BOSTON: TaxBrain.com, the third largest independent online tax filing service, has retained Sizzle PR to increase its market share ahead of tax season.The company currently competes with better-known Intuit's Turbo Tax service and H&R Block's TaxCut online.
In addition to trying to increase its overall brand profile, TaxBrain.com will also encourage more people to file their taxes over the Internet.
"There are still a lot of people who don't do their taxes online. These are people who would ordinarily sit with a pencil and paper," said Steven Swartz, agency CEO and founder.
Swartz estimated that 40% of tax filers are do-it-yourself-ers, a total of 52 million individuals. Of those, only 13% file online, but the online market is expected to grow rapidly, he noted.
The Internal Revenue Service is also encouraging more people to file online by simplifying eFile, its own online filing service.
The agency is planning to promote the service through media relations, direct mail to existing customers, and targeted marketing to software publishers that sell the product.
For media outreach, "the emphasis is online because the product is online," Swartz said.
He noted that messaging would be "very straightforward," highlighting TaxBrain.com's ease-of-use, secure platform, and fast service.
Petz Enterprises is the parent company of TaxBrain.com.