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Intuit Partners With OpenAI in a $100 Million Deal to Embed TurboTax, QuickBooks, and Mint into ChatGPT
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Published in Business and Finance on Tuesday, November 18th 2025 at 9:37 GMT by TechCrunch- 🞛 This publication is a summary or evaluation of another publication
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Intuit Partners With OpenAI in a $100 Million Deal to Embed Its Apps Inside ChatGPT
In a move that signals the rapid convergence of fintech and generative AI, Intuit—the parent company of TurboTax, QuickBooks, and Mint—has inked a $100 million partnership with OpenAI. The deal, announced by both firms on November 18 2025, will embed Intuit’s suite of accounting, tax, and budgeting tools directly into ChatGPT, giving users the ability to perform complex financial tasks through a conversational interface.
What the Deal Looks Like
At its core, the agreement gives Intuit priority access to OpenAI’s latest language model APIs and, in return, the right to place its core products inside ChatGPT’s user interface. The partnership is designed around a revenue‑sharing model: Intuit will pay OpenAI a fixed fee per active user session that involves one of its services, with a sliding scale that grows as usage spikes. In addition, Intuit will receive a 30 % share of the monthly subscription fees from any users who decide to upgrade to Intuit’s paid plans through the ChatGPT portal.
Unlike earlier “OpenAI in the browser” pilots that were limited to single companies like Salesforce, this deal is the first to bundle an entire fintech ecosystem into a single conversational platform. The plan is to launch the TurboTax chatbot within ChatGPT first, followed by a QuickBooks assistant that can auto‑generate expense reports and reconcile bank feeds. The Mint budgeting tool will also be available, allowing users to ask real‑time questions about their spending categories.
Why It Matters for Intuit
Intuit’s user base is staggering: TurboTax serves roughly 10 million taxpayers annually, QuickBooks powers over 9 million small‑business owners, and Mint reaches 12 million monthly active users. By funneling these customers through ChatGPT, Intuit gains a new distribution channel that is already a destination for billions of AI queries. According to CEO Sasan Goodarzi, the partnership “puts our services in front of a wider, tech‑savvy audience that is increasingly comfortable using conversational AI for everything from shopping to financial planning.”
Goodarzi also emphasized the value of AI‑powered context. For example, while TurboTax’s traditional interface requires users to fill out thousands of static fields, the ChatGPT version can “ask follow‑up questions, provide instant clarifications, and even draft a tax return in real time.” QuickBooks, meanwhile, will be able to pull data from a user’s bank accounts and automatically categorize transactions, eliminating manual entry—a feature that has long been a pain point for Intuit’s customers.
How the Integration Works
Intuit’s engineering team has created a set of lightweight “AI agents” that interface with OpenAI’s API. Each agent is tailored to a specific product: TurboTax Agent, QuickBooks Agent, and Mint Agent. When a user types a query like “What can I deduct from my home office?” into ChatGPT, the TurboTax Agent is triggered. It consults Intuit’s tax knowledge base, pulls in the user’s past filing history, and generates a recommendation that is then sent back through the chat.
The architecture relies on a combination of OpenAI’s large language models and Intuit’s own proprietary data sets. The data is securely transmitted via encrypted channels and stored only for the duration of the session, in line with GDPR and CCPA compliance. A key component of the partnership is Intuit’s “SafeGPT” framework, a set of safeguards that ensures the AI never reveals confidential financial data to unauthorized parties.
OpenAI’s side of the integration is built on the latest GPT‑4.5 Turbo engine, which boasts improved reasoning and domain‑specific knowledge. The model is fine‑tuned with Intuit’s data sets, allowing it to handle niche tax jargon and QuickBooks bookkeeping nuances. The fine‑tuning process was carried out over a month, with both companies collaborating on continuous feedback loops to refine the AI’s accuracy.
Broader Implications for the AI‑Fintech Landscape
This partnership is part of a larger trend of “AI‑first” fintech. A few months earlier, Salesforce announced a $200 million partnership with OpenAI to embed Einstein GPT in its suite of customer‑relationship management tools. Similarly, Plaid is working on a “Plaid Chat” that will let users query their bank balances and transaction histories via natural language. Intuit’s deal positions it as a front‑runner in the emerging conversational‑finance arena.
Financial regulators have taken notice. The Securities and Exchange Commission (SEC) released a statement acknowledging that AI‑driven financial advice could raise new disclosure and fiduciary responsibilities. In response, Intuit announced it will launch a compliance framework that tracks all AI‑generated recommendations and logs user approvals. This framework will also feed into Intuit’s audit trails, giving the company an edge in regulatory compliance.
The partnership also opens up potential new revenue streams. In addition to subscription fees, Intuit will receive a share of the $5 billion annual revenue generated by its cloud services. OpenAI’s model will be used to create “Intuit‑powered Chatbots” that can be licensed to other fintech firms, further expanding the ecosystem.
What Users Can Expect
Users who interact with ChatGPT will soon find a new menu option labeled “Intuit” that opens a side panel with TurboTax, QuickBooks, and Mint. Each panel will be accessible from a single conversation thread. For instance:
- TurboTax: “Help me file my taxes.” The bot will walk the user through a series of questions, auto‑populate fields, and provide a draft return for review.
- QuickBooks: “Show me my expenses for the last month.” The bot will pull the latest bank feeds, categorize the transactions, and present a spreadsheet‑style view.
- Mint: “How did I spend on dining last week?” The bot will answer with a pie chart and suggestions for budgeting adjustments.
A key promise from Intuit is that the experience will be “as simple as asking Siri a question,” but with the depth of data that a dedicated accounting tool can provide.
Looking Ahead
Both Intuit and OpenAI are optimistic that the partnership will drive product adoption and accelerate the shift toward AI‑augmented financial decision‑making. Goodarzi noted that the partnership will serve as a “living lab” for future AI experiments, including predictive analytics for cash‑flow forecasting and automated tax filing reminders.
OpenAI, on the other hand, sees the deal as a milestone that demonstrates the commercial viability of integrating its models into domain‑specific ecosystems. Chief Technology Officer Mira Murati stated, “Intuit is one of the most trusted names in financial software, and our collaboration shows that generative AI can be safely and effectively used to power everyday financial tasks.”
For now, the real test will be user adoption. If Intuit’s 10 million TurboTax users and 9 million QuickBooks customers start using ChatGPT to manage their finances, the partnership could set a new standard for how financial services are delivered in the age of conversational AI.
Read the Full TechCrunch Article at:
[ https://techcrunch.com/2025/11/18/intuit-signs-100m-deal-with-openai-to-bring-its-apps-to-chatgpt/ ]
