Intuit’s Consumer Platform Powers the Future of Tax Filing: TurboTax and Credit Karma Launch “Now This Is Taxes” Highlighting Trusted Tax Experts and Maximized Refunds

MOUNTAIN VIEW, Calif.--( BUSINESS WIRE)-- Intuit Inc. (Nasdaq: INTU), the global financial technology platform that makes Intuit TurboTax, Credit Karma, QuickBooks, and Mailchimp, today launched the second year of its successful brand campaign “Now This is Taxes” for tax year 2025 (taxes filed in 2026). The campaign demonstrates the future of taxes through its consumer platform, the only all-in-one destination seamlessly fusing Credit Karma and TurboTax with Agentic AI and human intelligence (AI+HI). By delivering done-for-you tax filing experiences, trusted guidance, and actively working in the customer’s best interest to maximize money outcomes year-round, Intuit’s consumer platform is unique in the marketplace. The campaign targets progressive prior-year assisted (PYA) filers, ambitious, tech-savvy individuals aged 18–44 who are frustrated with the old, manual, and expensive tax process, and know there is a better way.

“People expect brands to rise and meet the occasion, yet they continue to tolerate a process riddled with pain, confusion, and little reward, accepting the status quo that taxes are supposed to be painful,” says Nick Soukas, Intuit Consumer Group, Senior Vice President of Marketing. “We are making high-quality, done-for-you tax guidance more accessible and tech-forward for everyone, whether they want virtual or in-person expert help. TurboTax is ensuring that excellence is the standard, not the exception, actively working in our customers’ best interest to find them more money, easier, and faster. This is the essence of ‘Now This Is Taxes.’”

The campaign strategy is built on the understanding that the Gen Z target audience is less familiar with taxes and finances. However, they desire agency over their money and crave expert guidance to have confidence it is done right. Because they are just starting out, value is critical, and they want to ensure they get the best outcome for the price—a promise TurboTax is delivering directly:

Introducing the TY25 “Now This Is Taxes” Creative Campaign: A Full-Funnel Integrated Production

The fully integrated campaign, built on a full-funnel, multi-channel approach, features high-impact partnerships with the NCAA ® (TurboTax is an Official Corporate Partner of the NCAA), Netflix, Chartis (UEFN) Fortnite Creative, Amazon Prime Video, and more. Future news announcements will be made regarding the partnerships.

The fully integrated campaign strategically reinforces that the future of filing taxes and year-round money management is here now through a powerful music strategy. Leveraging Gen Z-appealing artists to re-record iconic songs, this creates a cultural and emotional connection that transforms the technical promise of Intuit’s AI + HI powered consumer platform into a modern experience that maximizes money outcomes for this audience. Intuit spots rolling out throughout the April tax deadline use these re-recorded tracks as a unifying campaign soundtrack, demonstrating TurboTax’s ability to alleviate customer pain points and deliver the three core benefits: Done-for-You Experiences, Trusted Guidance, and Maximized Money Outcomes.

“For me, covering an iconic song is all about bringing that classic energy forward into the modern era,” says Ravyn Lenae. “I love how ‘Bicycle Race’ celebrates freedom of choice. It highlights the importance of choosing modern technological efficiencies in our everyday lives.”

Integrated Distribution & Optimization: National Reach, Local Impact

“Now This Is Taxes” is built on an integrated distribution strategy that drives the full-funnel experience by connecting with consumers both nationally and locally, when, how and where they are interacting with finances and taxes.

Read how Intuit’s consumer platform powers year-round money outcomes for those who need it most here.

The brand campaign was created in partnership with R/GA, a creative innovation company and Wieden+Kennedy, an independent creative network supporting media placements. The production was led by directors Los Perez.

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