Intuit announced a multi‑year partnership with OpenAI on November 18, 2025 that will embed OpenAI’s large‑language‑model technology into the company’s flagship financial products, including TurboTax, QuickBooks, Credit Karma, and Mailchimp. The agreement is valued at more than $100 million per year and will allow Intuit’s tools to be accessed directly from ChatGPT, giving users real‑time financial insights and the ability to take action within the chatbot.
The collaboration will leverage OpenAI’s frontier models within Intuit’s proprietary generative‑AI operating system, GenOS, to create AI agents that can perform complex financial tasks. By integrating these models into its core products, Intuit aims to enhance user experience, increase engagement, and open new distribution channels through the widely used ChatGPT platform.
Intuit’s long‑standing AI‑driven expert platform strategy is reinforced by this deal. The company has invested in AI for over a decade, adding features such as the Intuit Assist financial assistant and pursuing an “AI‑native” future. The partnership deepens a relationship that began in June 2023 and positions Intuit to capture additional revenue from AI‑powered services, particularly in the assisted tax and small‑business markets.
Management highlighted the strategic benefits of the partnership. CEO Sasan Goodarzi said the deal “combines the power of Intuit’s proprietary financial data, credit models, and AI platform capabilities with OpenAI’s scale and frontier models to give users the financial advantage they need to prosper.” OpenAI’s applications chief Fidji Simo added that the collaboration “helps millions of people manage their finances and run their businesses by combining our most advanced models with Intuit’s platform capabilities.”
Intuit shares were trading up more than 2% in pre‑market activity on the day of the announcement, adding roughly $4 billion to the company’s market capitalization. The positive reaction was driven by the scale of the partnership and the confidence it signals in Intuit’s AI strategy.
The partnership follows a period of strong financial performance. Intuit’s gross profit margin stands at 80.39%, and the company’s financial health score is 2.97, indicating solid profitability. The deal is expected to accelerate growth and expand Intuit’s reach, reinforcing its position in a market where competitors are also exploring AI integrations.
Overall, the Intuit‑OpenAI partnership represents a significant strategic move that combines advanced AI technology with Intuit’s established financial products, creating new revenue opportunities and strengthening the company’s competitive edge in the evolving financial services landscape.
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