Capturing Digital Opportunity
H&R Block Digital Tax Solutions
Launching innovative product and services that change your businesses model and disrupt a category you lead while also protecting your core business is not easy! I helped H&R Block grow their digital tax prep business at start-up while reinforcing their core business and differentiation.
The Challenge
Bringing an innovative product to market is one challenge—ensuring it successfully scales while reinforcing brand positioning is another. As H&R Block expanded its digital tax preparation services, the critical task was to commercialize the offering effectively without eroding its core business.
The commercialization strategy had to:
- Drive adoption of digital tax prep among existing and new customers.
- Differentiate H&R Block's digital solution from competitors in a crowded market.
- Ensure brand consistency
Solution Approach
To ensure strong market adoption, I led a comprehensive commercialization strategy that positioned the digital tax prep service for success. This approach included:
- Go-to-Market Strategy: Defined key audience segments, developed tailored messaging, and optimized channel selection for maximum engagement.
- Consumer Education & Adoption Campaigns: Addressed behavioral shifts by guiding users through the transition from traditional tax prep to digital self-service.
- Brand Positioning & Competitive Distinction: Reinforced H&R Block’s expertise while emphasizing ease-of-use, accessibility, and hybrid support models.
- Strategic Partnerships & Channel Expansion: Leveraged third-party integrations, media partnerships, and cross-promotional tactics to expand reach.
- Optimized Conversion Funnel: Designed seamless onboarding experiences, reducing friction and ensuring first-time user success.
Through continuous iteration, customer insights, and targeted marketing, the commercialization strategy aligned with both business goals and consumer expectations.
Impact & Insights
The approach led to significant market traction:
- Increased adoption of H&R Block’s digital tax prep service among both new and existing customers.
- Expanded revenue streams, strengthening digital profitability while maintaining core service demand.
- Enhanced brand equity, reinforcing H&R Block’s trusted reputation as an omnichannel tax solution provider.
- Higher engagement and retention, proving that digital-first strategies can coexist with traditional service models.
A key insight from this initiative was the importance of trust-building in commercializing disruptive products. Customers may resist change unless they understand how new solutions improve their experience while maintaining familiar reliability.
"This work required strategic commercialization, constant collaboration, a rich understanding of consumer needs, deep media expertise, unmatched marketing agility and an approach accelerated in-market learning.”
— Client Leader
Key Recommendations
For companies looking to commercialize innovative solutions while maintaining core brand strength, these principles apply:
- Develop a transition strategy that helps customers migrate comfortably to new offerings.
- Maintain brand consistency to preserve customer trust while introducing disruptive models.
- Optimize customer education through content, onboarding experiences, and proactive support.
- Leverage partnerships to broaden market exposure without diluting brand integrity.
- Test, iterate, and refine commercialization efforts based on real-time customer behavior.
Work I’ve done for them helps make the work I do for you even better.
Let’s Create the Future Together -->
Brian Broveleit
© 2025 Brian Broveleit. All rights reserved.
Capturing Digital Opportunity
H&R Block Digital Tax Solutions
Launching innovative product and services that change your businesses model and disrupt a category you lead while also protecting your core business is not easy! I helped H&R Block grow their digital tax prep business at start-up while reinforcing their core business and differentiation.
The Challenge
Bringing an innovative product to market is one challenge—ensuring it successfully scales while reinforcing brand positioning is another. As H&R Block expanded its digital tax preparation services, the critical task was to commercialize the offering effectively without eroding its core business.
The commercialization strategy had to:
- Drive adoption of digital tax prep among existing and new customers.
- Differentiate H&R Block's digital solution from competitors in a crowded market.
- Ensure brand consistency
Solution Approach
To ensure strong market adoption, I led a comprehensive commercialization strategy that positioned the digital tax prep service for success. This approach included:
- Go-to-Market Strategy: Defined key audience segments, developed tailored messaging, and optimized channel selection for maximum engagement.
- Consumer Education & Adoption Campaigns: Addressed behavioral shifts by guiding users through the transition from traditional tax prep to digital self-service.
- Brand Positioning & Competitive Distinction: Reinforced H&R Block’s expertise while emphasizing ease-of-use, accessibility, and hybrid support models.
- Strategic Partnerships & Channel Expansion: Leveraged third-party integrations, media partnerships, and cross-promotional tactics to expand reach.
- Optimized Conversion Funnel: Designed seamless onboarding experiences, reducing friction and ensuring first-time user success.
Through continuous iteration, customer insights, and targeted marketing, the commercialization strategy aligned with both business goals and consumer expectations.
Impact & Insights
The approach led to significant market traction:
- Increased adoption of H&R Block’s digital tax prep service among both new and existing customers.
- Expanded revenue streams, strengthening digital profitability while maintaining core service demand.
- Enhanced brand equity, reinforcing H&R Block’s trusted reputation as an omnichannel tax solution provider.
- Higher engagement and retention, proving that digital-first strategies can coexist with traditional service models.
A key insight from this initiative was the importance of trust-building in commercializing disruptive products. Customers may resist change unless they understand how new solutions improve their experience while maintaining familiar reliability.
"This work required strategic commercialization, constant collaboration, a rich understanding of consumer needs, deep media expertise, unmatched marketing agility and an approach accelerated in-market learning.”
— Client Leader
Key Recommendations
For companies looking to commercialize innovative solutions while maintaining core brand strength, these principles apply:
- Develop a transition strategy that helps customers migrate comfortably to new offerings.
- Maintain brand consistency to preserve customer trust while introducing disruptive models.
- Optimize customer education through content, onboarding experiences, and proactive support.
- Leverage partnerships to broaden market exposure without diluting brand integrity.
- Test, iterate, and refine commercialization efforts based on real-time customer behavior.
Work I’ve done for them helps make
the work I do for you even better.
Let’s Create the Future Together -->
Brian Broveleit
© 2025 Brian Broveleit. All rights reserved.