This is how the hubris of big companies chases their customers away. It happened with Paychex, ADP, most merchant processors, and Intuit has been inching up to the line for years. The forced login is the push over the cliff. It may not be imaginable for them to consider that their dominance can be actually threatened, and that assumption would be a big miscalculation and glaring weakness.
Go ahead Intuit, just keep pushing us away. How nice it will feel to finally drip away from you slowly as a smart competitor innovates and charms us away from your decaying corpse. Fintech, the ball's in your court.
