H&R Block targets customer gains over price increases for upcoming tax season

H&R Block’s new CEO Jeff Jones targeted increasing customer counts over price increases in the upcoming tax season as he outlined the company’s strategy Wednesday.

Jones, in his first quarterly conference call with analysts since joining Block in October, said the Kansas City-based tax preparer strives to improve on the rebound in client totals it enjoyed last tax season.

Two years ago, Block suffered badly in what then-CEO Bill Cobb had said was an unacceptable season.

Jones promoted actions that he said were part of a multiyear strategy to build up Block’s customer base by attracting new clients and keeping their business from year to year.

For the upcoming season, H&R Block more than doubled the maximum available through Refund Advance loans to $3,000, announced free 1040EZ tax filings, cut a deal so Walmart will sell only H&R Block’s do-it-yourself tax software and announced an H&R Block Tax Pro Go product for filers who need help but can’t make it to a Block store.

Read more: Kansas City Star, Kansas City Business Journal

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