Mobile app stores

App store content for iOS and Android should communicate the value and function of our apps while highlighting relevant keywords. It should also follow our One Intuit brand and content standards.

By making sure all of our products look and sound like Intuit, we’re putting our best foot forward and driving brand familiarity. Follow these guidelines to create error-free, consistent app store content. Team up with your marketing partners to ensure the copy not only reflects our voice but keeps App Search Optimization (ASO) keywords in mind too.


Titles truncate after 23 characters (including spaces) in the App Store and 30 characters in Google Play, though titles can be longer. Be mindful of how that looks on screens.

If you must go over the character limit, place the most important information or keyword first. 

The app name should be clear and correct. Don’t sacrifice accuracy to squeeze in more characters. Typos look unprofessional and can hurt our brand.


Subtitles show up in the iOS App Store. They help convey the main purpose of the app while targeting the most competitive keywords. 

Use sentence case, not all caps. Avoid jargon that doesn’t carry meaning. Consider an active, benefits-first approach that includes a keyword, as opposed to a phrase that might be unclear (like “True Financial Health”).

Work with your marketing partners to test different options and find the best one that is both clear for customers and meets business objectives.

Preview screens and screenshots

Any copy that appears in a preview screen or screenshot should follow our voice and tone principles as well as grammar and style rules.

App description

App descriptions are made up of an introduction, a list of features, and a footer. It should include core keywords and reinforce the app’s value, our brand, and how we stand out from our competitors.


The first 170 characters of the description are the most important. It’s what users can read without having to tap to read more.

This should be a concise statement of what the app does. 

When users select to see more, the intro opens into the full app description.


List 5–7 of the most important features in bold. Try to frame them as benefits with active verbs.

Don’t use more than five bullet points per feature. Keep them short. If your bullet points are sentences, they should use the right punctuation.

Bullet points may include emoji, but use them sparingly. They should never replace words. 

Tip: Do more than tell users what the feature is. Explain why it matters. What’s the big benefit? How does this feature make the customer’s life better?

View verified income and debt in one place

Budget better

Say goodbye to late fees

Create invoices and get paid faster

Track money in and money out at a glance

Single account dashboard

Better budgeting

Bill pay reminders

Invoice generator for simple invoicing

Dashboard business analysis

Tip: Keep sentences short and simple.

Review transactions and add them to your accounting books with a tap.

This app is for employers running payroll to create paychecks for their employees.

Track vacation time, sick time, and holiday time accruals for employees.

ItsDeductible is an easy way to keep track of your donations and get back the maximum deductions you deserve for your charitable acts.

QuickBooks Self-Employed users have found billions in potential tax deductions by using this automatic mileage tracker, attaching receipts to business expenses, creating invoices and categorizing business expenses while separating from your personal finances and get all the tax refunds a self-employed business owner is entitled to!


This is your space to include social proof such as awards and testimonials. This is also where you’ll include any legal disclaimers, a privacy statement, and the About Intuit description. Check with your legal partner to make sure everything is up to date.

About Intuit:
Intuit’s mission is to power prosperity around the world. With each product, we want to empower consumers, self-employed workers, and small business owners to improve their financial health. Our products help customers get more money with the least amount of work, giving them complete confidence in their actions and decisions. Our innovative ecosystem of financial management solutions serves approximately 50 million customers worldwide.