Tax systems are complex and constantly evolving. At the helm of major tax preparation companies are experienced leaders guiding strategy and innovation. Understanding who these CEOs are provides insight into the philosophies and priorities driving development of tax services. This article will explore the CEOs of the largest tax preparation firms and their backgrounds.
CEOs of Major Tax Preparation Companies
Here are the CEOs leading some of the biggest names in tax services:
Intuit – Sasan Goodarzi
Sasan Goodarzi has been CEO of Intuit since January 2019. He has been with the company since 2004, previously serving as executive vice president and general manager of Intuit’s Small Business Group. In that role, he oversaw the TurboTax, QuickBooks, and Mint brands.
Goodarzi has over 25 years of experience in the software industry. Prior to Intuit, he worked for Invensys, Cigital, and McKinsey & Company. He holds a bachelor’s degree in electrical engineering from the University of Central Florida and a master’s in business administration from the Kellogg School of Management at Northwestern University.
As CEO, Goodarzi is focused on transforming Intuit into an AI-driven expert platform. He wants to utilize data and insights to better serve customers and expand Intuit’s platform to include more financial services.
H&R Block – Jeff Jones
Jeff Jones became president and CEO of H&R Block in October 2017. He joined the company after serving as president of Uber’s Rides and chief marketing officer.
Prior to Uber, Jones held executive roles at Target as CMO and executive vice president. He has over 25 years of experience building brands and driving growth for companies like Gap, PepsiCo, and Avon.
Jones has a bachelor’s degree in business from Marshall University and an MBA from Carnegie Mellon University. His priorities as H&R Block’s CEO include evolving its digital tax preparation platform and improving the retail experience.
TaxSlayer – Brian Rhodes
Brian Rhodes is the president and CEO of TaxSlayer, a privately-held tax preparation service. He joined the company in 1998 and has taken on increasing responsibility, including chief operating officer, before assuming the CEO role in 2017.
Rhodes graduated from Georgia Southern University with a bachelor’s degree in accounting. His experience prior to TaxSlayer includes work at accounting firms in Georgia.
As CEO, Rhodes aims to provide affordable online and software-based tax filing backed by strong customer service. TaxSlayer is focused on growing its consumer-focused tax prep services in an increasingly digital marketplace.
TaxAct – Curtis Campbell
Curtis Campbell was appointed CEO and president of TaxAct in November 2021. He has over 20 years of executive experience leading e-commerce and consumer internet companies.
Prior to TaxAct, Campbell served as president and CEO of Perfect Bar and chief operating officer of FatBrain. He also previously held senior vice president roles at Affinity Internet and Classmates Online.
Campbell has an undergraduate degree in finance from the University of Illinois Urbana-Champaign and an MBA from Northwestern University’s Kellogg School of Management.
As CEO, he is focused on accelerating TaxAct’s digital tax filing growth through new product development and strategic acquisitions.
Credit Karma – Kenneth Lin
Kenneth Lin is the founder and CEO of Credit Karma, the fintech company offering free credit scores, reports, and tax filing services.
Lin started Credit Karma in 2007 and has grown it into a leading consumer technology platform with over 110 million members. Prior to launching Credit Karma, he held product management roles at E-Loan and Prosper.
Lin studied math and economics at Boston University before earning an MBA from Stanford University. As CEO, he aims to help consumers improve their financial lives through transparency, simplicity, and trust.
CEO Backgrounds and Priorities
Reviewing the backgrounds of these tax industry CEOs reveals some commonalities:
Technology and Innovation Focus
Most of the CEOs have experience at major technology or internet companies like Uber, Target, and Intuit. This reflects the increasing role of digital platforms in tax preparation. It also shows the importance these companies are placing on technology-driven innovation and improvement of the customer experience.
Financial Services Experience
Several CEOs have backgrounds in financial services, accounting, and fintech. This includes the leaders of H&R Block, TaxSlayer, TaxAct, and Credit Karma. Their expertise is invaluable as tax prep companies take on a more holistic, year-round financial services role.
Strategic Growth Orientation
The CEOs are focused on driving strategic growth, both through new digital products and features and through expansions into adjacent services like small business financial tools or consumer finance. They aim to be digital disrupters.
| CEO | Company | Background Highlights | Priorities |
|---|---|---|---|
| Sasan Goodarzi | Intuit | 25 years in software industry including Intuit and McKinsey & Company | Transform Intuit into an AI-driven expert platform |
| Jeff Jones | H&R Block | President of Uber and CMO of Target | Improve digital platform and retail experience |
| Brian Rhodes | TaxSlayer | 20+ years at TaxSlayer, background in accounting | Provide affordable tax prep with strong service |
| Curtis Campbell | TaxAct | 20 years leading e-commerce and consumer internet companies | Accelerate digital growth through new products |
| Kenneth Lin | Credit Karma | Founded Credit Karma in 2007 after stint at Prosper | Help consumers improve finances through transparency |
Industry Outlook and Challenges
These CEOs operate in a tax preparation industry facing evolving challenges:
Increasingly Digital and Self-Service
More taxpayers are utilizing DIY online and mobile software to file taxes without an accountant. Tax prep leaders need to cater to digital preferences with intuitive, personalized platforms.
Heightened Seasonality
Most tax revenue comes during the first quarter, around tax season. CEOs must determine how to build year-round engagement and sustain growth.
Security and Privacy
With sensitive personal data like Social Security numbers, security is paramount. Tax companies also need to be transparent about data practices.
Regulatory Compliance
Complex tax codes and regulations require software to be frequently updated to handle new deductions, forms, and laws.
Competitive Market
The tax preparation industry includes robust competition from do-it-yourself platforms like TurboTax to full-service accounting firms. Standing out with value, features, and service is key.
The Importance of CEOs in Tax Preparation
The CEO sets the vision and strategy for tax preparation firms operating in a climate of rapid technology change. Their leadership directly influences:
Product Innovation Pipeline
The CEO ensures the company invests in new digital capabilities, user experiences, and services that align with customer needs.
Partnership and Acquisition Priorities
CEOs determine what technologies, companies, and capabilities to invest in through partnerships and acquisitions.
Brand Messaging and Reputation
The CEO shapes how the brand communicates its value, differentiators, and purpose to customers.
Culture and Values
The tone set by the CEO trickles through the organization, impacting how teams operate, make decisions, and prioritize investments.
Relationships With Policymakers
CEOs often engage with regulatory and legislative bodies on tax policies impacting their business models and customers.
The Future of Tax Industry Leadership
What does the future hold for tax preparation CEOs? A few predictions:
Increasing Diversity
Tax companies may appoint more women and minority CEOs to reflect evolving demographics and the push for diversity in leadership ranks.
Younger CEOs
As tax goes more digital and mobile, we may see startups appoint CEOs with technology vs. accounting backgrounds who can disrupt the status quo.
CEOs as Industry Speakers
Leading an influential tax company will involve advocating for policy reforms and speaking on issues impacting consumers and the industry.
International Expansion
Tax CEOs will look to expand their digital DIY tax software to new countries, requiring international strategy experience.
New Adjacent Services
CEOs will expand into areas like small business financial services, loans, or personal finance tools to drive growth.
Conclusion
Tax preparation is a complex, rapidly evolving industry. Leading it well requires a unique blend of technology expertise, strategic vision, industry knowledge, and policy advocacy. The CEOs profiled from companies like Intuit, H&R Block, and Credit Karma have these attributes along with a focus on innovation, the customer experience, and accessible digital solutions. As tax codes and consumer habits change, their leadership will be critical in shaping the industry’s future. The importance of the CEO makes these influential but often overlooked leaders worth understanding.
