WEBULL

Is Intuit (INTU) Turning SMB Ad Data Into a Durable Moat or a Side Business?

Simply Wall St · 2d ago
  • In November 2025, Intuit Inc. announced that its SMB MediaLabs first-party small and mid-market business audience segments became available on The Trade Desk, broadening advertiser access to privacy-conscious, data-driven campaigns across connected TV, audio, display, and digital out-of-home channels.
  • This move deepens Intuit’s role as a data partner for brands seeking verified SMB decision-makers, complementing analyst commentary that highlights ongoing product innovation and strong customer engagement across QuickBooks Online and Credit Karma.
  • We’ll now examine how Intuit’s expanded SMB MediaLabs distribution on The Trade Desk shapes the company’s broader investment narrative and growth outlook.

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Intuit Investment Narrative Recap

To own Intuit, you generally need to believe in its ability to keep deepening customer relationships across QuickBooks, TurboTax, Credit Karma, Mailchimp and newer data offerings, while steadily expanding margins. The SMB MediaLabs integration with The Trade Desk strengthens Intuit’s data monetization story but does not materially change the near term focus on AI driven platform adoption as a key catalyst, or execution risk around slower Mailchimp and international growth as a central concern.

Among recent announcements, Intuit’s Q1 FY2026 results and reiterated full year guidance stand out as most relevant context. Solid revenue and earnings growth, combined with continued investment in GenOS and AI agents, underline why investors are watching adoption of the all in one platform so closely as a driver of pricing power, cross sell and long term earnings resilience.

Yet while the story around AI agents and SMB data is compelling, investors should still pay close attention to Mailchimp’s slower growth and...

Read the full narrative on Intuit (it's free!)

Intuit’s narrative projects $26.9 billion revenue and $6.2 billion earnings by 2028. This requires 12.7% yearly revenue growth and about a $2.3 billion earnings increase from $3.9 billion today.

Uncover how Intuit's forecasts yield a $805.22 fair value, a 20% upside to its current price.

Exploring Other Perspectives

INTU Community Fair Values as at Dec 2025
INTU Community Fair Values as at Dec 2025

Seventeen Simply Wall St Community members currently see Intuit’s fair value anywhere between about US$482 and US$823 per share, underscoring how far opinions can diverge. Against that backdrop, the emphasis on AI driven platform adoption as a key growth catalyst invites you to compare these varied valuations with different views on how quickly Intuit can convert product innovation into durable earnings power.

Explore 17 other fair value estimates on Intuit - why the stock might be worth as much as 22% more than the current price!

Build Your Own Intuit Narrative

Disagree with existing narratives? Create your own in under 3 minutes - extraordinary investment returns rarely come from following the herd.

  • A great starting point for your Intuit research is our analysis highlighting 3 key rewards that could impact your investment decision.
  • Our free Intuit research report provides a comprehensive fundamental analysis summarized in a single visual - the Snowflake - making it easy to evaluate Intuit's overall financial health at a glance.

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This article by Simply Wall St is general in nature. We provide commentary based on historical data and analyst forecasts only using an unbiased methodology and our articles are not intended to be financial advice. It does not constitute a recommendation to buy or sell any stock, and does not take account of your objectives, or your financial situation. We aim to bring you long-term focused analysis driven by fundamental data. Note that our analysis may not factor in the latest price-sensitive company announcements or qualitative material. Simply Wall St has no position in any stocks mentioned.