I've been seeing a lot of posts about Intuit lately and figured I’d add a perspective from someone who actually uses the product every day. There’s been a lot of doom posting, so consider this a counterpoint.
**Full disclosure:** I didn’t own INTU before this week. At \~$800 I personally felt it was pricey. After the pullback, I started a decent position and may add more depending on how it trades.
For context: I run a small boutique accounting firm (12 employees). Our clients use a mix of platforms, and we work with whatever they’re on : Xero, Wave, Sage (the worst in my op), FreshBooks, Zoho, etc. In my day-to-day experience, QuickBooks Online is the strongest overall product in that group. It’s the most polished, the workflows make sense, and it feels like a modern platform rather than software that’s been duct-taped together over time.
On the AI angle: I’m also a heavy AI user (Claude + ChatGPT daily). I know the accounting industry is heading into serious disruption but I don’t think AI “replaces accounting/tax software.” If anything, it makes those platforms more valuable, because the software becomes the system of record and the place AI actually plugs into. Intuit has historically been early to major shifts (cloud adoption, integrations, etc), and QBO already has AI baked into the product experience in a way that feels practical, not gimmicky.
One other point that doesn’t get talked about enough: support. From an accountant perspective, Intuit’s callback times and overall responsiveness have been consistently solid. We often get a call back within minutes when we need tech support, although I believe this varies by size of client book.
The tax software(s) they have are also all great although the competition is a bit stronger in this space. I can’t speak much to Credit Karma or Mailchimp since we don’t use them.
Any other users like the product/stock?