Intuit's Q4 2025: Unpacking Contradictions in AI Search Strategy and Mailchimp Growth Expectations

AI Search and SEO Strategy, Mailchimp Revenue Growth Expectations, AI Search Impact and SEO Concerns, Mailchimp Growth Strategy and Churn are the key contradictions discussed in Intuit's latest 2025Q4 earnings call.



Revenue Growth and AI Integration:
- Intuit Inc reported revenue of $3.8 billion for Q4, up 20% year-over-year.
- The growth was driven by strong adoption of AI-driven expert platform strategies, particularly in the assisted tax category and mid-market segments.

Mid-Market Expansion and Product Innovation:
- Online Ecosystem revenue grew 21% in Q4 or 26% excluding Mailchimp, with 40% growth in QBO Advanced and Intuit Enterprise Suite, which serve mid-market customers.
- The expansion was attributed to the launch of new capabilities in Intuit Enterprise Suite and a strong go-to-market strategy with accounting firms.

TurboTax Live Adoption:
- TurboTax Live revenue grew 47%, significantly above the long-term expectation of 15% to 20% revenue growth.
- This adoption was reflected in a 24% increase in TurboTax Live customer growth, driven by effective marketing and integration with Credit Karma.

Credit Karma's Strong Performance:
- Credit Karma revenue grew 32% in Q4, contributing to a 1 point revenue growth in fiscal 2025.
- The growth was driven by increased share gains in credit card and personal loan offerings due to enhanced data and AI investments.