Tax Season, Unwrapped: What 2025 Filers Really Want

Filing taxes might be a solo sport, but according to our latest 2025 Tax Survey, DIY doesn’t mean drama-free. From tool loyalty woes to an appetite for AI assistance, we dug into how our readers navigated this year’s returns… and what they expect next time Uncle Sam comes calling.

🧍‍♂️ Self-Starters, Stressed-Out

Sure, 56% of respondents self-filed their taxes this year, but that autonomy comes at a cost: stress. A whopping 90% believe taxes are unnecessarily complicated, 79% ran into snags along the way, and only 55% felt completely confident in their accuracy.

Top stressors?

• Confusing tax systems (36%)

• Misunderstood laws (34%)

• Accuracy anxiety (29%)

Simplicity sells. The next-gen tax product that can walk users through filing like a friendly accountant in their pocket, complete with error checks and built-in guidance, has serious staying power.

💻 Same Playbook, Bigger Stakes 

Think your spot at the top is safe? Think again. Sure, 54% of self-filers went with the market leader this year, but only 62% say they’ll come back. And the “#2” player holds just 39% loyalty. Bottom line: it’s still all about ease, clarity, and trust. Brands that combine transparent, competitive pricing with tech that eliminates filing errors will be the ones turning heads next spring. (Mark our words!)

Don’t believe us? This might help! A tax partner who rolled out those exact moves across Morning Brew Inc. (think frictionless flows, transparent tiers, surprise-and-delight features) saw a +33% lift in unaided brand awareness 🤯 and an 8% jump in usage intent. Proof that doubling down on simplicity and smart innovation pays off.

💡 What Actually Moves the Needle?

Tax software may be a grudge purchase, but it doesn’t have to feel like one. When choosing providers, our readers say it’s all about: ease of use (62% agree), price (49% agree), and brand reputation (48% agree).

Meanwhile, lesser-known tax software brands are struggling to gain mindshare. Challenger brands need to show up early and often (hint, hint! ideally during that pre-April scramble) with trust-building content and clear, no-nonsense product walkthroughs.

🤖 AI, But Make It Useful

Half (55%) of self-filers are already comfortable with AI tools for taxes. But even more value the basics done right:

• 88% want error checks

• 79% need fast e-filing

• 77% expect step-by-step guides
  
  

The tech-forward tax solution isn’t just “AI-powered”, it’s “anxiety-proof.” Thoughtful features that remove friction and guesswork are what win loyalty.

📚 Content That Converts

Forget social media hacks, our audience craves credibility. Most say they learn about tax topics from professionals, newsletters, or financial institutions, with just 11% trusting social content. Content marketing isn’t just for brand awareness, it’s a trust builder that drives real action. Thoughtful explainers don’t just inform, they build credibility and nudge decisions. The smarter the content, the more likely they’ll convert.

🚀 Looking ahead to next year’s tax season

Taxes might not spark joy, but our readers are getting them done, and with a healthy dose of skepticism. Most prefer the DIY route, yet still find the process confusing and confidence a bit shaky. Simplicity, trust, and guidance go a long way. While familiar names lead the pack, openness to switching is high, especially if alternatives deliver a smoother experience. Bottom line? Tax season isn’t a disaster, but there’s plenty of room to make it better.