Intuit Updates Its Tax Platform for 2026

Intuit has launched the second year of its “Now This Is Taxes” campaign, highlighting new integrations between TurboTax, Credit Karma and its AI‑driven consumer platform.
The initiative focuses on simplifying tax filing for younger, tech‑savvy users who want expert support and better financial outcomes.
A multi‑channel strategy built around music partnerships and targeted offers aims to modernize how people interact with tax preparation tools.

A Platform Designed for Modern Tax Filers

Intuit introduced the latest phase of its consumer tax campaign, positioning TurboTax and Credit Karma as a unified platform powered by AI and human expertise. The company aims to provide done‑for‑you filing experiences, trusted guidance and year‑round financial support. This approach targets progressive prior‑year assisted filers aged 18 to 44 who are dissatisfied with traditional, manual tax processes. Intuit describes the platform as a way to deliver more value, clarity and confidence during tax season.

Executives emphasized that many younger filers lack familiarity with taxes but want control over their finances. They also seek expert help to ensure accuracy and maximize outcomes. TurboTax is offering several incentives to meet these expectations, including a free DIY mobile filing option for users who did not use the service last year and file by February 28, 2026. A flat‑fee expert filing service priced at $150 for federal and state returns is also available for those who prefer full‑service support.

Customers can access on‑demand virtual assistance informed by tax professionals or opt for one‑on‑one expert help. Expert Final Review is included with certain TurboTax products and available as an add‑on for others. These options are designed to provide flexibility for users with varying levels of tax knowledge. Intuit’s strategy reflects a broader shift toward hybrid AI‑and‑human financial services.

A Multi‑Channel Campaign Built Around Music and Partnerships

The “Now This Is Taxes” campaign uses a full‑funnel, multi‑channel approach to reach Gen Z audiences. Partnerships with organizations such as the NCAA, Netflix, Fortnite Creative and Amazon Prime Video will support national visibility. Intuit is also using re‑recorded versions of iconic songs by artists like Ravyn Lenae, The Beaches and Toro y Moi to create a cohesive soundtrack across campaign materials. These tracks aim to build cultural resonance and reinforce the platform’s core benefits.

One campaign spot focuses on trusted guidance, showing a bicyclist handing off their tax preparation to a TurboTax expert. The ad highlights live progress updates and the potential for faster completion times. Intuit notes that some filers may see up to a $1,000 increase in refunds or a lower balance due based on tax law changes. Ravyn Lenae’s re‑recording of “Bicycle Race” accompanies the spot.

Another ad centers on maximizing money outcomes through the integration of TurboTax and Credit Karma. Users can receive refunds up to five days early or access up to $4,000 instantly through Refund Advance once the IRS accepts their return. The Refund Assistant tool helps customers allocate funds toward savings, debt reduction or emergency planning. The Beaches’ version of “I Ran So Far Away” serves as the soundtrack.

A third spot highlights the TurboTax Free Edition, showing roommates gaining confidence in their tax outcome. Storefront produced an original song explaining eligibility for the free filing option. The ad underscores that roughly 37 percent of filers qualify for the Free Edition based on simple Form 1040 requirements. This message is aimed at younger users seeking cost‑effective solutions.

Expanding Local Engagement and Year‑Round Support

Intuit’s distribution strategy combines national reach with local engagement. Field marketing, influencers and word‑of‑mouth initiatives are intended to build trust within communities. TurboTax Stores will serve as physical touchpoints where Gen Z users can receive in‑person support. These locations also provide opportunities for programming and cultural events that reinforce the campaign’s themes.

Toro y Moi’s re‑recording of “Our House” is being used to promote the opening of new TurboTax Expert stores and offices. These spaces are designed to offer personalized assistance and expand access to expert guidance. The campaign also includes mid‑to‑lower funnel content optimized for platforms like TikTok and YouTube. These materials highlight features such as Year‑Round Control, Auto‑Import and Refund Advance.

Intuit aims to deepen engagement by showing how its platform supports financial decisions beyond tax season. The company emphasizes that AI‑driven tools and expert assistance can help users manage money more effectively throughout the year. This approach aligns with broader trends in fintech, where integrated services are becoming more common. The campaign positions TurboTax and Credit Karma as part of a continuous financial ecosystem.