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Intuit brand

Content at Intuit

Intuit is a global technology platform that helps our customers and communities overcome their most important financial challenges.

Role of the Intuit brand

Intuit is who we work for, who our partners work with, and who protects our customers’ data.

The Intuit platform is where we bring our brands together to deliver customer benefits and drive growth for our cornerstone brands.

Role of the cornerstone brands

The cornerstone brands are how our customers typically experience the Intuit platform.

These brands support the unique needs of their target audience and provide the benefits our customers associate with Intuit. This relationship to the Intuit brand helps build connections with our other brand offerings.

Learn more about the Intuit brand identity

Our personality

We are a champion for our customers, working tirelessly to help them achieve their financial goals. We are:


We push ourselves to always stay current, without being trendy.

Forward thinking

We constantly innovate to give our customers the best chance at success.


We’re compassionate and work to understand our customers’ biggest financial challenges.


We’re positive and confident in the way we approach everything. 


We’re an unbiased partner that has people’s best interests at heart.

Intuit voice principles

Our unified strategy for voice and tone flexes to meet the needs of customers using Mint, QuickBooks, TurboTax, and Intuit Accountant products. It also ladders up to the Intuit brand and the champion who powers prosperity around the world.

Reveal tomorrow’s opportunities

Elevate the conversation when we talk about customer success. Make them aware of opportunities to achieve even greater prosperity, rooted in the financial freedom they already possess. It’s all about shining a light on their future self.

Let them know we’re listening and learning

Listening is key to any meaningful relationship. But we don’t just listen, we internalize what they’ve told us. And we use our comprehension to acknowledge their needs and desires before offering a solution or a path forward.

Turn self-doubt into determination

Handling the spectrum of financial decisions is hard work. It can make many feel inadequate or ashamed. Help them get unstuck and push through without judgment. Earn their trust with patience and know-how.

Use data to make meaningful connections

Good financial health is a mystery for many. It can make people feel defeated and completely alone.

Talk about how others have handled similar situations using data as a benchmark to guide them through moments of uncertainty. Reassure them with insights that paint a picture of their potential.

Help them navigate highs and lows

It’s important to notice smaller moments that lead them to larger goals. Celebrate milestones that aren’t obvious to them in meaningful, tasteful ways. Empathize when they can’t see past a roadblock, but don’t make it worse than it is.

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