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TurboTax Takes Aim at Smaller Rival in Fight for Filers - Bloomberg

TurboTax Takes Aim at Smaller Rival in Fight for Filers

Iowa-based TaxActspent 18 years becoming the alternative filingsoftware. Its rivalsarenot amused.

By

February 22, 2016, 7:00 AM EST

The annual battle of tax preparers is nasty, brutish, and short. TurboTax, which dominates online filing, and H&R Block Inc., with 10,000 U.S. locations, have three months to win over taxpayers before this year's April 18 deadline. Sparing no expense in their Hobbesian struggle, TurboTax hired Academy Award winner Anthony Hopkins as an unlikely Super Bowl pitchman, and H&R Block vowed to reward customers with $32 million, $1,000 at a time.

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