Intuit

Financial Softwareintuit.com

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

Financial software platform
Tax preparation software
Small business accounting
Payment processing services
Email marketing automation

Where Intuit is headquartered

Location

Headquarters

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 offering

Core 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 profile

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Intuit technology and API

Technology

Technology 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 signal

Partnerships

Ten partnerships are on record, tiered core and strategic.

LA28 Olympic and Paralympic Games (USOPP)coreStrategic or Co-development Partner · 16 June 2026Intuit 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 AgencycoreGTM or Marketing Partner · 15 June 2026Intuit 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.
AffirmstrategicStrategic or Co-development Partner · 8 June 2026Intuit 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.
ShopifystrategicTechnology or Integration · 28 May 2026Mailchimp expanded integrations with Shopify to unify ecommerce data and bring AI-powered marketing capabilities directly into merchant workflows.
WooCommercestrategicTechnology or Integration · 28 May 2026Mailchimp expanded integrations with WooCommerce to consolidate ecommerce data and deliver AI-powered marketing recommendations across merchant platforms.
WixstrategicTechnology or Integration · 28 May 2026Mailchimp expanded integrations with Wix to unify ecommerce data within existing tools and provide AI-powered marketing recommendations.
Claude (Anthropic)strategicTechnology or Integration · 28 May 2026Direct Mailchimp campaign creation through Claude app, enabling AI-powered content generation and campaign management within Claude workflow.
ChatGPTstrategicTechnology or Integration · 28 May 2026One-click site tracking activation for major ecommerce platforms and direct Mailchimp campaign creation through ChatGPT for conversational AI-driven marketing workflows.
OpenAIcoreTechnology or Integration · 17 November 2025Intuit 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.
AnthropiccoreTechnology or Integration · 1 November 2025Intuit 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 assessment

Direct 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 compliance and trust

Trust signal

Compliance5 records

Intuit financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Intuit leadership team

Management profile

Number of profiles

Profiles17 records

Intuit subsidiaries and ownership

Company hierarchy

Subsidiaries10 records

Intuit funding detail

Funding detail

Funding 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 investment

M&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?

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.