AI Discovery Dashboard - Top Analysis
KEY INSIGHT: Query Segmentation Changes the Story
BLENDED SOV VIEW
Blended share of voice across all query types shows Intuit trailing competitors. This includes generic queries ("cheapest tax tools for startups") where professional software gets diluted with consumer products.
PRACTITIONER QUERY VIEW
When filtered to practitioner evaluation queries (accounting firms, integrations, support), where conversion happens: ProConnect leads Drake by +3.4pp and dominates support/integration queries 3.4x over Drake.
Bottom line: Content investment shows ROI in the segments that matter. ProConnect wins where practitioners make decisions.
PRACTITIONER EVALUATION QUERIES: ALL 6 BRANDS
Accounting firms, professional tools, integrations, support queries
All 3 Intuit brands grew on practitioner queries while Drake declined. ProConnect overtook Drake in October (+3.4pp lead). UltraTax leads overall but dropped sharply from Sep peak.
SUPPORT + INTEGRATION QUERIES: ALL 6 BRANDS
Where ProConnect team focused content efforts
ProConnect
24.1%
↑ 11.1pp
ProConnect dominates at 24.1%: nearly 2x Lacerte's 11.9% and 3.4x Drake's 7.0%. Intuit brands collectively own 42.6% of support/integration visibility vs competitors' 16.9%.
CITATION ECOSYSTEM
Which domains LLMs cite when answering tax software queries
Shift: YouTube citations grew 3.5x (0.8% → 2.7%). accountants.intuit.com declined 49% (3.1% → 1.6%). Third-party validators gaining influence.
LLM PLATFORM: INTUIT vs COMPETITORS
Combined SOV by AI platform - Q4 Average
Copilot is Intuit-favored (41.7% vs 28%). Parity on Google/Microsoft surfaces. Gap is on independent platforms.
THE SEGMENTATION STORY: WHY QUERY TYPE MATTERS
All 6 brands shown: ProConnect, Lacerte, ProSeries vs Drake, UltraTax, CCH Axcess. Blended SOV dilutes Intuit's strength. Filter to practitioner queries and the picture changes.
ALL QUERIES (Blended)
Includes generic "cheapest tax tools" queries where professional software gets lumped with consumer products
In blended view, Drake (13.9%) and UltraTax (12.4%) lead. ProConnect (4.8%), Lacerte (5.4%), ProSeries (5.1%) trail. Consumer-focused queries dilute professional software visibility.
PRACTITIONER QUERIES (Filtered)
Accounting firms, professional tools, integrations, support: where conversion happens
Intuit outpaces competitors on practitioner queries. ProConnect (+4.2pp) and Lacerte (+6.4pp) grew while Drake (-1.8pp) and UltraTax (-4.5pp) declined. Content investment shows ROI where practitioners evaluate software.
PRACTITIONER SEARCH BEHAVIOR: BRAND SOV ACROSS TAX YEAR CYCLE
Query volume (bars) shows when practitioners actively research. Brand SOV (lines) shows visibility during those moments.
TOFU
Awareness
MOFU
Consideration
BOFU
Decision
Actual Query Volume
Projected Query Volume
TaxPros with Ambassador Program
TaxPros without Intervention
👥
Ambassador Count (10→50 by Jul)
AUG
Post-Extension
47K
BOFU
Perplexity
SEP
Extension Peak
76K
BOFU
Perplexity
OCT
Contract Renewal
136K
BOFU
Claude
NOV
Committed
129K
MOFU
Claude
DEC
Season Prep
69K
MOFU
GPT
JAN
Error-Free
66K
MOFU
GPT
15 👥
FEB
Returns at Scale
66K
MOFU
GPT
20 👥
MAR
Work Smarter
63K
MOFU
AI Overview
25 👥
APR
Past Deadline
74K
TOFU
AI Overview
30 👥
MAY
Advisory Growth
102K
TOFU
Perplexity
35 👥
JUN
Mid-Year Reset
135K
TOFU
Perplexity
42 👥
JUL
Plan to Scale
164K
MOFU
Claude
50 👥
Scenario comparison: Without intervention (dotted), TaxPros SOV declines from 9.2% to 7.5% as competitors maintain content velocity. With Ambassador program scaling from 10 to 50 practitioners (solid white), monthly media kit content accumulates LLM signal strength through TOFU/MOFU phases, building to 14.0% SOV by July. The 6.5pt gap represents the difference between entering the Aug-Oct BOFU window behind competitors vs. ahead of them.
OPERATIONAL IMPACT: PEO OUTCOMES → CUSTOMER BEHAVIOR & LLM WOM AMPLIFICATION
Aug-Dec: PEO media drove citations but couldn't counter competitive surges. Jan-Jul: Customer behavior targeting via LLM platforms, measured by self-serve resolution and retention SOV. WOM amplification through Ambassador program compounds over time.
PEO Era (Aug-Dec)
748
Total assets deployed
Peak Sep: 239. Nov dip: UltraTax surge
LLM Era (Jan-Jul)
55%
Combined platform SOV target
Mar trough: 33.5%. Jun dip: competitor
Self-Serve Gain
+17pp
45% (Aug) → 62% (Jul)
Mar trough: 38% (filing season)
WOM Amplification
45×
Active Ambassadors by Jul
Mar trough: 4 active (filing season)
Era transition visible in outcomes: PEO era (Aug-Dec) delivered 748 total assets but couldn't prevent Nov BOFU dip (8.5%) when UltraTax surged (1.4M reach). Self-serve peaked at 52% (Dec). LLM/WOM era (Jan-Jul) measures different: platform SOV replaces asset counts, WOM amplification replaces paid impressions. Filing season (Jan-Mar) stresses both frameworks: platform SOV drops to 33.5%, self-serve to 38%, Ambassadors to 4 active. May-Jul recovery: WOM amplification compounds (45 Ambassadors), platform SOV rebuilds to 55%, self-serve climbs to 62%, cost drops to 0.75. Jun competitor push creates temporary dip but Ambassador momentum carries through to BOFU window.
STRATEGY TRANSITION: PAID/EARNED/OWNED → LLM CONTENT & WOM AMPLIFICATION
Aug-Dec 2025: Traditional PEO media mix (stacked bars left). January 2026 pivot: Customer behavior targeting via LLM platform leadership (stacked bars right). YouTube citations and Ambassador WOM span both eras as the connective tissue.
LLM Platform SOV
14.4%
Combined Intuit avg
Top Platform
Copilot
17.8% SOV (Dec)
YouTube Citations
846
Aug-Dec 2025
WOM Reach
541K
Sep 2025 peak
Ambassadors
10→50
Dec 2025 → Jul 2026
Intuit Citations
627
accountants.intuit.com
SEP
P: 65
E: 28
O: 146
PEO
OCT
P: 0
E: 22
O: 202
UT surge
NOV
P: 21
E: 20
O: 72
UT 1.4M
DEC
P: 0
E: 22
O: 54
PIVOT →
JAN
Cop 16.5%
AI 15.0%
C+P 7.0%
Filing
FEB
Cop 15.0%
AI 14.0%
C+P 7.0%
Peak
MAR
Cop 13.5%
AI 13.0%
C+P 7.0%
Trough
APR
Cop 17.0%
AI 15.5%
C+P 9.0%
Recovery
MAY
Cop 20.0%
AI 17.5%
C+P 11.5%
Ramp
JUN
Cop 18.5%
AI 16.0%
C+P 10.5%
Comp push
JUL
Cop 22.0%
AI 18.0%
C+P 15.0%
Pre-BOFU
Strategy transition: PEO era (Aug-Dec) peaked at 239 total assets (Sep) but UltraTax surge (Oct-Nov: 1.4M reach) exposed competitive vulnerability. January pivot: Customer behavior targeting via LLM platforms replaces media mix thinking. YouTube citations span both eras as WOM connective tissue (31→336→106 actual, projected 55 trough Mar, 420 by Jul). Ambassador program activates post-filing season: 4 active Mar → 45 by Jul, driving WOM amplification into BOFU window.