Intuit Turbo

What Intuit Turbo does

Intuit Turbo (branded TurboTax) is a multi-tiered consumer and small business tax preparation platform launched in 1993 and operated by Intuit Inc. (NASDAQ: INTU) from Mountain View, California. The platform serves individual taxpayers, self-employed and gig workers, investors, and small business owners across the United States and Canada through a product suite that spans free basic Form 1040 filing (covering roughly 37% of all taxpayers) to premium self-filing tiers (DIY Deluxe, DIY Premium) and expert-assisted products (Expert Assist Basic, Deluxe, Premium; Expert Full Service). Distribution spans web, iOS and Android mobile applications, downloadable Mac and Windows desktop software, and physical TurboTax Local Tax Offices in New York, Costa Mesa, and Chicago.

The underlying technology combines a cloud-based tax preparation engine with automated document import (photo capture OCR for W-2s and 1099s, direct employer and financial institution integration, and imports from QuickBooks Desktop and Quicken), IRS and state department of revenue e-file integration, and a 100% Accurate Calculations Guarantee backed by Intuit's payment of any resulting IRS penalties and interest. The platform is SOC 2 Type 2 certified and supports year-round tax estimation for self-employed users. AI-adjacent capabilities include 1099-K and 1099-NEC Snap and Autofill mobile features and a conversational chat expert branded 'Jan'.

Revenue is generated through tiered software subscriptions (federal filing from $0 to $139+), professional tax services via Expert Full Service and Expert Assist, financial product facilitation fees (Refund Advance 0% APR loans up to $4,000 standard or $10,000 for Expert Full Service, File Now Pay Later installment loans at 15%-33% APR, early refund access fees), and add-on services including audit defense. The business model blends product-led growth for self-serve consumers with sales-led expert-assisted and full-service tiers, and bundles QuickBooks Simple Start into the Expert 365 Business subscription ($61/month plus $38/month for QuickBooks) for sole proprietors. Core strategic partnerships include WebBank (loan origination), MVB Bank and Credit Karma Money (deposit accounts and early refund delivery), and Intuit Payments Inc. (money transmission licensing).

Name

Intuit Turbo

Legal name

Intuit Inc.

Website

https://turbo.intuit.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

51–100 employees

Short description

Intuit Turbo (TurboTax) is a multi-tiered consumer and small business tax preparation platform offering self-service, expert-assisted, and full-service filing across web, mobile, desktop, and retail channels, serving US and Canadian individual taxpayers, gig workers, and small business owners.

Ownership category

akta.pro rank

Product category

Tax Preparation Software

NAICS

Tax Preparation Services (541213), Accounting, Tax Preparation, Bookkeeping, and Payroll Services (5412)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Tax Planning & Personal Tax Optimization Tools (FSAGADAJ)

akta.pro secondary industries

Tax & Financial Document Preparation Organization (Non-Advisory) (HSAFAEAG), Expense Tracking & Financial Dashboards (FSAGADAB), Underwriting Automation & Income/Employment Verification (FSAGAHAD)

Keywords

• Tax preparation software
• Online tax filing
• Self-employed tax filing
• Expert tax services
• Tax refund advance

Headquarters

HQ city

Mountain View

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

Technology or R&D, Marketing or Sales, Personnel, Operations

Revenue model

1. Tax Filing Software Subscriptions: TurboTax offers tiered subscription pricing for online tax filing products, from free basic edition to premium expert-assisted tiers. Customers can start for free and pay when ready to file. Desktop software is sold as one-time perpetual licenses.
2. Professional Tax Services: TurboTax Expert Full Service and Expert Assist products charge fees for expert tax preparation and review services performed by tax professionals.
3. Financial Products Facilitation: TurboTax facilitates Refund Advance loans (0% APR, $0 fees) and File Now Pay Later loans through WebBank and Intuit Financing Inc., earning fees from loan facilitation. Also charges $40 service fee for paying with federal refund.
4. Add-on Services and Upgrades: Additional fees for audit defense services, live tax advice add-ons, and early refund access programs.

Pricing tiers

Go-to-market motion5 records

Distribution channels8 records

Marketing channels8 records

Core offering

TurboTax provides guided, cloud-based tax preparation software and expert-assisted tax filing services for U.S. and Canadian individual taxpayers, self-employed workers, and small business owners. The platform offers tiered online (Free Edition, Deluxe, Premium), mobile, and desktop products, full-service expert preparation, and on-demand Expert Assist, all integrated with IRS and state e-file systems. It also facilitates financial products including Refund Advance 0% APR loans, File Now Pay Later installment loans, and early refund access through partner banks.

Product overview

Intuit TurboTax is a multi-tiered tax preparation platform offering both self-service and expert-assisted filing options across online, desktop, and mobile channels. The core product line spans TurboTax Free Edition (for simple 1040 returns), TurboTax Do It Yourself tiers (Deluxe and Premium/Self-Employed), and TurboTax Expert Assist products (Basic, Deluxe, Premium). Expert Full Service provides full-service tax preparation where an expert signs as preparer. The platform also includes financial products (Refund Advance loans, File Now Pay Later financing, Early Tax Refunds), a mobile app with document capture, and business-specific offerings including TurboTax Expert 365 Business for year-round advisory. TurboTax Desktop provides downloadable software as an alternative to online filing.

Differentiator

Problem solved

Functional benefit

Products and services

• TurboTax Free Edition Free online federal and state tax filing product for individual taxpayers with simple Form 1040 returns, covering W-2 income, interest, dividends, EITC, Child Tax Credit, and student loan interest.
• TurboTax Do It Yourself Deluxe Online DIY tax filing tier with enhanced deduction and credit optimization, audit support, and access to tax specialists for filers with more than a simple return.
• TurboTax Do It Yourself Premium Online DIY tax filing product for self-employed individuals, gig workers, freelancers, and investors, with Schedule C support, 1099-NEC Snap and Autofill, year-round tax estimator, and self-employed expense monitoring.
• TurboTax Expert Assist Basic Expert-assisted online tax filing tier for simple returns, providing access to tax experts for questions and a final expert review before filing.
• TurboTax Expert Assist Deluxe Expert-assisted online tax filing tier with enhanced expert support and final review for more complex personal tax situations.
• TurboTax Expert Assist Premium Expert-assisted online tax filing tier for self-employed filers, with comprehensive expert help, year-round guidance, and final expert review.
• TurboTax Expert Full Service Full-service online tax preparation product in which a matched tax expert prepares a personal return start-to-finish and signs as preparer, available year-round with same-day preparation.
• TurboTax Expert Full Service Business Taxes Full-service tax preparation for business entities including sole proprietorships and single-member LLCs, in which a tax expert signs as preparer.
• TurboTax Expert Assist Business Taxes Expert-assisted online tax filing for business tax situations, with tax expert review and on-demand support during preparation.
• TurboTax Desktop Downloadable desktop tax preparation software for Mac and Windows, sold as a one-time perpetual license with up to 5 free federal e-files included.
• TurboTax Desktop Business Downloadable desktop tax preparation software for business entities, including C-Corps and other business tax situations.
• TurboTax Expert 365 Business Year-round monthly subscription for small business owners combining quarterly expert tax reviews, tax-ready bookkeeping via bundled QuickBooks Simple Start, business tax advisory sessions, and Expert Full Service for business returns.
• TurboTax Mobile App Mobile application for iOS and Android that enables individual tax filing on smartphones and tablets, featuring photo-capture document import and 1099-K/1099-NEC autofill.
• TurboTax Refund Advance Interest-free loan product issued by WebBank based on a taxpayer's anticipated federal refund, with 0% APR, no loan fees, and deposit within 15 minutes of IRS acceptance for amounts from $250 up to $4,000 (or up to $10,000 for Expert Full Service customers).
• File Now, Pay Later Installment loan issued by WebBank enabling taxpayers to pay a federal tax balance of $200-$6,000 over 3, 6, or 9 month terms at variable 15%-33% APR.
• Early Tax Refunds Service that provides federal tax refund access up to 5 days early via direct deposit into a Credit Karma Money checking account.

Quantifiable outcome

• 9 out of 10 refunds issued in less than 21 days when e-filing with direct deposit
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability3 records

Feature10 records

Partnerships

Five partnerships are on record, tiered core.

• Intuit Payments Inc.coreTechnology or IntegrationIntuit Payments Inc., licensed as a Money Transmitter by the New York State Department of Financial Services, provides money movement services for TurboTax refund products.
• IRScoreOthersTurboTax integrates with IRS e-file systems for electronic tax return submission and accepts direct deposit of refunds. TurboTax also facilitates free tax extension filing via Form 4868.
• State Departments of RevenuecoreOthersTurboTax integrates with state tax authority systems for e-filing state tax returns across all states with income tax.
• Credit Karma MoneycoreTechnology or IntegrationCredit Karma Money spending accounts provided by MVB Bank enable TurboTax Refund Advance deposits, up to 5 days early refunds, and File Now Pay Later loan disbursements.
• QuickBookscoreTechnology or IntegrationQuickBooks Simple Start is bundled with Expert 365 Business subscription for tax-ready bookkeeping. TurboTax integrates with QuickBooks for seamless business tax preparation.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Others

• Intuit Credit Karma: Credit Karma is a sister Intuit property (intuitively integrated for early-refund deposits) rather than a competitor, but it is the consumer-finance front door to TurboTax Refund Advance and File Now Pay Later, making it functionally part of the same platform ecosystem.

Direct peers

• H&R Block: H&R Block is the largest direct competitor to TurboTax, offering a similar tiered DIY and expert-assisted online tax preparation product plus a large retail office footprint. Explicitly named as a comparison target in TurboTax's marketing.
• TaxSlayer: TaxSlayer is a lower-priced online DIY tax filing competitor serving individual and self-employed filers with comparable form coverage. Explicitly named as a comparison target in TurboTax's marketing.
• TaxAct: TaxAct is a value-positioned DIY tax preparation platform with Free, Deluxe, and Premium tiers competing head-to-head with TurboTax. Explicitly named as a competitor in TurboTax's comparison pages.
• Jackson Hewitt: Jackson Hewitt is a tax preparation competitor operating via both online DIY software and a large retail storefront network for expert-assisted filing. Explicitly named as a comparison target in TurboTax's marketing.
• FreeTaxUSA: FreeTaxUSA is a budget tax software competitor offering free federal filing across more form types than TurboTax's 37% eligible base, directly undercutting TurboTax on price for the moderate-complexity segment.
• Liberty Tax: Liberty Tax is a retail-office-based income tax preparation chain competing with TurboTax Local Tax Offices for in-person expert preparation customers.

Emerging players

• Drake Software: Drake Software is a tax preparation software provider focused on tax professionals and small accounting firms; relevant as a peer for the Expert Full Service and Expert Assist category of expert-prepared filings.
• IRS Direct File: IRS Direct File is a government-run free federal tax filing pilot that competes directly with TurboTax's free tier by offering no-cost filing for simple Form 1040 returns and certain credits/deductions.
• Cash App Taxes: Cash App Taxes (Block, Inc.) was a 100% free federal and state DIY filing product that withdrew from market; relevant as a comparable AI/consumer-fintech branded free tax offering that pressured TurboTax's free tier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/intuitturbo
• YouTubeyoutube.com/user/TurboTax
• Facebookfacebook.com/turbotax
• Instagraminstagram.com/turbotax
• TikToktiktok.com/@turbotax?lang=en
• LinkedInlinkedin.com/company/intuit

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Intuit Turbo