The Situation

Intuit TurboTax operates in one of the most time-sensitive, decision-heavy categories there is. With millions of users and a narrow window to engage, they needed a CRM strategy that could deliver personalization at scale—without slowing down execution.

They were looking for a partner to help reimagine their approach—putting the user at the center to reduce fear, uncertainty, and doubt around taxes. That meant building a smarter system for delivery, paired with creative and personalization that made the experience feel easier, more relevant, and less overwhelming. And it couldn’t stop at tax season—it had to keep users engaged and supported year-round.

WHAT WE DID

With a foundation of user data insights, we designed the creative strategy and content infrastructure that powers Intuit TurboTax’s CRM program. Working from the ground up, we built a modular design system and messaging framework that allowed their team to create faster, iterate confidently, and launch campaigns that reinforced TurboTax’s role as a trusted tax partner.

01

A Modular Design Systems That Scales

To meet the speed and complexity of tax season, we built a modular email design system tailored to Intuit TurboTax’s CRM program. Developed in Figma, it enabled rapid iteration across hundreds of campaigns, reduced production lift, and ensured brand consistency across billions of emails.

The approach reflects our broader modular design philosophy: a system-first model for scaling content that grows with the business.

Pre-2024 Brand Colors

2024+ Brand Colors

02

Using MarTech to 
Make It Personal

Once the modular system was in place, we focused on making it work harder for the brand and for the user. By integrating thoughtful MarTech solutions, we enhanced both performance and personalization. From accessibility updates like dark mode to dynamic content delivery, every touchpoint was designed to reduce friction and increase relevance.

Dynamic Personalization In Motion

We used 40+ dynamic content modules powered by Movable Ink to deliver adaptive messaging based on user behavior, location, and filing stage—ensuring every user saw what was most relevant to them.

Designed Once. Rendered Flawlessly Everywhere.

We built TurboTax’s modular email library directly in Braze using advanced coding techniques that streamlined versioning, accelerated QA, and enabled personalization at scale. With 70% of users preferring dark mode, we intentionally engineered every module to render consistently across all environments—light or dark, desktop or mobile, every inbox accounted for.

03

Staying Relevant After Tax Day

Once April 15 passes, most tax brands disappear. Intuit TurboTax didn’t want to be one of them. We developed an award-winning strategy for continuous engagement that included monthly newsletters, interactive tools, and educational content that kept users engaged long after they filed.

Best Email Campaign

Post-File Fun Facts Quiz — A playful, geo-targeted campaign that brought TurboTax’s deep understanding of the tax code to life in a fresh, unexpected way.

Using real, location-specific tax facts—from state deductions to quirky local laws—this click-worthy campaign proved how deeply TurboTax understands what really impacts each filer.

Best Email Newsletter

The monthly newsletter used real-life insights and behavioral triggers to deliver smart, timely tax moves—like W-4 updates, loan changes, and crypto tips—keeping content relevant all year long.

A CRM Strategy Built for Growth

This work proves that when customer experience is built right, 
it drives business growth. By elevating how Intuit TurboTax connects strategy, creative, and execution within their CRM program, we reduced internal friction and helped customers stay informed and take action—whether they were filing under pressure or planning ahead.

The result: more sign-ins, stronger product conversion, and a lifecycle experience designed to deliver value all year long.

1 MILLION 
INCREMENTAL

product sign-ins

DOUBLED SALES

full-service product*

*2023-2024 YoY Lift

From the Intuit TurboTax Team

“Your creative is performing beyond what we could have imagined.”

“Good UX saves lives.”

“Good UX saves lives.”

IMPACT

These results capture the impact of the 2023–2024 campaign season—and signal what’s possible with a partnership built on shared ambition, smarter execution, and a relentless focus on the customer experience.

165+

Email Campaigns

1.5B+

Personalized Emails Delivered

400%

Increase in Personalized Messaging

65%

Lift in overall Response Rates

Polaris logo