H&R Block's Slogans & Taglines

H&R Block, Inc. is an American tax preparation company founded in 1955 by brothers Henry W. Bloch and Richard Bloch in Kansas City, Missouri. The company pioneered the retail tax preparation industry when the IRS discontinued free public assistance that same year. Today, it operates approximately 12,000 retail tax offices across the United States, Canada, and Australia, serving over 20 million clients annually. Its core offerings include in-person tax preparation by certified tax professionals, DIY online tax software, virtual Tax Pro Review services, and small business solutions through Block Advisors. The company also provides complementary financial products including the Spruce mobile banking app, Emerald Card prepaid debit, and refund advance loans.

Brand messaging has evolved from the foundational positioning of The Income Tax People used from 1955 through 1999, to the relationship-focused campaign You got people in the late 2000s. In 2016, the company launched the competitive platform Get Your Taxes Won, signaling a shift from passive service provider to active advocate for maximum client refunds and outcomes.