New York, March 2, 2026, 14:20 EST — Regular session
Intuit Inc (INTU.O) climbed roughly 4.2% to $426.14 on Monday afternoon. Earlier in the session, the stock hit $428.16.
This is the critical time for Intuit’s tax operations, a period when the business can make or break results. Investors haven’t hesitated to punish the stock at even a whiff of costs rising ahead of demand.
Investors are weighing just how much of the tax and bookkeeping process gets upended as AI moves deeper into software, raising fresh questions about whether Intuit can hold onto users within its ecosystem or see them defect to newer tools.
Intuit drew attention from investors on Monday, as CEO Sasan Goodarzi was slated to speak at Morgan Stanley’s Technology, Media & Telecom conference. That fireside chat, according to the company, kicked off at 10 a.m. Pacific via live audio webcast. A replay is expected to go up roughly 24 hours after the presentation wraps. 1
Intuit has its sights set on nearly 600 offices and 20 TurboTax-branded storefronts by 2026, Business Insider reported Monday, as the company looks to blend automation with face-to-face tax assistance. “There was a large percentage of customers that wanted to meet with us in person,” consumer-group chief Mark Notarainni told the outlet. TurboTax, according to the report, has no intention of matching H&R Block’s vast 12,000-location network. 2
Analysts are still recalibrating after Intuit’s update in late February. TD Cowen dropped its price target to $633 from $658 but stuck with a buy call, MT Newswires reported. That price target? It’s where analysts figure shares might land. 3
Intuit made its move as the broader market barely budged. The SPDR S&P 500 ETF hovered near unchanged, with the Invesco QQQ ETF also flat. H&R Block picked up roughly 0.4%.
The mood remains uneasy. On Feb. 26, Intuit projected adjusted third-quarter EPS of $12.45 to $12.51—coming in short of the $12.95 analyst consensus—as the company ramps up spending on marketing and customer support. For the quarter ending April 30, Intuit is looking for roughly 10% revenue growth. All that extra spending, though, could squeeze margins if tax filers stay away or balk at pricier assisted offerings. CFO Sandeep Aujla noted that Intuit is paying OpenAI and Anthropic strictly for “the capabilities,” not “revenue share,” and said over 3 million customers are already interacting with the company’s AI agents. 4
Traders are watching the conference circuit for fresh details, especially to see if Intuit’s tax-season push is actually driving bookings and retention—not just adding to costs.
Tax Day is the next marker on the calendar. The IRS kicked off the 2026 filing season on Jan. 26, and returns are expected to start piling in before the federal deadline hits on Wednesday, April 15—a period that typically brings peak volume for TurboTax. 5
