Intuit Inc. Launches Innovative Tax Campaign for 2025: "Now This Is Taxes"

On December 18, 2025, Intuit Inc. (Nasdaq: INTU), the leading financial technology platform known for its flagship products including TurboTax, Credit Karma, QuickBooks, and Mailchimp, announced the second year of its groundbreaking brand campaign, “Now This Is Taxes.” This initiative aims to redefine the tax filing experience for the 2025 tax year (filing in 2026) by leveraging a unique consumer platform that combines the capabilities of TurboTax and Credit Karma with advanced AI and human intelligence (AI+HI).

The "Now This Is Taxes" campaign reflects a significant shift in the tax preparation landscape, targeting tech-savvy individuals aged 18-44 who are disillusioned with traditional, cumbersome tax processes. With a focus on providing done-for-you tax filing experiences and trusted guidance, Intuit’s platform actively works to maximize financial outcomes for users year-round.

Nick Soukas, Senior Vice President of Marketing for Intuit Consumer Group, emphasized this transformative approach, stating, “People expect brands to rise and meet the occasion, yet they continue to tolerate a process riddled with pain, confusion, and little reward...This is the essence of ‘Now This Is Taxes.’”

Understanding that younger generations, particularly Gen Z, often feel overwhelmed by financial responsibilities, Intuit is positioning TurboTax as a solution that empowers users to take control of their finances. The campaign promises value for money, catering to those who desire expert guidance while ensuring they achieve the best possible outcomes.

To attract new and returning users, TurboTax is introducing several enticing offers:

The campaign employs a full-funnel, multi-channel approach, partnering with prominent organizations such as the NCAA, Netflix, and Amazon Prime Video. Future announcements will detail additional collaborations, reinforcing the campaign's reach and impact.

The creative strategy includes engaging music selections, featuring Gen Z-favorite artists who have re-recorded iconic songs to resonate with the target audience. This element aims to create a cultural connection while emphasizing the benefits of Intuit’s services.

The campaign's distribution strategy is designed for both national and local impact. Utilizing field marketing, influencer partnerships, and community engagement, Intuit aims to build trust and human connection with consumers. The launch of TurboTax Stores serves as a physical touchpoint, allowing Gen Z to interact with the brand in their neighborhoods.

To extend engagement beyond initial awareness, the campaign targets platforms like TikTok and YouTube, employing storytelling that emphasizes the key features of TurboTax and Credit Karma. This approach incorporates aspects such as Year-Round Control, Auto-Import, and Refund Advance.

Intuit’s "Now This Is Taxes" campaign represents a strategic and innovative approach to modern tax filing, aiming to alleviate the pain points traditionally associated with this process. By combining advanced technology with personalized support, Intuit is setting a new standard in the industry, positioning itself as a leader in financial technology solutions. As the tax season approaches, consumers can look forward to a more seamless and rewarding experience with TurboTax and Credit Karma in 2026.