How Long Does It Take to Publish Your App in the Intuit App Store? 2025 Developer Guide

If you’re building an app that integrates with QuickBooks Online, publishing it on the Intuit App Store can significantly boost your visibility and credibility.

However, many developers and SaaS businesses underestimate the time required for the entire publishing process.

Many QuickBooks app developers have shared their frustrations about long delays in the publishing process.

Below are some real complaints from developers about the time it takes to get approval in the Intuit Developer community forum.

Real Developer Experiences from Intuit Community Forum

The gap between official timelines and reality is shocking. While AI overviews suggest 15-day approval times, actual developers face much longer waits.

Technical Review Taking Longer Than Expected

Dev savorbrands asked: “We have submitted our app for publishing approx. 1 month and 10 days ago, and it is still in the technical review stage.

According to QuickBooks documentation, the technical review typically takes 3 days. Can you please provide an update?”

Extended App Approval Timeline

Troy Schneringer reported: “How long does app approval take? It has been nearly 3 months since submitted for review with no response from Intuit.”

These real experiences highlight the unpredictable nature of the approval process and the importance of planning for extended timelines.

In this guide, we’ll break down the key steps involved and the estimated timeline for getting your app listed on the Intuit App Store.

Understanding the Intuit App Store Approval Process

Publishing an app on the Intuit App Store involves multiple steps, including development, compliance checks, security reviews, and marketing preparations.

The process can take anywhere from 6 weeks to 6+ months, depending on factors like app complexity, security requirements, and responsiveness in fixing issues.

Step-by-Step Breakdown of the Timeline

1. Development and API Integration (2-8 Weeks)

• Before submitting, your app must integrate properly with QuickBooks Online APIs.
• You’ll need to authenticate using OAuth 2.0, handle user permissions, and ensure your app follows Intuit’s API guidelines.
• Depending on your experience with Intuit’s Developer Platform, this stage can take 2 weeks (for experienced developers) to 2 months (for new integrations).

2. App Assessment Questionnaire (1-2 Hours)

The first step to launch your QuickBooks app is obtaining production credentials through Intuit’s assessment process.

What to Expect:

• Initial questionnaire takes 30 minutes to 1 hour
• Detailed discussion with Intuit developer team
• Review of app features and target users
• Selection of regulated industries (if applicable)

Preparation Tips:
If you’re doing this for the first time, review the New App Assessment Process FAQ (10-minute read).

3. Intuit’s Technical Review (2-4 Weeks)

Once development is complete, Intuit conducts a comprehensive review of your integration for API compliance.

Review Focus Areas:

• Proper authentication flows
• Data handling procedures
• API performance and efficiency
• User experience and interface design

Potential Delays:
If issues are found, you must correct and resubmit, which can add 1-2 weeks to this stage.

4. Security and Compliance Review (4-8 Weeks)

Security is a critical concern for Intuit, particularly for apps handling financial data. This is often the longest phase of the approval process.

Your QuickBooks app must undergo a security assessment, including penetration testing, data encryption checks, and vulnerability scans.

Security Assessment Includes:

• Penetration testing
• Data encryption verification
• Vulnerability scans
• Compliance with financial data regulations

Annual Requirement:
Every year, you must resubmit for a security review, especially if your app has more than 500 connections.

Here is the most recent email about security review from Intuit:

BlackDuck Security Testing Process:

Following the email screenshot above, you’ll need to prepare a QA environment (approximately 1 week ETA).

You’ll also need to demo your application to the BlackDuck team, and scheduling this meeting may take an additional week due to busy schedules.

Common Security Intuit Review Requirements:

• QA URL and test credentials for highest-level user access
• Point of contact information for questions
• Testing in QA/staging environment only
• Response to critical/high/medium issues questionnaire
• 3-4 dedicated business days for testing
• 30-minute demo call with security team

If your Intuit QuickBooks app development fails the security review, you must fix issues and resubmit, which can extend this stage by several weeks.

5. Beta Testing and Customer Feedback (2-4 Weeks)

Before being publicly listed, your app should undergo beta testing with real users.

Beta Testing Requirements:

• Onboard real customers and collect feedback
• Gather testimonials and case studies
• Refine user experience based on feedback
• Document common use cases and workflows

This stage helps ensure better app traction post-launch and reduces post-publication support issues.

6. Marketing Review and App Store Listing (1-2 Weeks)

The final step involves submitting marketing assets and getting approval for your app store presence.

Required Marketing Assets:

• App name and detailed description
• High-quality screenshots and video demos
• Pricing information and subscription models
• Support and contact details
• Terms of service and privacy policy links

Review Process:
Intuit reviews all materials for clarity, accuracy, and compliance with marketplace standards.

Once approved, your app will be published live on the Intuit App Store.

Also read: Top 5 QuickBooks API Limitations to Know Before Developing QBO App for comparison with other accounting platform challenges.

Complete Timeline Summary

Factors That Can Speed Up or Delay the Process

✅ What Speeds Up the Process

Preparation and Best Practices:

• Following Intuit’s API guidelines from the start
• Conducting internal security checks before submission
• Providing clear and detailed documentation for reviewers
• Implementing robust error handling and logging
• Having a dedicated QA environment ready

Communication and Responsiveness:

• Quickly responding to Intuit’s feedback and fixing issues
• Proactive communication about timeline concerns
• Having technical team available during review periods

❌ What Can Delay Approval

Technical Issues:

• Weak security measures (lack of encryption, improper data handling)
• Authentication or API errors found during technical review
• Poor API performance or inefficient data usage
• Missing error handling or inadequate logging

Process and Communication:

• Slow bug fixes or poor responsiveness to Intuit’s requests
• Incomplete marketing assets (missing screenshots, vague descriptions)
• Inadequate documentation or unclear app functionality
• Not having proper QA environment for security testing

Common Challenges and Solutions

Security Review Delays

Problem: Most delays occur during the security and compliance phase.

Solution: Start security preparations early, conduct internal penetration testing, and ensure your QA environment mirrors production.

Technical Review Issues

Problem: API integration errors or performance issues.

Solution: Thoroughly test all API endpoints, implement proper rate limiting, and follow Intuit’s integration best practices.

Communication Gaps

Problem: Unclear requirements or delayed responses.

Solution: Maintain regular communication with Intuit support team and promptly address all feedback.

Final Thoughts: Is It Worth the Wait?

Publishing your app on the Intuit App Store is a long but rewarding process. While the approval process can take several months, being listed on Apps.com gives your product visibility among QuickBooks Online users and can generate high-quality leads.

If you’re planning to launch, start the security and compliance checks early to minimize delays.

With proper preparation, you can navigate the process smoothly and get your app listed faster.

Need Expert Help? Our experienced team specializes in QuickBooks integration services and can guide you through the entire App approval process efficiently.

For more insights on accounting software and automation strategies, explore our comprehensive accounting and finance blog.

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