Transforming tax complexity into personalized, actionable guidance.
Each year, TurboTax customers enter tax season with different needs, histories and comfort levels. As filing options expanded, we transformed onboarding from a static welcome series into a guided journey that met customers where they were and helped them move forward with confidence.
The Growth Opportunity
So many choices, so many decisions.
The opportunity:
Make a growing set of options feel simple, relevant and personal from the moment a customer signs in.
Trusted guidance to file with confidence.
Get real-time answers from a tax expert.
Hand it off to a tax expert. We'll handle the rest.
Our Perspective
Customers don’t need every option—they need the right one.
Rather than organizing the experience around TurboTax products, we focused on guiding customers to their next right step and helping them make important decisions.
What We Delivered
A guided onboarding experience designed for many ways forward.
We built a modular lifecycle journey with four progressive stages: activation, education, guided choice and appreciation. Customer signals and data rules shaped each path, while the creative evolved as behavior changed.
A Deeper Look
One connected journey. Millions of personal paths.
We designed and activated connected journeys in Braze that responded to each customer’s behavior, history and needs. Audience logic, behavioral triggers and dynamic decision paths determined who received each message, when, and what came next.
By tracking whether customers engaged, Braze enabled us to adapt journeys across channels, helping TurboTax deliver more relevant support throughout the year. It also gave teams a flexible system for testing, refining and scaling their efforts.
Journey architecture · Decisioning · Triggers · Dynamic content · Activation
Live creative personalization
We connected every message to a more personal destination.
We shifted the story from how the software worked to how TurboTax could help each individual customer. From the filing experience, every touchpoint made the right level of support easier to understand, choose and act on.
The Growth
When the next step was clear, more customers took it.
Millions
of incremental sign-ins
Hundreds of campaigns
delivered annually
