By CPA Trendlines
Intuit’s AI revolution is here, and it’s not waiting for accountants to catch up.
At the 2025 Intuit Connect conference, CEO Sasan Goodarzi pulled no punches. The company’s launch of its new Intuit Intelligence platform, he said, was “the largest technology disruption in our history.”
For CPA firms, that disruption is already underway. The platform’s autonomous AI agents are performing the work that accountants have historically billed by the hour, including transaction categorization, reconciliations, invoicing, payroll, and even client communications.
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Routine has become real-time. Compliance is now continuous. And bookkeeping? It’s getting automated.
The implications are stark. As of October, more than 2.6 million small-business customers had activated Intuit’s AI tools. Repeat usage stood at 80% within six months. According to Intuit’s internal April survey, 45% of users saved at least 12 hours per month on bookkeeping once AI took over bank feeds and expense processing. Pilot businesses reported getting paid five days faster after automating their receivables.
The goal, in Intuit’s words: collapse the time between asking a question and taking action. The entire QuickBooks and TurboTax ecosystems now support prompts, such as “What was my cash flow last month?” or “Draft a payment reminder to this client.”
This isn’t incremental change. It’s structural.
Intuit Connect 2025: Innovation Keynotes
Accountants are feeling it first. Intuit’s newly launched Accountant Suite, which debuted at Connect 2025 in front of 2,400 practitioners, is an AI-native workspace built for firms. It includes client portals, secure messaging, integrated e-signatures, workflow planning, document handling, and AI-generated meeting notes. The platform integrates firm-wide capacity planning and real-time engagement tracking, effectively turning an accounting practice into a digitally coordinated enterprise.
“In one place, you can now manage clients, your team, your overall firm,” said Ted Callahan, director of accountant strategy at Intuit. “Here’s the power of Intuit coming to your firm in all the ways you’ve been asking for.”
Intuit Connect 2025: CEO Sasan Goodarzi’s Keynote
The Suite is currently free, but not for long. Intuit says U.S.-based firms can use Accountant Suite at no cost during the rollout, with future pricing “based on functionality and determined by market.” Availability is U.S.-first with international expansion planned.
Core capabilities include consolidated client management, customizable dashboards, role-based access controls, unique client IDs, performance tuned for large client volumes, a templated Books Close at Scale (beta), and AI-powered Client Insights (beta) for firm-wide analytics and benchmarking. In the near term, Intuit plans capacity planning to balance utilization, integrated document sharing, web conferencing, scheduling, AI note-taking, and anomaly detection across payroll, AP, and bill pay, plus seamless Books-to-Tax integration with ProConnect.
Pricing is being rolled out in 2026, featuring functionality-based tiers. The playbook is clear: drive adoption now, monetize later. This mirrors Intuit’s mid-market expansion in 2024, when its Enterprise Suite entered the $90 billion market with licenses priced at $7,800 for single-entity firms and up to $12,000 for multi-entity use.
The economics are irresistible for early adopters. CPA firms using the Suite report gains in efficiency and billables. Dan Luthi, COO of Ignite Spot Accounting Services, said: “This is going to revolutionize the way firms operate – we’re already seeing efficiency gains that weren’t possible before.” Instead of logging hours on reconciliations or 1099 prep, his team is reallocating labor toward planning, forecasting, and client strategy. During seasonal spikes, firms can tap Intuit’s embedded expert network without expanding headcount.
And clients? They’re seeing gains, too. A construction company featured at Intuit Connect saved $400,000 annually by letting the AI platform handle project accounting and invoice follow-ups. Intuit also reports that 45% of QuickBooks customers using the new AI-powered bank feed save at least 12 hours per month on bookkeeping; businesses engaging the Accounting Agent report getting paid about five days faster on average. Many users now run cash flow forecasts, payroll, or even multi-entity consolidations with a prompt. KPIs are generated in seconds. Error-checking runs automatically. Businesses are operating with CFO-level oversight, minus the six-figure salaries.
This transformation reflects a broader shift in the market. Intuit also unveiled Intuit Intelligence, its system-of-intelligence layer that unifies first-party and third-party data, exposing a virtual team of AI agents across sales, payroll, payments, finance, project management, and accounting. Prompts like “Run my payroll” execute tasks end-to-end. New agents include a Sales Tax Agent to preempt filing issues and a Payroll Agent to collect hours and draft ready-to-approve runs.
Accounting Agent upgrades enhance anomaly detection and reconciliations, while the Project Management Agent converts signed contracts into projects and tracks shifts in profitability. Intuit’s revenue rose from $14.4 billion in FY2023 to $22 billion in FY2025. Net income hit $4 billion. Average revenue per user grew 15% in 2025 alone. Revenue per employee surged to $1.28 million and is projected to reach $1.45 million by 2028. Engineering teams, buoyed by AI pair-programming and test automation, shipped 39% more code year-over-year.
Wall Street has noticed. Barclays lifted its price target to $785. Mizuho Securities values the company at $875 per share, calling the launch a “category-defining event.” Analysts say the expansion into mid-market firms and eventual monetization of AI workflows could unlock a $125 billion addressable market.
The accounting profession is rapidly adopting this. In 2024, only 18% of firms utilized AI on a daily basis. By mid-2025, that number hit 46%, according to Intuit’s QuickBooks Tech Survey. Eighty-one percent of firms reported increased productivity. Eighty-six percent reported a decrease in their daily stress.
But the automation boom has consequences. In July 2024, Intuit laid off 1,800 employees — about 10% of its workforce — even as it grew its total headcount. Back-office and support roles were cut. Engineering and product roles were added. The same trend is sweeping the industry. HR software giant UKG executed similar realignments. AI is reallocating labor to capital. As industry analyst Josh Bersin put it: “CEOs everywhere will see Intuit and sharpen their pencils.”
For CPA firms, this means accelerated disruption. Bookkeeping is vanishing as a profit center. So is hourly billing. Clients won’t pay $300 an hour to watch someone match line items anymore. Instead, AI handles it in real time. The new premium is advisory: tax strategy, scenario modeling, audit defense, M&A planning, and real-time guidance.
To stay competitive, firms must retool their service mix, rethink pricing models, and hire for analytics and advisory skills. Human oversight isn’t optional — it’s regulatory. Under GDPR, CCPA, and Sarbanes-Oxley, all AI-driven outputs that impact clients must be explainable and auditable. CPAs must still sign off on returns, audits, and attestations. AI can suggest, but not certify.
State boards and the AICPA are closely monitoring the situation. Licensing rules require that a credentialed human remain the accountable party. If an AI flags a deduction, only a CPA can act. If it drafts a tax plan, it’s a starting point — not an end product. Firms using Intuit Intelligence must build compliance controls, audit logs, and override pathways into every workflow.
Intuit says it’s prepared. It has published Responsible AI guidelines and insists that its platform was built with “human-in-the-loop” functionality from day one. Accountants can review, revise, and reject AI suggestions. Data pipelines are structured to ensure consent, traceability, and compliance with retention requirements. And Intuit is lobbying regulators to ensure any new AI rules remain workable for practitioners.
Still, the competitive pressure is rising. Intuit also unveiled a strategic partnership with Aprio, a top 25 advisory firm with over 2,400 professionals, to accelerate the mid-market adoption of Intuit Enterprise Suite. The partnership pairs Intuit’s AI-native ERP—encompassing multi-entity financials, BI, payments, payroll, HR, and marketing in one—with Aprio’s advisory and onboarding teams, offering unified support and industry expertise. Specific workflows are available for various sectors, including construction, healthcare, technology, and private equity.
For firms eyeing the mid-market, this signals that Intuit intends to win accounts in concert with national advisory brands.
Microsoft is rolling out 365 Copilot across all Office apps. Salesforce is embedding Agentic AI into its CRM tools. ServiceNow, Oracle, and SAP are infusing AI into ERP suites.
Even smaller players, such as Xero and Sage, are piloting AI assistants. What Intuit has that others don’t is 100 million customers’ worth of behavioral and financial data. But that advantage won’t last forever.
Intuit’s roadmap is clear. It will continue to invest more than $1 billion per year in AI, localize compliance for global markets, build deeper product integrations, and launch new AI agents targeting niche verticals. Future revenue will come not just from software licenses, but from recurring expert services, workflow bundles, and tiered AI subscriptions.
The next 18 months will be decisive. Investors want to see free users convert. CPAs want proof that the AI won’t jeopardize compliance. Regulators want transparency. And clients — increasingly savvy, price-sensitive, and data-driven — demand value.
For now, the verdict is cautiously optimistic. On the consumer side—relevant to firms with 1040 practices—Intuit’s agentic AI now spans Credit Karma and TurboTax: Tax Assistant can pre-stage up to 80% of TY2025 filings for simple situations; automated data entry now covers 90% of common tax forms, saving an estimated six million hours last season; an Outcome Maximization Assistant scans for federal and state credits; and a Cost Basis Adjustment Assistant reduced median taxable income by about $12,000 in pilot. Intuit says it will expand local human expert access through ~20 TurboTax stores and nearly 600 Expert offices, supported by a network of 13,000 experts and AI matching. Refund Advance offers up to $4,000 instantly (and up to $10,000 for Expert Full Service) after IRS acceptance, with “five-day-early” refund options. For CPA firms, these moves automate simpler returns and push value to more complex advisory, controversy, and planning services. Intuit has planted its flag. The software does more, faster, with less. The rest of the profession must catch up.
Firms that embrace AI will thrive. Those that don’t? They’ll be left behind. As Luthi put it: “This isn’t just automation. It’s a firm-wide transformation.”
Automation has arrived. And this time, it brought a business case.