TaxSlayer, a leading online and professional tax and financial technology company, today unveiled its new brand strategy under the tagline: "Your Refund is Waiting". These changes mark the most significant update to the brand in its over 50 years of history. TaxSlayer is embracing a new empowerment era with the mission of making the customer the "slayer" of their taxes. The new brand strategy, logo and tagline are incorporated in all company materials and products, including the website.

As part of its new customer-centric strategy, TaxSlayer has made several updates to its consumer platform to enhance the customer experience and reduce the amount of time spent on taxes. Beginning in January, TaxSlayer customers can take a photo, scan, or upload their W2 or tax return to fast-fill prior year information. TaxSlayer will also import data from other tax providers at no cost for new customers.

The company also has a brand-new tax package for self-employed or freelance workers that includes access to dedicated 1099 tax experts, tips, and education for "gig economy" workers who may be unsure of how to navigate their taxes and maximize deductions.

"TaxSlayer has a rich history of developing innovative technology and services that save time and money for our millions of customers. It's incredibly rewarding to launch our new brand today as we gear up for our favorite time of year, tax season," said Brian Rhodes, president and chief executive officer of TaxSlayer. "As the company grows, we are laser focused on providing personalized service that is dependable, fast, and accurate, as we ensure people get the maximum refund while paying the least in fees."

As tax season nears, TaxSlayer has found that stress is rising. The company conducted research with hundreds of its customers and found that taxes elicit strong emotions: largely stress, but also enthusiasm for a refund. Based on these findings, TaxSlayer focused its brand strategy around minimizing stress for its customers and empowering a new generation of TaxSlayers.

"Today we're celebrating a new generation of TaxSlayers: our customers," said Chris Moloney, chief marketing officer of TaxSlayer. "We're embarking on the empowerment age of TaxSlayer by putting customers at the center of everything we do, as we give them the tools they need to do their taxes quickly and painlessly, so they can enjoy their refunds." 

TaxSlayer's new visual branding, created by branding agency, Weir / Stewart, aims to retain the company's decades of history by updating and bringing back the TaxSlayer knight while embracing technology to align with its new strategy. As the company introduces its new branding to its customers, TaxSlayer will release new television, print, radio and online ads this December in a major nationwide advertising push ahead of the upcoming tax season.