TurboTax's Pricing Gamble: A Calculated Risk for Growth Intuit's decision to lower revenue per user on its flagship product, TurboTax, has sparked mixed reactions among industry observers.
The move is seen by some as necessary to restore double digit growth, while others are skeptical about the long term viability of this strategy. The decline in total U. S.
TurboTax units – down 2% in fiscal 2026, with online units falling 2% and desktop units decreasing 7% – underscores a broader trend: consumers increasingly expect digital services to be cheap and accessible.