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Intuit

Why Accountants Are Both Thrilled and Terrified by QuickBooks’ Latest AI Push

Earmark Team · October 20, 2025 ·

How much should we trust AI with our critical financial processes?

In a recent episode of The Unofficial QuickBooks Accountants Podcast, hosts Alicia Katz Pollock and Matthew “Spot” Fulton break down the August 2025 “In the Know” webinar from Intuit, where AI agents take center stage alongside major Enterprise Suite enhancements and ProAdvisor Academy improvements.

From payment collection to payroll processing, QuickBooks is pushing automation further than ever before. But as Fulton and Katz Pollock discuss, the technology that saves you hours today needs careful oversight to avoid compliance nightmares tomorrow.

ProAdvisor Academy Gets Smarter

Before diving into the AI updates, the hosts highlighted some welcome improvements to ProAdvisor Academy. You can now filter courses by length and CPE credit amount—perfect for those moments when you think, “I have an hour, what can I learn right now?”

Even better, the system finally saves your CPE certificates in the “My History” section. As Katz Pollock notes, “They used to email them to you and you had to save them, and that was it. So the fact that you can actually now track your CPE is pretty darn awesome.”

Intuit is also launching a new quarterly series called Solution Spotlight, where support experts will tackle complex challenges and deep-dive into underutilized tools. The first topic? Bank transactions and reconciliation—the community’s most requested subject.

Enterprise Suite: The Multi-Entity Game Changer

Fulton and Katz Pollock spent considerable time discussing Enterprise Suite’s powerful consolidation features, and for good reason. These updates address long-standing issues that have plagued multi-entity businesses for years.

The Shared Chart of Accounts feature uses AI to standardize accounting across all your entities. As Fulton explains it, “You choose which chart of accounts you want to be your primary one, and then you can use the AI to say, okay, we think these accounts are going to match up with those accounts. You still have the ability to review and say, yep, you got this right.”

The time savings are massive. Fulton speaks from experience, “As an accountant, the time and energy it takes to try to normalize a chart of accounts is extensive. There’s a lot of thought and knowledge and wisdom that goes into it.”

Multi-entity transactions are even more impressive. When you invoice another entity in your organization, the system automatically creates the corresponding bill in that entity, complete with a PDF attachment. Fulton recalls the old way: “You would pull up two browsers, you’d have both companies up, and you look at the intercompany exchanges between one company and the other, and you go line by line to make sure both sides are there.”

But Katz Pollock raises an important point about accessibility. She has clients with multiple small entities—”literally QuickBooks Ledger or Simple Start”—who desperately need these consolidation features but can’t justify Enterprise Suite’s price tag. Her suggestion? “I think they should make an Enterprise Lite version focused solely on multi-company functions.

The Payments Agent: Getting You Paid Faster (and Smarter)

The Payments agent analyzes customer behavior to optimize your collection strategy. When you create an invoice, it shows you how long they’ve been a customer, their payment history, open invoices, and average payment time.

But here’s where it gets interesting. The agent suggests payment methods based on what will get you paid fastest. It even calculates total time to receive funds, including your customer’s typical delay. When Katz Pollock saw “ACH 14 days” in the demo, she clarified, “It wasn’t that ACH takes 14 days to clear. It’s that the customer takes on average nine days to pay, and then you have the three to five days it takes to clear.”

Fulton cuts to why this matters, “As business owners, all too often we rely on small margins to where we are super sensitive to cash flow. If it’s going to take somebody longer to pay, we need to know that.”

The system can also parse invoices from text, images, or PDFs, though Katz Pollock admits it “doesn’t do the line items yet. But you know, it’s just the infancy of the technology.”

One limitation bothers Katz Pollock: Reminder settings apply to all customers universally. “I have placeholder invoices or agreements with customers where it’s okay that they’re not going to pay for another 90 days,” she explains. Her workaround? Adjust due dates to match actual payment expectations.

The Payroll Agent: Convenience Meets Controversy

The Payroll agent’s text-message time collection generated the most heated discussion. Employees receive texts asking for hours, overtime, and tips. They respond with simple messages, and the system compiles everything for manager approval.

Sounds great, right? Not so fast.

“If they’re not keeping a time card, you know they’re going to overestimate how much they actually worked,” Katz Pollock warns. Fulton agrees, “How many employees are always completely honest with their hours and their overtime and their tips?”

The system is heavily restricted during beta. It’s only for US customers who don’t use auto payroll or QuickBooks Time, have one pay schedule, and use basic pay types. Fulton sees wisdom here, “Let’s make sure this is working before we give it to all the crazies out there.”

Still, there are safeguards. The system flags anomalies, requires manager approval, creates audit logs, and needs employee consent for each payroll period. Fulton even sees potential for construction companies where daily time certification is required. “They’re having to certify by responding back to this the amount of time they worked.”

Katz Pollock’s verdict? “The technology is going to be great. It’s the humans that you can’t trust in this particular issue.”

Customer Leads: Your Email Becomes Your CRM

Currently in Gmail-only beta (Outlook coming soon), the Customer Leads agent scans your email for customer interactions and organizes them into a sales pipeline: inquiry, negotiation, finalization, contracted, or lost.

Fulton’s excited about consolidation. “I’ve been using 17 Hats, but the challenge I’ve always had is the integration piece. I can handle all this stuff up to the estimate and invoice somebody, but it’s always been external.”

Katz Pollock uses Method CRM currently and sees the appeal, “This will be really nice to be able to just keep it right inside QBO and not have to go to another app.”

The hosts admit they’re still learning this feature, and Katz Pollock has a future episode planned to dive deeper.

More Updates Worth Your Attention

A few other updates the hosts are looking forward to include:

Scheduled Compensation Changes

This might be the sleeper hit of the updates. You can now pre-program raises and bonuses with effective dates. As Fulton exclaims, “This is sunlight shining down onto us so we can take a vacation at the end of the year, too!”

Katz Pollock shares a perfect use case: “I had a client whose employee broke their field service iPad and was reimbursing them out of their payroll, $150 per month for six months.” With scheduling, that deduction would automatically end on the right date.

Sales Tax Automation Expands

QuickBooks now handles sales tax filing for Iowa, Minnesota, North Carolina, Rhode Island, Vermont, and West Virginia at $40 per filing. While the hosts debated the price, Fulton notes it’s actually market rate compared to services like Avalara.

Looking Ahead

The hosts emphasized community feedback throughout the episode. As Fulton puts it: “Are you using Enterprise yet? If you are, what features are you loving? If you aren’t, what features are most enticing?”

They’ve even started a LinkedIn group for the podcast where listeners can discuss episodes and share experiences.

Katz Pollock is launching her “Great QBO Refresh” training series in September, completely rebuilding her curriculum to address all the interface changes. 

Don’t miss Intuit Connect (October 27-29 in Las Vegas) or Reframe Conference (November in Florida), which Fulton calls “by far, hands down, the best conference I’ve been to in years.”

The Bottom Line

These AI agents aren’t replacing accounting professionals; they’re redefining the role. The firms that thrive will leverage AI for efficiency while maintaining the human judgment that ensures accuracy, compliance, and client trust.

As Katz Pollock wisely advises about the payroll agent’s rollout, “Intuit, go slow on this one. We want to actually see use cases before it becomes universal.”

The future of accounting isn’t human versus machine. It’s human with machine, each doing what they do best. Ready to dive deeper? Listen to the full episode above and join the conversation in the Unofficial QuickBooks Accountants Podcast LinkedIn group.


Alicia Katz Pollock’s Royalwise OWLS (On-Demand Web-based Learning Solutions) is the industry’s premier portal for top-notch QuickBooks Online training with CPE for accounting firms, bookkeepers, and small business owners. Visit Royalwise OWLS, where learning QBO is a HOOT!

Intuit’s Stockholders Meeting: What Accountants Need to Know

Earmark Team · March 24, 2025 ·

Intuit recently held its annual stockholders meeting. Even if you spend your day working hands-on in QuickBooks, it’s important to understand the bigger picture behind this publicly traded company. 

In a recent episode of “The Unofficial QuickBooks Accountants Podcast,” hosts Alicia Katz Pollock and Matthew “Spot” Fulton analyzed the meeting and shared insights that can help accounting professionals plan for changes coming to the QuickBooks ecosystem.

Why This Meeting Matters

Intuit’s fiscal year ends on July 31, which means their annual meeting doesn’t line up with the usual calendar year or fiscal year. At each meeting, Intuit’s CEO, Sasan Goodarzi, and other leaders present the company’s strategy and financial results. Matthew explains he listens to these meetings because it reveals how Intuit’s plans match what accountants are seeing on the ground.

An AI-Focused Vision

Intuit decided in 2018 to become an “AI-driven expert platform.” Goodarzi calls AI the greatest technology shift since electricity and the internet. Whether you agree or not, Intuit is already seeing major results:

  • 8x faster development velocity (roughly 30% quicker feature delivery)
  • 11% fewer direct customer support calls thanks to AI-powered self-service

Intuit also applies AI inside its own operations. Matthew describes it as an “eat your own dog food” strategy: They’re not just releasing AI tools for customers; they’re using the same tools internally to reduce workload and speed up development. For accountants, this means QuickBooks may change more quickly, making it vital to stay informed about new features.

Five Big Bets for Growth

During the meeting, Intuit repeated its “five big bets” for driving innovation:

  1. Revolutionize speed to benefit
  2. Connect people to experts
  3. Unlock smart money decisions
  4. Be the center of small business growth
  5. Disrupt the mid-market

The “connect people to experts” bet includes both Intuit’s own experts and independent accounting professionals. While some accountants worry about QuickBooks Live as competition, Alicia points out that the QuickBooks Live Expert Assist model can allow ProAdvisors to focus on higher-level services while routine questions go elsewhere. In many cases, accountants can also sign clients up for QuickBooks Live and share revenue.

Expanding the Ecosystem: Mailchimp and Credit Karma

Intuit’s acquisitions of Mailchimp and Credit Karma once puzzled some users. Now, the strategy is clear: create a complete platform. A business might start small in QuickBooks, then grow and need Mailchimp for marketing, or use Credit Karma to secure funding. Intuit reported:

  • 22% more customers using both Mailchimp and QuickBooks Online
  • 5x increase in Credit Karma users who finish taxes in TurboTax

This cross-platform synergy is part of Intuit’s plan to keep business owners on their products for every financial need. Meanwhile, the company continues to see massive usage overall:

  • $2 trillion in invoices managed across the platform
  • $124 billion in total payment volume
  • $10.4 trillion in consumer debt visibility via Credit Karma

QuickBooks Online Growth and Payroll

QuickBooks Online’s U.S. customer base grew by 11%, and QuickBooks Online Advanced saw a 28% rise in subscriptions with an 84% retention rate. QuickBooks Online Payroll revenue climbed by 23%, with 18 million workers paid through Intuit’s payroll systems each year.

These numbers highlight Intuit’s growing influence. Matthew believes the trifecta of QuickBooks Online Advanced, QuickBooks Time, and QuickBooks Payroll offers more advanced project tracking, streamlined payroll, and faster reporting. Alicia adds that the new features—like revenue recognition and updated reporting—make QuickBooks Online Advanced more compelling than ever.

New Mid-Market Focus: Intuit Enterprise Suite

To “disrupt the mid-market,” Intuit introduced Intuit Enterprise Suite. They estimate the average revenue per customer (ARPC) at about $20,000 a year—or roughly $1,600 a month. While still in early phases, it could give companies that have outgrown QuickBooks Online Advanced or Enterprise more reasons to stay with Intuit. Additional API features and custom fields may arrive soon, which could benefit app developers and clients with more complex needs.

What About Mint?

A shareholder asked if Mint, Intuit’s personal finance tool, might see a refresh. Goodarzi gave a brief response suggesting no big revival is planned. This indicates Intuit remains focused on other core products, including QuickBooks, TurboTax, Mailchimp, and Credit Karma.

CEO Compensation and Long-Term Vision

About 7% of Goodarzi’s pay is salary, while 93% is in stock options. This structure links his earnings to the company’s success. Alicia sees this as a sign that Intuit’s leaders believe in their long-term strategy enough to connect most of their personal income to stock performance.

What It All Means for Accountants

Despite the rapid pace of AI and big-company acquisitions, Alicia and Matthew see opportunities for accounting professionals who adapt. QuickBooks Live might handle everyday questions, but accountants can build advisory relationships, train clients on best practices, and provide higher-level analysis. As Alicia notes, even though Intuit automates routine tasks, the human element remains vital for nuanced financial guidance.

Stay Informed and Keep Learning

To hear all the details—and pick up more practical tips—check out Episode 78 of the Unofficial QuickBooks Accountants Podcast. You’ll learn:

  • How Intuit’s “five big bets” connect to real-world QuickBooks features
  • Deeper insights into QuickBooks Online Advanced
  • Opportunities in QuickBooks Live Expert Assist
  • Ways to keep pace with AI and other tech shifts

By understanding Intuit’s direction, you can better guide your clients and spot new ways to grow your business. AI and automation are here to stay, but accountants who use these tools strategically can deliver even greater value.


Alicia Katz Pollock’s Royalwise OWLS (On-Demand Web-based Learning Solutions) is the industry’s premier portal for top-notch QuickBooks Online training with CPE for accounting firms, bookkeepers, and small business owners. Visit Royalwise OWLS, where learning QBO is a HOOT!

Intuit’s Tightrope Act: Balancing Innovation and Accountant Needs in a Shifting Landscape

Earmark Team · May 29, 2024 ·

Intuit has emerged as a leader in the evolving accounting software landscape, continuously pushing the boundaries of innovation and ecosystem development. However, as the company strives to stay ahead of the curve, it must also navigate the delicate balance between introducing new features and addressing the specific needs of its accountant user base.

In a recent Unofficial QuickBooks Accountants podcast episode, Hector Garcia, CPA and Founder of Right Tool for QuickBooks, and Alicia Katz Pollock, CEO and Founder of Royal Wise Solutions, delve into the challenges and opportunities Intuit faces as it seeks to maintain this balance.

Intuit’s Successes

Hector and Alicia offer unique perspectives on Intuit’s successes and challenges. 

Hector commends the company’s exceptional educational content for accountants, noting that “it’s above and beyond the call of duty. They get that absolutely right.” He also praises Intuit’s ability to gather and listen to feedback, describing the company as “a feedback gathering machine.” Furthermore, Hector highlights the ease with which developers can integrate with Intuit’s platform, citing it as the “easiest one to work with” among many companies. 

On the other hand, Alicia emphasizes Intuit’s ability to foster a strong sense of community among its users, creating a passionate and dedicated user base that actively engages in helping one another. She stresses the importance of embracing change in the accounting industry.

A Challenging Transition to QuickBooks Online

A key challenge discussed is transitioning from QuickBooks Desktop to QuickBooks Online. 

Hector says, “Moving to a single platform on the cloud is the right decision. The current state of things is rocky. We don’t have all the features we want. Desktop has more than online. There’s tons of glitches.” While rocky, Hector believes moving to a single cloud-based platform is the right decision for QuickBooks’s future.

To successfully navigate this transition, accountants must:

  1. Embrace change and adapt to new workflows.
  2. Leverage Intuit’s educational resources and training programs to build expertise.
  3. Communicate openly with clients about the benefits and challenges of the transition.
  4. Collaborate with peers to share best practices and troubleshoot issues.

Leveraging Third-Party Apps and Integrations

Effectively leveraging third-party apps and integrations is critical to thriving in the QuickBooks ecosystem. Hector emphasizes the ease with which developers can create integrations with QuickBooks Online: “The ecosystem of apps that integrate with QuickBooks is huge. The amount of options that you have in terms of using some other app to talk to QuickBooks is huge.”

To make the most of these opportunities, accountants should:

  1. Explore the QuickBooks App Store and familiarize yourself with the available integrations.
  2. Identify apps that streamline workflows, automate tasks, and enhance client services.
  3. Invest time in learning and implementing relevant apps to improve efficiency and value.
  4. Educate clients on the benefits of using integrated apps to manage their finances more effectively.

The Road Ahead: Balancing Innovation and User Needs

As Intuit continues to balance innovation and ecosystem development with the needs of its accountant user base, it must remain committed to open communication, transparency, and adapting to its users’ evolving needs.

By leveraging its strengths in areas like educational resources, user-friendly onboarding, and third-party app integrations, Intuit has demonstrated its commitment to empowering accounting professionals. However, more work remains in effectively prioritizing and addressing accountants’ needs as Intuit gathers feedback, integrates new products, and navigates the cloud transition.

For accountants, embracing change, adopting a positive mindset, and thriving in the face of evolving technologies and business practices will be key. As Alicia notes, “You just can’t be afraid of change. You have to embrace it.”

To dive deeper into the insights shared by Hector and Alicia and to learn more about how you can navigate the evolving landscape of accounting software, be sure to listen to the Unofficial QuickBooks Accountants podcast.


Alicia Katz Pollock’s Royalwise OWLS (On-Demand Web-based Learning Solutions) is the industry’s premier portal for top-notch QuickBooks Online training with CPE for accounting firms, bookkeepers, and small business owners. Visit Royalwise OWLS, where learning QBO is a HOOT!

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