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Intuit Making Big Assisted Tax Push

Dan Wernikoff, IntuitIntuit, which has been top of the do-it-yourself tax preparation heap, is making a major push into assisted preparation. The software has moved beyond five tax seasons of testing its concept and is hiring credential preparers at a accelerated rate.

"We are going to be launching an assisted solution at scale in the marketplace," Dan Wernikoff, EVP of Intuit's TurboTax Group, said during this week's Investor's Day presentation.

What Intuit hopes to attract is taxpayers with returns that will command a higher rate. Wernikoff said Intuit is looking at returns "that are four times the DIY returns in price".

The Intuit approach combines D-I-Y and assisted because the company says some taxpayers may need assistance one tax season, but not the next. TurboTax, Wernikoff says, "allows you to toggle between a pro experience and a consumer experience."

The executive did not reveal the number of Enrolled Agents and CPAs it had hired, except to say, "As of October we have three the number of pros hired for next season than for all of last season." He declined to discuss pay rates for competitive reasons. However, Wernikoff said pros with down time that would enable them to participate would be satisfied with the pay rate.

Intuit said its program, SmartLook, would benefit from being placed under the TurboTax brand.

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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