Updated: December 12, 2025 (after the U.S. market close)
Intuit Inc. (NASDAQ: INTU) finished a choppy week with shares hovering around the $671 level as investors weighed two competing narratives: near-term “risk-off” tape action and insider-sale headlines versus continued product momentum around automation and AI across TurboTax, QuickBooks, Credit Karma, and Intuit Enterprise Suite.
By Friday’s close, Intuit stock ended at $670.93, down 0.75% on the day. [1]
Below is what mattered for INTU this week, what analysts are forecasting, and the week-ahead catalysts likely to set the tone as markets move deeper into year-end positioning.
INTU stock this week: price action recap (Dec. 8–12)
Intuit shares were active but not chaotic—more “headline-sensitive drift” than “fundamental break.” According to recent historical pricing:
- Mon, Dec 8 close: $656.24 [2]
- Tue, Dec 9 close: $655.75 [3]
- Wed, Dec 10 close: $662.43 [4]
- Thu, Dec 11 close: $676.01 [5]
- Fri, Dec 12 close: $670.93 [6]
From Monday’s close to Friday’s close, INTU gained about $14.69, roughly +2.24% for the week (Monday-to-Friday). [7]
Friday itself was a negative session for the broader market (S&P 500 down 1.07%), and MarketWatch’s competitor-day coverage also noted INTU down 0.75% in that same risk-off environment. [8]
One more context point that keeps showing up in “INTU vs. peers” write-ups: Intuit remains notably below its 52-week high reached in late July. MarketWatch’s automated coverage has repeatedly referenced a 52-week high of $813.70 on July 30. [9]
What moved Intuit stock in the last several days
1) Insider sales hit the headlines again—mostly tied to a 10b5-1 plan
The biggest “fresh” headline driver this week wasn’t earnings—it was Form 4 activity.
- A Reuters/Refinitiv item summarized a planned sale by Intuit director (and co-founder) Scott Cook: 43,868 shares sold at an average price of $641.98 (about $28.2 million), executed under a prearranged 10b5-1 plan. [10]
- Intuit’s own SEC filing pages show additional waves of small-lot sales under a Rule 10b5-1 trading plan adopted September 3, 2025. [11]
Most notably, a Form 4 published Dec. 10 lists sales across Dec. 8–9 in many transactions. Adding the individual line items shown in the filing yields 149,095 shares sold across those two days, and the filing shows the remaining indirect holdings still in the multi-million-share range after those sales. [12]
Important context for readers: 10b5-1 plans are designed to schedule trades in advance to reduce the appearance of trading on material nonpublic information. They don’t automatically make selling “bullish” or “bearish,” but they can influence short-term sentiment—especially in a stock that is widely owned and closely watched.
2) QuickBooks product updates: automation and “done-for-you” features keep expanding
On the product front, Intuit’s QuickBooks ecosystem posted notable December 2025 updates aimed at reducing compliance friction and pushing more workflow automation:
- Bulk W-9 upload and automated 1099 prep/filing capabilities in QuickBooks were highlighted as time-saving tools designed to reduce manual data entry and errors. The post also describes the automated 1099 feature as AI-powered, generating recommended vendor/account lists and drafting forms from QuickBooks data. [13]
- The same update emphasizes ongoing enhancements to Intuit Enterprise Suite, including new/enhanced AI agents and workflow/reporting improvements for multi-entity businesses. [14]
For investors, these are not “one-day stock pop” announcements—but they matter because Intuit’s bull case increasingly depends on (1) raising ARPU through higher-value tiers and (2) defending retention by embedding more end-to-end automation into daily workflows.
3) Small-business “temperature check”: QuickBooks Small Business Index showed November softness
Intuit also published fresh December 2025 readings from the QuickBooks Small Business Index, which uses anonymized QuickBooks customer data plus official statistics and economic modeling. [15]
Key highlights from the latest release:
- US small businesses employed 12,847,100 people in November 2025, down 48,900 vs October (a 0.38% decline). [16]
- Average real monthly revenue for US small businesses in November was $49,370 per business, a 5.21% decline vs October. [17]
Crucial caveat (and Intuit states this clearly): the Index is calibrated to reflect the broader small-business population and “is not a reflection of Intuit’s business.” [18]
Still, in a market that trades software names on growth durability, any credible datapoint suggesting SMB demand softness can feed into “multiple compression” fears—especially when paired with insider-sale headlines.
Forecasts and analyst outlook for Intuit stock
Wall Street consensus: “Overweight,” with targets clustered well above current levels
MarketWatch’s analyst estimates snapshot lists:
- Average recommendation: Overweight
- Average target price:$820.77
- Number of analyst ratings:32 [19]
With INTU around $670.93 at Friday’s close, that average target implies roughly 22% upside—but remember: targets are opinions, not promises, and they can shift quickly around macro conditions or new company guidance. [20]
The fundamental anchor: Intuit’s last reported quarter was strong
While this week’s tape was driven more by filings/products than earnings, Intuit’s most recent quarterly report still shapes the baseline narrative.
In its fiscal Q1 2026 results (quarter ended Oct. 31), Intuit reported:
- Total revenue:$3.9 billion, +18% [21]
- Non-GAAP EPS:$3.34, +34% [22]
- Consumer revenue:$894 million, +21% [23]
- Credit Karma revenue:$651 million, +27% [24]
- TurboTax revenue:$198 million, +6% [25]
- QuickBooks Online Accounting revenue growth:+25% in the quarter [26]
- Share repurchases:$851 million in the quarter, with $4.4 billion remaining on authorization [27]
That report also explicitly framed Intuit as executing an “AI-driven expert platform strategy,” a theme the company has reinforced through product releases and partnerships. [28]
The AI catalyst investors keep circling: OpenAI partnership and AI agents strategy
Although it’s not “last few days” news (it broke in mid-November), the AI narrative remains a live input in December analyst notes and investor positioning.
Reuters reported Intuit signed a multi-year deal worth more than $100 million with OpenAI, aiming to use OpenAI models to power AI agents across apps like TurboTax and QuickBooks—and to make Intuit tools accessible through ChatGPT for use cases like tax refund estimates and loan/mortgage decisions (with users opting in). [29]
This matters for the stock because it reinforces a strategic direction: Intuit wants to become the system where financial actions happen—not just where financial data is stored.
Week ahead: what to watch for INTU stock (Dec. 15–19, 2025)
1) Macro first: rates and “risk appetite” still drive software multiples
High-quality software often behaves like a “duration asset”—meaning changes in rate expectations and market risk appetite can matter as much as company news. The Fed’s December 2025 meeting is already in the rear-view mirror, but investors will keep parsing the Fed’s latest projections and any new rate signals as they position into year-end. [30]
2) “Insider tape” follow-through
After multiple Form 4 filings, a common week-ahead question is simple: Do we see additional filings or does the headline pressure fade? The filings explicitly reference 10b5-1 plan activity, which can continue in scheduled bursts. [31]
3) Product adoption signals (harder to track weekly, but increasingly important)
In the absence of earnings, investors often look for signs that new capabilities—like automated 1099 workflows, bulk W-9 ingestion, or Enterprise Suite upgrades—are translating into higher-tier adoption or better retention. Intuit’s December product update underscores that automation is being pushed deeper into core workflows. [32]
4) Any fresh read-throughs on SMB demand
The QuickBooks Small Business Index is not a direct proxy for Intuit revenue, but it can shape narrative momentum. If next week brings more third-party data showing SMB softness—or stabilization—expect that to spill into how the market frames QuickBooks growth durability. [33]
Bull vs. bear case: the clearest debate heading into year-end
The bull case for INTU
- Strong recent execution: double-digit revenue growth and EPS expansion in the latest reported quarter. [34]
- Platform expansion via AI: AI agents + OpenAI partnership strengthen the “system of action” story. [35]
- Product-led monetization: compliance and workflow automation (1099s, W-9s, Enterprise Suite upgrades) support premium tiers and retention. [36]
- Analyst targets remain constructive: average target price around the low $820s per MarketWatch’s snapshot. [37]
The bear case for INTU
- Headline sensitivity from insider sales: even if preplanned, multiple Form 4 filings can cap near-term momentum. [38]
- SMB macro uncertainty: the latest Small Business Index showed November declines in employment and real revenue, which can weigh on sentiment. [39]
- Regulatory/reputation overhang (ongoing): Intuit has faced scrutiny over TurboTax “free” advertising claims in prior years, which remains a longer-tail risk topic investors periodically reprice. [40]
Bottom line for INTU stock into the week ahead
As of December 12, 2025, Intuit stock is acting like a high-quality mega-cap software name in a headline-driven market: the fundamental story (growth, platform leverage, AI roadmap) remains constructive, while near-term price action is being influenced by macro swings and the optics of insider selling.
For next week, watch whether the market’s risk appetite improves, whether insider-sale headlines cool off, and whether investors re-center on what Intuit is actually shipping—automation features designed to keep QuickBooks and TurboTax sticky heading into 2026.
This article is for informational purposes only and does not constitute investment advice.
FAQ (SEO)
What is Intuit’s stock ticker?
Intuit trades on Nasdaq under INTU. [41]
Why did Intuit stock move this week?
Key drivers included broader market swings, Form 4 insider-sale filings, and ongoing product/AI updates across QuickBooks and Enterprise Suite. [42]
What do analysts forecast for INTU stock?
MarketWatch’s snapshot shows an Overweight average rating and an $820.77 average target price (32 ratings). [43]
Is the QuickBooks Small Business Index a direct indicator of Intuit’s revenue?
No—Intuit states the Index is normalized to reflect the broader small-business population and is not a reflection of Intuit’s business. [44]
What is the big strategic theme for Intuit right now?
Intuit is positioning itself as an AI-driven expert platform, reinforced by product releases and a reported OpenAI partnership designed to power AI agents across its apps. [45]
References
1. www.marketwatch.com, 2. www.investing.com, 3. finance.yahoo.com, 4. www.investing.com, 5. www.investing.com, 6. www.marketwatch.com, 7. finance.yahoo.com, 8. www.marketwatch.com, 9. www.marketwatch.com, 10. www.tradingview.com, 11. investors.intuit.com, 12. investors.intuit.com, 13. quickbooks.intuit.com, 14. quickbooks.intuit.com, 15. quickbooks.intuit.com, 16. quickbooks.intuit.com, 17. quickbooks.intuit.com, 18. quickbooks.intuit.com, 19. www.marketwatch.com, 20. www.marketwatch.com, 21. investors.intuit.com, 22. investors.intuit.com, 23. investors.intuit.com, 24. investors.intuit.com, 25. investors.intuit.com, 26. investors.intuit.com, 27. investors.intuit.com, 28. investors.intuit.com, 29. www.reuters.com, 30. www.federalreserve.gov, 31. investors.intuit.com, 32. quickbooks.intuit.com, 33. quickbooks.intuit.com, 34. investors.intuit.com, 35. www.reuters.com, 36. quickbooks.intuit.com, 37. www.marketwatch.com, 38. investors.intuit.com, 39. quickbooks.intuit.com, 40. www.reuters.com, 41. investors.intuit.com, 42. investors.intuit.com, 43. www.marketwatch.com, 44. quickbooks.intuit.com, 45. investors.intuit.com
