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Intuit Business Model Canvas

Intuit Business Model Canvas
Photo By Chris Liverani, Edited By Grey Knight

A Brief History of Intuit

Intuit Inc. was founded in 1983 by Scott Cook and Tom Proulx in Mountain View, California. The company started out by developing personal finance software, with its first product being Quicken, a financial management tool for individuals and small businesses.

In 1993, Intuit went public and continued to expand its product offerings, including tax preparation software with the acquisition of Chipsoft (now known as TurboTax) in 1993. This move solidified Intuit as a leader in financial software, and TurboTax became a widely used tax preparation tool for individuals and businesses.

In 2003, Intuit acquired the popular small business accounting software, QuickBooks, which further expanded their reach in the financial software market. QuickBooks became a widely used tool for small businesses to manage their accounting and financial operations.

Over the years, Intuit continued to grow and innovate, developing new products and services to help individuals and businesses manage their finances. They also expanded internationally, with operations in multiple countries.

Today, Intuit Inc. is a leading provider of financial management software, serving millions of customers around the world. Their products and services are designed to simplify the financial management process for individuals, small businesses, and self-employed professionals.

Who Owns Intuit?

Intuit Inc. is a publicly traded company, meaning it is owned by its shareholders. The top 10 shareholders of Intuit Inc. as of the most recent filings are as follows:

1. Fidelity Management & Research Company LLC
2. The Vanguard Group, Inc.
3. BlackRock, Inc.
4. State Street Corporation
5. Smead Capital Management, Inc.
6. T. Rowe Price Associates, Inc.
7. Capital Research & Management Co. (World Investors)
8. Wellington Management Company, LLP
9. ClearBridge Investments, LLC
10. Geode Capital Management, LLC

These shareholders collectively own a significant portion of the company and have a vested interest in its performance and success. Intuit Inc. is a leading provider of financial management and tax preparation software, serving individuals, small businesses, and accounting professionals around the world.

Intuit Mission Statement

Intuit Inc.’s mission statement is to power prosperity around the world. The company is committed to helping individuals, small businesses, and self-employed individuals achieve financial success by providing innovative, easy-to-use financial management solutions. Intuit Inc. aims to simplify the business of life for its customers and empower them to thrive in their financial endeavors.

How Intuit Makes Money?

Intuit Inc.’s business model primarily revolves around its financial management software and services, including TurboTax, QuickBooks, and Mint. The company makes money by selling subscriptions to its software and services, as well as by charging fees for additional features and support. Additionally, Intuit generates revenue through advertising and referral fees on its Mint platform. The company also profits from the sale of professional tax preparation software to accountants. Overall, Intuit’s revenue stream is driven by subscription sales, upsells, and partnerships within the financial management industry.

Intuit’s Business Model Canvas

The Business Model Canvas is a strategic management tool that helps companies to describe, design, challenge, invent, and pivot their business model in one sheet. It consists of nine building blocks that cover the main areas of a business: customer segments, value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partners, and cost structure.

Customer Segments:

– Small businesses
– Self-employed individuals
– Accounting professionals

Value Propositions:

– ProConnect Tax Online
– QuickBooks
– TurboTax
– Mint


– Direct sales force
– Online sales
– Third-party retailers
– Accountants and tax professionals

Customer Relationships:

– Personal support
– Online communities and forums
– Email and phone support
– Self-help resources

Revenue Streams:

– Subscription fees for QuickBooks
– One-time purchase fees for ProConnect Tax Online
– Tax filing fees for TurboTax
– Advertising revenue for Mint

Key Resources:

– Software engineer teams
– Customer support teams
– Marketing teams
– Data security systems

Key Activities:

– Research and development
– Software design and development
– Marketing and advertising
– Customer support and service

Key Partners:

– Banks and financial institutions
– Accountants and tax professionals
– Government tax authorities
– Third-party software developers

Cost Structure:

– Research and development costs
– Marketing and advertising expenses
– Employee salaries and benefits
– Data security and infrastructure expenses

Intuit’s Competitors

Intuit Inc. is a software company that develops financial and tax preparation software for individuals and small businesses. Its top competitors include:

1. H&R Block – a tax preparation company that offers both software and in-person tax preparation services.
2. Sage Group – a global software company that provides accounting and business management solutions.
3. Xero – a cloud-based accounting software company that offers small business accounting solutions.
4. Thomson Reuters – a multinational media and information company that provides tax and accounting software solutions.
5. Wave Financial – a financial software company that offers accounting, invoicing, and payroll solutions for small businesses.

Intuit SWOT Analysis


1. Strong brand recognition
2. Diverse product portfolio, including QuickBooks, TurboTax, and Mint
3. Strong financial performance and consistent revenue growth
4. Solid customer base and loyal user community


1. Reliance on the North American market
2. Limited global presence compared to competitors
3. Vulnerability to changes in tax regulations and consumer spending habits


1. Expansion into international markets
2. Integration of artificial intelligence and machine learning into products
3. Growth in the small business and self-employed market
4. Potential for partnerships and collaborations with other technology companies


1. Intense competition from other financial software providers
2. Changes in tax laws and regulations
3. Economic downturns or shifts in consumer behavior impacting software demand
4. Cybersecurity threats and data breaches

Concluding Analysis

So, with all these factors in mind, it’s clear that Intuit Inc. has a strong business model that is positioned for continued success in the future. The company’s focus on innovative financial management solutions and its commitment to customer satisfaction have set it apart in the industry. As an analyst, I believe that Intuit Inc. is well-positioned to capitalize on the growing demand for digital financial services and will likely continue to expand its market share in the coming years. With a solid foundation and a clear vision for the future, I am optimistic about the company’s prospects and look forward to seeing how it continues to thrive in the ever-evolving business landscape.

Additional Resources

To keep learning and advancing your career, we highly recommend these additional resources:

Business Model Canvas of The Top 1,000 Largest Companies by Market Cap in 2024

A List of 1000 Venture Capital Firms & Investors with LinkedIn Profiles

Peter Thiel and the 16 Unicorns: The Legacy of Thiel Fellowship

9 Biggest IPOs of All Time

List of Fortune 500 Companies in 2023

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