Auth0’s New Marketplace, Explained - Identity Review - Identity Review | Global Tech Think Tank

Auth0, a platform used to add authentication services to applications, announced its integrations catalog, lending customers the ability to customize the Auth0 platform for their identity-centric needs. 

Auth0 Marketplace offers customers holistic identity solutions for larger projects such as digital transformation, threat detection, compliance and customer conversation,” says Shiv Ramji, Chief Product Officer at Auth0. “Designed specifically to extend the capabilities of Auth0 with partner solutions such as Consent Management from OneTrust and Identity Proofing from Onfido, Auth0 Marketplace offers a comprehensive solution to solve business-focused problems.”

Boasting over 9,000 customers across the globe, Auth0’s MarketPlace initiative allows partners to broadcast their verified digital identity tech solutions and accrue an unprecedented amount of users.

The Breakdown

Prior to the launch of the Marketplace, Auth0 already possessed a handful of partner integrations—notables include application monitoring service Datadog and event-app managing software Azure Event Grid. Since the launch, however, Auth0 added two new categories of partner integrations: consent management and identity proofing. 

Given the recent push to adhere to privacy regulations like GDPR and CCPA, consent management—the act of obtaining user consent records for potential data collection and maintaining those records—has become particularly important in the tech sphere. Luckily, the Marketplace covers the ground with companies like MyLifeDigital, a data software company, among others. And, as identity fraud continues to plague U.S. consumers—about 14.4 million, or one in fifteen people victimized—secure proof of identity is evermore important. To capitalize on this trend, the Marketplace’s new identity proofing category is chock-full of industry players: Onfido, Caisson and Vouched, to name a few.

Even if their services provide means of privacy, their consumers’ privacy, no less, is still a chief concern for Auth0.

“Prior to onboarding new solutions into the Auth0 Marketplace, Auth0 vets all partner solutions for security and safety. These solutions are then tightly coupled with Auth0 to save customers time and help them avoid security risk. By verifying partner reputation, expertise and the security of these partners ahead of time, customers can confidently engage with any partner solution available in the Auth0 Marketplace,” says Ramji.

Auth0’s Plans

With a plan to reduce fraud, have integral sway in building their users’ identity architecture and provide holistic identity solutions, Auth0 aspires to initiate external innovation with its services and eventually transform itself into the go-to identity creation hub.

“We believe in five years that there will be a consolidation of identity technologies due to mergers and acquisitions, as well as new entrants to address emerging business needs,” says Shiv. “By launching Auth0 Marketplace now, we hope to broaden our appeal to new audiences like security, marketing and compliance, and solidify ourselves as the ‘identity hub’ for any company’s identity needs. With time, as Auth0 Marketplace continues to add partners based on customer demand, we will solve new challenges for our customers.”


Olivia Baker is a Tech Innovation Fellow at Identity Review from Columbia University, where she writes on tech policy and national digital identity technologies.

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