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
INTU,
-1.76%

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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