Business-to-business (B2B) companies know the painful reality of scaling identity. Between manual onboarding, support tickets, fragmented provisioning flows, and slow enterprise deployment, the process can quickly become a bottleneck for your customers and your developers.
With Auth0 for B2B Enhancements, we’re introducing a purpose-built suite of features to help B2B companies accelerate onboarding, streamline identity management, and deliver a more secure, self-service experience across the entire identity lifecycle—from first login to off-boarding. These features help you win enterprise deals with confidence and resolve the B2B onboarding bottleneck.
Solving the B2B identity onboarding bottleneck
B2B companies face growing pressure to deliver seamless onboarding and enterprise-grade security without slowing down product velocity.
Today's identity challenges make that difficult:
Manual, time-consuming onboarding: Without self-service and automated workflows, customers rely heavily on support for provisioning, single sign-on (SSO), and integration setup. This results in delays, higher support costs, and slower enterprise adoption.
Cumbersome admin experience: IT admins often need to file tickets or leave the app just to manage users, groups, and security policies, which slows down operations and reduces overall efficiency.
Limited provisioning support: Lack of support for group sync prevents customers from provisioning user groups from their identity provider (IdP) into Auth0 to manage their B2B app's internal groups. Additionally, without Google Workspace Directory Sync, organizations using Google Workspace as their IdP face challenges in keeping user data consistent and up-to-date across systems.
Gaps in secure off-boarding: Without native session termination, enterprises are forced to build and maintain risky, custom logout flows.
Introducing Auth0 for B2B Enhancements
Many of you are already using Auth0’s core B2B capabilities to federate with your customers' IdPs and manage them securely at scale. Today, we’re taking that even further by introducing a new set of enterprise-ready features designed to simplify B2B identity management and reduce operational overhead.
New features:
Self-service onboarding and configuration
Empower your customers to configure SSO and System for Cross-domain Identity Management (SCIM) on their own. This automatically routes users to the right login experience based on domain. No support tickets are required, saving time for everyone involved.
Embedded identity administration with My Organization API
Developers can take things even further by embedding identity admin functionality directly into the product. With My Organization API, you can give your customers the ability to manage organization memberships, security policies, and user roles right from your UI. This allows for a truly seamless, in-app admin experience and frees your internal team for high-priority projects.
Group Provisioning with SCIM
Provisioning is enterprise-grade by default. Auth0 now supports Group Provisioning with SCIM, enabling real-time group-based access control.
Directory Provisioning for Google Workspace enables you to automatically provision and deprovision users from organizations that use Google Workspace as their workforce IdP, keeping Auth0 user data consistent across systems.
Universal Logout
Onboarding is only part of the story; off-boarding matters too, especially when compliance is on the line. With Universal Logout, you can now automate session termination at logout or risk events across all Auth0 apps with no custom code required.
Express Configuration for Okta
For enterprise customers using Okta as their IdP, deployment has never been easier. Express Configuration in the Okta Integration Network (OIN) simplifies setup for 17,000+ Okta customers, making your app faster to deploy with fewer support cycles.
The bottom line: How Auth0 B2B identity helps you scale and sell
With Auth0, identity is no longer just a technical necessity. It becomes a strategic growth driver. By accelerating customer onboarding, enabling self-service access and user management, and strengthening security, Auth0 empowers your team to scale faster and close more enterprise deals with less friction.
Ready to build identity that helps you scale and sell? Explore Auth0’s B2B identity capabilities or sign up for free.
About the author
Eric Wu
Staff Product Marketing Manager, Auth0