Intuit's (INTU) lower-than-expected fiscal 2027 revenue guide is due to the company's efforts to rebuild customer growth and market share through lower do-it-yourself tax and low-end QuickBooks pricing, Desktop migration pressure, and a more balanced contribution from volume and mix, Morgan Stanley said in a Wednesday research report.

The uncertainty remains whether lower entry pricing and elevated customer acquisition investment can help restore DIY tax and low-end QBO client growth without impairing the long-term growth algorithm, analysts wrote.

The DIY growth model in TurboTax, which was built on pricing and upgrades, has become less effective, as lower-cost providers pressure the top-of-the-funnel, according to the note.

Mounting efforts to reignite top-of-funnel growth should not overshadow the momentum Intuit is seeing upselling customers into higher-value offerings, Morgan Stanley stated.

The brokerage said it reiterated its equal-weight rating on the stock and cut its price target to $315 per share from $335.

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