"Before we were betting on one or two [CRM vendors' packages]," Sasan Goodarzi, Intuit's EVP of small business, said recently. "Now, we are betting on whatever the customer uses."

Goodarzi made the comments at last week's Stifel 2017 Technology, Internet & Media Conference. He noted Intuit's plan to attract as many new QBO customers as possible in a market that he pictured as in a "land grab."

He also held out the possibility of a change in the pricing strategy for third-party products. "Today, we don't charge for third-party apps," Goodarzi said. "Down the road we are looking at charging for some of the third-party apps we integrate with".