8 ms·
TurboTax Freemium Funnel: Critical Analysis and UX Teardown
- clumsysmurf 9y agoI had an awful experience with TurboTax just a few days ago, and will probably never use it again. In the very beginning, it asked me to click on some some things to get a "life picture" and seemed the Free version was fine. Then I get halfway into it, and it says it can't continue unless I use Premium. When I was almost done it asked to charge extra for "audit protection" and I had a wave of anxiety sweep over me, and almost purchased that too. It has been brought up a few times here: companies like H&R Block have lobbied to keep things complicated. https://www.propublica.org/article/filing-taxes-could-be-free-simple-hr-block-intuit-lobbying-against-it https://www.propublica.org/article/filing-taxes-could-be-fre... Unless I have some special deductions to take care of, the government should just send me something like "we have received forms x,y,z from a,b,c. This is your AGI, what we/you owe. does this look correct?"
- goatherders 9y agoThe ridiculous tax code isnt the fault of TT, even though they lobby to keep it that way. It's the fault of the cowards we keep sending to DC. Take it up with them.
- ianai 9y agoPost-citizens United, it’s the corporations.
- votepaunchy 9y agoCorporations don’t file a 1040.
- maym86 9y agoCorporations like Intuit TurboTax spend millions of dollars of the money you give them to loby the government and keep the system so convoluted that you need them to do your taxes.
- Spivak 9y agoThis is more a meme than a reality. I'm sure that they do spend money to protect their business but it's a bit silly to think that they have a measurable effect on the tax code complexity compared to the money that comes from other special interests. People with simple tax situations could very easily full out the forms from the IRS. The 1040ez lives up to it's name -- doing it with software is in most cases just more convenient. And people with complicated tax situations have a tax accountant. There's a middle ground with upper middle incomes and small businesses which have somewhat reasonably nontrivial tax code that applies. In the absence of software they would probably be pushed the accountant route. Generally people want this complexity because they pay less compared to proposed simpler systems.
- maym86 9y agoIt's not about the tax code complexity. It's about the government having a system in place to use the information it already has to automatically complete your taxes if you have a simpler tax return. This happens in a lot of other countries and, having lived in one where this happens, is much better. Intuit lobbys to stop this happening because they know a lot of people don't have complex returns and if the government automatically calculates basic returns it would wipe out a large portion of their customer base. https://www.propublica.org/article/filing-taxes-could-be-free-simple-hr-block-intuit-lobbying-against-it# https://www.propublica.org/article/filing-taxes-could-be-fre...
- votepaunchy 9y agoAnd yet whenever we try to eliminate “loopholes”, there’s some group complaining vigorously to keep that complexity. The new tax law simplified taxes for most filers by increasing the standard deduction (by eliminating exemptions).
- goatherders 9y agoHow do you know the new tax law simplifies filing since it didn't apply to 2017?
- maxerickson 9y agoIt's pretty much guaranteed that fewer people will itemize this year.
- goatherders 9y agoWhoever told you that is a moron. The new tax changes go into effect for 2018. Fewer itemizers for 2017 taxes has nothing to do with the changes to the tax code.
- maxerickson 9y agoI guess my statement as made is ambiguous, but I wouldn't have said "this year" if I meant 2017 taxes.
- goatherders 9y agoOk. Granted fewer people will itemize in 2018. And so what? I don't think TT has a stranglehold on the industry because people worry about their itemizations. In other words, I don't expect TT to have fewer users and less revenue for 2018 returns. No one is going to say "the standard deduction makes sense for me...I no longer need turbo tax"
- 9y ago
- lern_too_spel 9y agoA complicated tax code isn't the problem. The tax code can be as complicated as can be, so long as it is computed automatically by the state from the data it already receives, which is the part that Intuit is blocking.
- JorgeGT 9y agoHere in my country the "practical manual" for this tax year is 1163 pages long, but the web app of the ministry has most of your information already stored. For the vast majority of people filing taxes it's just a matter of clicking "OK" a few times.
- Angostura 9y ago> even though they lobby to keep it that way. It’s continuing existence is their fault, then. If not their sole fault.
- atomi 9y agoTurboTax is the worst and they'll squeeze you any way they can.
- djcapelis 9y agoI stopped using TurboTax some years ago and switched to TaxAct as a less bad alternative. I didn’t believe them to be necessarily tons better than giving money to TurboTax, but I figured at least it wouldn’t just keep solidifying a market leader who was capturing a significant market based mostly around actively lobbying to keep it that way. In the last two years I took a leap to CreditKarma’s tax offering. It is a bit basic and not quite as endlessly full featured, but it is simple, efficient, pretty quick and quite fast. It’s also entirely free. The first year I used it I ran my numbers in a competing product to check, I was self employed at the time, which meant my tax situation wasn’t exactly easy that year. Anyway, the numbers lined up perfectly. So I used CreditKarma to file and have been happy with it ever since. Honestly at this point I’d pay for it, just to give them a more solid business model and development budget, but as far as I know they don’t even have a paid option! I filed in February this year. It was easy. I actively avoid Intuit products now. (Though, pragmatism wins here to some degree: I did use their self-employment accounting tool for a few years even when I had switched away from their tax software. That tool makes it annoyingly easy to keep accurate books and Xero just wasn’t as good and simple at what I was looking for. If I was doing it again today, I’d definitely again look for alternatives. And frankly I think I’d find them now.)
- Hello71 9y agotoo bad they sell your tax information, in all likelihood to companies like Equifax. now they don't have to ask your employers your salary anymore, you can just tell them.
- shkkmo 9y agoDo you have evidence or justification for this claim?
- Hello71 9y agoFrom their privacy policy https://www.creditkarma.com/tax/privacy https://www.creditkarma.com/tax/privacy: When We Share the Information We Collect Affiliates: We may share certain information with our affiliated companies, such as Credit Karma, to help us provide our Services and manage your account. now, it seems fine for Credit Karma Tax to share information with Credit Karma. what exactly counts as an "affiliate" though? I mean, "affiliate marketing" is a common term, and that's pretty darn broad. I read it in the broadest terms possible, which would be "everyone we have a business relationship with", necessarily including TransUnion and probably other CRAs.
- codehusker 9y agoThis might not apply to many who frequent HN, but not enough people know about Free File options. If your adjusted gross income is less than $66,000 you can likely file your federal and potentially state taxes for free. If you make more than $66,00 AGI, the IRS provides fillable forms that are pretty easy to use for your federal but might not be applicable in all circumstances. https://www.irs.gov/filing/free-file-do-your-federal-taxes-for-free https://www.irs.gov/filing/free-file-do-your-federal-taxes-f...
- yladiz 9y agoI was just about to comment about this! I moved outside of the states, and have a non-US bank account, which is something that TurboTax doesn't handle in their free version. I ended up using H&R Block through this Free File, and it covered both federal (1040) and CA returns for free, which TurboTax wanted to charge $30 for CA return and like $40 or $50 for the federal since I have a non-US bank account. If you make less than $66k, definitely check out that link because it can save you a good chunk of money depending in your tax situation.
- purple-again 9y agoThey likely wanted to charge you more because you would need to file a FBAR if your account was above $10,000 (been a while need to check that threshold hasn’t moved). Big penalty if you do it wrong so you may want to double check.
- EsotericAlgo 9y agoMany states also offer an online filing option. For example, California has CalFile[1] which covers most situations. There are also some options for free federal filing if your AGI exceeds $66,000 as the requirements set by Free File Alliance[2] members vary depending on the offerings (e.g. FreeTaxUSA[3] doesn't have AGI limits). [1] https://www.ftb.ca.gov/online/CalFile/index.asp https://www.ftb.ca.gov/online/CalFile/index.asp [2] https://en.wikipedia.org/wiki/Free_File_Alliance https://en.wikipedia.org/wiki/Free_File_Alliance [3] https://www.freetaxusa.com/ https://www.freetaxusa.com/
- cproctor 9y agoIt's not that hard to do your taxes on your own, especially if you have last year's as a model to check yourself. For computationally-oriented folks, I imagine you probably want to have a mental model of how you're presenting yourself tax-wise (instead of just blindly trusting Turbo Tax). In that case, most of what you're getting with Turbo Tax is UI.
- nsxwolf 9y agoThere’s a lot of deductions I qualify for that I didn’t know about until I hired a real accountant. I also didn’t know about depreciation recapture on the sale of a rental property. I didn’t know about depreciation at all. If I hadn’t hired an accountant I never would have known to take the depreciation, and wouldn’t have learned that your depreciation gets recaptured even if you don’t claim it. If your tax situation is even remotely complicated it pays to not do it yourself. You don’t know what you don’t know.
- dlp211 9y agoFor the record, Turbo Tax handles this fine. I have used TT for over a decade now and they have been able to handle every situation with no issues. Doing my taxes usually takes me about an hour. Cheaper and faster than having a CPA do it.
- mgkimsal 9y agoMany folks here are web/software people. Many of us would actively argue against a business owner building their own website precisely because "you don't know what you don't know", and your time has a certain value. Focus on your business, leave the tech/web/software/marketing to professionals, etc. At some point it makes sense to DIY; at another point, switching to a professional makes more sense. Figuring out where that line is can be years of "penny-wise, pound-foolish" behaviour of DIY with respect to tax prep.
- deleted 9y ago[deleted]
- splitrocket 9y agoAmerica, one of the few developed nations where doing your taxes involves paying a third party to help you tell the government what it already knows. TurboTax and HR block lobby considerably to prevent the government from making the process of paying taxes free, fast, and painless for the overwhelming majority of taxpayers. https://www.propublica.org/article/filing-taxes-could-be-free-simple-hr-block-intuit-lobbying-against-it https://www.propublica.org/article/filing-taxes-could-be-fre...
- bajsejohannes 9y agoInteresting (and not entirely surprising). Reposted that article for more visibility: https://news.ycombinator.com/item?id=16841449 https://news.ycombinator.com/item?id=16841449
- deleted 9y ago[deleted]
- bob_theslob646 9y agoLink is dead.
- eh78ssxv2f 9y agoThere are lot of things that government does not know e.g., how much I donated to Goodwill or other charities, or if I have multiple homes with mortgages , then which one is my primary residence. We can argue that the tax code should be simpler but that's a different argument.
- splitrocket 9y agoThe overwhelming majority of folks don't donate enough to charity to hit the tax write-off level. Countries with sane tax collection systems make it easy for you to add those deductions, either on paper or with a web service run by the government, for free. And your mortgages, unless they are from international banks, yes, the IRS already knows about those too. Let me put it this way: if it goes through a US domiciled bank, the IRS knows about it already. Yes, people with complex tax returns do use accountants to file their taxes in countries with sane systems too, but the overwhelming majority don't need the complexity for the equivalent of a w2 and/or a couple of 1099s.
- rdl 9y agoI'm selfishly happy that tax year 2017 is the last year I'll probably be filing a personal US tax return (at least a substantial one) for a long time. Maybe in 2036 they will have solved this.
- geomark 9y agoDid you renounce US citizenship? I think that's the only way to remove the requirement to file a US tax return.
- rdl 9y agoNo. There are lots of other ways. (Renouncing is bad for many reasons; I'm patriotic, although the US has a lot of problems, and there's essentially a 10y tax on unrealized gains at exit, plus lifetime visa problems.) 1) Make <threshold income. (Admittedly, that sucks.) I think it is around $3k/yr. 2) Move to a place which under Section 933 of the IRC can make its own tax laws for bona fide residents. I'm doing Act 22 (and Act 20 for business, and some other things) and taking advantage of the opportunities in the Isle of Enchantment, the Commonwealth of Puerto Rico. There are some similar opportunities for US citizens in the other US territories, but PR is the best one I think, and is certainly the biggest and most developed. Essentially, until 2035, you pay 0% short term, long term capital gains or dividends. Under Act 20, businesses pay 0-5% on exported services revenue (i.e. anything sold outside PR: SaaS, consulting, etc.). It's pretty nice. Infrastructure is an issue (although gigabit internet is $60/mo), and some costs are higher, but overall it's a good deal. It's hugely popular with cryptocurrency people after crypto to crypto trades started getting taxed fully as st cg. (Actually I have to file 2018 too, although it will be for <$100, since I think I have some US bank accounts which earn interest.)
- enraged_camel 9y ago>>There are some similar opportunities for US citizens in the other US territories, but PR is the best one I think, and is certainly the biggest and most developed. Maybe it was, but Hurricane Maria fucked it hard and it is unlikely to recover anytime soon. Just the other day a tree fell on a repaired power line and 640,000 people in San Juan (the capital!) lost power. That’s just crazy to me.
- Lendal 9y agoI was with this article until the last paragraph, "Millennials rightly demand more from their products and services than any generation before, and are increasingly skeptical toward disingenuous brands like Walmart and McDonalds. They abhor deceit and trickery, and increasingly gravitate toward brands that align with their values." Really? Only millenials (whatever that means) are characterized by these values? How do you figure? My experience has been exactly the opposite, actually. But Brandon Read appears to believe that purely because of my "generation", I gravitate toward deceit and trickery. Okay, thanks for that valuable insight, Brandon. Whatever.
- emmarose 9y agoI don't think calling out the standard values of one generation necessarily means he's taking shots at other generations. I just think that millennials have been hit with more advertising over the course of their lives than the generations before them, and are therefore more distrustful in general. I think that's all he's trying to say here.
- cortesoft 9y agoI do hate that they lobby for keeping taxes hard to file, but I have no issue paying them $60 to do my taxes. The website is such a great user experience, and they earned that money in my estimation. Why should it be free? They clearly put a lot of work into their site. My only other issue with them is that they keep emailing me telling me to get started with my filing, but I already completed my tax return weeks ago.
- enraged_camel 9y agoIt’s not that TurboTax should be free. Obviously no one is arguing that. The argument is that the tax code shouldn’t be so complicated that you need to pay a fee to file your taxes smoothly and with little risk of getting it wrong (and getting audited/fined).
- breademoji 9y agoAnd yes, that's the deeper argument :)
- breademoji 9y agoTurboTax UX is solid! I spent a couple of years recommending the product to everyone I knew because I was so delighted by the experience. The $60 was a no-brainer. But instead of doubling-down on this delightful product experience, they're investing in disingenuous conversion hacks like the "PLUS Help & Tools" upgrade funnel. Designed to feel like it is part of the actual filing process, users are converted more effectively when they're led to believe this is just another step toward completing their task, similar to how users respond to native ads. In the UX teardown, I take a more critical look at the design decisions behind the freemium funnel. I wish they were more transparent about their pricing structure up front so users could compare the benefits of products and add-ons against their needs and budget. -- That's frustrating about the emails you're receiving even after filing. Let's hope they build out smarter email campaigns next year that are more aware of user actions across all TurboTax systems.
- cbhl 9y agoIf one has a simple tax situation, I'd recommend looking at Credit Karma (US) or SimpleTax (Canada). Unfortunately, I've found TurboTax is better with weird corner cases. It helped me figure out I was eligible for the American Opportunity Tax Credit (US citizen going to university in Canada) which alone was a few thousand dollars that I would have missed if I had filed a 1040-EZ on paper. It has handled 401k->roth rollovers and cost basis, reporting capital gains (when I divested from Bitcoin), paying taxes on Canadian RRSP capital gains, and sales of Restricted Stock Units. I'll probably pay to use it for the foreseeable future. In Canada, the tax system is less arcane, so the tax software companies have to give it to university students for free to get them hooked. It's too bad that even if I move to another country, I'll have to file US tax returns for life.
- ams6110 9y agoI would always advise filing the full 1040 even if the EZ would work for you. If your tax situation is simple you leave most of the lines blank, but it will prompt you to check out a lot of stuff that you would never see if you filed an EZ, including the American Opportunity tax credit.
- jancsika 9y agoI'm almost afraid to ask: What's the FLOSS analog to Turbotax? Just to be clear-- I'm talking about a wizard that asks laypeople a clear set of curated questions and ends up with a set of tax forms that are very likely filled in with the correct answers.
- paulcole 9y agoWhen it comes to doing my taxes, $10 or $20 isn’t enough of a deterrent for me to instead opt for a “set of tax forms that are very likely filled in with the correct answers.”
- ReverseCold 9y agohttp://opentaxsolver.sourceforge.net http://opentaxsolver.sourceforge.net It seems to be relatively well updated but I wouldn't be surprised if it made errors.
- jancsika 9y agoOpentaxsolver starts with the following imperative sentence: "Select tax program." That means I must know a priori which tax form corresponds to my particular tax situation. Choosing the correct tax forms is the job of the software, not the layperson. If it cannot or will not perform that job then it isn't a wizard (or at least not on the same level of time-saving as Turbotax). If it's not a wizard then it isn't the FLOSS analog of Turbotax. Edit: clarification
- nodesocket 9y agoQuickBooks Self Employed is actually a really nice product that I use for my consulting and SaaS companies. I linked my business checking accounts and credit cards with it and can easily tag all transactions (income and schedule C). It also handles estimating quarterly taxes and allow me to make quarterly payments online via eftps.gov. Finally at the end of the year it exports everything right into TurboTax.
- jiveturkey 9y agoeh. mediocre only because he sets the stage early as TT being able to do this devilish stuff because they’ve studied user behavior for a decade or decades and know you. making TT out to be some devil that knows you personally. honestly it’s standard predatory sales technique that many many companies use, including amazon. (like pretending that prime day prices are actually a bargain)
- jrcii 9y agoSo two wrongs do make a right?
- astura 9y agoI am baffled why anyone would ever use TurboTax. It's full of these dark UI patterns and tricks and comparable products exist for a very small fraction of the price. Out of curiosity I looked up what TurboTax would have costed me and they wanted $100 (I have business income) whereas I used TaxHawk for $14.
- 0xBA5ED 9y agoI don't believe you need to read any of their clever commentary to use the service. You can ascertain the purpose of each screen by looking at the available options and click through ignoring all suggestions to pay them more.
- arikrak 9y agoI bought the turbo tax CD which claimed to come with phone support from CPAs. The CD worked fine for the most part but the phone support was basically a scam.
- edraferi 9y agoI used their online video support this year. I thought it was pretty good. You get an appointment, the. They all you (on time!) and open a little video window in your browser. Overall I felt more confident in my return knowing a CPA looked at it, mostly because I could describe my individual situation and confirm I was reporting it correctly.
- nkron 9y agoI tried https://www.freetaxusa.com https://www.freetaxusa.com this year since I dislike Intuit so much for their lobbying. The site works very well and has a pretty similar flow to TurboTax except no auto import of financial account info. I'm not sure the trustworthiness of the company/site. I didn't see any red flags in the privacy policy but would love to hear from others if they've used this.
- antisthenes 9y agoI've just filed my taxes yesterday with them since TaxAct decided to jack up the price to $80 for federal + state (used to be $30 back in 2011) Seemed very straightforward, perhaps not as good on the suggestion front as far as potentially reducing your tax burden though. They also managed to import my prior tax PDF from TaxAct flawlessly, so that's a plus.
- desheikh 9y agoIn Canada, I've switched over to https://simpletax.ca https://simpletax.ca. It's free, (supported by donations), and works well even for more complicated filings.