We have the pleasure of meeting many developers and listening to how they build, bringing us to a clear conclusion: identity and authentication must be for everyone, not just the largest enterprises. And now, as AI reshapes digital behavior, identity becomes the connective tissue for secure revenue growth for builders of all sizes. At Auth0, we are built for scale. Whether you are a vibecoder, an established enterprise, or somewhere in between, we have the entire spectrum covered. At a glance, our umbrella covers:
- Vibecoders: Solo builders or small teams moving fast, requiring free auth that works in minutes.
- Startups: Have real users now, you may need SSO support.
- Emerging/Scaling company: Multiple apps, multiple client integrations, security and compliance starting to matter for real.
- Enterprise: Dedicated support with identity deeply woven into business.
Here is what each stage looks like for our customers, and how their plans evolve as they have grown.
1. Vibecoders
For vibe coders, if you are using your favorite AI-powered app builder to quickly turn your prompts into a full-stack app, Auth0 lets you launch fast, costs nothing to get started, and helps ensure you will not have to rebuild your auth if (and hopefully when) your app takes off.
Vibe coding can give the false impression that you can just build your own auth. It is easy to make it work in a demo; a little harder when real users show up. Cue the Australian gym AI-agent saga. Auth0 helps you get secure auth up and running quickly, so you can focus on building your app — not rebuilding authentication.
Our recommendation
Auth0 Free Plan: 25,000 Free MAUs, Five Customer Organizations
What you get on Auth0’s Free Plan
- One Enterprise Connection: Free Okta / SAML / Microsoft Entra ID link for when you are ready to unlock your first whale.
- Self-Service SSO: Enterprise clients configure their own SSO eliminating support bottlenecks.
- SCIM: Automatic user sync with corporate IT guaranteeing security compliance.
- Five Organizations for early testing and enabling a multi-tenant architecture.
2. Startups
For securing larger customers, startups must support Enterprise SSO, achieve SOC 2 compliance, and satisfy stringent security requirements. Enter Auth0. We sat down with Akul Gupta, Co-Founder and CTO at Mindfort, who explained that while security is their product, authentication is not, and they did not want it to become a distraction.
“Building all of that in-house takes away valuable engineering cycles that could be spent on our actual product. Auth0 allowed us to plug-and-play authentication in literally minutes.”
– Akul Gupta, Co-Founder and CTO at Mindfort
The breakthrough came when Mindfort scaled to enterprise B2B clients.
“Getting access to Enterprise SSO through the Auth0 for Startups program was huge for us as we started pitching to bigger B2B clients who require that level of security compliance out of the box.”
– Akul Gupta, Co-Founder and CTO at Mindfort
Our recommendation
Auth0 B2B Essentials Plan: Starts at $150/month for up to 500 Monthly Active Users (MAUs). The base monthly cost increases as active user volume grows.
Three included Enterprise SSO connections let you federate directly via SAML 2.0 / OIDC into your highest-value clients' IdPs (Okta, Azure AD, and Ping). You can simultaneously manage multi-tenant routing across your customer workspaces using Auth0 Organizations, with the option to attach extra SSO connections modularly as your client pipeline grows.
Plus, you can also join the Auth0 for Startups program. This program gives eligible early-stage companies one year of the B2B Professional plan for free. You get up to 100K monthly active users and enterprise features like SSO, MFA, and AI-ready capabilities so you can ship secure, scalable auth from day one without the heavy upfront cost. It is built for dev teams that want to move fast, integrate with a few lines of code, and still be ready for enterprise buyers when the time comes.
3. Emerging and Scaling Companies
Once an emerging company moves beyond the early startups stage, the focus shifts to speed-enabling rapid growth, faster launches, and the ability to scale efficiently.
Our customer, Arduino, faced the speed challenge directly. They supported approximately two million active users across more than 19 web applications. But maintaining the system was costly and tricky. Moving to Auth0 changed the shape of that cost.
With our Single Sign-On star feature, every user logging into one of Arduino's apps was captured. Social login with Google and GitHub, layered on top, did more than simplify onboarding, it moved the needle on growth
“Auth0 is a clear winner, not just in time to market but also in shipping your features to the user. Because for us, authentication is a piece of the product itself.”
– Arduino
Our recommendation
Auth0 Professional Plan: Starts at $240/month for 1,000 MAUs, offering enhanced security features such as Pro and Enterprise MFA options, along with higher-volume M2M capabilities, as apps and integrations scale.
Feature: Social Login and multi-app SSO — the combination that drove Arduino's 20% conversion lift and let one login carry users across 19+ apps.
4. Enterprise
At enterprise scale, identity runs quietly in the background of everything as it has to work across every product, every team, every day.
Take RSG Group, which faced disconnected identity systems across its several brands and digital services. Auth0 helped RSG unify identity across its platforms with a simpler, passwordless login experience, reducing identity management time by 66% and the time to launch new identity use cases by 80%.
Our recommendation
For a similar use case, Auth0 Enterprise works best for organizations managing millions of users across multiple brands, where scalability, reliability, security, and enterprise support are critical.
Enterprise is designed for organizations that need capabilities beyond standard plans, such as HIPAA/BAA support, complex identity federation, or private cloud deployment. It is also worth considering if your application requires a 99.99% uptime SLA (12-month availability) or dedicated, high-touch support. For teams operating at significant scale, Enterprise provides the additional flexibility and support needed to meet these requirements.
We Hear You: Common Misconceptions About Pricing Claims
We are chronically online. We are no strangers to an old founder’s post about why building auth in-house makes far more economical sense. Without context, the concern is fair: every cent counts.
But the price tag is always only part of the equation. There is also the ongoing cost of security-patching dependencies, handling auth edge cases, and maintaining the system as the product evolves. Arduino’s team put a number on that. So did RSG, Fern, BizReach, and others. Building auth yourself can make sense early on. But “cheaper” only holds up when you compare total cost of ownership, not just the initial build. In the everchanging AI landscape, identity is the backbone of your company’s success, and let’s face it, revenue. You cannot put a price tag on trust.
How the Plans Map
Auth0 has four tiers: Free, Essentials, Professional, and Enterprise. Pricing differs between B2C and B2B use cases.
| Stage | Plan | B2C Starting Price | B2B Starting Price | MAUs at Starting Price |
|---|---|---|---|---|
| Vibecoders | Free | $0/month | $0/month | Up to 25,000 |
| Early-stage startups | Essentials (discounted via Auth0 for Startups) | $35/month | $150/month | 500 MAUs |
| Scaling company | Professional | $240/month | $800/month | 500 MAUs |
| Enterprise | Enterprise | Contact us | Contact us | Custom |
Wherever You Are Building From, There Is a Plan for It
Whether you are shipping your first project or running identity across a global platform, the goal is the same: let you focus on what you are building. If you are not sure which plan fits where you are today, our pricing page breaks it down — or if you would rather talk to a human to chat through it, reach out to customeradvocate@okta.com and we will help you figure it out!
We are always listening :)