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And providing that financial assistance, Goodarzi said during an investors conference in December, represents a $30 billion opportunity that Intuit has not claimed. But TurboTax competitor H&R Block is also reaching for this opportunity, and has gone on the offensive with its own AI-powered tax assistant, released in December. A bevy of new H&R Block ads tout the assistant, and takes a shot at TurboTax: "So long, TurboTax!" "Comparative marketing is a common practice and we've used it for many years to help consumers easily see the benefits of working with H&R Block," an H&R Block spokesperson said. "People just aren't aware, because of how strongly we grew the do-it-yourself perception within TurboTax," Balazs said.
Persons: TurboTax, Lara Balazs, there's, Sasan Goodarzi, Goodarzi, Balazs, DJ Stout, we've Organizations: Intuit, Business, Karma ., Intuit Assist Locations: TurboTax
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