Turbotax Business Model | How Does Turbotax Make Money?

TurboTax is an online tax preparation and filing service developed by Intuit that allows individuals, small businesses, and self-employed workers to complete their taxes quickly and easily.

The company has gained popularity due to its user friendly interface and helpful features such as live tax advice from certified public accountants (CPAs) or enrolled agents (EAs).

In this article, the business model of TurboTax will be discussed in detail with a focus on how it makes money.

TurboTax offers several different products for various types of taxpayers including those who are self-employed, have investments or rental properties, own a business, or simply need to file their federal return.

Each product includes features designed to help users maximize deductions and credits while minimizing overall tax liabilities.

Additionally, each product comes with varying levels of support depending on what type of taxpayer they are dealing with.

These factors all contribute to the success of TurboTax’s wide range of offerings and ultimately its profit margin.

Overview Of The Company

TurboTax is an American software package created to help individuals and businesses prepare their tax returns. It has been in existence since the 1980s, when it was first developed by Michael A. Chipman of Chipsoft located in San Diego, California.

In 1993, Intuit acquired the company and rebranded it as TurboTax. Since then, TurboTax has become one of America’s most popular online tax preparation services due to its sophisticated technology and user-friendly interface.

The primary goal of TurboTax is to simplify the complex process of filing taxes for users from all walks of life. The product offers a wide range of features that enable users to quickly complete their federal, state, and local filings with ease. This includes tools such as free deductions guides, audit support, step-by-step wizards and more.

Due to its innovative approach to filing taxes online and providing detailed explanations along the way, TurboTax now boasts a vast customer base around the world who rely on the service year after year.

Additionally, this long established online presence combined with strategic partnerships have enabled TurboTax to remain at the forefront of digital tax solutions today.

Features Of The Service

Turbotax is a comprehensive service that provides users with an easy way to file their taxes. It offers a variety of features to help users navigate the tax filing process, including eligibility criteria and ease of use.

The platform has been designed by professional tax experts who understand the requirements of each user’s specific situation. For example, it allows for individualized calculations based on income level and deductions, as well as providing step-by-step guidance throughout the entire process.

This makes filing taxes much easier and more efficient than doing them manually or using paper forms. Additionally, Turbotax simplifies the filing experience by allowing users to upload documents such as pay stubs and W2 forms directly from their phones or computers.

All this combines to create an intuitive interface which helps ensure accuracy when filing taxes online. The software also guides users through any potential issues they may encounter during the process and notifies them about changes in rates or laws that could affect their return amount.

Furthermore, customers can get live support should they need assistance at any point while completing their returns making sure all questions are answered quickly and accurately so no mistakes are made during the filing process.

Different Product Offerings

Turbotax provides a comprehensive range of services when it comes to filing taxes. Its main offerings include tax preparation software, mobile app, and audit support. These products help taxpayers easily file their returns accurately while ensuring they get the maximum refund amount possible.

For individuals, Turbotax offers several versions of its Tax Preparation Software depending on one’s needs such as Deluxe, Premier or Self-Employed edition. The Deluxe version is suitable for those with investments or rental property income; Premier for those who have complex taxes including investments, rental properties and stock sales; and the Self-Employed edition for freelancers and small business owners. All these versions come with built-in tax guidance from certified public accountants (CPAs) that helps users save time by providing step-by-step advice tailored to them.

In addition, Turbotax also offers mobile applications available in both iOS and Android which allow users to access all features offered by their desktop program even if they are away from home. This includes taking photos of W2 forms to automatically import data into the return, importing prior year returns stored on other programs like H&R Block or Credit Karma, efiling state and federal taxes quickly right from the phone, among others.

Moreover, there is an Audit Support Guarantee included with some of its packages where customers will be provided assistance through every step of an IRS audit should one occur after filing using Turbotax’s service.

The combination of different product offerings – desktop software editions along with mobile application options – make up what makes Turbotax stand out in terms of helping people file their taxes correctly while keeping track of each step taken during this process.

Pricing And Subscription Models

Tax preparation is a necessary but often complicated process for many businesses. To address this, TurboTax has developed several cost optimization and pricing strategies that make it easier to file taxes without the headache of manual filing or costly professionals.

According to the Internal Revenue Service (IRS), nearly 8 million taxpayers used commercial tax software in 2018 alone, with an estimated 40% of those being small business owners who utilized TurboTax Business Solutions. TurboTax affords businesses access to comprehensive tools designed to streamline complex processes so they can accurately file their taxes quickly and easily.

They offer both desktop versions as well as online web applications that are capable of importing previous years’ information, automatically populating forms with deductions and credits relevant to each business, and calculating potential savings from tax breaks such as depreciation costs. All these features come at varying price points depending on which version is chosen; however all options provide 24/7 customer support if users need help navigating their specific situation.

Businesses have the option of signing up for either a one-time fee or subscription model when purchasing TurboTax products. The former allows customers to purchase software directly while the latter provides ongoing updates along with automatic transfer of data between returns year over year — significantly reducing time spent manually entering information from prior filings. Whichever method businesses choose, they benefit from accurate calculations and intuitive design which makes understanding complex regulations easy even for novice filers.

Revenue Streams

  1. Product sales are an important source of revenue for companies such as TurboTax.

  2. Advertising is another form of revenue for TurboTax, through various mediums such as television and online platforms.

  3. Professional service fees are also a revenue stream for TurboTax, and are often charged on a per-service basis.

  4. Customers are charged for using the TurboTax software, which covers the cost of development and maintenance.

  5. The company also receives revenue from advertisements on its website and in its promotional materials.

  6. Professional service fees are typically charged when customers require additional assistance with their taxes, such as tax advice or filing assistance.

Product Sales

The primary revenue stream for TurboTax is product sales. This includes its various software programs, as well as their mobile app. These products are designed to help users navigate the complexities of filing taxes within the regulations and laws set forth by the Internal Revenue Service (IRS).

In addition to product sales, TurboTax also offers a number of other services that customers can purchase in order to make their tax filing process easier. These include audit protection plans, customized advice from CPAs and EAs, plus access to discounted forms and documents needed for filing taxes.

TurboTax’s online platform allows customers to easily file their taxes regardless of where they live or work. Their range of products makes it easy for both individuals and businesses alike to comply with federal tax requirements without having an expert knowledge on all applicable tax laws. Furthermore, their mobile app provides convenience through 24/7 access anytime, anywhere allowing taxpayers complete freedom when completing their returns at any moment during the day or night.

Additionally, TurboTax has developed partnerships with major banks such as Bank of America which provide discounts on certain packages sold by them – further increasing customer loyalty while generating additional income from partner commissions.

All these strategies have allowed TurboTax to become one of the leading providers of digital tax filing solutions within North America, Europe and Australia – demonstrating how successful this business model has been over time.


In addition to product sales, TurboTax also utilizes various advertising strategies in order to reach customers and drive revenue.

Through the use of online ads on search engines and social media, they are able to target potential customers with tailored messages that appeal to their specific needs and interests.

These campaigns have proven effective as they enable TurboTax to draw attention from consumers who may not be aware of their products or services.

Furthermore, it allows them to create brand loyalty amongst existing users while acquiring new ones through increased visibility.

Such marketing efforts play an integral role in driving overall revenues by creating more awareness and engaging prospective clients.

Professional Service Fees

Professional service fees represent another important source of income for TurboTax. Tax advisors provide professional advice and help to customers who experience difficulty when completing their tax returns. This additional assistance can be invaluable in understanding the complexities of taxation laws and regulations, which is especially beneficial to those unfamiliar with filing taxes.

Professional services also vary depending on the complexity of a taxpayer’s situation, so it allows TurboTax to capitalize on more difficult cases by charging higher fees. By providing specialized expertise from experienced professionals, TurboTax can ensure that their clients receive accurate information and helpful guidance throughout the entire process.

Customer Support

Taxpayers seeking help with filing taxes on their own or through TurboTax Business have access to a comprehensive customer support system. The customer care team consists of tax experts that are ready to answer questions and provide assistance throughout the entire process. This includes using the help desk feature, which allows users to submit inquiries regarding any issues they may be having with the software.

The customer care team also provides personalized guidance for taxpayers who need more detailed advice on preparing and filing their returns. Tax specialists are available via phone, email, and live chat 24 hours a day, seven days a week in order to ensure timely responses to all inquiries.

Furthermore, customers can take advantage of various online resources such as user guides and FAQs that offer step-by-step instructions for completing different tasks within TurboTax Business.

By providing these high quality services, TurboTax is able to assist millions of individuals with filing their taxes each year while constantly striving for excellence in customer satisfaction rates. The company’s dedication towards delivering an excellent experience has allowed it to become one of the most trusted names in tax preparation solutions worldwide.

Advantages Of Using Turbotax

In the age of digital convenience, TurboTax provides a comprehensive solution to filing taxes. As the old adage goes: ‘A penny saved is a penny earned’, using TurboTax can help taxpayers save money and take advantage of deductions they may not have known about before.

The advantages of using TurboTax are numerous; here are just a few:

  • Simple step-by-step guided process that walks taxpayers through their return

  • Comprehensive tax support from experts with an in-depth understanding of taxation

  • Easy importation of previous year’s information for faster filing

  • Ability to check the accuracy of returns before submitting them electronically

  • Accessible online platform so users can file anytime and anywhere

TurboTax offers a fantastic way for individuals or business owners to maximize their refund and accurately report their income on time. The easy accessibility provided by this all inclusive software allows its customers to confidently prepare their own taxes without having to pay expensive consultant fees or hiring accountants.

Furthermore, customers who use TurboTax will be able to easily track any changes made to their returns as well as access advice from experienced professionals whenever needed.

Market Position

TurboTax, a product of Intuit Inc., is the leading online tax preparation software in the United States. The company has been successful at establishing itself as an industry leader by leveraging its strong branding strategies and customer segmentation tactics. It boasts over 30 million customers every year and provides users with personalized solutions for filing their taxes electronically.

The success of TurboTax’s business model can be attributed to its utilization of several methods that are designed to attract more customers and increase revenue from current ones. One such method is brand recognition – through advertising campaigns, sponsorships, and other forms of marketing, TurboTax has become one of the most recognizable names in the market space. Additionally, it employs targeted segmentation techniques which enable them to better understand the needs of their specific audience base and tailor products accordingly.

This combination of effective branding strategies and customer segmentation allows TurboTax to remain competitive within the highly saturated market while also positioning themselves ahead of rivals like H&R Block who have had difficulty penetrating this sector due to lack of focus on these key areas. Branding Strategies Customer Segmentation
Recognizable name in market space Effective ad campaigns Tailor services according
Sponsorships Targeted segments to consumer needs


In the online tax preparation business, TurboTax is an industry leader. They hold a large portion of the market share with their pricing strategies and user-friendly product offerings. As such, many companies are attempting to compete directly against them in this space.

The primary competitors for TurboTax include H&R Block, TaxSlayer, Jackson Hewitt Online and Liberty Tax Online. All these firms offer tax services that range from free options for simple filings to paid products designed for complex filing requirements like small businesses or investments. Each company has different fee structures depending on exactly what type of service they provide; however, they all generally follow similar models when it comes to obtaining customers through promotion activities and competitive price points.

All four competitors have invested heavily into digital marketing campaigns as well as partnering with brick-and-mortar locations in order to increase customer reach. In addition, each firm has also implemented various pricing strategies which allow customers to save money if they choose certain packages or meet specific criteria such as income level or geographic location.

This strategy helps ensure that TurboTax remains competitive in terms of cost compared to its rivals while still providing quality services at affordable prices.

Growth Opportunities

The success of the TurboTax business model has been attributed to their ability to meet the needs of a wide range of customers. This is largely due to their diversification strategies, which have allowed them to expand into different areas and target new markets.

However, there are still opportunities for further growth in international expansion. By tapping into foreign markets, TurboTax could take advantage of potential customer bases that haven’t yet been reached by other similar services.

Research suggests that many people outside the United States may be unaware of the advantages offered by online tax filing systems; expanding internationally would allow TurboTax to introduce these benefits more widely. Additionally, this could help them build brand recognition across global markets, as well as increase revenue through increased sales volume.

In order to maximize its impact on international markets, it is important for TurboTax to ensure they invest in localizing their service offerings in countries where they choose to operate. By making sure that users can access relevant information related to taxes applicable in those locations, they will be able to make use of existing resources while also providing an adequate level of support for any issues or queries that might arise during the process.

Through such measures, TurboTax stands poised to gain significant ground in overseas markets and achieve even greater levels of success than before.


TurboTax is an industry leader in the tax software market. It has developed a comprehensive and user-friendly platform to provide customers with efficient tax filing solutions.

The service offers different product offerings for both individuals and businesses, each of which comes at competitive pricing and subscription models. Its revenue streams include advertisements, third party services, government contracts, and more.

With its advantageous features like ease of use and accuracy, TurboTax has maintained its strong foothold in the market while also allowing room for growth opportunities through new products and partnerships.

In short, TurboTax’s success can be attributed to it being able to develop innovative solutions that meet customer needs while remaining cognizant of the ever changing marketplace trends.

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