topic Re: Aligning TurboTax Online Pricing with Desktop Version to Boost Sales & Loyalty in Get your taxes done using TurboTax

Aligning TurboTax Online Pricing with Desktop Version to Boost Sales & Loyalty

Wanncorp11 — Wed, 10 Dec 2025 05:28:11 GMT

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.

Re: Aligning TurboTax Online Pricing with Desktop Version to Boost Sales & Loyalty

VolvoGirl — Wed, 10 Dec 2025 05:36:08 GMT

See this article
https://ttlc.intuit.com/community/articles/community-news-announcements/turbotax-windows-10-desktop-software-end-of-life/05/3708302

It says the Online version will have some new features over the Desktop program like…
This year, we’re offering many new ways to automatically bring in your tax documents into TurboTax Online, including uploading PDFs of 1099-B and 1099-Composite forms.

Re: Aligning TurboTax Online Pricing with Desktop Version to Boost Sales & Loyalty

Wanncorp11 — Wed, 10 Dec 2025 05:52:23 GMT

Thank your for the response and a link to the article. That is of very little value. Maybe if you are on Windows 10 it's an advantage but a product should not be developed and marketed to support old technology and expect those with newer technology to jump on board. If you are going to offer a product you should have a real value differentiation to a wider market. Other wise the ROI will be minimal. The value of this product is limited to windows 10 users users.

Re: Aligning TurboTax Online Pricing with Desktop Version to Boost Sales & Loyalty

mesquitebean — Wed, 10 Dec 2025 09:46:54 GMT

Edited 12/10/2025 at 1:45 AM Pacific

Oops...posted too quickly. No longer needed.

Re: Aligning TurboTax Online Pricing with Desktop Version to Boost Sales & Loyalty

M-MTax — Wed, 10 Dec 2025 15:21:19 GMT

@Wanncorp11 wrote:
The value of this product is limited to windows 10 users....

To quote baldietax:

Desktop is only 1% of their revenues so they don't care about the loss of low revenue users on desktop as long as their online/live revenue continues to grow, etc etc.