At its 2025 Investor Day, Intuit laid out a bold roadmap for the future of small and mid-sized business finance. The spotlight was on artificial intelligence, automation, and deeper integration across its product ecosystem including QuickBooks, Mailchimp, Credit Karma, and the newly launched Intuit Enterprise Suite. For accountants, bookkeepers, CFOs and advisors serving SMB and mid-market clients, the announcements signal powerful new tools and opportunities ahead.
From the start, Intuit leadership made it clear that AI is no longer a feature, it's the backbone of their business strategy. CEO Sasan Goodarzi and other key executives emphasized a bold mission: to combine AI with human intelligence (HI) to create "done-for-you" experiences that simplify everything from accounting and payroll to CRM, payments and tax filing.
QuickBooks AI agents now perform tasks such as:
These AI tools draw on Intuit’s vast data resources, which include more than 70,000 attributes for each customer, and are backed by human expertise through services like QuickBooks Live.
Intuit reports that millions of customers are already using its AI agents, completing routine tasks in about half the time it once took. This efficiency boost reflects how AI is becoming embedded in everyday QuickBooks workflows.
The QuickBooks redesign, launched in July 2025, marks Intuit’s shift from a bookkeeping tool to a full operating system for small businesses. The new experience includes:
In product demos, a fictional owner named Alejandra receives vendor pricing insights, labor cost analysis, and profitability suggestions through AI, saving her hours each week. Intuit’s larger goal is to replace fragmented apps with one connected platform for operations, cash flow, and compliance.
For firms serving larger clients, the biggest news may be the rapid rise of Intuit Enterprise Suite (IES), introduced only a year ago.
Key highlights:
IES is designed to solve some of the toughest mid-market challenges with multi-entity consolidation, multidimensional reporting, role-based access and industry-specific workflows. Many customers now manage four to six entities in one system, trading the cost and complexity of legacy ERP for a more streamlined option.
Agent-powered features include:
Demand is especially strong among businesses in the $25 million to $100 million range, where leaders are looking for a scalable platform and a strategic partner, not just another software provider.
Accountants remain central to Intuit’s mid-market strategy. More than 80% of mid-market QuickBooks Online customers already work with external firms, and Intuit is:
IES is designed to let firms spend less time on tasks and more time delivering insights. Intuit is also preparing to launch an Accountant Suite to further support this model.
TurboTax Live has grown into a $2 billion business, up 47 percent year over year, powered by a blend of AI and human expertise. Recent updates include hyper local search features with five times higher conversion rates and new AI driven tax prep experiences that can finish a return in as little as 20 minutes.
Credit Karma is also broadening its role, adding AI powered tools to improve credit health, manage debt, and provide integrated tax insights.
For accountants, these consumer innovations create a stronger ecosystem, especially for sole proprietors and high volume 1040 clients who often own small businesses as well.
CFO Sandeep Aujla outlined how Intuit expects to maintain double digit growth by:
Revenue from the business platform has passed $11 billion, while the consumer platform is nearing $8 billion. Credit Karma alone now generates more than $2 billion annually.
Intuit stressed that AI is not an add on but built into every product. The pricing changes rolled out in July were driven mainly by the integration of these new agentic experiences.
For accountants and financial professionals, Intuit’s Investor Day highlighted several key shifts:
Intuit is moving beyond software to become a full financial operating system for small and mid sized businesses. With AI and human expertise built into every product, the company is helping customers work faster, make smarter decisions, and grow more efficiently while giving accountants better tools to deliver deeper insights.
As Intuit expands IES and prepares to launch its Accountant Suite, accounting professionals should be ready to take on an even more strategic role.
To watch Intuit's full presentation, visit: Intuit Investor Day 2025 (complete broadcast) on YouTube
This article was generated by AI and reviewed and edited by a human.