Intuit plans end-to-end SMB platform after $12 billion Mailchimp acquisition

The firm wants to give customers a full suite of tools to manage their businesses, from marketing to accounting

Intuit has agreed to purchase global customer engagement and marketing platform Mailchimp for $12 billion as it sets to cement its market position among small businesses.

Intuit and Mailchimp will combine their respective technologies to build an end-to-end customer growth and engagement platform for small and medium-sized businesses (SMBs), the company said. 

Founded in 2001, Mailchimp began offering email marketing services and has now evolved into a major name in customer engagement and marketing automation with AI-driven tools and services. Intuit, meanwhile, is most well known for its QuickBooks small business accounting software.

A unified platform between these two entities would allow customers to get their business online, market their business, manage customer relationships, benefit from analytics, get paid, access finance, optimise cash flow and remain compliant. This is alongside access to expertise the firm will provide in the form of a services offering.

Through this joint platform, SMBs can also combine customer data from Mailchimp and purchase data from QuickBooks to gain insights that can be used to grow their businesses.

“We’re focused on powering prosperity around the world for consumers and small businesses. Together, Mailchimp and QuickBooks will help solve small and mid-market businesses’ biggest barriers to growth, getting and retaining customers,” said Intuit CEO Sasan Goodarzi.

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“Expanding our platform to be at the centre of small and mid-market business growth helps them overcome their most important financial challenges. Adding Mailchimp furthers our vision to provide an end-to-end customer growth platform to help our customers grow and run their businesses, putting the power of data in their hands to thrive.”

The firm has committed to another large-scale acquisition only months after completing its $8.1 billion purchase of Credit Karma, a startup with 110 million members. This firm offers financial services, including credit and loan comparison, alongside free credit score tracking. 

Intuit was mostly intrigued by the firm’s reach, according to Forbes, as it embarked on its vision to expand among smaller businesses.

The Mailchimp acquisition allows Intuit to build on these ambitions, given the company’s own global customer reach comprising 13 million users. Intuit will also benefit from taking over 2.2 million daily AI-driven predictions.

As part of its ambitions to target SMBs with a unified platform, the firm has embarked on an acquisition spree in recent years, also purchasing OneSaas in February and TradeGecko in August 2020.

Intuit expects the Mailchimp acquisition to close during the second quarter of the 2022 fiscal year, with the deal subject to standard regulatory hurdles.

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