A Friendly Brand

Many brands try to be overly friendly and it just comes across wrong, or creepy. But a leading online tax-preparer brand has updated its language within the app to lessen the stress we feel filing our taxes.

For example on a page that requires clicking a box to prove you are not a robot, it includes the following alternative method: “Pinch yourself to make sure you’re human.” And they really take the tone of friend when they are asking about purchases made outside of your home state, and therefore state sales tax are due, by reminding you of some options. “Watching the shopping channel at midnight.”