We’ve rebranded! Here’s why.

by
Paul Koullick
Updated 
October 18, 2022
We’ve rebranded! Here’s why.
by
Paul Koullick
Updated 
October 16, 2022

When Keeper first launched in 2018, it was a simple app with one goal: uncover tax breaks. Our branding at the time reflected this simplicity – tax savings to be caught before they fly away.

Five years, half a million users, and hundreds of product iterations later, Keeper is now a one-stop-shop tax platform. While we continue to be committed to the excitement of uncovering tax breaks, we also file your taxes, deal with hundreds of other credits and deductions, and protect you from audits. The new branding reflects this shift.

Our mission

The complexity of the US tax system is baffling. For hundreds of years, the US political system has used tax breaks to enact policy and incentives across every income bracket. This has resulted in a system so labyrinthian that it requires a professional to navigate effectively (and also explains why we have to employ 3x accountants per capita vs other developed nations). Unfortunately, hiring a good accountant to actually sit down and help you navigate this system is expensive, so most of us are left to figure it out on our own.

Keeper exists to help the rest of us take advantage of these tax opportunities. Our app combines the intelligence of a good accountant with the scale and quality assurance of software. Initially it started with tax deductible business expenses for gig workers, but today it uncovers hundreds of other credits and deductions typically only found by a great accountant.

Our values

Every year, over one hundred million Americans self-prepare their tax returns using traditional software. We’re told we’ll get our max refund for free (free, free, anyone?). However, as soon as things get even a little complicated, all that talk goes out the window. Turns out, we were expected to have tracked receipts and know what a “business operations expense” is, and that the real help lies behind a $200+ Live Accountant paywall. Traditional tax software makes false promises, and it’s getting old.

Keeper is different. We’ve redesigned the tax filing experience around personalization, intelligence, and impeccable user experience. Our values reflect this commitment:

Magical. Keeper combines the intelligence of a great personal accountant with the consistency of software. Our experience will be delightfully personalized and we help you uncover tax breaks they didn’t even know existed.

Approachable. When our your taxes get tricky, we’ll never make you feel stupid or hide behind tax jargon. While details are always available, they are abstracted away so that only those users who are truly interested have to interact with it.

Honest. Keeper never tries to trick you - prices are shown upfront, and there are no upsells. We only make money from subscriptions paid by users (not via advertising, or by reselling user data).

Our new brand identity

Our new name – Keeper – reflects a broadening of vision. We exist to help you “keep” more of your hard-earned income, and we hope you’ll find us to be “a keeper”. 

The stars represent our three values – magical, approachable, and honest – and the shades of blue and purple are a refreshing step away from the reds and blacks of traditional tax software. 

Finally, the new tagline – taxes made magical – reflects our more holistic commitment to redesigning the way Americans experience taxes. Automatic tax write-off detection was just the beginning. The US tax system is full of opportunity for those with access to a tax professional, and our mission is to help the rest of us take advantage of it too.

Paul Koullick

Paul Koullick is the co-founder and CEO of Keeper. His writing on tax topics has been featured on Startup Nation, Freelancer Union, and Tweak Your Business, among other places. Paul has worked in the tax and finance industry for nearly a decade. His previous experience includes building the tax product at Stride Health and Square. Paul holds an A.B. from Harvard University in Applied Math and Computer Science. In his free time, he loves to go jogging and play chess.