UFile has long been the strong #2 brand of personal tax software in Canada. It began as an online product and Coyote had helped launch the retail version of the brand 10 years earlier. Retail sales became about half of the brand’s volume.
In October, 2013, just before shipment of the retail version of UFile software would normally have started for the 2013 tax season, the brand’s key retailer advised that only Intuit’s category-leading TurboTax brand would be listed for the coming tax year. UFile quickly signed up a number of smaller traditional and non-traditional retailers for personal accounting software, but needed a way to recapture the retail customers who had been purchasing at the former key retailer, some for as long as a decade.
Obviously, failing to recover from this major channel disruption, which represented over 90% of retail volume, would be catastrophic for the UFile brand.