top of page

FinTech Unicorn – Intuit

Updated: Jan 31, 2023

Intuit is a FinTech company that focuses on providing financial software and services that help its customers manage their money more effectively. The company develops and sells financial, accounting, and tax preparation software for individuals, small businesses, and accountants.

Interested in The Trade Life Cycle?

From the point a securities order is placed in a digital channel, there are several operations applied to the order and these operations depend on the asset you are trading...

This paper will walk through the operations after the securities are placed in the digital channels.


Intuit was founded in 1983 and is best known for its flagship products: QuickBooks, TurboTax, and Mint.

  • QuickBooks is a small business accounting software that allows users to track their income and expenses, create invoices and purchase orders, and manage their payroll.

  • TurboTax is a tax preparation software that helps individuals and small business owners prepare and file their taxes electronically.

  • Mint is a personal finance management tool that allows users to track their spending, create budgets, and monitor their credit score.

Intuit also offers other software solutions such as QuickBooks Payroll, which is a payroll management software, and QuickBooks Online, which is a cloud-based version of QuickBooks.

Business Model

In addition to providing One-time software, such as QuickBooks Desktop, are sold as one-time purchases, and customers pay a one-time fee for the software, the company also generates revenue through a variety of means, including:

  • Subscription-based software: Intuit offers a range of products and services that are sold on a subscription basis, such as QuickBooks Online, TurboTax, and Mint. Customers pay a recurring fee to access these products and services.

  • Advertising and affiliate revenue: Intuit also generates revenue through advertising and affiliate partnerships. The company partners with other businesses to promote their products and services on its platform, and earns a commission for any resulting sales.

  • Service and support: Intuit also provides additional services and support to its customers, such as QuickBooks Live Bookkeeping and TurboTax Live. Customers pay an additional fee for these services.

  • Banking and lending services: Intuit's recent venture, QuickBooks Capital, is a lending platform for small businesses that integrates with QuickBooks. It generates revenue by charging interest on loans and fees on the transactions.

Company Expansion

Acquisitions contribute substantially to the rapid growth of Intuit. In recent years, Intuit has been expanding its ecosystem of products through a series of acquisitions with a focus on financial data management, AI and machine learning, and other areas that enhance its core offerings. Some notable examples include:

  • TSheets: A time tracking and scheduling software for small businesses. Intuit acquired TSheets in 2018 to enhance its QuickBooks Online payroll service.

  • Credit Karma: A personal finance company that provides credit scores and reports, as well as personal finance management tools. Intuit acquired Credit Karma in 2020 to expand its personal finance offerings and strengthen its data and analytics capabilities.

  • PayCycle: A provider of online payroll services for small businesses. Intuit acquired PayCycle in 2009 to enhance its QuickBooks payroll services.

  • Check: A mobile banking app that allows users to deposit checks and pay bills from their smartphones. Intuit acquired Check in 2014 to expand its personal finance offerings.

  • Demandforce: A marketing and communication software for small businesses. Intuit acquired Demandforce in 2012 to enhance its QuickBooks Online services for small business customers.

  • Mint Bills: A bill management service that allows users to track bills and payments, and set reminders. Intuit acquired Mint Bills in 2013 to expand its Mint personal finance app.

Intuit Innovation

Apart from acquisitions, Intuit is constantly working on new and innovative developments to improve its products and services. Here are a few examples of recent developments from the company:

  • QuickBooks Online Advanced: This is a new version of QuickBooks Online that includes advanced features such as job costing, inventory management, and customizable access for team members.

  • QuickBooks Live Bookkeeping: This service connects small business owners with real-time bookkeeping support from a team of certified QuickBooks ProAdvisors.

  • QuickBooks Self-Employed: This mobile app has been updated to include features such as automatic mileage tracking and simplified invoicing.

  • TurboTax Live: This service has been updated to include features such as real-time tax advice, live video support, and the ability to import last year's tax return from other providers.

  • Intuit Developer: This platform for third-party developers has been updated with new APIs, developer tools, and resources to make it easier to create apps and services that integrate with Intuit's products.

  • Intuit Health: This suite of tools for healthcare providers has been updated with new features such as electronic prescribing, telehealth, and appointment scheduling.

These are a few examples of recent developments from Intuit, but the company is always working on new and improved products and services to meet the evolving needs of its customers.

Competitive Edges

Overall, Intuit has several competitive advantages that have helped it become a leading provider of financial software and services. Some of these advantages include:

  • Brand recognition: Intuit is a well-established and well-known brand in the financial software industry, which gives it a significant advantage in terms of customer trust and loyalty.

  • Wide range of products and services: Intuit offers a wide range of products and services for individuals, small businesses, and accountants, which allows it to meet the diverse needs of its customers.

  • Strong focus on customer service: Intuit places a strong emphasis on providing excellent customer service, which has helped the company build a loyal customer base.

  • Ease of use: Intuit's software is designed to be easy to use, which helps to reduce the learning curve for customers and makes it more accessible for those with limited technical expertise.

  • Integration: Intuit's products and services are designed to integrate seamlessly with each other, which helps customers to more easily manage their finances across different platforms.

  • Innovation: Intuit is known for its innovative approach to financial software and services, which helps it stay ahead of the curve in terms of new features and capabilities.

  • Network effect: Intuit has a large network of customers, partners, and developers that helps to create a network effect that encourages more customers to use Intuit's products and services.

  • Third-Party App Marketplace: Intuit has a third-party marketplace where developers can create apps and services that integrate with Intuit's products, which expands the functionality of their products and services.

Intuit Weakness

Like any company, Intuit has certain weaknesses that it needs to address in order to maintain its competitive edge in the market. Some examples of potential weaknesses for Intuit include:

  • Dependence on US market: Intuit generates a significant portion of its revenue from the US market, which makes it vulnerable to economic downturns and changes in US tax laws.

  • Limited international presence: Intuit's products and services are primarily focused on the US market, which limits its potential customer base.

  • High switching costs: Intuit's products and services are designed to integrate seamlessly with each other, which can make it difficult for customers to switch to a different provider.

  • Complexity of products: While Intuit's products are designed to be easy to use, some of them can be complex and may require a learning curve for customers.

  • Limited scalability: Some of Intuit's products, such as QuickBooks Online, are primarily designed for small businesses and may not be suitable for larger companies.

  • High competition: Intuit faces strong competition from other financial software providers such as Xero, Sage, and Zoho books.

  • Cybersecurity risks: As Intuit deals with sensitive customer data, it is vulnerable to cyber-attacks, which is a major concern for the company.

It's worth noting that these are potential weaknesses and the company has been working on addressing these areas by expanding its international presence, developing new products, and investing in cybersecurity measures.

Follow our LinkedIn or subscribe to “FinTech Insights” for more information about FinTech.

Copyright © 2023 Axisoft. All Rights Reserved

55 views0 comments


bottom of page