The basic approach remains the same. Intuit enables small businesses to utilize their own QuickBooks data "to get full credit for their business performance, historical and ongoing."

Intuit says 60 percent of QB Capital customers would be unlikely to be approved for loans elsewhere and 46 percent have never applied for loans.

Intuit says the average QuickBooks customer needs a $25,000 working capital loan in order to grow. This program offers working capital loans of up to $35,000 with terms between three and six months.

Businesses can apply for loans through a new "Capital" tab inside QuickBooks, where they can learn how much they are eligible to receive. The product also always displays annual percentage rates and has no costs, other than interests.