Honors Program


Document Type


Date of this Version

Spring 2019


Nyberg, C. (2019). Intuit, Inc.'s small business and self employed unit: A strategic analysis. Undergraduate Honors Thesis. University of Nebraska-Lincoln.


Copyright Cat Nyberg 2019.


Intuit, Inc. is a business and personal finance software company founded in 1983 by Scott Cook and Tom Proulx. It is headquartered in Mountain View, California, and has offices around the United States and internationally. Intuit’s primary mission is to ‘power prosperity’, whether for small business owners, individuals, or accounting professionals.

Intuit has three major business units: Small Business and Self Employed, Consumer, and Strategic Partner. Each business unit offers one or more flagship software platforms, optimized for specific customer needs in business accounting, professional tax preparation, and individual tax filing. Intuit’s major software flagships are QuickBooks (business accounting and management), TurboTax (do-it-yourself tax preparation), ProConnect (professional tax preparation), and Mint (consumer personal finance).

This thesis focuses on Intuit’s Small Business and Self Employed business unit. It assesses the business’s current situation and provides strategic recommendations for continued financial and operational success.