Kyle Stock for Businessweek writes: In its ongoing death-match with Intuit’s (INTU) TurboTax, H&R Block (HRB) has finally stopped playing nice.
Leading
up to Tuesday’s tax deadline, H&R Block spiked its free service for
bare-bones filings and made it more difficult for customers with more
complicated finances to find a free or discounted option on its online
platform. This year, a greater share of those customers were funneled
into upgrades, and the company raised prices overall, though it won’t
say by how much until after the deadline.
This is a fairly novel
approach. Until recently, the general approach in the tax-prep game was
to help everybody—an arms-wide-open strategy based on the assumption
that today’s low-income customer pocketing a decent refund on a free
filing may eventually become a higher earner who pays handsomely for a
complicated tax project in a brick-and-mortar Block location.
Apparently, Block isn’t buying into that lifetime-value theory
anymore. “It simply does not make sense for us to focus our resources in
areas in which we do not generate profit,” Chief Executive William Cobb
said on a conference call last month. Corporate consultants call this
firing the client. Block, meanwhile, said it thinks of the switch as
simply dropping a promotion that it has been running for three years.
At the same time, Block produced an aggressive ad campaign
featuring walking, talking CPAs who promise to ferret out big refunds.
The tagline—“Get Your Billion Back America”—refers to a Block study that
found errors on do-it-yourself returns added up to $1 billion in missed
refund money last year. The chipper message has a slightly sinister
subtext: If you do your taxes yourself, you’re probably going to screw them up. Last year, roughly 40 percent of tax returns were self-prepared and filed electronically, according to the IRS.
None
of this is winning H&R Block any feel-good points. Through
February, the volume of U.S. returns it handled was down 6 percent, as
would-be customers fled to competing platforms such as TurboTax. But
that’s just fine with Block. Its storefront accountants and online help
personnel now have more time to focus on the lucrative customers who
stuck around. “The net result of these factors is that we’re achieving
exactly what we set out to do, driving higher revenue and earnings by
focusing on improving our service to an improved mix of clients,” Cobb
said.
Jason Houseworth, Block’s president of product management, is also
pleased to see Intuit stealing some of his market share with cut-rate
offers. It proves, he argued last month, that Block’s online product is
finally competitive with TurboTax.
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