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Intuit Targets CPA/EA Biz

target dartsIntuit is continuing to go after the assisted tax preparation market. And the new head of the company’s consumer tax business, EVP Varun Krishna, this month talked about being “able to offer a more disruptive offering”

Krishna made that statement in the webcast of a presentation at the BofA Securitas 22 Global Technology Conference.

The software company will continue to go after the business of stores, CPAs and Enrolled Agents, Krishna said, citing what Intuit see as “a lot of inefficiency in that space.”

In the last few years, Intuit itself has hired thousands of accountants to provide tax preparation services. This includes answering questions via in-product links through its TurboTax Live program and its newer Live Full Service offering in which Intuit preparers provide full tax preparation services.

With the talent pool Intuit has acquired through these programs, “it is now time to go after this market,” Krishna said.

Krishna said Intuit’s research show consumers value the “speed of the outcome” and are also looking for virtual products and services. In addition, he said, “we have offered an assisted offering at a destructive price.

Bob Scott
Bob Scott has provided information to the tax and accounting community since 1991, first as technology editor of Accounting Today, and from 1997 through 2009 as editor of its sister publication, Accounting Technology. He is known throughout the industry for his depth of knowledge and for his high journalistic standards.  Scott has made frequent appearances as a speaker, moderator and panelist and events serving tax and accounting professionals. He  has a strong background in computer journalism as an editor with two former trade publications, Computer+Software News and MIS Week and spent several years with weekly and daily newspapers in Morris County New Jersey prior to that.  A graduate of Indiana University with a degree in journalism, Bob is a native of Madison, Ind
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