How TurboTax Is Rebranding To Meet The Demands Of Millennials—While Keeping Existing Customers Happy

How TurboTax Is Rebranding To Meet The Demands Of Millennials—While Keeping Existing Customers Happy
Banks, Insurance & Financial Services

Taking millennial consumer trends and needs into account, personal finance platform TurboTax has revamped the brand’s design and expanded its service offerings

Noelia Hobeika
  • 31 october 2018

Intuit’s TurboTax, the trusted online tax-filing system, recently underwent a redesign that intended to help the brand distinguish itself from other tax platforms, improve traction with younger audiences and retain its loyal customer base all at once.

Alongside the image refresh, TurboTax launched Turbo, an app that helps users see where they truly stand financially and helps them make better fiscal decisions.

Intuit has spent over two decades building a brand around the core ideas of stability and security, providing customers with a trustworthy, accurate and user-friendly system to file their taxes. For a long time, these values were equated with having a corporate-looking design, one that evokes authority and reliability. But as millennials settle into their twenties and thirties, and therefore become a larger segment of the tax-filing population, TurboTax has tackled a redesign that better serves millennial preferences, habits and expectations, without losing sight of longtime customers.

Cesar Villegas, Director of User Experience at Intuit, shares the purpose behind the redesign: “The idea behind the rebranded service was to transform a visual language from a trusted conservative look and feel to one that evokes the emotion of everyday life while maintaining the credibility of our brand. It’s really about making it more emotional and relationship‑based as opposed to being transactional.”

Villegas continues, “We evolved from the traditional colors of finance (very red, white and blue), to a softer color palette and really adapted to a type of look and feel that was fresh and reflected the type of experiences that millennials encounter today on the platforms they engage with the most, like Instagram. We also took into account the fact that millennials don’t really spend too much time on a single task, they tend to break them up into bites.”

The guiding motto for the rebrand was “Make the familiar new, and the new familiar,” a dictum that ensured the redesign did not alienate the brand’s loyal returning customers, who have reacted positively to the TurboTax refresh. The redesign, which launched during the December 2017/January 2018 tax season, has been a success, generating growth in revenue and in customer base, and racking up the top honor at the International Design Excellence Awards.

Part of the impetus for the rebrand was also a business decision to expand TurboTax’s service offerings. Alongside the renewed image, TurboTax launched Turbo, an app that provides users with a much more holistic view of their personal finances, and enables them to keep up with their credit score, their verified income and their debt-to-income ratio.

Villegas explains, “It’s a way to help our customers get better deals like better student loans and mortgage rates”— issues at the heart of millennial financial concerns. “There’s one fact that we keep repeating here within our group: 62% of Americans can’t come up with $1,000 in an emergency. That’s a really big driver; anything we can do to help them save more money, that’s our vision. We want to help consumers be better with their finances, help people achieve their financial goals and get more freedom by putting more money in their pockets.”

Intuit TurboTax

TurboTax’s rebrand points to the importance of listening to and evolving with customers. For more ideas from similar inspiring brands, see PSFK’s reports or newsletters.


Lead image: IntuitTurbo via Facebook

Intuit’s TurboTax, the trusted online tax-filing system, recently underwent a redesign that intended to help the brand distinguish itself from other tax platforms, improve traction with younger audiences and retain its loyal customer base all at once.

+analysis
+banking
+Banks
+brand activation & immersion
+Features
+finance
+Insurance & Financial Services
+Interview
+Millennials
+post purchase support & service
+retail
+shopper marketing & promotions
+Taxes
+turbotax

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