Intuit TurboTax Opens NYC Flagship, Uniting AI and Human Expertise to Reinvent In-Person Tax Filing Nationwide

NEW YORK--(BUSINESS WIRE)--Jan 15, 2026--

Intuit Inc. (Nasdaq: INTU), the global financial technology platform that makes Intuit TurboTax, Credit Karma, QuickBooks, and Mailchimp, today opened its new Intuit TurboTax flagship store in New York City’s SoHo neighborhood, reimagining the future of personal and small business tax filing by combining the power of its all-in-one, agentic AI-driven consumer platform and human intelligence (HI) to deliver the ultimate done-for-you tax experience. The opening of the new Intuit TurboTax flagship store at 463 Broadway in New York City’s SoHo neighborhood marks the nationwide launch of nearly 600 Expert Office locations and 20 new TurboTax Stores, successfully completing the expansion phase initiated last year. By seamlessly merging advanced agentic AI with a network of local AI-powered human expertise, Intuit is creating a system of intelligence that anticipates consumer needs, automates the tedium of tax preparation, and gives customers the confidence they need based on their unique tax situation. Intuit’s consumer platform actively works in the filers' best interest to find them more money, easier and faster.

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“We are fundamentally redefining what it means to get taxes done by delivering a first-of-its-kind seamless integration of our digital and physical experience,” said Mark Notarainni, Executive Vice President and General Manager, Consumer Group, Intuit. “This isn’t just another tax store; it is the physical manifestation of our AI+HI strategy, a modern space where our AI and local human expertise converge to provide trusted, personalized guidance. We are providing the antidote to tax-related stress and anxiety to give filers year-round control, complete confidence, and better financial outcomes.”

The Future of Filing: Combining the Power Of Agentic AI with Local Expertise

With the opening of TurboTax stores, Intuit is fundamentally reimagining the tax landscape, creating a high-touch front door that brings digital filing and in-person expertise together in a seamless, modern experience. A distinct departure from traditional tax offices, these stores are powered by a first-of-its-kind, connected platform uniting Credit Karma and TurboTax together to support customers end to end. Tailored to filers’ unique needs, these physical locations provide them with much-needed time back and peace of mind during an overwhelming season; by eliminating manual data entry through an integrated digital-to-physical journey, Intuit ensures customers can focus on their lives with complete financial confidence.

Key components of the TurboTax store experience:

Nationwide Local Store Locations

TurboTax is strategically opening stores in key markets across the country to bring local expert assistance within reach of millions of filers. Up to 20 stores will open in advance of the tax deadline in the following metropolitan areas:

In addition to these storefronts, TurboTax has activated nearly 600 Expert offices nationwide, increasing its physical presence to offer local, face-to-face support.

Grand Opening Celebration: A Blueprint for Financial Confidence

To celebrate this shift in the tax landscape, Intuit is hosting an exclusive event tonight at the SoHo Flagship featuring Intuit CEO Sasan Goodarzi and Consumer Group EVP Mark Notarainni. Cultural icon Issa Rae will conduct a fireside chat, and be joined by special guests including Aaron Judge and DJ Mick. The evening will culminate with a musical performance by Anderson .Paak & the Free Nationals.

Powering Prosperity: $100,000 Commitment to NYC Schools

As part of the grand opening, Intuit is reinforcing its investment in the New York community and the next generation of filers. Intuit will announce a $100,000 donation to NYCPS. This contribution provides students with the resources to develop financial literacy, capability, and confidence for personal and professional success.

TurboTax partnered with renowned architectural, design, and planning firm, Gensler on the design and architecture of its physical locations, as well as BUCK, a global creative company on the Forum's interactive content design. Leading global commercial real estate and investment management company, Jones Lang LaSalle Americas, Inc. (JLL) is its brokerage partner.

To find an Intuit TurboTax store, or explore expert offerings, visit TurboTax.com.

For press assets visit our digital press kit.

About Intuit

Intuit is the global financial technology platform that powers prosperity for the people and communities we serve. With approximately 100 million customers worldwide using products such as TurboTax, Credit Karma, QuickBooks, and Mailchimp, we believe that everyone should have the opportunity to prosper. We never stop working to find new, innovative ways to make that possible. Please visit us at Intuit.com and find us on social for the latest information about Intuit and our products and services.

The Forum seating area at the new TurboTax SoHo Flagship (463 Broadway), utilizes ambient animations on a 30-foot-wide L-shaped digital screen to provide financial education in a serene environment, proving that human connection, empowered by Intuit's advanced AI, can transform the inherently emotional task of tax filing.

Intuit TurboTax's Flagship Store in New York's SoHo neighborhood at 463 Broadway, NY, New York

SIOUX FALLS, S.D. (AP) — Easter is around the corner, and it's time to start thinking about how to decorate your eggs.

Whether you're dying eggs for your table spread or planning to hide them for an egg hunt, it's important to follow food safety guidelines to minimize germs and maximize your egg quality.

Eggs are remarkably long lasting, so there needn't be a giant rush to eat them.

“Stores usually do turn over eggs pretty quickly, so the recommendations is you should consume eggs three to five weeks after you purchase them,” said Kara Lynch, food safety educator with Michigan State University Extension.

There is also a benefit in letting eggs age just a bit, as older eggs can be easier to peel. That's because eggs shrink over time within the shell, creating an air pocket between the egg and the shell.

Egg processors clean eggs before they reach store shelves, but it also is important to thoroughly cook eggs to reduce the risk of foodborne illness, especially salmonella. That bacteria lives naturally in the gastrointestinal and reproductive tracts of chickens, said Kimberly Baker, associate extension specialist at Clemson University.

To cook your eggs, place them in a saucepan, fill it with water and bring it to a boil. After that, put the lid on, turn the heat off and let it sit for about 12 minutes. Some also favor turning down the heat and simmering eggs.

You can vary the time in the hot water depending on a desire for harder boiled or slightly creamier eggs, but the yolk should be pretty solid to be safe. Boiling them for too long can risk creating green sulfur development on the outside of the yolk.

After that, Don Schaffner, food science department chair at Rutgers University, said there are two options.

You can run your eggs under cold water to reduce the temperature. From there, you can color them right away or place them back in the fridge until you're ready. Or, after you've boiled them, you can let them air dry until they've cooled.

The boiling process sanitizes the eggs, and as long as they are kept out of water, Schaffner said, they will remain safe to eat.

“You’ve boiled the egg, you’ve gotten rid of any bacteria that might be in the egg. And now you’ve air-cooled it, right? So it’s going to cool more slowly, it’s probably going to cook more,” he said. “But most importantly, you don’t have to worry about any bacteria from the water getting internalized into the egg.”

Either artificial or natural food dye is OK as long as the dye label says it's food grade. For those keeping track, the U.S. Food and Drug Administration has been updating its guidance and regulations regarding certain dyes.

And no, it's not a problem if the dye seeps through the shell.

“Eggs kind of naturally have their own abilities to absorb only so much,” Baker said.

As you're decorating the eggs and have the eggs outside, she suggested keeping your eggs in an ice bath, so they can stay at a cooler temperature while you're decorating.

Eggs should generally be kept at or below 40 degrees (4.4 degrees Celsius) to minimize the risk of contaminants.

Cooked eggs that weren't air-cooled should spend no more than two hours at room temperature. And that's cumulative, including the time spent decorating and the time spent hiding during the Easter egg hunt.

But if it's particularly warm, then that two-hour rule may be shortened to one hour, Lynch said.

Hard boiled eggs are generally good for about a week in the fridge.

Be careful with your eggs as you handle them.

One of the biggest concerns is making sure your eggs haven't cracked during an Easter egg hunt, making them vulnerable to contaminants. And once the egg has been hard boiled, there's no way to kill bacteria that get inside, Baker said.

“We don’t want to be putting them in the soil or in lawns where pets have gone to the bathroom,” she said.

Whether the eggs are hidden outdoors or in a corner of your home, you should rinse them in cool water before you peel them. And wash your hands, too, just in case the eggs have picked up something.

If the Easter egg hunt means your eggs will be at room temperature for longer than two hours, experts recommended using plastic eggs for the hunt instead of real ones to minimize food safety risk.

“If it’s an outdoor Easter egg hunt at any time, I would say go with the plastic eggs and be safe,” Baker said. “And use your dyed Easter eggs as your centerpiece on your table or your buffet, and enjoy them that way.”

FILE - Painted Easter eggs hang from an Easter Tree in Saalfeld, central Germany, March 30, 2018. (AP Photo/Jens Meyer, File)