To implement a user-centric approach, Intuit's customer authentication products team, under the leadership of Rakan Khalid, Intuit Group Product Manager for Identity, prioritizes and justifies the development of new authentication features based on user research, security trends, and technological advancements within the industry. This focus has resulted in a comprehensive strategy that highlights the importance of secure and user-friendly authentication experiences on their platform.

Recognizing the potential of the FIDO (Fast ID Online) Alliance early on, Intuit embarked on a multi-year FIDO initiative in 2018 aimed at reducing customer friction while enhancing security and lowering operating costs.