Dive Brief:

• Intuit’s AI-driven expert platform strategy is delivering an improved customer experience and drove 15% year-over-year revenue growth across the business, executives said during a Q3 2025 earnings call last week. 
• AI was particularly impactful for customers using TurboTax this filing season, CEO Sasan Goodarzi said. The software directs customers to the right product to file taxes and reduces the time spent filing.
• “With our investment in data, AI and AI-enabled human expertise, we are disrupting the assisted category with experiences that are resonating with customers across both consumer and business tax,” Goodarzi said. “The exceptional results are fueled by strong execution of our strategy to win as an AI-driven expert platform by delivering the best experience, speed to money, and the best price for customers.”

Dive Insight:

Intuit, the parent company to TurboTax, Credit Karma, QuickBooks and Mailchimp, has gone all in on AI to improve customer experience and boost revenue. 

Intuit reported total revenue of $7.8 billion in third quarter 2025, according to an earnings report. The strong results led the software company to raise its guidance, including revenue, operating income and operating margin. Intuit expects consumer group revenue to grow 11% year over year to $4 billion for the full fiscal year, to be driven by TurboTax Live revenue.

“The strength across the company is driven by our global AI-driven expert platform strategy, powering prosperity for consumers, small and mid-market businesses, and accountants,” Goodarzi said. “We're fueling the financial success of approximately 100 million customers by automating everyday tasks, managing complex workflows and processes, and solving challenges before they arise with predictive insights, and taking actions.” 

Intuit uses AI agents as well as AI-assisted human agents. TurboTax’s AI-powered, mobile-first “done-for-you” tax product drove a 12% reduction in the average time a customer spent filing. 

AI also helped human tax experts. For TurboTax’s full-service offering, experts spent about 20% less time preparing a return, according to Goodarzi. 

“Our data and AI platform capabilities had a profound impact on the productivity of our experts,” Goodarzi said. “By doing a lot of the work for them and helping them finish returns quickly and accurately, they spent more time engaging and onboarding customers.”

Intuit is planning on rolling out a broader set of end-to-end AI agents, including a customer AI agent, a payment AI agent, a project management AI agent, and an accounting AI agent, Goodarzi said. These agents can also talk to each other to solve customers’ problems.

“Our goal is to solve challenges before they arise with predictive insights, take smart action on our customers' behalf, and seamlessly connect them to AI-enabled human experts when needed with customers always in control,” Goodarzi said. 

Goodarzi is confident that Intuit can further disrupt the $35 billion assisted tax category.

One competitor that had been ready to disrupt the field was the federal government. In 2024, the IRS came out with its own free tax filing software, Direct File, which earned high customer satisfaction marks. That program is now on the chopping block should the $3.8 trillion Republican tax bill that just passed the House become law.

Intuit and H&R Block, which has its own tax-filing software, have long lobbied against the IRS providing free software directly to taxpayers, ProPublica found.