If there's one thing connecting all of these observations, it's this: Accounting firms don't make technology decisions the way technology companies expect them to.

TurboTax and TaxAct are among the best tax prep apps I've tested, but each one excels in a different way. Here's how they compare on price, features, usability, expert help, and more.

Accounting firms can't simply focus on showing up in online search results; they also need to focus on appearing in AI searches on Gemini, ChatGPT and Claude.