For years, fintech competed by building better products. Now it’s competing for something more valuable: control of the moment when a financial decision is made.
The recent Intuit-Affirm partnership offers a clear window into this shift. By embedding Affirm’s pay-over-time directly into QuickBooks invoices, the companies are transforming the accounting software into a decision layer, enabling financial actions directly within the workflow.
Intuit’s QuickBooks as a platform for action
Intuit has been transforming itself from a bookkeeping and tax software company into a full-spectrum financial operating system for small and midsize businesses (SMBs). Through strategic acquisitions like GoCo, which adds HR and compliance capabilities, and Deserve, which brings mobile-first credit card infrastructure, Intuit has expanded its platform beyond ledgers and payroll into a broader ecosystem. These moves have allowed the company to embed financial services directly into workflows, creating a sticky, end-to-end environment that SMBs rely on to run their businesses.
The Affirm partnership represents the next stage in this strategy’s evolution.
“We’re continuously evolving our overall Intuit platform to provide businesses and consumers with a seamless way to manage their money and fuel their financial success,” said David Hahn, Executive Vice President and GM of Intuit’s Services Group.
“The fintech solutions we’ve embedded in QuickBooks are a key part of this strategy, and adding Buy Now, Pay Later (BNPL) capabilities through our partnership with Affirm is a natural progression of the work we’ve done to provide businesses with a solution that allows them to view, manage, and take action on their finances in one central place,” he added.
Embedded directly into QuickBooks Payments, Affirm allows QuickBooks customers to split an invoice into installments while the business gets paid upfront. For small businesses, that difference is critical: they can optimize cash flow and sales as they happen.
Owning the “Moment of Decision”
QuickBooks acts as both the distribution layer and the decision point when an invoice is issued.
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