Intuit TurboTax opens NYC flagship, uniting AI and Human Expertise to reinvent in-person tax filing

SoHo flagship opening marks the nationwide launch of nearly 600 expert offices and 20 TurboTax stores to deliver year-round done-for-you finances and maximized money outcomes 

Intuit Inc., the global financial technology platform behind Intuit TurboTax, Credit Karma, QuickBooks, and Mailchimp, recently opened its new Intuit TurboTax flagship store in New York City’s SoHo neighborhood, reimagining the future of personal and small-business tax filing by combining the power of its all-in-one, agentic AI-driven consumer platform with human intelligence (HI) to deliver the ultimate done-for-you tax experience.  

Intuit Inc., the global financial technology platform behind Intuit TurboTax, Credit Karma, QuickBooks, and Mailchimp, recently opened its new Intuit TurboTax flagship store in New York City’s SoHo neighborhood, reimagining the future of personal and small-business tax filing by combining the power of its all-in-one, agentic AI-driven consumer platform with human intelligence (HI) to deliver the ultimate done-for-you tax experience.  

The opening of the new Intuit TurboTax flagship store at 463 Broadway in New York City’s SoHo neighbourhood marks the nationwide launch of nearly 600 Expert Office locations and 20 new TurboTax Stores, successfully completing the expansion phase initiated last year. By seamlessly merging advanced agentic AI with a network of local AI-powered human expertise, Intuit is creating a system of intelligence that anticipates consumer needs, automates the tedium of tax preparation, and gives customers the confidence they need based on their unique tax situation. Intuit’s consumer platform actively works in the filers' best interest to find them more money, easier and faster. 

“We are fundamentally redefining what it means to get taxes done by delivering a first-of-its-kind seamless integration of our digital and physical experience,” said Mark Notarainni, Executive Vice President and General Manager, Consumer Group, Intuit. “This isn’t just another tax store; it is the physical manifestation of our AI+HI strategy, a modern space where our AI and local human expertise converge to provide trusted, personalized guidance. We are providing the antidote to tax-related stress and anxiety to give filers year-round control, complete confidence, and better financial outcomes.” 

Key components of the TurboTax store experience: 

• Agentic AI-Powered "Done-For-You" Experiences: Intuit’s platform automates data entry for 90% of the most commonly used tax forms and enables the preparation of up to 80% of a simple filer's return before they even begin.

• AI-Driven Expert Matching: Within the store or online, Intuit’s AI-powered system of intelligence matches customers with the perfect local tax expert for their specific situation within seconds.

• Seamless Digital and Physical Integration: Stores are designed for a fluid flow where customers can start their taxes in one place and finish them in another. A seamless digital handoff ensures a local expert can pick up exactly where the customer left off, whether the filer is physically present or tracking progress in real-time via the app.

• Flexible Modalities of Confidence: Filers maintain agency and control in the Community Workspace via "Do It With Me" (DIWM) support or can hand off their return entirely to an expert in private Full Service offices.

• Immersive Discovery and Education: The Flagship’s Forum—a 30-foot digital screen—uses ambient animations and interactive touchpoints to highlight the value of expert guidance and help filers understand their financial options with clarity.

Photo by ©Ryan Gobuty / Intuit