailchimp
- Intuit Enterprise Suite
- QuickBooks Workforce
- Lacerte Tax
- ProConnect Tax
- ProSeries Tax
- Intuit Accountant Suite
- TurboTax Expert 365 Business
- Intuit Business Credit Card
Quantifiable outcome
- 299% three-year ROI for Enterprise Suite customers (Forrester Consulting study)
- +4 more outcomes
Companies that use Intuit
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
Intuit technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability11 records
Feature5 records
Intuit partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and strategic.
- LA28 Olympic and Paralympic Games (USOPP)coreIntuit is a founding partner of the LA28 Olympic and Paralympic Games as part of USOPP (joint venture between LA28 organizing committee and U.S. Olympic and Paralympic Committee). USOPP has crossed $2 billion in sponsorship sales. Intuit joins Google, Starbucks, and Honda as major brand partners.
- Mother AgencycoreIntuit selected Mother as its creative and strategic partner to evolve the company's brand identity for the AI era. The collaboration shifts Intuit's messaging away from technical promises toward emotionally resonant storytelling supporting Intuit Intelligence platform. Long-term agreement includes first major campaign expected Fall 2026.
- AffirmstrategicIntuit and Affirm partnership integrating Affirm's buy-now-pay-later functionality directly into QuickBooks Payments. Allows eligible businesses to offer customers flexible payment options while receiving payment upfront. Addresses issue where 56% of small businesses are owed money from unpaid invoices averaging $17,500.
- ShopifystrategicMailchimp expanded integrations with Shopify to unify ecommerce data and bring AI-powered marketing capabilities directly into merchant workflows.
- WooCommercestrategicMailchimp expanded integrations with WooCommerce to consolidate ecommerce data and deliver AI-powered marketing recommendations across merchant platforms.
- WixstrategicMailchimp expanded integrations with Wix to unify ecommerce data within existing tools and provide AI-powered marketing recommendations.
- Claude (Anthropic)strategicDirect Mailchimp campaign creation through Claude app, enabling AI-powered content generation and campaign management within Claude workflow.
- ChatGPTstrategicOne-click site tracking activation for major ecommerce platforms and direct Mailchimp campaign creation through ChatGPT for conversational AI-driven marketing workflows.
- OpenAIcoreIntuit and OpenAI partner to revolutionize Financial Intelligence. Multi-year partnership integrates OpenAI's AI capabilities with Intuit's financial platform. Intuit is simultaneously a paying technology partner using OpenAI models while competing with OpenAI's own personal finance offerings.
- AnthropiccoreIntuit Financial Intelligence comes to Claude via Anthropic. Partnership brings Intuit's financial data capabilities to Claude AI assistant through native integrations.
Scale indicators12 records
Recent moves6 records
Expansion highlights7 records
Intuit competitors and assessment
Company assessmentDirect peers
- H&R Block: Largest direct competitor to TurboTax in U.S. consumer and small-business tax preparation, with DIY, assisted, and professional offerings that overlap Intuit's Consumer segment head-to-head.
- Xero: Cloud-based accounting platform for small businesses and accountants; directly competes with QuickBooks Online on subscription accounting, payroll add-ons, and accountant ecosystem (ProAdvisor equivalent).
- Sage Group: UK-listed accounting, payroll, and ERP vendor serving SMBs and mid-market; competes with QuickBooks in SMB accounting and with Intuit Enterprise Suite in the same mid-market ERP category.
- Klaviyo: Email and SMS marketing platform with deep e-commerce analytics; the most cited direct Mailchimp challenger and the primary reason Mailchimp's growth has stalled at ~11M users.
- HubSpot: Broader CRM and marketing-automation suite that competes with Mailchimp across email/SMS and increasingly with QuickBooks-integrated SMB workflows at higher price points.
Broad incumbents
- NetSuite (Oracle): Cloud ERP suite for mid-market and larger enterprises; the legacy incumbent Intuit Enterprise Suite is explicitly priced against (at ~$12K vs. $80K+) for the $10M–$100M+ segment.
- Workday: Enterprise cloud platform spanning finance and HR; overlaps with Intuit Enterprise Suite and the QuickBooks Workforce HCM expansion in mid-market and enterprise financial/HCM workloads.
- ADP: Largest incumbent in payroll, HCM, and benefits processing, directly competing with QuickBooks Payroll, QuickBooks Workforce, and the GoCo-acquired HR capabilities.
Emerging players
- Bill.com: Cloud-based AP/AR and payments automation for SMBs and accountants; integrates with QuickBooks but directly overlaps with QuickBooks Payments and invoice-management features.
- FreshBooks: Cloud accounting platform targeting freelancers, solopreneurs, and small service businesses; competes most directly with QuickBooks Solopreneur in the self-employed segment.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks5 records
Key highlights6 records
Customer concentration
Intuit social profiles
Digital presenceIntuit compliance and trust
Trust signalCompliance5 records
Intuit financial estimates
Financial estimateRevenue estimate
Valuation estimate
Intuit leadership team
Management profileNumber of profiles
Profiles17 records
Intuit subsidiaries and ownership
Company hierarchySubsidiaries10 records
Intuit funding detail
Funding detailFunding overview
Funding rounds7 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Intuit M&A and investment
M&A and investmentM&A41 records
Investments25 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Intuit
What does Intuit do?
Intuit provides an AI-native financial technology platform spanning tax preparation (TurboTax), personal finance and credit monitoring (Credit Karma), small business accounting, payroll, payments and time tracking (QuickBooks), email/SMS marketing (Mailchimp), mid-market ERP (Intuit Enterprise Suite), and professional tax software (Lacerte, ProConnect Tax, ProSeries). Its offerings are unified through the proprietary GenOS AI operating system and Intuit Intelligence (Intuit Assist) agentic AI assistant that combines AI agents with human expert support across tax, accounting, payroll, payments, credit, and marketing workflows.
Is Intuit a public or private company?
Intuit is a public company. It is classified as public and is currently operating.
When was Intuit founded?
Intuit was founded in 1983. It employs 5,001 to 10,000 people.
Where is Intuit based?
Intuit is headquartered in Mountain View, United States, in the North America region.
How does Intuit make money?
Five revenue lines are on record. Consumer Segment (TurboTax) is the primary driver. The others are small Business and Self-Employed (QuickBooks), mailchimp Email Marketing, quickBooks Payments and intuit Enterprise Suite.
Who are Intuit's main competitors?
Direct peers on record are H&R Block, Xero, Sage Group, Klaviyo and HubSpot. Broad incumbents are NetSuite (Oracle), Workday and ADP. Emerging players are Bill.com and FreshBooks.
Does Intuit have an API?
No public API is recorded for Intuit.
What industry is Intuit in?
Intuit's product category is Financial Software. Its primary akta.pro industry code is HDAEAEAA, Core ERP Suites (Financials, Procurement, Projects), with a secondary code of HDAAAMAE, Regulatory Readiness & Audit Automation (e.g., EU AI Act, NIST AI RMF, ISO/IEC 42001). Its NAICS code is 541512 and its SIC code is 7372.