Dive Brief:
- Intuit has entered a multiyear partnership with OpenAI to integrate Intuit apps within ChatGPT, executives said on a Q1 2026 earnings call Thursday. Consumers will be able to access Intuit’s platform directly on ChatGPT Friday.
- The OpenAI partnership is meant to address a need among consumers to provide more accurate, actionable, personalized advice and introduce them to Intuit’s products and services, including TurboTax, Credit Karma, QuickBooks, and Mailchimp.
- The experience “will be game changing,” Intuit CEO Sasan Goodarzi said on the earnings call. “We'll know who you are and we will be able to leverage the power of our data and all of our models to be able to deliver experiences that are very personalized to you, just like the experiences you get when you're within an Intuit app today.”
Dive Insight:
Intuit has pursued a strategy that balances AI and human intelligence, which the company refers to as HI.
Intuit is “delivering done-for-you experiences with AI and HI, where customers never lift the finger but are always in control,” Goodarzi said on the earnings call. “When technology runs out of capacity, which it always will, that's where our human intelligence comes into play.”
The strategy is paying off, executives said. Intuit grew total revenue 18% year over year to $3.9 billion and consumer revenue 21% year over year to $894 million, according to its Thursday earnings report.
Through the OpenAI partnership, Intuit is looking to help ChatGPT users with their financial questions and introduce them to Intuit’s services in the process.
“On the experience front, what happens today is when customers are asking questions about getting access to financial products like cards, loans, building their credit score, ‘how do I grow my business,’ they get good yet generic answers,” Goodarzi said. “So that will change tomorrow.”
When customers engage within the Intuit app in ChatGPT, they'll be within Intuit’s four walls, Goodarzi said. Customers’ data will continue to train Intuit’s large language models, and Intuit’s data privacy, security and privacy principles remain unchanged. However, Intuit’s LLMs will now have access to and be able to use OpenAI’s frontier models.
The OpenAI partnership also puts Intuit “where the eyeballs are,” Goodarzi said.
“For us, it doesn't matter whether a customer comes directly to using our platform or we are where they are within an app, in this case, ChatGPT,” Goodarzi said. “So what we care about is actually being where the customer is and making it easy for the customer to have the experiences that they need to have.”
Intuit is one of a series of companies that have recently partnered with OpenAI. OpenAI partnerships with Walmart, Target and Etsy have allowed ChatGPT users to purchase items through the platform.
