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Intuit to open 20 brick-and-mortar TurboTax stores+offices

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Intuit is opening 20 brick and mortar TurboTax stores in major cities across the U.S. as well as 200 additional TurboTax Expert Offices for a total of 600 nationwide.

The new physical locations build on the company’s recent efforts to develop more of a physical footprint for its customers, according to Mark Notarainni, general manager of Intuit’s Consumer Group. In an interview last night he said that TurboTax Live launched in 2020 as a purely virtual experience. From there, the first in-person TurboTax Expert Offices opened in late 2023; then, over 2024, Intuit opened many more such offices across the country, bringing its current total to 400 locations. 

The TurboTax stores and TurboTax Expert Offices are two different things. The 20 TurboTax stores generally will be open to the public and will primarily be for walk-ins (although people will also be able to make appointments); the 600 TurboTax Expert Offices primarily will be for appointments (though people will still be able to walk in for help (though people will still be able to walk in.) 

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“The difference is for the retail, the 20, if I’m walking down the street around here, and I see there’s a TurboTax store, I can just walk in and then we will engage with you and get you started on your taxes. For our offices, you’ll [Google us] and you can schedule a time or call right away. But it’s not designed for drop-ins. We will do it, but that’s not what it’s designed for,” he said. 

20 TurboTax stores

Asked for an analogy, Notarainni said the new retail locations are not meant to be tax prep centers like H&R Block, nor are they meant to be something akin to a local CPA firm. He felt the best comparison would instead be the Apple store, where people would go for guided service and support. He noted that when Apple first launched its stores, people felt it was counterintuitive given Apple’s identity as a tech company. But he said that, through careful scaling in the right markets (“they didn’t have 6,000 storefronts to worry about”), they became very successful. Intuit will be taking a similar approach. 

“Think about that in terms of tax and personal finance. We don’t have 10,000 stores, and we’re leading with technology. The platform capabilities that we have in TurboTax and Credit Karma allow us to serve customers in a very unique and different way, just like Apple was when you went into a retail store. It was not like a normal retail store, so that’s the analog,” he said. 

Walk-ins will be greeted by concierges as soon as they enter, who act more as customer service and support staff, helping people set up their TurboTax account or log into their current account. From there, the customer will meet with an Intuit tax pro who will be a licensed accounting professional (either a CPA or an EA), and they’ll discuss the tax situation at hand, either right there in the storefront or in a private room for more discretion. The tax pros are employed directly by Intuit, drawn from its pool of roughly 13,000 professionals. 

Notarainni stressed that the digital and in-person experiences are 100% integrated. Someone could start their taxes online and only go to the store if they have a problem, or they could start at the store and finish online at home. 

“What’s beautiful about the experience is that mostly everyone comes in with a mobile device, and downloading our app gets you access to the storefront as well and then keeps you connected with your tax return. … We can get you started. You can download your information, you can connect to your account, you can get as far as you could possibly get, and then you have the app on your phone, and you go about your day. And then we now stay in contact between that pro in the store and the customer,” he said. 

Locations will be owned and operated by Intuit, instead of being franchised. They’re intended to be permanent, not seasonal. And the prices will be largely the same. 

“We will have pricing that’s very similar across the board, generally, based on your tax situation,” he said. 

While right now the retail locations focus solely on tax, he said Intuit intends to eventually expand into other service offerings. 

“It’s designed for service first, and our initial deployment is all about taxes. But you can see we have so many more capabilities with credit card and advisory services and our small businesses that have specific questions and needs, we will be expanding into those services as well,” he said. 

600 TurboTax Expert offices

The TurboTax Expert offices are intended to be more local, as opposed to the retail stores that are concentrated in major metro areas, which is why Intuit has already established 400 such offices and plans to open 200 more. Unlike the retail locations, people will generally call and make an appointment with the tax expert in their area to discuss a specific problem they are having with their taxes that needs some professional guidance. 

The establishment of the 600 expert offices is meant to provide local experiences for customers no matter where they are. Notarainni said Intuit’s research found that people are five times more likely to engage with Intuit experts when they are within a 50-mile radius. This informed Intuit’s strategy for where to place these offices. Ideally, Intuit wants any given customer to be no more than 50 miles from an expert office. This is in contrast to how it chose to place the 20 retail locations: for these, the company tried to get the biggest coverage for its major markets, which is why they’ll be located in large metro areas. 

In both cases, though, Notarainni said Intuit put a great deal of thought into where it would site its in-person locations. 

“It was a lot of math, a lot of analytics, a lot of mapping, and a lot of sweat equity, especially on the storefronts, because it’s a lot to build,” he said, 

Customers drove demand

Notarainni said the decision to open retail locations and expand Intuit’s expert offices was driven by customer demand. While most businesses are going in the opposite direction, from physical locations to purely online, Intuit found there was still a significant group of taxpayers who craved an in-person experience.

“Now we’re going to meet them where they are. Local presence matters to people as they’re filing their taxes because you need to know state laws, county laws, everything associated with that locality, so there’s a high customer demand. That’s what really was driving it for us,” he said. 

The locations are not envisioned as direct revenue generators that will produce an entirely new income stream for the company. However, he said Intuit believes the retail stores and expert offices will indirectly drive revenue through a “halo effect,” effectively generating more TurboTax customers and helping retain the current ones through better support and service. 

He conceded that the physical locations represent a new mode of thinking for Intuit, which historically has emphasized the online experience, but said the team has learned quickly and is already seeing results. 

“It’s very hard because it’s very different, but [we] love it,” said Notarainni. “The team that’s actually been building this out has thrived because they’re learning a whole bunch of new things, and we’re seeing the results [from] running experiments and pilots and all the way up through October peak. And they just keep seeing and iterating and learning. It’s definitely intense, because the tax season doesn’t move, so we have a very, very strict deadline, but it’s been an environment that is super dynamic, super fast paced, and it’s an infusion of people that have been at TurboTax for a long time, and new folks, and that’s a cool environment to be in.”

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Are you ready for it? 4 steps to successfully integrate AI into your operations

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Over the last few years, AI has gone from being a novelty to a mission-critical business strategy for many accountants. Innovative, forward-thinking firms are using these tools to streamline manual tasks, ensure compliance and provide the best possible service to their clients. According to the 2025 Intuit QuickBooks Accountant Technology Survey, 81% of accountants report AI boosts productivity, and 86% agree it reduces mental load. 

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However, AI adoption is at varying levels across the industry. While nearly every firm has begun experimenting with basic AI tools, many remain in a sandbox phase, hesitant to move toward full-scale integration due to perceived complexity or costs.No matter where you may fall on the integration spectrum, the fact remains: AI is rapidly reshaping the accounting industry. If you’ve delayed AI adoption in your business, you’ll want to create a focused plan to catch up. 

Time is of the essence, but don’t sacrifice strategy for speed

Firms that are ready to take the leap from casual use to deep integration may find themselves in need of accelerated adoption, but speed should not come at the cost of strategy. Identify tangible, practical ways that easy-to-use tools can impact your business through automation. Having a strong strategic focus allows firms to implement workflow changes to streamline manual tasks, ensure compliance and provide excellent service to your clients.

To begin your AI journey, here is a four-step plan that firms can use to transition from experimentation to execution, in a safe, practical manner:

Step 1: Kick off your first AI project

As is the case with many things, getting started is often the most challenging step. While enthusiasm is high, uncertainty with implementation risks can cause hesitation. The key is to lower risk by embracing AI and implementing an intentional, phased approach. Begin by weaving AI tools into high-impact, low-risk tasks, such as summarizing meeting notes, drafting client or firm-wide memos, or translating complex concepts into easy-to-understand ideas. Monitor results carefully and, if these initial attempts need adjustment, be prepared to pivot to the next use case until you can clearly demonstrate that AI systems are delivering a measurable impact on your operations. From there, you can learn from early experiences, adapt strategy, and scale appropriately to complete more complex projects. 

Step 2: Dig into your AI toolkit

The marketplace is crowded with AI-powered tools that promise to do everything from enhancing your workflows to improving the customer experience. It can be hard to know which ones are worth investing your time and money. Find a trusted source like a respected peer, or leverage your professional network to help discuss the tools that may be the best fit for achieving your business goals. You can also look within the tools you’re already using to see if they offer AI-powered features, which can help ease into the transition. Additionally, look for free high-quality education to upskill your team. For example, Anthropic offers a Claude AI University that provides excellent foundational resources for moving beyond basic prompts.

Step 3: Review an AI security checklist

An important element in AI implementation is security. With AI tools needing access to firm and client data to function, it leads to questions of how the data will be protected.  This makes the right AI and cybersecurity strategy critical. Firms must proactively ensure that client data remains protected from today’s increasingly sophisticated threats by embracing an established cybersecurity framework such as SOC 2 or ISO 27001. IRS Publication 4557 (Safeguarding Taxpayer Data) can be a helpful guide for navigating these compliance standards. Regardless of the security framework you select, utilize accompanying compliance checklists and ensure they are strictly followed by your firm to protect both your practice and your clients as AI tools are woven into everyday workflows. 

Step 4: Openly discuss AI usage with your clients

Once you’ve established the best way to use AI tools that meet your firm’s needs, you’ll want to communicate all of the advantages afforded by these tools to your clients. Make sure you highlight the benefits and simultaneously ensure you are addressing any potential concerns. It’s also important to get explicit consent from all clients if you’re sharing their information with the third-party tools you may use. While this might seem like an extra step, it will go a long way toward fostering a greater level of transparency and deepen trust between you and your clients. 

Don’t get left behind

Adopting AI does not have to be intimidating, expensive or overly complex. Think of it as a strategic business move that will not only keep you competitive, but will potentially free you up to focus on keeping clients happy and growing your practice. By strategically focusing on these best practices, identifying AI use cases in a phased approach, evaluating the right tools for your business, ensuring client information is secure and clearly communicating your AI strategy, you’ll be AI-ready in no time.

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FASB plans changes in crypto accounting

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The Financial Accounting Standards Board met this week to discuss its projects on accounting for transfers of cryptocurrency assets and enhancing the disclosures around certain digital assets, such as stablecoins.

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During Wednesday’s meeting, FASB’s board made certain tentative decisions, according to a summary posted to FASB’s website. FASB began deliberating the Accounting for transfers of crypto assets project and decided to expand the scope of its guidance in  Subtopic 350-60, Intangibles—Goodwill and Other—Crypto Assets, to address crypto assets that provide the holder with a right to receive another crypto asset. FASB decided to clarify the existing disclosure guidance by providing an example of a tabular disclosure illustrating that wrapped tokens, if they’re significant, would be disclosed separately from other significant crypto asset holdings.

At a future meeting, the board plans to consider clarifying the derecognition guidance for crypto transfer arrangements to assess whether the control of a crypto asset has been transferred.

FASB also began deliberations on the Cash equivalents—disclosure enhancement and classification of certain digital assets project and made a number of decisions.

The board decided to provide illustrative examples in Topic 230, Statement of Cash Flows, to clarify whether certain digital assets such as stablecoins can meet the definition of cash equivalents. It also decided to include the following concepts in the illustrative examples:

  1. Interpretive explanations that link to the current cash equivalents definition;
  2. The amount and composition of reserve assets; and,
  3. The nature of qualifying on-demand, contractual cash redemption rights directly with the issuer.

FASB plans to clarify that an entity should consider compliance with relevant laws and regulations when it’s creating a policy concerning which assets that satisfy the Master Glossary definition of the term “cash equivalents will be treated as cash equivalents.

“I agree with the staff suggestion to look at examples,” said FASB vice chair Hillary Salo. “From my perspective, I think that is going to help level the playing field. People have been making reasonable judgments. I agree with that. And I think that this is really going to help show those goalposts or guardrails of what types of stablecoins would be in the scope of cash equivalents, and which ones would not be in the scope of cash equivalents. I certainly appreciate that approach, and I think it has the least potential impact of unintended consequences, because I do agree with my fellow board members that we shouldn’t be changing the definition of cash equivalents, and it’s a high bar to get into the cash equivalent definition.”

“I’m definitely supportive of not changing the definition of cash equivalents,” said FASB chair Richard Jones. “I believe that’s settled GAAP in a way, and we’re not really seeing a call to change it for broader issues. I am supportive of the example-based approach. The challenge with examples, though, is everybody’s going to want their exact pattern, but that’s not what we’re doing.”

The examples will explain the rationale for how digital assets such as stablecoins do or do not qualify as cash equivalents and give a roadmap for other types of digital assets with varying fact patterns to be able to apply.

“We really don’t want to be as a board facing a situation where something was a cash equivalent and then no longer is at a later date,” said Jones. “That’s not good for anyone, so keeping it as a high bar with certain rigid criteria, I think, is fine.”

Stablecoins are supposed to be pegged to fiat currencies such as U.S. dollars and thus provide more stability to investors. “In my view, while a stablecoin may meet the accounting definition established for cash equivalents, not every one of those stablecoins in the cash equivalent classification represents the same level of risk,” said FASB member Joyce Joseph.

She noted that the capital markets recognize the distinctions and have established a Stablecoin Stability Assessment Framework to evaluate a stablecoin’s ability to maintain its peg to a fiat currency. Such assessments look at the legal and regulatory framework associated with the stablecoin, and provide investors with information that could enable them to do forward-looking assessments about the stability of the stablecoin.

“However, for an investor to consider and utilize such information for a company analysis the financial statement disclosures would need to include information about the stablecoin itself,” Joseph added. “In outreach, the staff learned that investors supported classifying certain stablecoins as cash equivalents when transparent information is available about the entities at which the reserve assets are held. Therefore, in my view, taking all of this into consideration a relevant and informative company disclosure would include providing investors with the name of the stablecoin and the amount of the stablecoin that is classified as a cash equivalent, so investors can independently assess the liquidity risks more meaningfully and more comprehensively by utilizing broader information that is available in the capital markets and its emerging information.”

Such information could include the issuer, reserves, governance and management, she noted, so investors would get a more holistic look at the risks that holding the stablecoin would entail for a given company.

The board decided to require all entities to disclose the significant classes and related amounts of cash equivalents on an annual basis for each period that a statement of financial position is presented.

Entities should apply the amendments related to the classification of certain digital assets as cash equivalents on a modified prospective basis as of the beginning of the annual reporting period in the year of adoption.

FASB decided that entities should apply the amendments related to the disclosure of the significant classes and amounts of cash equivalents on a prospective basis as of the date of the most recent statement of financial position presented in the period of adoption.

The board will allow early adoption in both interim and annual reporting periods in which financial statements have not been issued or made available for issuance.

FASB also decided to permit entities to adopt the amendments to be illustrated in the examples related to the classification of certain digital assets as cash equivalents without the need to perform a preferability assessment as described in Topic 250, Accounting Changes and Error Corrections.

The board directed the staff to draft a proposed accounting standards update to be voted on by written ballot. The proposed update will have a 90-day comment period.

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Lawmakers propose tax and IRS bills as filing season ends

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Senators introduced several pieces of tax-related legislation this week, including measures aimed at improving customer service at the Internal Revenue Service, cracking down on tax evasion and curbing the carried interest tax break, in addition to efforts in the House to repeal the Corporate Transparency Act.

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Senators Bill Cassidy, R-Louisiana, and Mark Warner, D-Virginia, teamed up on introducing a bipartisan bill, the Improving IRS Customer Service Act, which would expand information on refunds available to taxpayers online and help taxpayers with payment plans if they need it.

The bill would establish a dashboard to inform taxpayers of backlogs and wait times; expand electronic access to information and refunds; expand callback technology and online accounts; and inform individuals facing economic hardship about collection alternatives.

“Taxpayers deserve a simple, stress-free experience when dealing with the IRS,” Cassidy said in a statement Wednesday. “This bill makes the process quicker and easier for taxpayers to get the information they need.”

He also mentioned the bill during a Senate Finance Committee hearing about tax season when questioning IRS CEO Frank Bisignano. During the hearing, Cassidy secured a commitment from Bisignano that the IRS would work with Congress to implement these reforms if the legislation were signed into law.

“I’m happy to meet with the team … and do all I can to make it as good as you want it to be,” said Bisignano.

“My bill would equip the IRS with the legislative mandate to create an online dashboard so that taxpayers can monitor average call wait time and budget time accordingly,” said Cassidy. He noted that the bill would allow a callback for taxpayers that might need to wait longer than five minutes to speak to a representative, and establish a program to identify and support taxpayers struggling to make ends meet by providing information about alternative payment methods, such as installments, partial payments and offers in compromise. 

“I know people are kind of desperate and don’t know where to turn for cash, so I think this could really ease anxiety,” he added. “This legislation is bipartisan and is likely to pass this Congress.”

Cassidy and Warner introduced the Improving IRS Customer Service Act in 2024. Last year, Warner wrote to National Taxpayer Advocate Erin Collins at the IRS regarding the underperforming Taxpayer Advocate Service office in Richmond, Virginia, and advocated against any harmful personnel decisions that would negatively impact taxpayers.

“Taxpayers shouldn’t have to jump through hoops to get basic answers from the IRS — and in the last year, those challenges have only gotten worse,” Warner said in a statement. “I am glad to reintroduce this bipartisan legislation on Tax Day to ease some of this frustration by increasing clear communication and making IRS resources more readily available.”

Stop CHEATERS Act

Also on Tax Day, a group of Senate Democrats and an independent who usually caucuses with Democrats teamed up to introduce the Stop Corporations and High Earners from Avoiding Taxes and Enforce the Rules Strictly (Stop CHEATERS) Act.

Senate Finance Committee ranking member Ron Wyden, D-Oregon, joined with Senators Angus King, I-Maine, Elizabeth Warren, D-Massachusetts, Tim Kaine, D-Virginia, and Sheldon Whitehouse, D-Rhode Island. The bill would provide additional funding for the IRS to strengthen and expand tax collection services and systems and crack down on tax cheating by the wealthy.

“Wealthy tax cheats and scofflaw corporations are stealing billions and billions from the American people by refusing to pay what they legally owe, and far too many of them are getting a free pass because Republicans gutted the enforcement capacity of the IRS,” Wyden said in a statement. “A rich tax cheat who shelters mountains of cash among a web of shell companies and passthroughs is likelier to be struck by lightning than face an IRS audit, and Republicans want to keep it that way. This bill is about making sure the IRS has the resources it needs to go after wealthy tax cheats while improving customer service for the vast majority of American taxpayers who follow the law every year.”

Earlier this week. Wyden also introduced two other pieces of legislation aimed at cracking down on the use of grantor retained annuity trusts and private placement life insurance contracts to avoid or minimize taxes.

The Stop CHEATERS Act would provide the IRS with additional funding for tax enforcement focused upon high-income tax evasion, technology operations support, systems modernization, and taxpayer services like free tax-payer assistance.

“As Congress seeks ways to fund much-needed policy priorities and address our growing national debt, there is one common sense solution that should have unanimous bipartisan support: let’s enforce the tax laws already on the books,” said King in a statement. “Our legislation will make sure the IRS has the resources it needs to confront the gap between taxes owed and taxes paid – while ensuring that our tax enforcement professionals are focused on the high-income earners who account for the most tax evasion. This is a serious problem with an easy solution; let’s pass this legislation and make sure every American pays what they owe in taxes.”

Carried interest

Wyden, King and Whitehouse also teamed up on another bill Thursday to close the carried interest tax break for hedge fund managers that Democrats as well as President Trump have pledged for years to curtail. The tax break mainly benefits hedge fund managers, private equity firm partners and venture capitalists, who have lobbied heavily to defeat attempts to end the lucrative tax break. The tax break was scaled back somewhat under the Tax Cuts and Jobs Act of 2017.

Carried interest is a form of compensation received by a fund manager in exchange for investment management services, according to a summary of the bill. A carried interest entitles a fund manager to future profits of a partnership, also known as a “profits interest.” Under current law, a fund manager is generally not taxed when a profits interest is issued and only pays tax when income is realized by the partnership, often in connection with  the sale of an investment that happens years down the road. Not only does this allow a fund manager to defer paying tax, but the eventual income from the partnership almost always takes the form of capital gain income, taxed at a preferential rate of 23.8% compared to the top rate of 40.8% for wage-like income.  

Under the bill, the Ending the Carried Interest Loophole Act, fund managers would be required to recognize deemed compensation income each year and to pay annual tax on that amount, preventing them from deferring payment of taxes on wage-like income. A fund manager’s compensation income would be taxed similar to wages on an employee’s W-2, subject to ordinary income rates and self-employment taxes.   

“Our tax code is rigged to favor ultra-wealthy investors who know how to game the system to dodge paying a fair share, and there is no better example of how it works in practice than the carried interest loophole,” Wyden said in a statement. “For several decades now we’ve had a tax system that rewards the accumulation of wealth by the rich while punishing middle-class wage earners, and the effect of that system has been the strangulation of prosperity and opportunity for everybody but the ultra-wealthy. There are a lot of problems to fix to restore fairness and common sense to our tax code, and closing the carried interest loophole is a great place to start.”

Repealing Corporate Transparency Act

The House Financial Services Committee is also planning to markup a bill next Tuesday that would fully repeal the Corporate Transparency Act, which has already been significantly scaled back under the Trump administration to only require beneficial ownership information reporting by foreign companies to FinCEN, the Treasury Department’s Financial Crimes Enforcement Network. 

If enacted, the repeal would eliminate beneficial ownership reporting requirements, removing a transparency measure designed to help law enforcement and national security officials identify who is behind U.S. companies. 

“This repeal would turn the United States back into one of the easiest places in the world to set up anonymous shell companies, something Congress worked for years to fix,” said Erica Hanichak, deputy director of the FACT Coalition, in a statement. “These entities are routinely used to facilitate corruption, financial crime, and abuse. Rolling back the CTA doesn’t just weaken transparency, it signals to bad actors around the world that the U.S. is once again open for illicit business.”

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