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AICPA and NATP Express Disapproval Over Intuit's Ad Campaign

By:
Karen Sibayan
Published Date:
Oct 21, 2024

gettyimages-921349616 Tax Time

The AICPA and National Association of Tax Professionals (NATP) recently expressed disapproval of Intuit's ad promoting its  self preparation product TurboTax's full-service option. The ad told taxpayers to leave or have a "tax break up" with their tax preparer and to use TurboTax instead. Intuit has since halted the ad.  

The AICPA released a statement from its president and CEO, Barry Melancon, on Oct. 17. In it, he said, “Tax professionals play a critical role in the tax filing, planning, and advisory landscape, one that continues to evolve aided by AI and other technology. The crucial role of CPAs, who serve as expert and trusted advisors to business owners and individuals, was not reflected in an unfortunate recent ad campaign launched by Intuit." 

After the ad was released, Melancon said that the AICPA had "productive discussions with various stakeholders," including Intuit’s CEO Sasan Goodarzi. Melancon thanked their members who expressed disappointment with the ad for their patience as these conversations were held. 

Melancon called Intuit’s move to halt the ad "a positive step." He expressed his appreciation that "in our conversations, Intuit reemphasized their commitment to the CPA community and recognized the importance of growing that talent pipeline.” He added that AICPA members interact with Intuit in various capacities, and this decision recognizes how important that interaction is to Intuit. 

The National Association of Tax Professionals (NATP), which represents more than 24,000 dedicated tax professionals nationwide, also released a statement on Oct. 10 saying that it was deeply disappointed by Intuit's ad campaign. 

NATP said that the campaign went "against a key component of Intuit's business model" to sell professional preparation software to the tax professionals that, because of the ad, they seemed "to be undermining."

The NATP also emphasized that the role of a professional tax preparer goes beyond just processing a tax return, but it is about building relationships, comprehending the fine distinctions between every taxpayer's unique situation and offering personalized advice ensuring compliance with evolving tax laws. The NATP believes that tax professionals are vital partners in helping individuals and businesses go through the tax system's complexities, reducing liabilities and avoiding expensive mistakes while planning for the future. 

"Tax preparation isn't just about entering data or completing a form; it's about trust, accuracy, and making informed decisions," noted Scott Artman, NATP CEO. "The personal relationship between a tax preparer and their client is crucial. A professional knows you and your financial history, keeps you compliant with regulations and can adapt strategies based on your specific needs."   

The NATP called for taxpayers to see the value of working with a knowledgeable tax professional who can provide tailored guidance, protect their interests and represent them before the IRS and state tax authorities. 

CFO Magazine said that while some say the accounting profession’s shortcomings in terms of work-life balance, culture and compensation have kept young professionals from the discipline entirely, the response and move to pull the ad “continue to drive the tense narrative between the accounting industry’s labor force, their employers and the developing technology within their work.” 

According to CFO Magazine, Blake Oliver, host of The Accounting Podcast, mentioned the ad’s message in a recent episode and said that even though the pay to work at Intuit as a TurboTax expert is less than an individual preparer or accountant could make elsewhere. However, the flexibility and benefits offered by Intuit are likely a significant contributor to a shift toward its move to take market share.  

Oliver said the situation casts some blame on the industry’s ability to change work processes and culture to keep talent. “Maybe it’s that there’s enough accounting firms that don’t offer flexibility [so] people are willing to go work at Intuit as TurboTax experts,” Oliver stated. 

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