Press release
Intuit’s Consumer Platform Powers the Future of Tax Filing: TurboTax and Credit Karma Launch “Now This Is Taxes” Highlighting Trusted Tax Experts and Maximized Refunds
A Full-Funnel, Integrated, Multi-Channel Approach Will Feature Re-Recorded Iconic Songs by Gen Z Artists Such as Ravyn Lenae, Toro y Moi, and The Beaches
About this update from Intuit Inc.
[{"type":"text","content":"\nA Full-Funnel, Integrated, Multi-Channel Approach Will Feature Re-Recorded Iconic Songs by Gen Z Artists Such as Ravyn Lenae, Toro y Moi, and The Beaches\n\n MOUNTAIN VIEW, Calif.--(BUSINESS WIRE)--\nIntuit Inc. (Nasdaq: INTU), the global financial technology platform that makes Intuit TurboTax, Credit Karma, QuickBooks, and Mailchimp, today launched the second year of its successful brand campaign “Now This is Taxes” for tax year 2025 (taxes filed in 2026). The campaign demonstrates the future of taxes through its consumer platform, the only all-in-one destination seamlessly fusing Credit Karma and TurboTax with Agentic AI and human intelligence (AI+HI). By delivering done-for-you tax filing experiences, trusted guidance, and actively working in the customer’s best interest to maximize money outcomes year-round, Intuit’s consumer platform is unique in the marketplace. The campaign targets progressive prior-year assisted (PYA) filers, ambitious, tech-savvy individuals aged 18–44 who are frustrated with the old, manual, and expensive tax process, and know there is a better way.\n\n“People expect brands to rise and meet the occasion, yet they continue to tolerate a process riddled with pain, confusion, and little reward, accepting the status quo that taxes are supposed to be painful,” says Nick Soukas, Intuit Consumer Group, Senior Vice President of Marketing. “We are making high-quality, done-for-you tax guidance more accessible and tech-forward for everyone, whether they want virtual or in-person expert help. TurboTax is ensuring that excellence is the standard, not the exception, actively working in our customers’ best interest to find them more money, easier, and faster. This is the essence of ‘Now This Is Taxes.’”\n\nThe campaign strategy is built on the understanding that the Gen Z target audience is less familiar with taxes and finances. However, they desire agency over their money and crave expert guidance to have confidence it is done right. Because they are just starting out, value is critical, and they want to ensure they get the best outcome for the price—a promise TurboTax is delivering directly:\n\n\nDIY Free Mobile App Offer: Regardless of tax situation or complexity, customers who file by February 28, 2026 can do their own taxes for free through the TurboTax mobile app if they didn’t use TurboTax last year.\n\n\n...