Intuit Inc. (NASDAQ: INTU) is a financial software company that provides tax preparation, accounting, and personal finance products to consumers, small and mid-market businesses, and professional accountants. It makes money primarily through software subscriptions, assisted tax preparation fees, payment processing fees, and financial product referrals. Intuit operates four reportable segments as of its FY2025 10-K (filed 2025-09-03): Global Business Solutions (renamed from Small Business & Self-Employed on August 1, 2024), Consumer, Credit Karma, and ProTax. The company is headquartered in Mountain View, California, with additional principal offices in San Diego, Oakland, Plano (Texas), and Bangalore (India). Switching costs are embedded across its product suite: businesses that run payroll, payments, and accounting through QuickBooks face meaningful friction moving to alternatives. Consumer and ProTax revenue is heavily seasonal, concentrated in the November through April tax filing period.

Revenue model

Subscription fees for QuickBooks Online, QuickBooks Desktop Plus, QuickBooks Enterprise, and Intuit Enterprise Suite; assisted and do-it-yourself tax preparation fees via TurboTax; professional tax software subscriptions via Lacerte, ProSeries, and ProConnect Tax Online; transaction fees from merchant payment processing, bill pay, and QuickBooks Capital financing; and financial product referral revenue through Credit Karma's personal finance platform.

Products and services

Global Business Solutions: QuickBooks Online, Intuit Enterprise Suite (multi-entity mid-market accounting), QuickBooks Desktop Plus, QuickBooks Enterprise (industry-specific versions for Contractor, Manufacturing, Retail, Nonprofit, and others), QuickBooks Live (assisted bookkeeping), QuickBooks Online Payroll, QuickBooks Time, QuickBooks Capital (small business financing), QuickBooks Checking (via FDIC-member bank partner), Mailchimp (marketing automation and CRM), and financial supplies including checks and tax forms. Consumer: TurboTax (do-it-yourself and AI-assisted tax preparation, U.S. and Canada). Credit Karma: personal finance platform connecting members with financial products. ProTax: Lacerte, ProSeries, ProConnect Tax Online (U.S.); ProFile, ProTax Online (Canada).

Customers and end markets

Primary customers are consumers filing personal income taxes, small and mid-market businesses managing accounting and payroll, and professional accountants in the U.S. and Canada. Credit Karma serves consumers seeking personal finance products such as credit cards, loans, and insurance. The Global Business Solutions segment also serves accounting professionals who advise small businesses.

Value-chain role

Intuit sits at the intersection of financial software, tax compliance, payments infrastructure, and financial product distribution. It acts as a software platform and workflow operator for tax filing, bookkeeping, payroll, and payment processing, and as a marketplace connecting consumers with third-party financial products through Credit Karma.

Geographic exposure

Primary operations in the United States. Professional tax and TurboTax products also sold in Canada. Principal offices in Mountain View, California (corporate headquarters); San Diego, California (Consumer segment); Oakland, California (Credit Karma segment); Plano, Texas (ProTax segment); and Bangalore, India (Intuit India), per the FY2025 10-K filed 2025-09-03.

Source: SEC 10-K, filed 2025-09-03

Industry: Services-Prepackaged Software Peers: Adobe Inc Aspen Technology, Inc. Autodesk Inc Cadence Design Systems Inc Workday Inc Roper Technologies Inc Salesforce Inc Synopsys Inc Trade Desk Inc