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Home February 2021 “What if we could give customers a button. They’d press it at the end of the year and it would automagically file their taxes for them.” At the time I thought the idea was appealing, but didn’t think much more about it. Today, I think this is the way TurboTax gets dismantled. It’s taking consumer finance companies with massive distribution, combining them with a tax preparation API and real-time visibility into users tax position. Tackling TurboTax head on is probably a waste of money. Tackling TurboTax asymmetrically has a real shot. TurboTax is functionally a monopoly

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