As a long‑time TurboTax customer, I want to share feedback that could help Intuit strengthen both sales and customer loyalty.
Right now, TurboTax Online is priced significantly higher than the desktop download/CD version, yet it offers fewer advantages for many users. The desktop version allows up to 5 federal e‑files plus one state program at a one‑time cost, while the online version charges per return and per state, making it far less competitive.
From a customer perspective, this creates a clear value gap:
- Families or individuals filing multiple returns save far more with the desktop version.
- Online users end up paying more for essentially the same functionality, with only cloud access as a differentiator.
- The perception is that Online is overpriced, which discourages adoption and erodes trust.
Recommendation:
If Intuit wants to grow TurboTax Online usage, the pricing should be aligned with the desktop model or offer added value that justifies the premium. Competitive pricing would not only increase Online adoption but also build stronger customer loyalty by showing that Intuit values fairness and transparency.
TurboTax has earned its reputation as the most trusted tax software. Aligning Online pricing with the desktop version would reinforce that trust and encourage more customers to stay within the TurboTax ecosystem.
Respectfully shared in the spirit of helping TurboTax succeed.
