H&R Block Woos DIY Filers with Free Expert Tax Review Amid New Laws

KANSAS CITY, Mo. – January 09, 2026 – As Americans prepare to face one of the most complex tax filing seasons in recent memory, H&R Block has announced a strategic initiative aimed at giving do-it-yourself filers an expert safety net. The company will provide its Tax Pro Review service at no additional cost for new clients who purchase its paid DIY online products, a limited-time offer running through February 15.

The move comes as taxpayers grapple with a wave of significant changes to the U.S. tax code, headlined by the sweeping "One Big Beautiful Bill Act" (OBBBA) enacted in mid-2025. This promotion positions H&R Block to attract digital-first filers who value the convenience of online software but are seeking confidence and accuracy in a year fraught with new rules, deductions, and reporting requirements.

Navigating a Labyrinth of New Tax Laws

The 2026 tax season, covering the 2025 tax year, is defined by unprecedented complexity stemming from the OBBA, also known as the Working Families Tax Cut. The legislation introduces a mix of permanent and temporary changes that will impact millions of households and small businesses. While the Tax Foundation estimates the law could reduce individual taxes by approximately $144 billion for 2025, unlocking those savings requires careful navigation of the new rules.

Key changes taxpayers must now consider include:

• New Temporary Deductions: For the first time, filers may be able to claim deductions for up to $25,000 in qualified tip income and up to $12,500 for overtime pay ($25,000 for joint filers), though these are subject to income-based phase-outs. A new deduction for interest on certain car loans and an additional $6,000 deduction for seniors add further layers of calculation.
• Increased SALT Deduction Cap: The cap on state and local tax (SALT) deductions has been temporarily raised from $10,000 to $40,000 for 2025, a significant change for homeowners and high-earners in high-tax states.
• Expanded Child Tax Credit: The Child Tax Credit has been increased to $2,200 per child and made permanent, but filers must ensure they meet all qualifications.
• Digital Asset Reporting: The IRS is increasing its scrutiny of cryptocurrency and other digital assets. For the first time, brokers will issue a new Form 1099-DA, requiring taxpayers to meticulously report these transactions, a process that can be confusing for those new to the asset class.

This intricate new landscape raises the stakes for accuracy. An incorrectly claimed deduction or a missed reporting requirement could lead to errors, audits, or a smaller refund than deserved. It is this environment of uncertainty that H&R Block aims to address with its latest offering.

The Hybrid Advantage: Blending Digital Tools with Human Expertise

H&R Block's offer centers on its Tax Pro Review service, a feature that bridges the gap between fully independent DIY filing and traditional, in-person tax preparation. The model allows a user to complete their tax return using the company's online software at their own pace. Before submitting to the IRS, they can opt to have the entire return and all source documents comprehensively reviewed by one of the company's tax professionals.

This human expert checks for errors, identifies optimization opportunities for credits and deductions, and flags potential audit triggers. Upon completion, the tax professional signs and files the return on the client's behalf, providing the same level of accountability as a traditional assisted filing. This hybrid approach directly addresses a key market need: the desire for digital efficiency without sacrificing the assurance of professional validation.

"We're not just adding a feature; we’re redefining the value proposition of DIY tax filing," said Andy Philips, VP, Tax Institute at H&R Block, in the company's announcement. "This move leverages our core competitive advantage—decades of tax expertise and a nationwide network of professionals—to capture digital-first consumers who value both convenience and confidence."

The Tax Pro Review is the capstone of a broader digital ecosystem that includes an "AI Tax Assist" feature to answer questions in real-time and "Unlimited Expert Help" for on-demand advice. By making the final, comprehensive human review free for a limited time, the company is providing an end-to-end support system designed to build user confidence from start to finish.

A Strategic Gambit in a Competitive Market

This promotional offer is more than a seasonal discount; it represents a calculated strategic move in the highly competitive tax preparation industry. H&R Block is directly challenging rivals like TurboTax and TaxAct, whose platforms also offer expert assistance and review services, but typically as premium, paid upgrades. By temporarily removing the price barrier for new clients, H&R Block is making an aggressive play to acquire customers who might otherwise default to a competitor's pure-software solution.

The strategy specifically targets the growing segment of "digital-first" taxpayers. These are consumers who are comfortable managing their finances online but may feel intimidated by the significant tax law changes of 2025. The offer of a free professional "second look" is a powerful incentive for this demographic, potentially persuading them to switch platforms.

The long-term goal appears to be centered on customer lifetime value. While the company will incur short-term costs by providing the service for free, the strategy is built on the assumption that many of these newly acquired clients will become loyal, paying customers in subsequent years. Once inside the H&R Block ecosystem, these clients may continue with paid DIY products, upgrade to higher-tier assisted services as their financial lives grow more complex, or engage with the company's other financial products, such as its Spruce mobile banking app.

The offer is available to new clients who purchase any of H&R Block's paid online DIY products through February 15, 2026. For many Americans navigating this new tax landscape, the offer presents a compelling blend of digital autonomy and professional assurance.