Who’s Filing and How?

In April 2025, we surveyed a nationally representative sample of U.S. adults about their tax-filing habits. By the time of the survey:

• 75% of U.S. adults had already filed their 2025 taxes
• 24% filed taxes themselves
• 43% filed with help from a friend or family member
• 22% used a professional
• 4% said they did not plan to file taxes in 2025

This tells us that nearly half of filers aren’t strictly “DIY” or strictly “professional”. They’re getting help from someone they know, leaning on friends and community to help address their tax needs. For marketers, that means you’re often speaking into a shared decision, not a solo one.

Where Do People Turn for Help?

The report breaks out which services taxpayers rely on, whether they file on their own or work with a pro. A few highlights:

• Among those who filed themselves, TurboTax was the dominant choice, with other tools like H&R Block self-service, TaxAct, and IRS Free File also in the mix.
• Among those who used a professional, private tax preparers were the most common option, followed by accounting firms/CPAs and national brands like H&R Block or Jackson Hewitt.

In short: digital software leads the way for self-filers, but when people want a professional, they lean heavily on more personal, relationship-driven options.

When Are People Filing? And Just How Complex are Their Returns?

Timing is everything during tax season, and the research shows a clear rhythm:

• By April, most people who had filed did so in February and March, with a smaller share getting it done early in January or closer to the deadline in April.
• The majority of filers described their returns as simple, with a smaller segment self-identifying as having complex taxes.

This has important implications for campaign timing and messaging:

• Early and mid-season filers may be primed for planning-oriented offers once they’ve filed.
• Later filers and those with complex returns may be more responsive to reassurance, expertise, and time-saving solutions right up against the deadline.

Why This Matters for Your Business

Beyond the research itself, insights like these help move marketers and data scientists from understanding their potential consumers to activating them. With our predictive data, financial brands, technology companies, and marketers can better understand, reach, and engage with every type of tax filer, from the prostrations to the forward-thinkers.

• It moves you from audience to behavior: Two taxpayers can look identical on paper yet approach filing in completely different ways. Behavioral signals like timing and filing style help you prioritize who is most likely to engage, who may need reassurance, and how to position your value in a way that fits their real-world habits.
• It stretches beyond a single season: Tax behavior isn’t only useful in Q1. The same indicators that shape filing patterns—organization, financial stress, comfort with digital tools—can inform how you engage consumers around credit, savings, bill pay, and broader financial wellness throughout the year.
• It elevates creative and offer strategy: Knowing when and how someone tends to file lets you align messaging with their mindset. Early filers may be ready for planning tools and savings opportunities once they hit “submit,” while last-minute or complexity-driven filers may be more responsive to offers that emphasize relief, expertise, and speed.

Want the full details?
We put our findings into a concise report you can share with your team including our methodology, key motivation insights, and how to activate the new tax season/tax filer attribute.

→ Download the Full Report​ and let us know if you’d like to explore a test, check out a sample, or strategize with our team.