Tax Time 2026 push leans on personal service

ITP has launched its Tax Time 2026 campaign with a message centred on human judgement and personalised service as DIY platforms, chatbots and low-touch tax services spread across the market.

The campaign is called In Good Hands. It positions expertise, personal service and attention to detail as key points of difference in a category that is becoming more technology-led.

ITP is using the campaign to argue that automation can make tax services smarter and more efficient, but cannot fully replace the judgement needed to understand each client’s individual circumstances.

That message builds on ITP’s existing brand platform, The Gold Standard of Care. The company is presenting continuity of care and personal expertise as competitive advantages at tax time.

Founder John Bailey said the business still plans to invest in technology. However, he said that would not come at the cost of personal care or client confidence.

“We’re continuing to invest in smarter, more efficient ways to support our clients, but never at the expense of care,” Bailey said.

Bailey also said the campaign is meant to show a balance between technology and people. In his view, software can make tax easier while staff provide the expertise, understanding and personal service that clients want during Tax Time 2026.

Stop-motion ads contrast automated tax tools

Sydney independent creative and media agency REBORN developed the campaign. It uses a warm stop-motion clay style to draw a contrast between hands-off automated services and ITP’s hands-on approach.

According to ITP, that creative approach is meant to reinforce the value of checking details, asking the right questions and tailoring advice to each client rather than relying on a low-touch service.

The campaign also reflects a broader issue for financial and professional services firms. As more services become automated, those businesses still need to keep customer trust, expert judgement and personal accountability when money matters are involved.

REBORN chief executive David Easton said automation is changing the sector, but that makes human judgement and close attention to detail more valuable, not less.

ITP launched the Tax Time 2026 campaign on 2 September 2026. The company did not disclose where the campaign will run or how much it will spend.