Essential Strategies for Tax Prep Marketers: Insights from a New JD Power Study
- New JD Power study coming soon: The upcoming inaugural JD Power U.S. Tax Preparation Satisfaction Study will provide a data-driven view of customer satisfaction across both DIY and assisted personal income tax preparation services.
- Anxious tax filers need reassurance: According to a JD Power U.S. Polaris Flash Report, more than 1 in 5 Americans surveyed indicate feeling more anxiety about their taxes than usual in 2025, creating a major opportunity for brands to build trust and confidence.
- Importance of data and accolades: Providing unbiased customer insights and competitive intelligence will help tax preparation brands and services understand what matters most to their customers and prospects, informing critical strategies while reinforcing their reputation and strengthening their competitive position.
Every year, tax season arrives, bringing a sense of urgency. For millions of Americans, it's a time to gather documents, navigate forms and hope for a smooth filing experience. For tax preparation providers, however, it's a high-stakes race to capture new customers and retain existing ones.
The landscape for tax preparation services has become increasingly competitive. Standing out requires more than just visibility; it’s crucial to foster credibility by having deep insight into customer needs and a clear understanding of what today's filers value most.
Understanding Filer Motivations – Easing Anxiety
In 2025, 22% of Americans surveyed indicated feeling more anxiety about their taxes than usual.1 This anxiety is particularly pronounced for younger or first-time filers, who often worry about making errors, overlooking deductions, or choosing a provider that won't deliver essential support.2
By the time Tax Day approaches, more than 75% of marketing efforts are already in full swing,3 underscoring the importance of how smart, data-informed strategies can help tax preparation providers resonate with consumers and stand out from competitors.
In this environment, brands need to do more than simply advertise; they need to build confidence and trust through their campaigns.
Introducing the JD Power U.S. Tax Preparation Satisfaction Study
The inaugural JD Power U.S. Tax Preparation Satisfaction Study gathers feedback from both DIY and assisted filers, evaluating their experiences by looking at multiple drivers of satisfaction including:
- Resolved problems or questions
- Digital channels - website, mobile app
- People – tax professionals, representatives, call center/online chat agents
- Level of trust with brand
- Ease of preparation
- Value for price of tax preparation service
- Met my tax preparation and filing needs
The highest ranked tax preparation services provider in this annual study will have the opportunity to share their recognition with key audiences. As the trusted symbol of excellence, JD Power awards not only boost consideration for highest ranking brands but also distinguish top performers within their industries.
Trust: The Competitive Advantage
When tax preparation customers are anxious, trust becomes a valuable differentiator. In fact, the level of trust that a filer has with their tax preparation provider is one of the strongest predictors of satisfaction, according to the JD Power U.S. Tax Preparation Satisfaction Study. Trust can be cultivated through credibility, transparency, and a visible commitment to customer satisfaction. This is where independent third-party recognitions become important signals for filers looking for a tax preparation service they can rely on during this stressful period.
As Mike Foy, managing director and head of wealth intelligence at JD Power, explains:
"JD Power research reveals that taxes are a source of concern for more than 3 out of 4 consumers.4 This presents a powerful opportunity for tax preparation brands and services to differentiate in a competitive market. By showcasing a commitment to delivering a satisfying experience, providers can inspire the confidence and peace of mind filers need when navigating tax season."
Next Steps for Marketers
Powered by these insights, how can tax preparation marketers effectively capture customer attention and build stronger connections this tax season? There are several key strategies, including:
- Harnessing independent customer data: Inform marketing campaigns with insights derived from verified customer feedback. Understand and proactively align messaging and value propositions with the reasons why consumers select and switch tax prep providers.
- Empowering and educating filers: Develop clear, concise educational materials that help customers feel more informed and confident about the tax filing process.
- Leveraging reputable third-party recognition: When available, prominently integrate well-known and credible third-party recognitions into your marketing. This powerfully differentiates your brand from competitors and inspires much-needed confidence among filers.
By tapping into real customer insights and leveraging trusted third-party recognitions, tax prep marketers can build stronger connections and stand out during a competitive tax season. Want to be the first to see the results when the JD Power 2025 U.S. Tax Preparation Service Study is released on August 6?
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What makes JD Power Different?
While today’s consumer can access countless online reviews and editor ratings, these sources often fail to capture the full picture, relying on feedback from a small, unrepresentative sample of consumers.
JD Power recognition is powerful because it's built on independent, large-scale research that reflects the real experiences of over 6 million verified customers annually. We collect data directly from consumers, ensuring our insights are grounded in actual experiences, not influenced by paid partnerships or editorial opinions. This independent data helps us identify key areas of satisfaction and common problems, providing actionable insights for both consumers looking to make informed decisions and businesses aiming to improve their offerings.
