How TurboTax Scaled Personalization Across Millions Of Users

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 us to create faster, iterate confidently and launch campaigns that reinforced TurboTax’s role as a trusted tax partner.

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

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.

Keeping The Connection Going After Filing

After the April 15 filing deadline, we shifted to lightweight, value-driven content that kept users engaged without overwhelming them.

We introduced award-winning campaigns like Fun Facts, which surfaced unexpected tax insights to re-spark interest, and a curated newsletter series that offered helpful guidance on what to do next. These touchpoints felt timely, not intrusive—keeping TurboTax top of mind in a thoughtful, post-filing way.

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.

SIGNIFICANT INCREASE

IN USER ENGAGEMENT

ACCELERATED CONVERSION

FOR KEY PRODUCT LINES

From the Intuit TurboTax Team

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

“These campaigns are far exceeding what they’ve done in the past.”

“You’ve achieved the impossible.”

IMPACT

This work demonstrates the power of insight-led creative and precise CRM orchestration — earning industry recognition and deepening user connection across the tax journey.