In September, Intuit announced a novel move for the financial technology company: It would acquire email marketing platform MailChimp.

Known for such products as TurboTax and QuickBooks, Intuit, which is based in Mountain View, California, had historically pursued growth by buying smaller financial businesses: online banking software provider Digital Insight in 2007, budget tracker Mint in 2009, personal finance company Credit Karma in 2020. Email marketing did not, at first glance, seem to fall into Intuit’s wheelhouse.

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