INTU · News · 20261014N

Competition and Pricing Pressure

INTUIT INC. · 2026-10-14 · Importance 45 · Surprise 50

Intuit is lowering entry-level pricing for TurboTax DIY tax preparation to regain customers from lower-cost providers. Total U.S. TurboTax units declined 2% year over year to 39 million in fiscal 2026, while online units fell 2% to 34.9 million. Intuit lost 3 percentage points of DIY tax e-file share, and management identified pricing as the primary reason customers left TurboTax.

Key facts