Does being an early adopter to AI defend an organization in an AI-induced market panic?
Apparently not, primarily based on the expertise of Intuit, finest recognized for TurboTax and QuickBooks—and the worst performing inventory within the S&P 500 as this 12 months opened. It was a twist in destiny for the software program firm: Intuit is an enormous title in tax and private accounting software program, and its inventory is Wall Avenue royalty, smashing the S&P Index over the corporate’s 33 years as a publicly traded firm. However in January and February, at the same time as tax preparation season started, it took a drubbing in a market scare—the so-called SaaSpocalypse. Buyers had been instantly gripped with the concern that AI would annihilate software program corporations of each sort.
For Intuit CEO Sasan Goodarzi, the inventory’s plunge was painfully ironic. Removed from being caught off guard by AI, he was an early AI adopter. Years earlier than most CEOs, he made AI a centerpiece of his firm’s technique, seeing it as a strong software, not a competitor. He instructed Fortune in 2020: “In five to ten years, undisputed, it will be as powerful as the impact of electricity and the internet.”
And he didn’t simply discuss the discuss: That very same 12 months, Goodarzi laid off 715 staff—unprecedented at Intuit—and employed some 700 new staff who might advance AI all through the corporate. These strikes made Intuit a modern enterprise mannequin within the AI period—a high-profile instance of tips on how to go all-in on AI and concurrently all-in on people. The corporate’s instance was seen by many as a portent of the AI future.
That fame supplied little safety through the SaaSpocalypse: Certainly, Intuit was the inventory buyers hammered most ferociously. “We got sold even more [than others] in the first six weeks of the year because we were trading so much better than our peer companies,” Goodarzi says. Because the inventory plunged, Intuit couldn’t totally reply to buyers as a result of an organization quarter was closing on the finish of January, so it needed to observe the traditional silent interval.
Intuit’s inventory value has rebounded partially to round $350 at publication time, with a valuation of shy of $100 billion—nowhere close to its 2025 year-end degree and fewer than half its all-time excessive of simply over $220 billion, reached final summer season. Many buyers nonetheless suppose it’s solely a matter of time till the main AI corporations—OpenAI, Google Gemini, Anthropic, Perplexity—steamroll all corporations that promote software-based providers.
Intuit’s technique, which has delivered double-digit annual development over the previous 5 years, is constructed not simply on AI, but additionally on the traditional, deep-seated magic of human interplay, Goodarzi says: It has “combined software and people into one.”
Born in Tehran and despatched to a New Jersey boarding faculty at age 9, Goodarzi joined Intuit in 2004 and rose shortly. Alongside the way in which, he was put answerable for the corporate’s greatest companies, TurboTax and QuickBooks. When CEO Brad Smith handed off the job to him after his personal extremely profitable run, he stated, “Sasan is better prepared to be CEO than I was 11 years ago.”
On his method up, Goodarzi had three insights that fashioned his technique as CEO. They’re:
“People don’t want to do anything that has to do with their money. They want us to do it for them.” For shoppers and homeowners of small and medium companies, unsuitable monetary choices will be ruinously costly. Most individuals need assistance avoiding these: They don’t wish to be finance consultants; they wish to concentrate on their lives and working their companies.
“In our category, the spend on experts—tax experts, accounting experts, bookkeepers, auditors—is 7x what it is on software.” The corporate’s prospects appreciated Intuit software program however didn’t suppose it was sufficient. Intuit’s software-based technique wasn’t enjoying the place the actual cash is. In addition they wanted consultants, whom they needed to discover by themselves.
“People don’t buy software. They buy confidence.” That’s why individuals had been spending a lot cash on consultants: Many purchasers weren’t totally assured with no human within the image.
Thus the technique: Along with utilizing AI to improve the corporate’s software program and enhance operations, Intuit supplied prospects the choice of bringing people into the image, at a variety of value factors. These people are reside, U.S.-based professionals together with CPAs, bookkeepers, legal professionals, and different consultants who can be found through on-screen chat and telephone, or one-way video by which consultants see prospects and information them via advanced situations. For enterprise homeowners, Intuit will even prepare a devoted bookkeeper.
For Goodarzi to finish his overhaul of Intuit’s technique, he purchased two corporations: Credit score Karma, for its huge cache of client credit score knowledge to mix with Intuit’s taxpayer knowledge, at $8 billion; and Mailchimp, to assist QuickBook customers construct their companies via on-line advertising and marketing, for $12 billion. These acquisitions had been Intuit’s costliest by far, nearly quadrupling the capital invested within the firm—typically a crimson flag. But Intuit’s efficiency improved. “They’ve been able to digest those acquisitions, put them to work, integrate them—that was quite impressive,” says Bennett Stewart, a company finance authority. Of Goodarzi he stated, “He’s doing a very good job.”
Nonetheless, these strikes weren’t sufficient for the SaaSpocalypse to spare Intuit. Goodarzi’s job now could be to remain targeted on the enterprise, which implies pushing previous the inventory value and confronting the concern that ignited the sell-off—that the main AI corporations will eat software program makers.
“The big question with this massive technological transformation is, who will own the customer interaction layer?” he says. “Is it going to come down to a few companies like Google Gemini, Anthropic, Open AI?” He’s intent on stopping that from taking place. Intuit, as a heavy consumer of AI, has made offers with Open AI and Anthropic, and “it’s in the contract,” Goodarzi says, “we own the customer experience and the customer relationship.”
Buyers stay leery. However Intuit is performing properly by monetary measures, and Wall Avenue analysts overwhelmingly charge it “buy” or “strong buy.”
The subsequent few years will present the outcomes of Intuit’s pioneering AI-plus-humans experiment. No matter occurs, Sasan Goodarzi owns it.
