INTU · News · 20260826N

Competition and Pricing Pressure

INTUIT INC. · 2026-08-26 · Importance 40 · Surprise 42

Intuit CEO Sasan Goodarzi said pricing is the primary reason customers are abandoning TurboTax, particularly among cost-conscious DIY filers. Intuit plans to lower prices for TurboTax DIY offerings in fiscal 2027 to improve customer retention, lifetime value, and market share. The company is considering a similar low-cost approach for QuickBooks to broaden its small-business customer base. Analysts cited increasing competition and pricing pressure in tax-related operations, with TurboTax unit growth projected at only 2–3%.

Key facts

• Analysts attributed Intuit's weak fiscal 2027 guidance to challenges in TurboTax, desktop products, and Credit Karma, prompting Truist Securities to cut Intuit's price target to $300 from $350 and maintain a Hold rating. source
• Shares of Intuit Inc. fell by 3.37% on Tuesday, closing at $357.46. source