On Sunday night, football fans will see ads for chocolate, beer … and taxes.
Tax-filing service TurboTax will run a 45-second ad during the Super Bowl, as well as 30-second ads before and after the game, reports Business Insider. Just 30 seconds of airtime can cost up to $7 million, but the decision to run ads during the game was "almost automatic," the company's senior vice president of marketing told BI. After all, it's tax season.
Everyone needs to do their taxes, but is TurboTax the best option for you?
Despite its wide name recognition, Business Insider's personal finance team compared TurboTax to the best tax software and found it to be a standard offering.
Intuit-owned TurboTax is among the most expensive options for filing taxes online but offers competitive early-season pricing. It has a high-quality user interface with three online plans for DIY filers, all of which can be upgraded to include one-on-one guidance from a tax pro. A separate service is available for those who want to hire someone to do their taxes quickly.
Who Is TurboTax Best For?
TurboTax is best for those with complicated tax situations who need expert help and prize premium features. Self-employed workers who use QuickBooks for their accounting may have a smooth filing experience with TurboTax, as both services are provided by the same company, with integration between them.
TurboTax also can be a good choice if you'd like to hand off your tax documents to a professional and have them do all the work for you.
$0 for Free Edition (~37% of filers qualify. Form 1040 and no schedules except for Earned Income Tax Credit, Child Tax Credit and Student Loan Interest), $39 to $69 for Deluxe, $89 to $129 for Premium
- Can be good for relatively complex tax situations that may require help navigating deductions and forms
- Offers step-by-step guidance
- Ability to upgrade for instant access to an expert
- Not all users will qualify for a $0 filing option
- Most expensive option for many tax situations
- No brick-and-mortar locations to meet with a tax pro
TurboTax is among the most expensive options for filing taxes online, but offers a high-quality user interface and access to experts. It's especially valuable for self-employed filers who use QuickBooks integration.
- Tell TurboTax about your life and it will guide you step by step. Jumpstart your taxes with last year’s info.
- Snap a photo of your W-2 or 1099-NEC and TurboTax will put your info in the right places.
- CompleteCheck™ scans your return so you can be confident it’s 100% accurate.
- You won’t pay for TurboTax until it’s time to file and you’re fully satisfied.
- TurboTax is committed to getting you your maximum refund, guaranteed.
TurboTax Details
- DIY filing ranges from $0 to $89 (+$0 or $39 per state return)
- Full-service prep available for a higher fee
- Mobile-friendly
Federal and State Tax Filing
TurboTax is one of the biggest players in online tax prep. This year the company made a noticeable shift toward recommending its expert-assisted and full-service experiences over its self-preparation filing plans.
Import and Export Capabilities
All TurboTax plans allow you to scan or upload your tax documents to speed up data entry. You may also be able to easily import documents from a payroll provider, bank, or brokerage that partners with TurboTax.
Accuracy and Error-Checking
The company offers an accuracy guarantee and says it will pay IRS and/or state penalties and interest charges related to underpayment of taxes due to calculation errors. If it's determined that you entered information improperly, the guarantee does not apply.
Individual filers are also guaranteed to receive their maximum refund with TurboTax. If you later file an amended return with identical information with another tax service and end up with a lower tax bill or higher refund, you can file a claim with TurboTax to have your preparation fees refunded.
If you receive an audit letter from the IRS, you have the ability to get one-on-one help from a tax professional at TurboTax at no extra cost. But the company and its experts cannot provide legal advice or represent you before the IRS.
Deduction Finder
TurboTax has debuted a new AI-powered Intuit Assist feature for tax season 2025. Among other time-saving tasks, the tool searches "millions of data points" to find deductions and credits you qualify for that could reduce what you owe or boost your refund.
Integration with Financial Tools
TurboTax's parent company, Intuit, also owns the expense-tracking app QuickBooks. QuickBooks users may save time on tax preparation by importing data directly to TurboTax.
Intuit also owns Credit Karma, a credit services company, and says customers who file taxes with TurboTax and are due a refund can get their money up to five days early if it's deposited into a Credit Karma Money checking or savings account.
TurboTax Pros and Cons
Advantages of TurboTax
- Free Edition is available to about 37% of filers
- Can be good for complex tax situations that may require help navigating deductions and forms
- Ability to upgrade for instant access to an expert
Disadvantages of TurboTax
- Free Edition excludes unemployment income and education tax credits
- Most expensive option for many tax situations
- Pricing is obscure for online plans
How Much Does TurboTax Cost?
TurboTax online offers four ways to file your taxes, depending on your unique tax needs. With all versions except the desktop computer software, you can start and enter your information at no cost. You only pay at the end when filing your federal and state tax returns.
TurboTax generally costs more than other tax-preparation services. Packages beyond the basic version can run at least $100 total for a federal and state return. But pricing is not transparent, and it can take some hunting around on the website to find all the available product offerings.
Free Edition
The Free Edition is available to filers with W-2 income, qualified retirement distributions, and limited 1099 interest and dividends. People with unemployment income, stock sales (including cryptocurrency), income from rental properties, and self-employment income won't qualify.
Also, it only allows claiming of the Earned Income Tax Credit, the Child Tax Credit, and the student loan interest deduction. Itemizing deductions or claiming other credits requires an upgrade.
Deluxe Edition
- $39 (up to $69 during peak tax season)
The Deluxe Edition covers tax filers who have income from sources that are not covered by the Free Edition. It allows for itemized deductions and most other IRS schedules, with some notable exceptions, such as capital gains or losses.
Premium Edition
- $89 (up to $129 during peak season)
If you have any income or losses to report from trading stocks, crypto, or bonds, you'll need to upgrade to TurboTax's Premium Edition. The company also says this is the best plan for contractors and freelancers claiming tax breaks such as the home office deduction.
And this is the plan for you if you have any income, deductions, or credits related to a partnership reported on Schedule K-1.
Live Assistance Plans
- $39 to $169 (peak season pricing ranges from $79 to $219)
TurboTax's Live Assisted option gives you on-demand access to a tax pro to answer your questions while you prep your return yourself. The plans offered are the same as the DIY plans above, but you can consult an expert when needed (they're even available nights and weekends during tax season). Once complete, an expert can review your return for accuracy at no added cost.
Full-Service Plans
- Starting at $89 (peak season pricing starts at $129)
TurboTax's top-tier plan connects you with a TurboTax expert or a verified local tax pro matched to your situation to get your taxes done for you in as little as two hours.
After an initial assessment, you'll get a cost estimate from your expert, based on how many tax forms need to be completed and filed with your return. The price is subject to change.
You upload all of your documents digitally and speak with the tax pro on a phone or video call when needed. You can track your return progress through the TurboTax app. Once complete, the tax pro signs your return and files it on your behalf.
While TurboTax states that experts have "extensive experience and training" to help with all manner of tax situations and are up-to-date on the latest tax laws, it doesn't specify which tax credentials experts have. Licensed tax preparers, certified public accountants, tax attorneys, and enrolled agents are all qualified to prepare federal tax returns.
State Filing Fees
Like several online tax services, TurboTax charges extra for state returns, though there is no fee for those who qualify for $0 federal filing. For the paid do-it-yourself plans, each state return costs up to $39 (or $64 during peak tax season).
For the Live Assisted plans, a state return is an additional $39 to $49 ($59 to $69 during peak tax season). State returns are $49 each ($69 during peak tax season) with the Full Service plans.
Estimate Your Taxes
How Does TurboTax Work?
User Interface and Design
You can work on your taxes on the TurboTax mobile app or desktop site, or switch back and forth.
TurboTax excels at product integration. You can import tax forms directly from payroll providers, banks, and investment companies into the TurboTax system to auto-fill many of the prompts you'll encounter when preparing your return. You can also upload your tax return from last year from your computer or phone. Within the mobile app, you can take a photo of your income documents and upload supported forms.
There's also seamless integration for self-employed filers who use Quickbooks to keep track of expenses and tax payments.
Step-by-Step Guidance
TurboTax tells you what you need to enter to do your taxes based on your unique circumstances. The interface provides step-by-step guidance and directions for most tax forms.
Customer Support
Support Options Available
TurboTax is an online tax preparation platform. While it connects filers with a network of experts nationwide, there are no in-person options.
As you prepare your return online, TurboTax's new AI-powered Intuit Assist can answer your questions to help you understand how tax rules apply to your situation. You can also find support from other TurboTax users and experts in the online forum.
If you purchase a Live Assisted package, experts can be reached at no extra charge between 5 a.m. and 9 p.m. PT, beginning when the IRS starts accepting tax returns in mid-January until the federal filing deadline on April 15. In the off-season, experts are available from 5 a.m. to 5 p.m. PT.
TurboTax lists one general phone number for customer support on its website and a library of help articles.
Customer Service Experience
On Consumer Affairs, a business review platform, Intuit-TurboTax has more than 3,400 reviews, around 90% of which include 1-star ratings. Those mentioning "customer service" in particular were largely negative.
Security and Privacy
Data Encryption and Security Measures
TurboTax uses industry-standard encryption practices to protect your financial and personal data, including secure document uploads to your TurboTax account.
Live Assisted packages allow you to share your screen with a TurboTax expert when you have a question about your taxes, but sensitive information, such as your Social Security number, will not be visible.
Privacy Policy
Any data you enter into the TurboTax platform remains there and will not be shared with other Intuit-owned properties, including Credit Karma and QuickBooks. This means, in part, that the information you share when preparing your tax return cannot be used to generate product recommendations for you. Read Intuit's full privacy policy here.
TurboTax Alternatives
TurboTax vs. H&R Block
H&R Block and TurboTax both offer online tax prep, downloadable software, and full-service tax prep. But H&R Block is the only one with brick-and-mortar locations that support an in-person filing experience. Many Americans qualify for $0 tax prep, and both companies have been the subject of federal complaints for misleading advertising practices that pushed filers into paid plans. For the 2025 filing season, H&R Block's federal plan covers more situations than TurboTax's and its paid plans are more attractive because they include live expert help.
Read our H&R Block review.
TurboTax vs. FreeTaxUSA
TurboTax has a full-service filing option in addition to self-preparation plans, while FreeTaxUSA is entirely self-paced. TurboTax has multiple features that give it an edge over FreeTaxUSA, like document import and upload capabilities and QuickBooks integration for business owners. But for situations that require a paid package at TurboTax, costs can add up.
Read our FreeTaxUSA review.
TurboTax vs. TaxSlayer
TaxSlayer doesn't offer as many ways to prepare your taxes as TurboTax, but its self-preparation plans are cheaper and just as effective. Both companies offer access to expert assistance with paid packages. But easier navigation and quick importing of data from financial companies and expense trackers are features that give TurboTax a slight edge over TaxSlayer.
Read our TaxSlayer review.
TurboTax Customer Experience
Compilation of User Feedback
Intuit-TurboTax has not been extensively reviewed by customers on Trustpilot, a popular platform for reviewing businesses. Of the roughly 500 reviews, nearly 95% gave the company 1- and 2-star ratings. Several customers complained of deceptive pricing and unhelpful, if not misguided, advice from customer service agents and experts.
TurboTax also publishes reviews of its tax-filing products on its website, which show an average rating of 4.6 stars out of 5 across more than 600,000 reviews. It's unclear how the reviews are solicited or selected to appear on the website.
Overall Rating and Satisfaction
Intuit has been embroiled in controversy since at least 2020, when the Federal Trade Commission launched an investigation into TurboTax's advertising practices around its "free" tax-filing products.
In 2024, the FTC called a series of ad campaigns guaranteeing free tax prep willfully deceptive, since more than two-thirds of tax filers don't qualify, and ordered the company to stop airing them until they included the proper disclosures. Intuit has denied any wrongdoing and appealed the FTC's decision.
File with TurboTax
FAQs About TurboTax
TurboTax has a $0 option for qualified customers for both federal and state tax returns, which is available with no income cutoff, but does not cover certain income types. It also only allows limited credits and deductions. TurboTax says about 37% of taxpayers qualify for its Free Edition.
The Deluxe or Premium Editions of TurboTax let you report income from self-employment, rental properties, investments, or partnerships.
TurboTax has an accuracy guarantee that ensures customers are compensated for any fees from the IRS or their state in the event of a math error attributed to the company.
Yes, TurboTax allows you to upload your previous tax return to save time entering your information. You should always double-check that the data was imported correctly before moving on.
TurboTax's customer support ranges from AI-driven chatbots that answer tax or technical questions to experts who provide live, on-demand advice to tax professionals who offer full-service tax preparation.
Why You Should Trust Us: How We Rated TurboTax
We rated TurboTax's well-known online tax software on cost, value, user experience, access to experts, and importantly, its trustworthiness. Despite having one of the most comprehensive and easy-to-use tax-prep products on the market, in recent years TurboTax has been the subject of federal complaints accusing the company of deceptive advertising practices that funneled users away from free products even when they qualified, and we considered these claims in our review.
For more information, see our tax software methodology.
