TurboTax maker Intuit Inc. is close to a deal to buy email-marketing pioneer Mailchimp for about $12 billion, according to people familiar with the matter.

The cash-and-stock deal for closely held Mailchimp could be announced soon, assuming the talks don’t fall apart at the last minute, the people said.

It would be Intuit’s

largest deal ever and would position the company to offer more services to small businesses such as marketing and customer-relationship management.

Mailchimp, founded in 2001, is based in Atlanta and still founder-owned, according to its website. It began as a web-design agency and ran an email-marketing service on the side that later became its focus. Today it also provides other digital-ad services and CRM tools.

An expanded version of this report appears on WSJ.com.

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