With properties like tax preparation application TurboTax and email marketing platform MailChimp, it’s a natural fit for Intuit to use its own data on small businesses to help others reach the audience it connects with every day.

“Small business data is nothing like super business data,” said Raggio. “There are a lot of other products that can help these small businesses thrive and we help them connect with that.”

But Intuit is cautious about how it uses its data, only targeting users of its accounting program, QuickBooks, for now. Raggio confirmed to Adweek earlier this year that the company eventually plans to make Mailchimp customers available for targeting as well.