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Auth0 launches new feature for business customer identities

Auth0 has launched Organizations, with the aim of changing the way enterprises manage business customer identity.

Organizations is a purpose-built feature enabling providers of B2B SaaS applications to manage their business customers, a use case Auth0 defines as Business Customer Identity.

Organizations is Auth0’s way of enabling enterprise app teams to manage customers and partners in any multi-tenant, B2B, or SaaS application, the company states.

With Organizations, Auth0 aims to make B2B implementations less complex, to allow for faster speed-to-market and a better overall experience for business customers and partners.

According to Auth0, Business Customer Identity remains largely unaddressed by today’s Workforce Identity and Customer Identity Access Management (CIAM) solutions, with those who build and deliver B2B SaaS applications having to combine different and disparate features to address their specific use case.

This requires significant customised configuration leading to high ongoing maintenance and configuration costs, slower time to market, and more difficult use case expansion and new app development, the company states.

Business apps are not just used by individuals, but by teams and entire companies, all of which need easy and secure onboarding, flexible membership provisioning, access control, and SSO setup, Auth0 states.

In addition, convenience for B2B users is also increasingly in demand, prompting enterprises to provide similar experiences to business partners as they do for consumers.

Auth0 Organizations targets these issues and more, offering customisable identity management of any business customer or partner.

According to the company, key benefits of Auth0 Organizations include:

Business customer onboarding: Auth0’s APIs and SDKs can model entire business organisations, and implemented admin dashboards manage SSO, Role-Based Access Control, and flexible user management workflows.

Custom-branded federations: The ability to customise the login experience with branded login and registration flows ensures that business customers have a familiar experience.

Simpler deployment: Less complex implementations shorten time to market; and integrations are accelerated as new products are built or acquired, Auth0 states.

Identity engineering and maintenance costs reduction: Engineering resources can shift to work on core product innovation instead of focusing on complex identity issues.

Auth0 chief product officer Shiv Ramji says, “We see Business Customer Identity as a standalone use case, one that our customers have increasingly been confronted with and had trouble fully addressing - until now.

"B2B identity management represents a sizable portion of our business and is consistently growing, demonstrating the need that Business Customer Identity addresses.

"We are thrilled to launch Auth0 Organizations as our next-generation offering for easy onboarding, authentication, and administration of business customers.”

Auth0 provides a platform to authenticate, authorise, and secure access for applications, devices, and users targeted at security and application teams.