Intuit

Evidence of pricing power is tangible. Intuit increased QuickBooks Online list prices in 2024 and again in mid‑2025 (e.g., Plus to 115 dollars and Advanced to 275 dollars per month; Payroll per‑employee rates also rose), and guided to higher ARPR in TurboTax as customers selected higher‑value assisted offerings.

Fiscal 2025 saw TurboTax Live revenue up 47 percent and Online Ecosystem up 20 percent, reflecting mix and price. Community and accountant bulletins corroborate broad U.S. price updates in July–August 2025. We balance this strength with sensitivity to SMB churn at the very low end and Mailchimp competitive pressures.