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The $68M Tax Automation Trojan Horse
SurePrep dominates 1040 workflows, but Thomson Reuters is the real story here.
SurePrep isn't just a tax tool—it's the invisible engine behind thousands of high-volume CPA firms, quietly processing millions of returns while the rest of the industry plays catch-up. Acquired by Thomson Reuters, this isn't your average startup; it's a scale machine with a $68M revenue backbone.
"77% direct traffic means they don't need SEO—they own the relationship."
The CPA Lock-In Strategy
With 45K monthly visits and a #1 keyword being 'sureprep login', it's clear this isn't a discovery play. These are power users—CPAs and tax firms—who live inside the platform. The high direct traffic proves deep integration into daily workflows, creating a moat that's hard to breach.
Acquisition-Fueled Dominance
Thomson Reuters didn't buy SurePrep for its growth rate—they bought it for the workflow. The 1040 tax space is notoriously sticky; once a firm's processes are built around SurePrep's automation, switching costs are astronomical. That's why the 'thomson reuters' keyword still drives 50K searches monthly—brand trust meets product stickiness.
The tech stack tells a story too: jQuery, Tailwind, Bootstrap, Vite, Webpack. It's not bleeding-edge, but it's battle-tested. Add Datadog RUM and AppDynamics, and you've got a team obsessed with performance monitoring—critical when you're processing sensitive financial data at scale.
- Award-winning automation for 1040 workflows (their H1 tag leads with this)
- Part of Thomson Reuters' legal/finance ecosystem (cross-sell potential)
- Deep integration focus (evidenced by high direct traffic and login searches)
- Enterprise-grade monitoring stack (Datadog + AppDynamics)
The Boring Billion-Dollar Playbook
SurePrep isn't sexy, but it's the kind of unsexy, workflow-embedded product that prints money for decades.
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https://tax.thomsonreuters.com/content/dam/ue/en-us/images/og-image/250848.png.transform/rect-768/q90/image.png
Meta Tags
SurePrep 1040 tax workflow automation solutions | Thomson Reuters
SurePrep, part of Thomson Reuters, helps tax professionals gather, prepare, review, and deliver high-quality 1040 tax returns with award-winning tax preparation automation.
SurePrep 1040 tax workflow automation solutions
H1 Tags
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About sureprep.com
SurePrep, part of Thomson Reuters, helps tax professionals gather, prepare, review, and deliver high-quality 1040 tax returns with award-winning tax preparation automation.
Company Overview
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Technology Stack
sureprep.com uses 11 technologies across their website including Vidyard, Ghost, OneTrust, and more.
Video
Vidyard
CMS
Ghost
Privacy & Consent
OneTrust
Analytics & Marketing
AppDynamics, Datadog RUM
Tag Managers
Adobe Launch
Build Tools
Vite, Webpack
Traffic & Audience
sureprep.com receives approximately 45.5K monthly visitors and ranks #679,582 globally. The website has a bounce rate of 30% with visitors viewing an average of 4.3 pages per visit. Users spend an average of 6:45 on the site.
The majority of sureprep.com's traffic comes from undefined, .
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