Intuit Targets New Customers, AI Growth as QuickBooks and TurboTax Bets Scale

September 14, 2026 - 04:45

Intuit is placing a sharper focus on bringing in first-time customers while it continues to grow its largest business lines, according to comments made by Chief Financial Officer Sandeep Singh Aujla at the Goldman Sachs Technology Conference.

Aujla said the company's main strategic bets, which include moving upmarket with QuickBooks and expanding its artificial intelligence tools, remain central to its long-term plan. At the same time, Intuit sees room to reach people and small businesses that have never used its products before. That push matters because the company's flagship offerings, QuickBooks for accounting and TurboTax for tax filing, already serve a large base of users. Finding new customers is one way to keep growth going without relying only on existing accounts.

The CFO's remarks suggest Intuit is balancing two goals. One is to scale the products that already generate significant revenue. The other is to attract newcomers who may need simpler or more affordable entry points. Artificial intelligence plays a role in both efforts, since the company has been adding automated features that can handle routine financial tasks and make its software more appealing to a wider audience.

Intuit has not shared specific targets for how many new customers it hopes to add through this strategy. But the emphasis on new-to-franchise users signals that the company views customer acquisition as a key part of its next phase of growth, alongside its bigger product bets.