Intuit Announces 2025 QuickBooks Price Increases

If you're an accountant or ProAdvisor who uses QuickBooks Online or QuickBooks Online Payroll, you likely received an email from Intuit on May 27, 2025, outlining upcoming pricing increases that will go into effect on July 1 for client-billed subscriptions and August 1 for accountant-billed ones. According to the email, the updated pricing reflects Intuit's continued investment in artificial intelligence (AI) and product innovations designed to streamline workflows and enhance client collaboration. 

The increase comes on the heels of the most recent earnings report, which showed a healthy 15% increase in revenue and 20% increase in operating income.

New QuickBooks Online pricing with percentage increases

Note: Employee pricing reflects per-employee per-month changes. Base pricing for Payroll Core remains unchanged.

Historical context: five years of steady increases

Since 2020, QuickBooks Online subscription prices have steadily risen. For example, the Plus plan has increased from $70 in 2020 to $115 in 2025—more than a 64% increase over five years. Similarly, the Advanced plan rose from $150 to $275, marking an 83% increase. Even the entry-level Simple Start plan grew from $25 to $38, a 52% rise. These consistent annual increases reflect Intuit's strategy of reinvesting in product development while gradually raising prices to match the perceived value of new features and services.

*Historical prices verified using https://web.archive.org/

Intuit’s justification: investing in innovation

The email emphasized that these pricing adjustments support ongoing enhancements to QuickBooks through AI-driven features. According to Intuit, the updates aim to automate repetitive tasks, improve accuracy, and offer deeper integration with third-party tools—all within a more customizable and collaborative user experience.

Highlights of the improvements include:

• Automation of common workflows to save time and reduce errors
• Better client collaboration tools embedded directly in QuickBooks
• A unified platform experience combining multiple tools and apps

Financial context: strong earnings back innovation narrative

The price increases align with strong financial performance by Intuit. In its Q3 FY25 earnings report, the company reported:

• Total Revenue: $7.8 billion (up 15% YoY)
• Global Business Solutions Group: $2.8 billion (up 19%)
• QuickBooks Online Accounting: up 21%, attributed to “higher effective prices, customer growth, and mix-shift”
• GAAP Operating Income: $3.7 billion (up 20%)
• GAAP EPS: $10.02 (up 19%)

CEO Sasan Goodarzi stated:

"We're redefining what's possible with AI by becoming a one-stop shop of AI-agents and AI-enabled human experts to fuel the success of consumers and small and mid-market businesses."

Given the company's 20% increase in profitability, some may question whether a price increase was necessary to fund innovation. Intuit appears to be in a financial position to invest in product development without passing additional costs to users. However, as a publicly traded company, Intuit also faces shareholder expectations to maintain and grow margins. From a strategic lens, recurring price increases—paired with new features—reinforce the company’s positioning as a premium solution for modern firms. In this context, the price hike may be as much about signaling market strength as it is about funding innovation.

What this means for accounting professionals

For firms using QuickBooks, these updates present both challenges and opportunities:

• Value audit: Are you and your clients leveraging the full range of features that justify the cost?
• Budget implications: Consider how these increases affect both internal software costs and what you pass along to clients.
• Client communication: Now is a good time to educate clients on the value delivered through these tools—and how to use them effectively.

While Intuit's pricing adjustments are not unexpected, they come at a time of substantial profitability and technological advancement for the company. For accounting professionals, these changes are an opportunity to reevaluate software usage, client engagement, and service pricing to ensure alignment with evolving expectations and costs.

From the beginning, Intuit’s mission—sparked by founder Scott Cook’s vision—was to demystify accounting and empower small business owners to manage their finances. Accountants were instrumental in this effort, leveraging QuickBooks as a tool to extend their expertise and support client success. While accountants have always been customers, the product was once designed foremost as a tool in their hands. Today, Intuit is repositioning itself not just as a technology provider, but as both a platform and a provider of expertise—embedding AI-enabled insights and automation directly into the software. This dual role redefines how accounting professionals interact with the platform—and raises strategic questions about pricing, positioning, and partnership.