TurboTax
TurboTax, a product brand of Intuit Inc., provides consumer and small business tax preparation software combining AI-driven self-service tools with a nationwide network of human tax experts across online, mobile, desktop, and physical retail channels.
- Company typePrivate
- Founded1983
- HeadquartersSan Francisco, United States
- Headcount5,001–10,000
- GTM typeB2C
- OfferingSoftware
What TurboTax does
TurboTax is a consumer and small business tax preparation platform operated by Intuit Inc. (NASDAQ: INTU), serving individual filers, self-employed workers, investors, and small business owners across the United States and Canada. Its product portfolio spans a tiered architecture: a free edition for simple Form 1040 returns (claimed to serve approximately 37% of filers), Do It Yourself Deluxe and Premium tiers for homeowners and self-employed/investor scenarios, Expert Assist (on-demand expert guidance as users file), and Expert Full Service (dedicated expert handles filing start-to-finish, available in-person or online). Business offerings include Expert Assist Business and Expert Full Service Business for sole proprietors, S-corps, partnerships, and LLCs, plus Expert 365 Business — a monthly subscription ($99/month) combining year-round tax planning, QuickBooks Simple Start bookkeeping, and quarterly estimates. The platform is accessible via web (turbotax.intuit.com), iOS/Android mobile apps, downloadable desktop software (one-time perpetual licenses from $45 to $190), and a physical retail network of 20 TurboTax stores and nearly 600 Expert Offices launched nationwide in January 2026, with free Uber rides provided via partnership.
The underlying technology combines Intuit's agentic AI platform (Intuit Assist for natural language guidance, computer vision for snap-and-import of W-2s and 1099-Ks, CompleteCheck for anomaly detection, and audit risk metering) with a hybrid human-in-the-loop model featuring 10,000+ tax experts averaging 13 years of experience. TurboTax is integrated within the broader Intuit ecosystem alongside QuickBooks, Credit Karma (early refund deposits, free Credit Karma Tax offering), and Mailchimp, and is an authorized IRS e-file provider. The company's revenue model combines freemium and tiered subscription/per-return pricing for online products, one-time perpetual desktop licenses, professional services fees for expert tiers, monthly recurring subscriptions for Expert 365 Business, and ancillary financial products including Refund Advance loans (0% APR up to $4,000, issued by WebBank) and File Now Pay Later financing. Marketing is anchored by 13 consecutive Super Bowl advertisements and a multi-channel 'Now This Is Taxes' brand campaign targeting Gen Z and millennial audiences through NCAA, Netflix, Amazon Prime Video, Fortnite Creative, and music collaborations.
TurboTax firmographics
Firmographics- Name
- TurboTax
- Legal name
- Intuit Inc.
- Website
- https://turbotax.intuit.com
- Company type
- Private
- Founded year
- 1983
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- TurboTax, a product brand of Intuit Inc., provides consumer and small business tax preparation software combining AI-driven self-service tools with a nationwide network of human tax experts across online, mobile, desktop, and physical retail channels.
- Ownership category
- akta.pro rank
TurboTax industry classification
Industry- Product category
- Consumer Tax Preparation Software
- NAICS
- Accounting, Tax Preparation, Bookkeeping, and Payroll Services (5412)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Tax Planning & Personal Tax Optimization Tools (FSAGADAJ)
Keywords
Where TurboTax is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
TurboTax business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations, Infrastructure
Revenue model
- Software Licensing (Online): TurboTax Online products sold on subscription/per-return basis with tiered pricing based on tax complexity. Free Edition for simple returns, paid tiers for Deluxe, Premium with W-2, investment, and self-employment features. Users pay when ready to file, not upfront.
- Desktop Software Sales: One-time perpetual license sales for TurboTax Desktop products including Basic, Deluxe, Premier, Home & Business, and Business. Desktop software includes 5 federal e-files free with additional state e-filing fees.
- Expert Services: Professional tax preparation services through Expert Assist (guided with expert help) and Expert Full Service (expert files for you). Pricing based on complexity and forms required. Includes year-round expert access and audit support.
- Business Tax Services: Expert Assist Business and Expert Full Service Business for sole proprietors, S-corps, partnerships, and LLCs. Includes quarterly tax estimates, year-end filing, and ongoing tax planning. Expert 365 Business subscription model at $99/month for year-round services.
- Refund Advance & Early Refund: TurboTax Refund Advance loans (0% APR, up to $4,000, issued by WebBank) and early refund deposit up to 5 days early for fees. Money movement services provided by Intuit Payments Inc.
- Add-on Services: Additional paid services including Audit Defense representation, Up to 5 Days Early refund delivery, Credit Karma Money accounts, and state e-filing fees for desktop products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free Edition - Simple 1040 returns |
| Subscription | Pay-as-you-go | Do It Yourself Deluxe - W-2 and deductions |
| Subscription | Pay-as-you-go | Do It Yourself Premium - Investments & self-employment |
| Subscription | Pay-as-you-go | Expert Assist Basic |
| Subscription | Pay-as-you-go | Expert Assist Deluxe |
| Subscription | Pay-as-you-go | Expert Assist Premium |
| Subscription | Pay-as-you-go | Expert Full Service |
| One time/ perpetual license | Pay-as-you-go | TurboTax Desktop Basic |
| One time/ perpetual license | Pay-as-you-go | TurboTax Desktop Deluxe |
| One time/ perpetual license | Pay-as-you-go | TurboTax Desktop Premier |
| One time/ perpetual license | Pay-as-you-go | TurboTax Desktop Home & Business |
| One time/ perpetual license | Pay-as-you-go | TurboTax Desktop Business |
| Subscription | Annual | Expert Assist Business - Sole Proprietors |
| Subscription | Annual | Expert Assist Business - S-corps |
| Subscription | Monthly | Expert 365 Business - Sole Proprietors |
| Subscription | Monthly | Expert 365 Business - S-corps & Partnerships |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels12 records
TurboTax product offering
Product offeringCore offering
TurboTax is a consumer tax preparation platform that allows individuals, self-employed filers, investors, and small business owners to prepare and file federal and state U.S. tax returns online, via mobile app, through desktop software, or in-person at retail locations. Offerings span a free edition for simple returns, tiered self-service DIY products, expert-assisted filing (Expert Assist and Expert Full Service), downloadable desktop software, and year-round business tax planning. TurboTax also provides ancillary financial services including Refund Advance loans, early refund deposits, and audit defense representation.
Product overview
TurboTax is a multi-tiered tax preparation platform operated by Intuit Inc., offering both self-service software and expert-assisted filing options across online, desktop, and mobile platforms. The core product line spans TurboTax Free Edition (for simple returns), Do It Yourself Deluxe and Premium (self-guided with increasing complexity support), and two expert-assisted tiers: Expert Assist (on-demand help while filing) and Expert Full Service (dedicated expert handles entire return). Physical retail expansion includes nearly 600 Expert Offices and 20 TurboTax stores nationwide. Business offerings include Expert Assist Business and Expert Full Service Business for sole proprietors, S-corps, partnerships, and LLCs, plus Expert 365 Business subscription for year-round tax planning and bookkeeping. Supplementary services include Refund Advance loans (up to $4,000-$10,000), Up to 5 Days Early refund delivery, File Now Pay Later financing, and Audit Defense representation. The platform is integrated with sister Intuit products Credit Karma and QuickBooks, and powers the consumer tax experience within Intuit's broader AI-powered financial operating system.
Differentiator
Problem solved
Functional benefit
Brands
- TurboTax Do It Yourself: Self-guided tax filing software allowing users to prepare taxes independently with AI-powered assistance and step-by-step guidance.
- TurboTax Expert Assist
- TurboTax Expert Full Service
- TurboTax Free Edition
- TurboTax Deluxe
- TurboTax Premium
- TurboTax Business
- TurboTax Expert 365 Business
- TurboTax en español
Products and services
- TurboTax Free Edition
Quantifiable outcome
- 100% accurate calculations guarantee or IRS penalty coverage
- +6 more outcomes
Companies that use TurboTax
Customer profileNamed customers6 records
Segments9 records
Ideal customer profiles6 records
TurboTax technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability10 records
Feature6 records
TurboTax partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core, major and minor.
- Uber AdvertisingcoreStrategic campaign offering TurboTax customers free Uber rides (up to $25) to its 20 new physical stores and nearly 600 Expert Offices. Part of expanded Human Intelligence service network combining AI automation with human tax experts. Removes transportation barriers to accessing in-person tax preparation services.
- NCAAmajorTurboTax integrated TurboTax and Credit Karma platform with NCAA March Madness basketball partnerships. Multi-channel campaign targeting college sports audiences during peak tax season with integrated brand messaging.
- NetflixmajorIntegrated TurboTax and Credit Karma 'Now This Is Taxes' campaign featuring partnerships with Netflix as part of multi-channel brand campaign targeting Gen Z and millennials.
- Amazon Prime VideomajorPart of TurboTax's 'Now This Is Taxes' campaign with Amazon Prime Video integration for multi-channel marketing reach.
- Fortnite CreativeminorGaming platform partnership as part of TurboTax's 'Now This Is Taxes' campaign targeting younger demographics through interactive gaming experiences.
- Music Artists (Ravyn Lenae, Toro y Moi, The Beaches)minorMusic collaborations featuring re-recorded iconic songs by artists Ravyn Lenae, Toro y Moi, and The Beaches for TurboTax 'Now This Is Taxes' campaign brand messaging.
- Toronto TempocoreTurboTax Canada named as newest team partner for Canada's first WNBA expansion team. Fan engagement initiative called 'Mascot Aura Audit' invites Canadians to help design the team's official mascot playbook. Launching for 2026 inaugural season at Coca-Cola Coliseum.
- Credit KarmacoreIntuit launched 'Now This Is Taxes' feature combining TurboTax and Credit Karma platforms. Credit Karma Money accounts enable early tax refund deposit (up to 5 days early). Free Credit Karma Tax offering part of integrated consumer platform.
- QuickBookscoreTurboTax x QuickBooks brand integration for Expert 365 Business. QuickBooks Simple Start ($35/month) bundled with Expert 365 Business subscription ($99/month). Enables automated bank transaction categorization, tax-ready bookkeeping, and seamless data flow between accounting and tax preparation.
- IRScoreTurboTax is an authorized IRS e-file provider. Official e-file partner enabling electronic tax return submission directly to IRS and state tax authorities.
- Intuit (Parent Company)coreTurboTax operates as flagship consumer brand within Intuit Inc. ecosystem including QuickBooks, Credit Karma, and Mailchimp. Leverages Intuit's AI platform, 40+ years of financial data, and shared technology infrastructure.
Scale indicators11 records
Recent moves8 records
Expansion highlights6 records
TurboTax competitors and assessment
Company assessmentMarket position
Competitive moat7 records
Key highlights7 records
Customer concentration
TurboTax social profiles
Digital presenceTurboTax compliance and trust
Trust signalCompliance3 records
TurboTax financial estimates
Financial estimateRevenue estimate
Valuation estimate
TurboTax leadership team
Management profileNumber of profiles
TurboTax subsidiaries and ownership
Company hierarchySubsidiaries1 record
TurboTax funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TurboTax M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about TurboTax
What does TurboTax do?
TurboTax is a consumer tax preparation platform that allows individuals, self-employed filers, investors, and small business owners to prepare and file federal and state U.S. tax returns online, via mobile app, through desktop software, or in-person at retail locations. Offerings span a free edition for simple returns, tiered self-service DIY products, expert-assisted filing (Expert Assist and Expert Full Service), downloadable desktop software, and year-round business tax planning. TurboTax also provides ancillary financial services including Refund Advance loans, early refund deposits, and audit defense representation.
Is TurboTax a public or private company?
TurboTax is a private company. It is classified as corporate owned and is currently operating.
When was TurboTax founded?
TurboTax was founded in 1983. It employs 5,001 to 10,000 people.
Where is TurboTax based?
TurboTax is headquartered in San Francisco, United States, in the North America region.
How does TurboTax make money?
Six revenue lines are on record. Software Licensing (Online) is the primary driver. The others are desktop Software Sales, expert Services, business Tax Services, refund Advance & Early Refund and add-on Services.
Does TurboTax have an API?
No public API is recorded for TurboTax.
What industry is TurboTax in?
TurboTax's product category is Consumer Tax Preparation Software. Its primary akta.pro industry code is FSAGADAJ, Tax Planning & Personal Tax Optimization Tools. Its NAICS code is 5412 and its SIC code is 7372.