H&R Block Celebrates Every Type of Business Success

H&R Block, the leading provider of tax preparation, financial products and small business solutions, has launched 'For Life Outside the Box,' a unifying brand platform, and a powerful, emotional evolution for H&R Block that reflects the company’s deep commitment to fostering a connection with its customers throughout its 70-year history.

'For Life Outside the Box' champions the idea that success is personal and diverse, subtly pushing back against societal norms that might ‘box in’ individuals. The concept is recognition that for most Americans, success doesn’t look the same way it did 20 years ago.

The platform, created in collaboration with Ogilvy, is rooted in the insight that traditional life and career paths (and income streams) are less common (and less appealing) than ever – but choosing an unconventional path can come at a cost, and make finances even more complex.

This is especially underpinned this week as the US Census Bureau data from December 2025 shows that the number of applications for new businesses (new employer identification numbers) this year has been booming. It was up 7% between October and November and more than 20% over a year ago, especially amongst new retail trade businesses (which can often be a side hustle).

'Life Outside the Box' launched on Dec. 29th with a hero film, 'Successful Life.' This emotional 60-second customer anthem film tells the story of several characters who are redefining their career paths. In addition to the film, the brand platform will come to life throughout tax season 2026 and beyond in major integrated tentpole moments across experiential activations, paid media, brand partnerships, social, influencer partners, OOH, and new H&R Block offerings, such as new customer journey specially designed for social creators.