Intuit announced a new portfolio brand for its professional tax products, Intuit ProConnect, which will include Intuit Tax Online, Lacerte and ProSeries.

The suite of pro tax products will retain their names under the family rebrand, except Intuit Tax Online, which will be renamed ProConnect Tax Online starting in June. All the products and value-added services like Intuit Link will continue to offer the same functionality.

The new brand and logo represents Intuit’s effort to provide a more accessible and integrated network of offerings and connections to tax and accounting professionals.

Intuit ProConnect, for which new marketing materials will start to appear later this summer, represents the fourth cornerstone brand for Intuit, according to Patti Newcomer, vice president of marketing at Intuit’s Professional Tax Group. ProConnect rounds out QuickBooks, TurboTax and Mint as Intuit’s fourth major family of products.

“Accountants are a really important segment for Intuit,” Newcomer explained. “We wanted to have a way to feature all Intuit products together in the marketplace rather than individually.”

The rebranding came after extensive customer research by the company.

“The name ProConnect is a really important part of what we’re doing,” Newcomer continued. “What we’ve learned is the connection between Intuit and tax professionals is critically important. We’re in a unique position to serve those professionals really well.”

Intuit will continue investing in and innovating the ProConnect portfolio of products, with existing customer materials scheduled to change July 1 to reflect the new name. 

More information about ProConnect is available here

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