"TurboTax has built its business around this collective grumble, making it easier for people to submit to the IRS in a few clicks."
"Storytelling through product can be difficult, but he believes the result... is a campaign that balances functionality with purpose."
"With 25% of Gen Zers saying filing taxes makes them want to consult with a therapist, Kelley has the demographic firmly in his sights."
"The aim? To engage younger consumers and capture what Kelley describes as 'low complexity' filers."
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