Intuit's Q3 2025 Earnings Call: Unpacking Contradictions in Marketing Strategy, Mid-Market Growth, and AI Impact on Costs

Marketing strategy and effectiveness, mid-market growth and strategy, AI and automation impact on operating expenses, and small business environment and growth trends are the key contradictions discussed in Intuit's latest 2025Q3 earnings call.



Revenue Growth and AI Integration:
- Intuit reported revenue growth of 15% for Q3, up from previous guidance of 12% to 13%.
- This growth was driven by the strength across the platform, particularly the global AI-driven expert platform strategy, which automates tasks, manages workflows, and solves customer challenges proactively, leading to improved customer engagement and retention.

Tax Segment Performance:
- TurboTax Live revenue grew 47%, while TurboTax Live customers increased by 24%.
- This growth was fueled by improved customer experience through AI and AI-enabled human expertise, reducing time spent on returns and enhancing conversion rates.

Business Platform Expansion:
- Global Business Solutions Group (GBSG) revenue grew 19% in Q3, with Online Ecosystem revenue increasing by 20%.
- This expansion is due to the mission-critical nature of Intuit's offerings, enabling customers to grow their businesses and improve cash flow, especially in online accounting and services.

Credit Karma's Strong Performance:
- Credit Karma revenue grew 31% in Q3, driven by strength in credit cards, personal loans, and auto insurance.
- The growth is attributed to the integration of AI for better customer targeting and increased share in partner spend across various segments.