Intuit (INTU) 10-K risk factor changes: FY2024 vs FY2023

[Tables of [removed: Contents](#i158eb573169a472c8d452410afcb9cd2_7)][added: Contents](#iadadc3be278e4dd1be33298e6b75c612_7)]

For the fiscal year ended July 31, [removed: 2023][added: 2024]

[removed: ][added: ]

The aggregate market value of Intuit Inc. outstanding common stock held by non-affiliates of Intuit as of January 31, [removed: 2023,] [added: 2024,] the last business day of our most recently completed second fiscal quarter, based on the closing price of [removed: $422.67] [added: $631.33] reported by the Nasdaq Global Select Market on that date, was [removed: $115.5] [added: $172.1] billion.

[removed: There were 280,259,493] [added: The number of] shares [added: (in thousands)] of Intuit voting common stock outstanding as of August [removed: 25, 2023.][added: 27, 2024 was 280,292.]

Portions of the registrant’s definitive proxy statement for its Annual Meeting of Stockholders to be held on January [removed: 18, 2024] [added: 23, 2025] are incorporated by reference in Part III of this Annual Report on Form 10-K.

| INTUIT INC. FISCAL [removed: 2023] [added: 2024] FORM 10-K INDEX | | |

| [ITEM [removed: 1:](#i158eb573169a472c8d452410afcb9cd2_13)] [added: 1:](#iadadc3be278e4dd1be33298e6b75c612_13)] | | | [removed: [Business](#i158eb573169a472c8d452410afcb9cd2_13)] [added: [Business](#iadadc3be278e4dd1be33298e6b75c612_13)] | | | | | | [removed: [4](#i158eb573169a472c8d452410afcb9cd2_13)] [added: [4](#iadadc3be278e4dd1be33298e6b75c612_13)] | | |

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| [removed: ITEM 15:] [added: [ITEM 15:](#iadadc3be278e4dd1be33298e6b75c612_244)] | | | [removed: Exhibits] [added: [Exhibits] and Financial Statement [removed: Schedules] [added: Schedules](#iadadc3be278e4dd1be33298e6b75c612_244)] | | | | | | [removed: [99](#i158eb573169a472c8d452410afcb9cd2_256)] [added: [104](#iadadc3be278e4dd1be33298e6b75c612_244)] | | |

Intuit, [removed: QuickBooks,] TurboTax, Credit Karma, [added: QuickBooks,] and Mailchimp, among others, are registered trademarks and/or registered service marks of Intuit Inc., or one of its subsidiaries, in the United States and other countries.

| | | | Intuit Fiscal [removed: 2023] [added: 2024] Form 10-K | | | 2 | | | | | |

Words such as [added: “will,”] “expect,” “anticipate,” “intend,” “plan,” “believe,” “forecast,” “estimate,” “seek,” and similar expressions also identify forward-looking statements.

- our expectation that we will continue to invest significant resources in our product development, marketing and sales [removed: capabilities;][added: capabilities, including products and services incorporating artificial intelligence;]

- our expectation that total service [removed: and other] revenue as a percentage of our total revenue will [removed: continue to grow;][added: grow over the long term;]

- our expectations regarding acquisitions and their impact on business and strategic priorities; [removed: and]

| | | | Intuit Fiscal [removed: 2023] [added: 2024] Form 10-K | | | 3 | | | | | |

Intuit helps consumers and small [added: and mid-market] businesses prosper by delivering financial management, compliance, and marketing products and services.

We also provide specialized tax products to accounting professionals, who are key partners that help us serve small [added: and mid-market] business customers.

[removed: Our mission] [added: Intuit] is [added: a global financial technology platform with a mission] to power prosperity around the world.

Across our platform, we use the power of [removed: technology] [added: data and artificial intelligence (AI)] to deliver three core benefits to our customers: helping put more money in their pockets, saving them time by eliminating [removed: work so they can focus on what matters to them,] [added: work,] and ensuring that they have complete confidence in every financial decision they make.

We serve [added: approximately] 100 million customers and generated revenue of [removed: $14.4] [added: $16.3] billion in our fiscal year ended July 31, [removed: 2023.][added: 2024.]

When we refer to “we,” [removed: “our”] [added: “our,”] or “Intuit” in this Annual Report on Form 10-K, we mean the current Delaware corporation (Intuit Inc.) and its California predecessor, as well as all of our consolidated subsidiaries.

| Small Business & Self-Employed: This segment serves small [removed: businesses] and [removed: the self-employed] [added: mid-market businesses] around the world, and the accounting professionals who assist and advise them. Our QuickBooks offerings include financial and business management online services and desktop software, payroll solutions, time tracking, merchant payment processing and bill pay solutions, [removed: and] checking accounts through an FDIC member bank [removed: partner] [added: partner,] and financing for small businesses. Our Mailchimp offerings include marketing automation and customer relationship management. Consumer: This segment serves consumers and includes do-it-yourself and assisted TurboTax income tax preparation products and services sold in the U.S. and Canada. Credit Karma: This segment serves consumers with a personal finance platform that provides personalized recommendations of credit card, home, auto, and personal loan, and insurance products; online savings and checking accounts through an FDIC member bank partner; and access to their credit scores and reports, credit and identity monitoring, credit report dispute, credit building tools, and tools to help understand net worth and make financial progress. [removed: Our Mint offering is a personal finance offering which helps customers track their finances and daily financial behaviors.] ProTax: This segment serves professional accountants in the U.S. and Canada, who are essential to both small business success and tax preparation and filing. Our professional tax offerings include Lacerte, ProSeries, and ProConnect Tax Online in the U.S., and ProFile and ProTax Online in Canada. | | |

[Tables of Contents](#iadadc3be278e4dd1be33298e6b75c612_7)

| [PART I](#iadadc3be278e4dd1be33298e6b75c612_10) | | | | | | | | | | | |

| [I](#iadadc3be278e4dd1be33298e6b75c612_1649267443652)[TEM 1C:](#iadadc3be278e4dd1be33298e6b75c612_1649267443652) | | | [C](#iadadc3be278e4dd1be33298e6b75c612_1649267443652)[ybersecurity](#iadadc3be278e4dd1be33298e6b75c612_1649267443652) | | | | | | [29](#iadadc3be278e4dd1be33298e6b75c612_1649267443652) | | |

| [PART II](#iadadc3be278e4dd1be33298e6b75c612_76) | | | | | | | | | | | |

| [ITEM 9B:](#iadadc3be278e4dd1be33298e6b75c612_217) | | | [Other Information](#iadadc3be278e4dd1be33298e6b75c612_217) | | | | | | [102](#iadadc3be278e4dd1be33298e6b75c612_217) | | |

| [PART III](#iadadc3be278e4dd1be33298e6b75c612_223) | | | | | | | | | | | |

| [ITEM 11:](#iadadc3be278e4dd1be33298e6b75c612_229) | | | [Executive Compensation](#iadadc3be278e4dd1be33298e6b75c612_229) | | | | | | [103](#iadadc3be278e4dd1be33298e6b75c612_229) | | |

| [PART IV](#iadadc3be278e4dd1be33298e6b75c612_241) | | | | | | | | | | | |

| [ITEM 16](#iadadc3be278e4dd1be33298e6b75c612_247): | | | [Form 10-K Summary](#iadadc3be278e4dd1be33298e6b75c612_247) | | | | | | [108](#iadadc3be278e4dd1be33298e6b75c612_247) | | |

| | | | [Signatures](#iadadc3be278e4dd1be33298e6b75c612_250) | | | | | | [109](#iadadc3be278e4dd1be33298e6b75c612_250) | | |

[Tables of Contents](#iadadc3be278e4dd1be33298e6b75c612_7)

- our expectations regarding the timing and costs associated with our plan of reorganization; and

Actual outcomes and results may differ materially from what is expressed or forecast in these forward-looking statements.

Risks, uncertainties and other factors that might cause such differences, some of which could be material, include but are not limited to those discussed in the section entitled “*Risk Factors”* in Item 1A of Part I of Annual Report.

[Tables of Contents](#iadadc3be278e4dd1be33298e6b75c612_7)

Our platform helps consumers and small and mid-market businesses prosper by delivering financial management, compliance, and marketing products and services.

We help consumers do their taxes with ease and confidence, understand their financial picture, build credit, save more to make ends meet, get their largest tax refund, pay off debt, and receive personalized suggestions on how to grow their money.

We help small and mid-market businesses grow and run their business all in one place, including bookkeeping, getting paid, accessing capital, paying employees, getting and retaining customers, and managing their customer relationships.

We do this through our global AI-driven expert platform and our offerings including TurboTax, Credit Karma, QuickBooks, and Mailchimp.

The era of AI is one of the most significant technological shifts in decades, igniting global innovations at incredible pace.

Intuit made an early bet on AI, declaring its AI-driven expert platform strategy in 2019 to deliver on its mission of powering prosperity for consumers and small and mid-market businesses.

Our strategy, combined with our five Big Bets that focus on the largest customer problems and growth opportunities, positions us for durable growth in the future.

Our scale of data, our investment in AI capabilities such as knowledge engineering, machine learning, and generative AI (GenAI), and our network of AI-powered virtual experts give us significant advantage as we deliver reimagined customer experiences.

With the introduction of GenAI, we are transforming how we strive to serve our customers by delivering “done for you” experiences, where we do the hard work for them, and connecting them with AI-powered human expertise to fuel their

[Tables of Contents](#iadadc3be278e4dd1be33298e6b75c612_7)

success.

We use powerful and relevant contextual data sets spanning small business, consumer finance, and tax to deliver personalized financial insights to customers across our platform.

Additionally, our investment in AI, GenAI, data, and world-class developer tools in particular, provides a foundation for us to accelerate productivity, innovate at scale, and move with speed to deliver benefits to our customers.

This includes utilizing our own financial large language models (LLMs), as well as models from other leaders in GenAI, which together unlock new opportunities to serve our customers with accuracy and speed in a cost-efficient way.

Our money solutions enable customers to manage their money and improve cash flow.

This is an important driver to improving the success of our small and mid-market business customers.

We believe our Big Bets enable us to deliver a QuickBooks and Mailchimp platform that serves as the source of truth for small and mid-market business customers, providing end-to-end solutions to increase their revenue and profitability, fueling their business success.

For consumers, we are creating seamless, end-to-end experiences that customers benefit from year-round with TurboTax and Credit Karma, helping them make ends meet, maximize their tax refund, save more, pay off debt, and take steps to improve their financial health.

At Intuit, we believe that everyone should have the opportunity to prosper, and we never stop working to find new, innovative ways to make that possible.

[Tables of Contents](#iadadc3be278e4dd1be33298e6b75c612_7)

Additionally, QuickBooks Line of Credit provides flexible access to capital through pre-approved credit limits.

Qualified small and mid-market businesses can choose to borrow funds through a series of term loans within a maximum approved credit limit.

[Tables of Contents](#iadadc3be278e4dd1be33298e6b75c612_7)

offerings like health insurance and 401(k) plans.

We offer different QuickBooks Online solutions depending on the size and complexity of the small business, including Simple Start, Essentials, and Plus.

| [PART I](#i158eb573169a472c8d452410afcb9cd2_10) | | | | | | | | | | | |

| [PART II](#i158eb573169a472c8d452410afcb9cd2_76) | | | | | | | | | | | |

| [ITEM 9B:](#i158eb573169a472c8d452410afcb9cd2_229) | | | [Other Information](#i158eb573169a472c8d452410afcb9cd2_229) | | | | | | [97](#i158eb573169a472c8d452410afcb9cd2_229) | | |

| [PART III](#i158eb573169a472c8d452410afcb9cd2_235) | | | | | | | | | | | |

| [ITEM 11:](#i158eb573169a472c8d452410afcb9cd2_241) | | | [Executive Compensation](#i158eb573169a472c8d452410afcb9cd2_241) | | | | | | [98](#i158eb573169a472c8d452410afcb9cd2_241) | | |

| [PART IV](#i158eb573169a472c8d452410afcb9cd2_253) | | | | | | | | | | | |

| [ITEM 16](#i158eb573169a472c8d452410afcb9cd2_259): | | | [Form 10-K Summary](#i158eb573169a472c8d452410afcb9cd2_259) | | | | | | [103](#i158eb573169a472c8d452410afcb9cd2_259) | | |

| | | | [Signatures](#i158eb573169a472c8d452410afcb9cd2_262) | | | | | | [104](#i158eb573169a472c8d452410afcb9cd2_262) | | |

All of our customers have a common set of needs.

Our global financial technology platform, which includes TurboTax, Credit Karma, QuickBooks, and Mailchimp, is designed to help consumers and small businesses manage their finances, get and retain customers, save money, pay off debt, and do their taxes with ease and confidence so they receive the maximum refund they deserve.

For those customers who have made the bold decision to become entrepreneurs and go into business for themselves, we are focused on helping them find and keep customers, get paid faster, pay their employees, manage and get access to capital, and ensure their books are done right.

The continuing evolution of artificial intelligence (AI) is fundamentally reshaping our world — and Intuit is taking advantage of this technological revolution to find new ways to improve the customer experience and deliver on our mission.

Intuit is uniquely positioned for the next wave of transformation with generative AI given our rich data platform and established AI foundation.

At Intuit, our strategy starts with customer obsession.

We listen to and observe our customers, understand their challenges, and then use advanced technology, including AI, to develop innovative solutions to help consumers and small businesses prosper.

Five years ago, we declared our strategy to become a global AI-driven expert platform and five strategic priorities, or “big bets,” as the primary areas of focus to drive durable growth.

We are investing heavily in our data and AI capabilities to deliver accelerated innovation where we and others can solve our customers’ most important problems.

We are accelerating the development of the platform by applying AI in three key areas:

- An Open Platform: None of us can do it alone, including Intuit.

The best way to deliver for customers is by creating an open, collaborative platform.

It’s the power of partnerships that accelerates the world’s success.

Our open technology platform allows partners to integrate with our offerings so, together, we can deliver value and benefits that matter the most to our customers.

- Application of AI: We believe AI is essential to how we help our customers work smarter because we can automate, predict, and personalize their experiences.

Intuit has built AI capabilities into our products and services for nearly a decade, including machine learning, knowledge engineering, natural language processing and understanding, and, more recently, fine-tuned financial large language models.

Our investment in AI, and generative AI in particular, provides a foundation for us to innovate at scale and with speed to build new customer experiences.

- Incorporating Experts: One of the biggest problems our customers face is lack of confidence.

Even with current advances in technology that deliver personalized tools and insights, many customers want to connect with a real person to help give them the confidence they are making the right decision.

By bringing experts onto our platform, we can solve this massive problem for customers.

The power of our virtual expert platform allows us to scale the intelligence of our products, elevating experts to advisors, and delivering big benefits for customers.

We are also investing in other emerging technologies, such as decentralized technologies, with a goal to revolutionize the customer experience and help customers put more money in their pockets faster.

At the same time, we want to position ourselves to better serve product-based businesses to benefit customers who sell products through multiple channels.

As a result, our customers actively recommend our products and solutions to others, which is one important way that we measure the success of our strategy.

| | | | | | | | | | | | | | | | | | |

(1) Credit Karma revenue from December 3, 2020

We work to make this a reality through our three-pillared growth strategy: Grow the Core by transforming financial management software; Connect the Ecosystem, by meeting a wider range of customer needs with a single integrated platform; and Expand Globally, by serving small businesses around the world.

With this strategy, we enable a powerful ecosystem, personalized using artificial intelligence, that scales across our customers’ most pressing needs.

Get Paid Upfront*.* Get Paid Upfront provides access to capital through qualifying QuickBooks invoices, allowing small businesses to take control of their cash flow and put earned money to work faster.

Invoice proceeds are funded in advance, while the small business’ customer sees nothing different and pays their invoice as they usually would.

QuickBooks Live.

QuickBooks ProAdvisor.