Tax filers can initiate the data transfer by entering the telephone number associated with their TurboTax account. The direct import capability can import up to 150 data fields. The integration is offered for all Block online options—H&R Block Free, Deluxe, Premium and Self-Employed Online Editions—at no additional cost.

Block developed the tool to entice TurboTax users to switch products.

“We hear from consumers that switching is daunting because it is too difficult to move their data,” Heather Watts, Block’s SVP of consumer tax products, said in a prepared statement. “Direct Import is designed to remove the barrier to switching and give consumers complete control to choose Block for their taxes and the ease to bring their data with them.”

Block is also touting the newly introduced AI Tax Assist, which provides DIY filers who are using paid versions, instant help via technology from Microsoft Azure OpenAI.