Mission Statement, Vision, & Core Values of Intuit Inc. (INTU)

The Mission Statement, Vision, and Core Values of Intuit Inc. (INTU) are not just corporate boilerplate; they are the strategic blueprint that drove the company to a 16% year-over-year revenue increase, reaching $18.8 billion in fiscal year 2025. That's the real-world impact of their core value, Customer Obsession, paired with their vision to be an AI-driven expert platform. When you see non-GAAP diluted earnings per share jump 19% to $20.15, do you understand how much of that is directly tied to their commitment to 'power prosperity around the world'? We're talking about a strategy that turned a vision into a $3.9 billion net income.

Intuit Inc. (INTU) Overview

You're looking for a clear picture of Intuit Inc., the financial technology giant, and honestly, the numbers from the 2025 fiscal year tell a compelling story of platform dominance. The company, founded in 1983 by Scott Cook and Tom Proulx, started with a simple idea: to simplify personal finance. That mission has since evolved to powering prosperity around the world for consumers, small businesses, and self-employed individuals.

Intuit's strategy centers on its core products, which are now seamlessly integrated into an AI-driven platform. This isn't just software; it's a global financial ecosystem serving approximately 100 million customers worldwide. The key offerings you need to know are:

• TurboTax: Tax preparation and filing software, including the high-growth TurboTax Live service.
• QuickBooks: A comprehensive suite for small business accounting, payments, and payroll.
• Credit Karma: A personal finance platform for credit monitoring and personalized financial offers.
• Mailchimp: An email marketing and customer relationship management (CRM) platform for small and mid-market businesses.

For the full fiscal year 2025, which ended July 31, Intuit's total revenue reached an impressive $18.8 billion, marking a strong 16 percent increase year-over-year. That's a defintely solid performance in a competitive FinTech landscape, showing their platform approach is working.

Latest Financial Performance: Fiscal Year 2025 & Q1 2026

When you dig into the latest reports, the growth momentum is undeniable, particularly in the online segments. Intuit reported total revenue of $3.8 billion for the fourth quarter of fiscal 2025, a 20 percent jump from the prior year. Here's the quick math on where the growth is coming from: the Global Business Solutions Group, which includes QuickBooks, saw full-year revenue hit $11.1 billion.

The Online Ecosystem revenue-a critical metric for a cloud-focused company-grew 20 percent for the full fiscal year 2025 to $8.3 billion. The Consumer Group also saw its revenue increase to $4.9 billion for the year, with TurboTax Live revenue specifically surging by 47 percent to $2.0 billion, demonstrating the demand for expert-assisted tax preparation. What this estimate hides is the significant contribution from Credit Karma, which grew revenue by 32 percent to $2.3 billion in fiscal 2025.

Looking even closer to the November 2025 cutoff, the Q1 fiscal year 2026 results (ended October 2025) continued the upward trend, with revenue of approximately $3.9 billion, an 18 percent increase year-over-year. The company's focus on AI-driven experiences and virtual expert teams is clearly translating into real financial results.

Intuit's Leadership in Financial Technology

Intuit isn't just a software company anymore; it's a financial technology platform leader. They are driving the industry with their AI-driven expert platform, which integrates artificial intelligence with human expertise to deliver 'done-for-you' experiences. This strategy is why they are guiding for full fiscal year 2026 revenue to be between $20.997 billion and $21.186 billion. That's a projected growth of 12 to 13 percent, showing sustained confidence in their market position.

The sheer scale of their operations-serving millions of small businesses with QuickBooks and dominating the consumer tax market with TurboTax-solidifies their leadership. They are innovators in money movement and data-driven insights. If you want to understand the full picture of their market strength and who is betting on this continued growth, I suggest Exploring Intuit Inc. (INTU) Investor Profile: Who's Buying and Why?

Intuit Inc. (INTU) Mission Statement

You're looking for the bedrock of Intuit Inc.'s strategy, and it's a simple, powerful statement: The company's mission is to power prosperity around the world. This isn't corporate fluff; it's the strategic compass that guides every product decision, from TurboTax to QuickBooks, ensuring their focus stays on helping individuals and small businesses get ahead financially.

This mission is significant because it translates a broad goal-prosperity-into concrete actions, driving the development of an Intuit Inc. (INTU): History, Ownership, Mission, How It Works & Makes Money AI-driven expert platform. In fiscal year 2025, this focus delivered tangible results, with Intuit reporting total revenue of $18.8 billion, an increase of 16% year-over-year, which defintely proves the mission's financial impact.

Core Component 1: Helping Put More Money in Customers' Pockets

The first pillar of powering prosperity is direct and financial: increasing the net wealth of their customers. This means optimizing tax returns, minimizing fees, and maximizing savings. For consumers, the success of TurboTax Live is a clear example, with its revenue surging to $2.0 billion in fiscal year 2025, a massive 47% year-over-year increase.

For small businesses, Intuit's Global Business Solutions Group, which includes QuickBooks, is the engine. This segment generated $11.1 billion in revenue for FY 2025. The underlying goal is to help these businesses manage cash flow better, find deductions, and connect with customers more effectively through tools like Mailchimp. This isn't just about software; it's about financial optimization.

• Maximize tax savings for individuals.
• Optimize cash flow for small businesses.
• Deliver personalized financial recommendations via Credit Karma.

Core Component 2: Saving Customers Time by Eliminating Work

Time is money, especially for the self-employed and small business owners. The second core component focuses on using technology, particularly artificial intelligence (AI), to automate complex or tedious financial tasks. Intuit's vision is to be an AI-driven expert platform, and the recent adoption rates show they're executing on this.

The company is rolling out generative AI-powered agents across its platform. As of late 2025, approximately 2.8 million customers are using Intuit's AI agents to automate tasks. For instance, the accounting agent is estimated to save customers up to 12 hours per month, while the payments agent helps businesses get paid an average of 5 days faster. That's a massive efficiency gain you can quantify.

The growth of the Online Ecosystem revenue to $8.3 billion, up 20% in FY 2025, shows customers are adopting these integrated, time-saving online services. The goal is a 'done-for-you' experience. It's a simple concept: remove the friction from financial management.

Core Component 3: Delivering Unrivaled Customer Benefit

Intuit's operating value of Customer Obsession underpins the third component. This means deeply understanding customer pain points and delivering products that solve real-world problems with excellence. The growth in key customer metrics is the proof of this commitment.

QuickBooks Online Accounting revenue grew 22% for the full fiscal year 2025, driven by higher prices and customer growth. Furthermore, the number of TurboTax Live customers, who pay for expert assistance, grew by 24% in FY 2025, pushing that revenue to $2.0 billion. This growth in assisted services proves customers are willing to pay a premium for a high-quality, expert-backed solution.

The entire platform, including Credit Karma, which saw revenue jump 32% to $2.3 billion, is designed to deliver personalized financial insights. This isn't just selling software; it's about being a trusted financial partner. The core values of Integrity Without Compromise and Courage ensure that trust is maintained, even when making bold strategic moves like integrating AI across all products.

Intuit Inc. (INTU) Vision Statement

You're looking for the bedrock of Intuit Inc.'s strategy, the guiding principles that translate into their financial performance. Here's the direct takeaway: Intuit's mission is to power prosperity around the world, and their strategic vision centers on becoming an AI-driven expert platform that helps customers overcome their most important financial challenges. This isn't just corporate speak; it's the engine that drove their Fiscal Year 2025 total net revenue to $18.8 billion, a 16% increase year-over-year.

I've tracked companies like this for decades, and Intuit's focus is now less about just software and more about delivering outcomes through AI. They are moving from a product company to a platform company, and their values are the non-negotiable rules for that shift. To understand their trajectory, you have to look at how their mission, vision, and core values map to their big-money moves.

Mission: Powering Prosperity Around the World

The mission is simple and powerful: to power prosperity around the world. It's the 'why' behind every product, from QuickBooks for a small business owner in Austin to TurboTax for a consumer in New York. This mission drives the massive scale of their operations, which now serve approximately 100 million customers globally.

The financial impact is clear. In FY2025, the company's operating income, a key measure of core business profitability, grew by a significant 36% to $4.9 billion. When a mission is this clear, it helps everyone-from the engineer to the executive-prioritize what to build next. That focus is defintely a competitive advantage.

For more on the foundational history and how this mission evolved, you can explore: Intuit Inc. (INTU): History, Ownership, Mission, How It Works & Makes Money

Vision: The AI-Driven Expert Platform

Intuit's vision is to be the champion of those who dare to dream by helping customers and communities overcome their most important financial challenges. Today, this vision is executed through a strategic focus: becoming a global AI-powered expert platform. This means moving beyond simple data entry to offering personalized, preemptive financial guidance.

The company's strategy breaks down into three core growth levers, which are the components of their vision in action:

• Deepen Core Penetration: Expanding services to underserved segments, like the millions of U.S. small businesses and gig workers not yet using professional software.
• Increase Revenue Per Customer (ARPC): Bundling products like QuickBooks and Mailchimp to create a sticky, end-to-end solution.
• Global Expansion: Replicating the successful U.S. model in markets like Canada, the U.K., and Australia, starting with core accounting software.

The shift to an AI-driven platform is what makes this vision achievable. They are leveraging their proprietary Generative AI Operating System (GenOS) to process 58 billion machine learning predictions daily, which is just a staggering amount of data to personalize outcomes.

Core Value: Customer Obsession and AI-Powered Outcomes

The core value of Customer Obsession is where the rubber meets the road. It means solving the customer's most pressing financial problem, not just selling them software. Intuit's investment in hybrid services, pairing AI with human experts, is the clearest example of this value in FY2025.

The TurboTax Live offering, which connects users with human tax experts via an AI-enabled platform, saw its revenue grow 47% to $2.0 billion in fiscal year 2025. Here's the quick math: that growth rate shows customers are willing to pay a premium for a solution that guarantees a better outcome, proving the value of the 'expert platform' model. This obsession is also why Credit Karma revenue hit $2.3 billion in FY2025, up 32%, by delivering personalized financial recommendations.

Core Value: Courage and Disrupting the Mid-Market

The value of Courage guides Intuit's willingness to be bold and fearless in their thinking. For a long-time small business champion, the move to seriously target the mid-market-businesses with revenues between $2.5 million and $100 million-is a courageous bet. This segment represents a substantial $89 billion total addressable market opportunity.

Disrupting this space requires significant investment and a high bar for performance, which is also part of their Courage value. They are using agentic AI experiences, released in July 2025, for their Enterprise Suite to automate complex accounting processes for these larger clients. It's a calculated risk, but you don't get a $6.2 billion cash flow from operations in FY2025 without taking a few big, smart swings.

Core Values: Integrity, Stronger Together, and We Care

The remaining core values-Integrity without Compromise, Stronger Together, and We Care and Give Back-govern the company's internal culture and external impact. Integrity, for a financial platform, means trust is valued above all else; you speak the truth, even when no one is looking.

The Stronger Together value champions diversity and inclusion, which is critical for a global platform serving diverse customer needs. We Care and Give Back is demonstrated through community efforts, like the goal to help 50 million students become more financially literate by 2030, a clear tie back to their mission of powering prosperity. These values are the cultural guardrails, ensuring that as Intuit grows its revenue and customer base, it maintains the trust necessary to be a financial champion.

Intuit Inc. (INTU) Core Values

You're looking past the quarterly earnings to understand the DNA of a company like Intuit, and that's smart. The mission-to power prosperity around the world-is the headline, but the five core values are the operating manual. They tell you exactly how they execute, and more importantly, where they are willing to spend capital and take risks. I've seen companies with great missions fail because their values were just wall posters. Intuit's values are defintely tied to their bottom line, especially in fiscal year 2025.

For context, Intuit's total revenue for the full fiscal year 2025 hit $18.8 billion, a 16 percent jump year-over-year, with Non-GAAP Operating Income at $7.6 billion. That kind of growth doesn't happen by accident; it's the result of these values in action. For a deeper dive into the company's foundational strategy, you can look at Intuit Inc. (INTU): History, Ownership, Mission, How It Works & Makes Money.

Customer Obsession

This value is the engine for Intuit's innovation. It's not just about listening to customers; it's about solving their biggest, most expensive problems before they even ask. You see this obsession in their shift to an AI-driven expert platform, which is a massive capital and strategic undertaking.

The proof is in the numbers: TurboTax Live revenue, which connects customers to human tax experts, grew 47 percent in fiscal year 2025 to $2.0 billion. That's a clear signal that customers are paying a premium for the combination of software and human expertise. Intuit Assist, their generative AI-powered assistant, is a direct result of this obsession, aiming to cut administrative time for users by up to 50%. That's a huge time-saver for small business owners.

• Solve for the customer's most painful financial problem.
• Invest heavily in AI to eliminate administrative work.
• Deliver a seamless experience across products like QuickBooks and Credit Karma.

Courage

In finance, courage means making big, non-consensus bets. It means disrupting your own successful products to stay ahead of the market. Intuit's courage is evident in its willingness to integrate AI and human experts at scale, fundamentally changing the user experience for millions of customers. The company is betting its future on this 'AI-driven expert platform.'

A good example of this is the continued, aggressive investment in Credit Karma, which saw its revenue grow 32 percent to $2.3 billion in fiscal year 2025. That kind of growth requires the courage to invest heavily in a non-core business line, challenging the traditional credit and financial services space. It's a bold move to pivot from pure software to a full-stack financial technology platform.

Integrity without Compromise

For a company that handles the financial data of approximately 100 million customers worldwide, integrity is non-negotiable; it's a license to operate. This value is the foundation for customer trust, which, in turn, drives the high retention rates that fuel their subscription model. Losing trust means losing recurring revenue, fast.

The commitment is formalized through their Code of Conduct and Ethics and their Political Accountability Policy, which governs how they advocate for customers with policymakers. This isn't just about compliance; it's about ensuring their products, like TurboTax, are reliable and accurate, especially when dealing with the Internal Revenue Service (IRS). Their continued market leadership in tax software proves this trust is intact.

Stronger Together

This value applies both internally and externally. Internally, it's about fostering a diverse and inclusive workplace, recognizing that diverse voices lead to better products and decisions. The company explicitly states that the Stronger Together value is foundational to their culture, guiding how they champion an inclusive and respectful environment.

Externally, this value is about creating an ecosystem. The growth of the Online Ecosystem revenue, which includes QuickBooks Online, TurboTax Online, and Credit Karma, is a testament to this value, showing a strong, connected platform. This ecosystem approach is what allows them to deliver multiple products and services to customers, increasing the Average Revenue Per Customer (ARPC).

We Care and Give Back

This value is where Intuit maps its financial success to societal impact, framing it as an investment in future prosperity. It's a long-term play on brand reputation and community support. You see this commitment in their philanthropic and community initiatives.

The company's goal is to help 50 million students become financially literate, empowered, and confident by 2030 through their Intuit for Education program. They also focus on empowering communities through programs like the Prosperity Hub Program, which creates job opportunities in underserved areas. This isn't just charity; it's a strategic move to build a more financially capable customer base for the future.