Intuit Inc. has opened a new TurboTax flagship store in New York City’s SoHo neighborhood, marking a major expansion of the company’s in-person tax services as it rolls out a nationwide network of expert assistance locations.
The SoHo flagship opening signals the national launch of Intuit’s expanded physical presence, which includes nearly 600 expert offices and approximately 20 TurboTax retail stores across the United States. The initiative represents a shift beyond TurboTax’s historically digital-first model, offering taxpayers the option of face-to-face support alongside online tax preparation tools.
Intuit said the flagship location is designed to provide a hybrid experience that blends artificial intelligence with local human expertise. Customers can begin their tax returns digitally, receive guidance from in-person professionals, or fully hand off tax preparation to an expert depending on their needs. The company said this approach is intended to simplify the filing process and improve confidence for filers with varying levels of tax complexity.
The nationwide expansion includes locations in major metropolitan areas such as New York City, Southern California, Chicago, Dallas, and Phoenix. In addition to the retail stores, the expert offices are intended to give taxpayers broader access to year-round, in-person assistance without requiring visits to traditional tax preparation firms.
Intuit said its in-person services are supported by AI-powered tools that automate portions of tax preparation and help connect customers with experts best suited to their specific tax situations. The company said this system is designed to reduce manual data entry, save time, and improve accuracy for both individual filers and small business owners.
As part of the flagship launch, Intuit hosted an opening event in New York City and announced a $100,000 donation to New York City Public Schools to support financial literacy initiatives. The company said the contribution reflects its broader commitment to strengthening financial confidence within the communities it serves.
Company officials said the expanded physical footprint underscores Intuit’s broader strategy of offering flexible tax solutions that combine digital convenience with personalized, human support. The expert offices are expected to operate year-round, positioning TurboTax as both a software platform and a full-service tax assistance provider.