Intuit Named Top-Tier Software Vendor by APPS RUN THE WORLD in the APPS TOP 500 Market Report

Intuit Strengths, Domain Expertise, and Key Differentiators

Intuit delivered notable momentum in fiscal 2024–2025 by advancing its proprietary GenOS platform and Intuit Assist, embedding powerful generative and agentic AI across TurboTax, QuickBooks, Credit Karma, and Mailchimp to drive automated “done‑for‑you” workflows and elevate customer experience.

This technology investment underpinned a strong 13% year-over-year revenue increase ($16.3 billion total), with the Small Business & Self-Employed segment growing 19%, driven by online ecosystem strength, and the Consumer segment rising 7%, bolstered by premium offerings like TurboTax Live and enhanced pricing strategies.

In September 2024, Intuit launched the Intuit Enterprise Suite, a configurable, AI-enhanced suite of integrated financial products tailored for U.S.–based, multi-entity, service- and project-focused businesses, enabling them to streamline operations, boost productivity, and scale profitably. By consolidating core capabilities—such as accounting, payroll, payments, HR tools, AI-powered planning and forecasting, project visibility, marketing (via Mailchimp), and expert support—into a unified platform, the suite addresses the complexity of growing mid-market enterprises and reduces reliance on multiple disparate applications. Offered on a contract-based pricing model (~$7,800–$12,000 per entity), this solution underscores Intuit’s commitment to delivering intelligent automation and actionable insights to support sustainable business growth.

Intuit Recent Developments

At the end of 2024, Intuit launched Intuit Assist for QuickBooks, a generative AI-powered financial assistant designed to reshape how businesses operate and grow. Now available to U.S. QuickBooks Online customers, Intuit Assist delivers seamless, connected “done‑for‑you” experiences underpinned by AI, with access to expert human support as needed. This release marks a pivotal expansion of Intuit’s AI‑driven expert platform, now embedded across its product portfolio—QuickBooks, TurboTax, Credit Karma, and Mailchimp—providing personalized guidance, automated workflows, and enhanced productivity to small and mid‑market customers.

Intuit Mergers and Acquisitions (M&A) Activities

In April 2025, Intuit acquired GoCo, a provider of modern HR and benefits solutions for small and mid-market businesses. This strategic move enables Intuit to deliver a unified Human Capital Management (HCM) platform, empowering businesses to attract, onboard, and manage their workforce efficiently from a single interface.

GoCo’s capabilities will be seamlessly integrated into Intuit’s Enterprise Suite and QuickBooks Payroll—initially for U.S. Premium and Elite Payroll customers—creating an end‑to‑end solution spanning financial operations and the full employee lifecycle, from hire to offboard. This acquisition marks a pivotal milestone in Intuit’s strategy to serve expanding mid‑market companies with a connected platform that supports all aspects of business management—from financials to workforce administration

Intuit Customers in ARTW Customer Database

Leveraging a rigorous data-centric research methodology, APPS RUN THE WORLD asks the simple question: Who’s buying Intuit applications and why? And we provide the answers – supported by decades of research – to our clients around the world. Our Customer database has over 100 data fields that detail company usage of Intuit and other enterprise apps by function, customer size, industry, location, implementation status, partner involvement, Line of Business Key Stakeholders and IT decision makers contact details. List of Verified TurboTax, Credit Karma, QuickBooks, and Mailchimp customers.

Intuit Key Enterprise and Cloud Applications

TurboTax, Credit Karma, QuickBooks, and Mailchimp

Intuit Revenues, $M:

Intuit Revenue Breakdown By Type, $M:

Intuit Enterprise Applications Revenues By Functional Markets, $M:

Intuit Enterprise Applications Revenues By Verticals, $M:

Intuit Revenues By Region, $M

Intuit Direct vs Indirect sales

Intuit Customers - Breakdown by Geo, Size, Vertical and Product

List of Verified Intuit Customers

No. of Intuit Customers: 100 millon

No. of Intuit Enterprise Applications Customers: 100 millon

No. of Intuit Cloud Customers: x

No. of Intuit Cloud Subscribers: 34000000

In fiscal 2024, Intuit reported serving approximately 100 million customers globally across its flagship offerings—TurboTax, Credit Karma, QuickBooks, and Mailchimp—demonstrating the breadth of its financial-tech platform.

QuickBooks Online alone accounted for around 6.5 million subscribers in 2023, making up roughly 30% of the total QuickBooks user base, exceeding more than 21 million. Meanwhile, 3–4 million users continue to rely on QuickBooks Desktop, which still generates over $2 billion annually despite the company’s strategic shift toward cloud-first solutions.

Intuit Market Opportunities, M&A and Geo Expansions

At the beginning of 2024, Intuit introduced QuickBooks Solopreneur, a new product designed to meet the unique needs of one-person businesses. The comprehensive tool provides a number of easy-to-use features to help solopreneurs stay in control of their finances, create trackable goals, manage business expenses to stay tax-ready, and have the confidence to drive financial stability, all in one place. Built on the expertise gained from serving self-employed business owners with QuickBooks Self-Employed, which launched in 2015, ​​QuickBooks Solopreneur provides an elevated experience with added flexibility and productivity tools designed for the needs of one-person businesses, to help them set financial goals and further grow. Additionally, QuickBooks Solopreneur will offer a more seamless experience across the QuickBooks ecosystem to meet a solopreneur's growing needs, including upgrading to QuickBooks Online and accessing other QuickBooks tools and services.

Intuit Risks and Challenges

In fiscal 2024, Intuit implemented a strategic workforce reduction, laying off approximately 1,800 employees—around 10% of its global staff—as part of a broader reorganization aimed at increasing investments in AI and technology. About 1,050 of those roles were due to performance misalignment, while an additional 300 positions were eliminated to streamline operations and reallocate resources toward high-priority growth areas. The restructuring also included the closure of two offices in Boise, Idaho, and Edmonton, Canada, impacting over 250 employees. Despite the cuts, Intuit plans to re-hire a similar number of employees in fiscal 2025, focusing on new AI-centric engineering, product development, and customer-facing roles, signaling a net increase in headcount and reaffirming its commitment to leading the AI revolution.

This reduction in workforce may undermine confidence in both Intuit's current employment stability and future career prospects, necessitating a strategic and deliberate approach in the upcoming fiscal year to maintain employee trust and organizational momentum.

Intuit Ecosystem, Partners, Resellers and SI

In April 2025, Intuit announced a strategic collaboration with Google Cloud, leveraging advanced generative AI to streamline tax preparation for millions of TurboTax users during this tax season. By integrating Google Cloud’s Document AI and Gemini models into its Generative AI Operating System, Intuit has expanded its “done‑for‑you” autofill capability to include the ten most frequently used U.S. tax forms (such as 1099 and 1040), which vary considerably in complexity. This enhancement enables the automatic extraction and accurate population of data from intricate tax documents, streamlining workflows, minimizing manual input, and improving overall accuracy.

In February 2024, Intuit opened a 360,000-square-foot innovation hub in Atlanta. This state-of-the-art facility serves as the new headquarters for Mailchimp, Intuit’s email marketing platform, and underscores the company’s commitment to Atlanta’s diverse talent pool and vibrant technology ecosystem. Designed with a city-inspired layout to foster collaboration and creativity, the office accommodates nearly 1,000 employees and offers flexible workspaces to support hybrid work models.

Research Methodology

Data used in research reports are derived from publicly available documents, continuous surveys of applications vendors, customers, resellers, Independent Software Vendors, systems integrators and other verifiable sources.

Vendor shares and market forecast results are based on a combination of existing databases as well as demand side and supply side research conducted throughout the year with validation from vendors, customers, channel partners and documentations such as earnings releases and 10Q and 10K filings, vertical industry studies, regional and country-level statistics from public and private institutions(i.e. colleges, universities, government agencies and trade associations).

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