Writing for Intuit

Our unified strategy for voice and tone flexes to meet the needs of customers in QuickBooks and TurboTax, while laddering up to the Intuit brand and the champion who powers prosperity around the world.

The Intuit voice

We are a champion for the Intuit customer. We meet their needs by becoming…


We inspire people to take action by shining a light on possibilities.


We understand who the customer is and what they’re dealing with in life.


We meet people where they are with human qualities that adjust to their needs and desires.

Intuit voice principles

These voice principles help content designers as we guide and communicate with customers in all our products and experiences.

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 to 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.