Auth0 Debuts Marketplace, Opens Door Wider to Identity Management Partners

The brand-new Auth0 Marketplace, a catalog of integrations, is for users of the Auth0 platform for identity access management.

The company, founded in 2013, this week launched the Auth0 Marketplace with more than 85 partner integrations. They allow technology and integration partners to build holistic identity management solutions leveraging Auth0’s extensible platform.

Auth0’s Bill Lapcevic

“When we looked at building a marketplace, we were thinking about a couple of things. Auth0 is a very extensible product. And we had a bunch of integrations that were already built, largely by our engineering team,” Bill Lapcevic, vice president of business development at Auth0, told Channel Futures. “They were things like additional [multifactor authentication] options, additional SMS options and were used by many customers. But they were not always easy to maintain and they were adding an extra burden on our engineering organization. What’s more, they weren’t always easy to find. We had a list of integrations, and you had to know what you were looking for. So, adding additional integrations, especially with adjacent technologies in the identity space, was not an easy thing to do. That’s how the idea of a marketplace was hatched.”

About Auth0

Auth0 is a universal identity platform. Developers using it can connect any application written in any language or stack and define external identity providers and integrations they want to use, according to the company. It is offered as a service. The vendor makes this possible by offering standard protocols and APIs. Product features include universal login, single sign on, multifactor authentication, breached password detection, user management, passwordless login, and machine-to-machine communication.

The integrations from trusted partners found in the Auth0 Marketplace extend Auth0’s core functionality. Additionally, the marketplace is searchable and open to new integrations.

Auth0 Marketplace Integration Categories

Here are some of the integrations that extend Auth0 to fulfil company identity requirements. Categories include consent management, identity proofing, log streaming, security, SMS/Email, single sign on, social login.

With the launch of the new marketplace, two new categories surface. They are consent management and identity proofing. Additionally, the marketplace launched with 11 new ecosystem partners.

The consent management feature obtains and maintains user consent records for collecting data for ongoing adherence to data privacy regulations like General Data Protection Regulation (GDPR), California Consumer Privacy Act (CCPA), etc. MyLife Digital and OneTrust are two companies offering consent management integrations.

Identity proofing verifies a user’s identity based on real-world factors, such as biometrics, for example, before granting access. The marketplace features identity proofing integrations from companies such as Onfido, Vouched, ID DataWeb, Caisson, to name a handful.

Partners

The consumers of the integrations are developers; however, Auth0 has partnerships with adjacent identity technologies that are building integrations to the Auth0 platform to extend use cases. These extensions help customers in more vertical and complex use cases.

Outside of the marketplace, there are resellers, cloud providers such as AWS, and global systems integrators. There are about 70 resellers worldwide, and Auth0 is looking to increase that number with traditional, regional resellers or VARs, or integrators that resell. In particular, Auth0 would like to expand in Southeast Asia, Latin America and northern and southern Europe.

“These resellers tend to have identity-oriented practices,” said Lapcevic. “And, in many cases, they’re providing advisory services to help clients find their identity strategy and what it will look like over the next five to 10 years.”

About 60% of Auth0’s partner business comes from North America.

“We’re always open to more,” he said.

The vendor has a partner program.

Funding

In July, the young company closed a $120 million round of Series F funding led by Salesforce Ventures. Other investors included DTCP, Bessemer Venture Partners, Sapphire Ventures, Meritech Capital, World Innovation Lab, Trinity Ventures, Telstra Ventures, and K9 Ventures. The funding brings Auth0’s valuation to $1.92 billion.

About a year ago, Auth0 announced $103 million in Series E funding, led by Sapphire Ventures.