TurboTax, a product of Intuit (NASDAQ: INTU), maintains its strong position in the U.S. tax software market with an impressive 60 percent market share, as revealed in Citi’s 2025 consumer tax survey published recently.

Key Insights from Citi’s Tax Survey

• Market Share: Despite a minor drop, TurboTax holds a robust 60 percent share, down just 1 point from the previous year.

• Growth in Online Filing: 57 percent of taxpayers have shifted to online filing, reinforcing the burgeoning demand for digital tax solutions.

• Increasing Tax Complexity: Many filers have reported that their tax returns have become more complex, heightening the demand for premium tax services.

• Anticipated Late-Season Surge: Filing volumes dipped YoY until late March, but a wave of last-minute filings is expected ahead of the April deadline.

TurboTax Poised for Increased Demand

Even with a slight decline in market share, TurboTax sees strong user retention, with only 34 percent of customers exploring other options, indicating lower churn compared to competitors.

TurboTax’s Live and Full-Service features are gaining traction:

• 66 percent of survey respondents are aware of TurboTax Live.

• 77 percent recognize TurboTax Full-Service.

• 23 percent plan to use TurboTax Live, while 27 percent will select Full-Service.

While interest in premium services is stabilizing, it appears that TurboTax Live is competitively priced for strong market adoption.

Investment Takeaways

Intuit’s leading position in the tax software sector, combined with a growing need for advanced services, solidifies its long-term growth trajectory. Investors can monitor Intuit’s performance during the tax season through Entreprenerdly.com for insights on revenue effects.