Why I Left Intuit to Build Ablaze Collective: How Data Privacy Laws Redefined Access to QBO APIs
6 MIN READ
Jessica Kentch, Founding Partner, Ablaze Collective
As the founder of Ablaze Collective, I’ve often been asked why I left a stable role at Intuit, the creator of QuickBooks Online (QBO), to start my own company. The answer lies in a seismic shift that fundamentally changed how CPA firms could access their own data. While working at Intuit, I once had the ability to mine QBO API data—specifically metadata—on behalf of CPA firms with their permission. This was a game-changer for firms managing multiple client portfolios. But with the rise of stricter data privacy laws and evolving internal policies at Intuit, this capability was no longer possible, leaving firms without the insights they needed to grow.
What’s more, many CPA firms didn’t even realize they could access this data themselves. Technical barriers, high costs, and a lack of awareness meant that only large national firms were tapping into this potential. It became clear that if I wanted to bridge this gap, I had to leave Intuit and build something new. This post will explore the changes in data privacy laws, the value of metadata, and how Ablaze Collective empowers CPA firms to reclaim control over their data—legally and securely.
What Is Metadata, and Why Does It Matter for CPA Firms?
Metadata is often described as "data about data." It doesn’t include the raw financial numbers you might find in a typical accounting report. Instead, it provides contextual information about those numbers, such as:
App Usage Trends: For example, which apps clients are using, like Fathom or Spotlight, without their accountant's involvement.
Transactional Behaviors: Insights into recurring payment patterns, subscription trends, or delayed billing cycles.
System Interactions: Data showing how different systems within a client's business are integrated or siloed.
For CPA firms, especially those offering Client Advisory Services (CAS), metadata can unlock actionable insights. It provides a deeper understanding of client behavior, operational inefficiencies, and growth opportunities—allowing firms to offer tailored, high-value advisory services.
Here’s why metadata is so impactful for CAS:
Client Segmentation: Identify which clients are most likely to adopt advanced cloud accounting services or expand into fractional CFO offerings.
Revenue Growth: Spot red flags like clients independently using third-party apps, signaling unmet needs the firm could address.
Process Optimization: Discover inefficiencies in client workflows and propose technology solutions to streamline operations.
The Hidden Treasure in QBO APIs: A Moment of Transformation
When I first accessed metadata through QBO APIs, I was floored. It wasn’t just about what the data told me—it was about what it revealed. For example, I could see:
Which clients were independently using reporting apps like Fathom and Spotlight, a sign they might be open to more advanced advisory services.
Payment behaviors that highlighted cash flow risks or recurring subscription opportunities.
App buying behaviors that CPA firms themselves were unaware of, such as which clients were adopting software tools outside the firm’s recommendations.
This hidden layer of data allowed CPA firms to target their efforts with laser precision, helping them identify new revenue streams, improve client retention, and build stronger advisory relationships.
The insights were so transformative that I saw four of my independent firm clients acquired by Big Four firms after leveraging these analytics. It underscored the untapped potential of metadata in QBO APIs, and the critical need for independent firms to compete on equal footing with national firms.
Why API Access Was Locked Down: The Evolution of Data Privacy Laws
At the time, accessing and analyzing metadata was both legal and ethical. However, stricter data privacy laws and internal policy shifts at Intuit fundamentally changed the landscape. These laws, designed to protect sensitive information, introduced new complexities that made mining APIs on behalf of CPA firms increasingly difficult.
Key Data Privacy Laws Shaping API Access
Canada: PIPEDA (Personal Information Protection and Electronic Documents Act)
Requires organizations to obtain meaningful consent before accessing or sharing data.
Governs both raw data and metadata, treating them as equally sensitive.
U.S.: CCPA (California Consumer Privacy Act)
Gives consumers rights over how their data—including metadata—is collected and shared.
Requires businesses to obtain explicit consent for data usage and prohibits unauthorized secondary use.
U.S.: GDPR (General Data Protection Regulation)
Treats metadata as personal data when it can be linked to an individual or business.
Introduces steep penalties for mishandling data or failing to maintain transparency.
These laws introduced barriers that made it nearly impossible for companies like Intuit to provide API data—especially metadata—on behalf of CPA firms.
Why I Left Intuit to Empower CPA Firms
These restrictions hit a tipping point for me. CPA firms still needed access to their metadata, but the tools and expertise required to mine QBO APIs were out of reach for most independent practices. Only large national firms had the resources to unlock this potential, perpetuating an uneven playing field.
At the same time, I realized how transformative this metadata could be. Seeing the hidden data in APIs felt like insider trading—legal at the time but entirely transformative. I could no longer ignore the massive business development opportunities this data revealed.
Leaving Intuit wasn’t easy, but I knew I had to build a solution that would allow independent CPA firms to access their own data, scale their practices, and compete with national firms on equal footing.
Building Ablaze Collective: A New Way Forward
At Ablaze Collective, we’re closing the gap by giving CPA firms the tools to mine their own QBO API data—legally, securely, and cost-effectively. Here’s how we’re making it happen:
Client-Authorized Data Access: Firms manage permissions directly with their clients, ensuring compliance with data privacy laws.
Metadata Insights: Our platform focuses on delivering the metadata that CPA firms need to identify growth opportunities, streamline operations, and enhance advisory services.
Scalable Solutions: By leveraging atomic computing architecture, we provide fast, secure data mining that’s accessible to firms of any size.
Our platform turns hidden metadata into actionable insights, empowering CPA firms to strengthen client relationships and uncover new revenue streams.
The Future of Data-Driven CPA Firms
Data privacy laws have reshaped how CPA firms access API data, but they don’t have to limit your potential. Metadata, when used responsibly, is a goldmine of opportunity for firms offering CAS. At Ablaze Collective, we’re proving that compliance and innovation can coexist. By empowering firms to unlock and manage their own data, we’re leveling the playing field and opening up new possibilities for growth.
If you’re ready to discover the hidden potential in your QBO APIs and metadata, we’re here to help.
Jessica Kentch
Founding Partner, Ablaze Collective
Turning Metadata into Opportunity