Intuit has been relatively understated recently, forgoing flashy product launches in favor of strategic, behind-the-scenes changes. The company is transitioning from its traditional tax roots toward becoming a comprehensive financial operating system, particularly targeting small to midsize businesses (SMBs). This shift is significantly marked by recent acquisitions, including Deserve and GoCo, which enable Intuit to enhance its service offerings and increase customer retention by creating a more integrated financial ecosystem.
Intuit is making a strategic shift from a tax company to a full-spectrum financial operating system through targeted acquisitions.
The recent acquisition of mobile-first credit card platform Deserve and HR platform GoCo shows Intuit's commitment to owning the financial lifecycle, especially for SMBs.
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