H&R Block wants to be more than a tax company. It wants to be your year-round financial advisor

Curtis Campbell knows exactly what kind of company people think H&R Block is.

It is the place you go in late winter or early spring when your W-2s, 1099s, deductions, and deadlines are piling up, your refund feels urgent, and your anxiety is rising. It is familiar, local, and useful, but not the kind of company that usually comes to mind when people think about product velocity, AI deployment, or a culture of experimentation.

Campbell wants to change that.

The new CEO, who previously served as H&R Block’s president and chief product officer, is trying to turn the 70-year-old tax preparation giant into something more expansive: a year-round financial platform powered by software, data, and AI, while preserving the human trust that has long set the company apart. That means reimagining H&R Block not just as a seasonal tax brand, but as a business that can advise creators, serve small businesses, help customers manage money, and use technology to automate the most tedious parts of tax prep, so employees can focus on judgment, relationships, and guidance.

For Campbell, this is an operational exercise rather than a branding one. “Fundamentally, we do taxes, but we’re really not in the tax business,” he tells Fortune. “We’re in the business of trust and confidence.”

Campbell is leading H&R Block through a volatile tax period, as sweeping tax-law changes collide with a significantly downsized IRS. What he...