At its Sept. 17 investor day, Intuit outlined plans to rebuild customer acquisition after years of relying on existing customers to spend more. By fiscal 2026 year-end, online paying customers numbered 8.9 million, up 3% year over year; average revenue per customer rose 15%.
In fiscal 2026, Intuit's revenue rose 14% to $21.4 billion. Its Big Bets businesses—assisted tax, money and mid-market—grew 34% and accounted for 30% of revenue. Intuit introduced QuickBooks Free and Lite as lower entry points; by late fiscal 2026, more than 20,000 customers were using Free or had converted to paid offerings.
Intuit acknowledged that pricing had become a major reason customers left TurboTax DIY. The company is also using its accountant network and industry-specific products to expand in the mid-market, and AI to deliver assisted services more efficiently. Stifel kept its Hold rating and $300 price target, saying the go-to-market rebuild would take multiple quarters.
