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Multi Factor Authentication (MFA) is a security process that requires users to verify their identity using two or more authentication factors before accessing an account, application, or system.
\nUnlike traditional password-based logins, MFA adds an extra layer of security by demanding additional verification, reducing the risk of unauthorized access. For instance, a user must complete a second verification process after providing their username and password to access certain platforms or resources.
\nMFA is widely used in various industries, including e-commerce, media & communication, healthcare, and finance, to protect user accounts from cyber threats. Hundreds of organizations have benefited by integrating MFA. See how to integrate MFA into security policies to mitigate risks associated with credential theft and data breaches.
\nCybercriminals are constantly exploiting weak credentials and gaining access to sensitive systems. Here’s where we get an answer to the question- Why is MFA important?
\nSince we’ve learned what MFA is and why it’s important, let’s understand how it works. The MFA process is straightforward yet highly effective. Here’s how it works:
\nUnderstanding how MFA works is crucial for organizations implementing strong security policies.
\nMFA can be implemented in various ways, and organizations can choose the most suitable method based on their security needs and user convenience.
\n
Different MFA methods provide varying levels of security and convenience. Here are the most commonly used types of multi-factor authentication:
\nA TOTP is a temporary passcode generated by an authentication app (e.g., Google Authenticator or Microsoft Authenticator). The code expires shortly, reducing the risk of unauthorized access.
\nPush notification MFA is one of the convenient MFA factors that allows seamless authentication. It involves sending a push notification to a registered mobile device and asking the user to approve or deny the login attempt.
\nAn SMS-based MFA solution sends a one-time passcode (OTP) to a user’s mobile phone via text message. The user must enter the OTP to complete authentication.
\nA hardware token is a physical device that generates OTPs or connects via USB/NFC to authenticate the user.
\nThis method uses inherent factors like fingerprint scans, facial recognition, or iris scans for verification.
\nBiometric authentication is gaining popularity because of its ease of use and strong security. Many modern devices, including smartphones and laptops, integrate biometric authentication as an additional layer of security.
\n\nAuthentication factors are categorized into different types based on what the user knows, has, or is. These MFA factors play a key role in strengthening security.
\nExamples include passwords, PINs, or security questions.
\nExamples include smartphones, security keys, and smart cards.
\nThese involve biometric authentication methods such as fingerprints, voice recognition, or facial scans.
\nThese include behavioral patterns like keystroke dynamics and mouse movement patterns.
\nBehavioral authentication is an emerging MFA technology that continuously analyzes user behavior to detect anomalies and prevent unauthorized access.
\nMany people confuse both terms and are unable to decide between 2FA and MFA. When it comes to 2FA vs MFA, the difference is quite simple:
\nMFA is more secure than 2FA since it provides additional layers of protection. Organizations handling sensitive data or focusing on enterprise security often prefer MFA over 2FA to ensure stronger security.
\nWhen we talk about an advanced security measure, Adaptive MFA is undoubtedly a game-changer that analyzes user behavior and risk levels to determine when to prompt for authentication.
\nIf a login attempt appears risky (e.g., new device, unusual location), the system triggers additional authentication steps.
\nAdaptive MFA helps balance security and user convenience by requiring additional verification only when necessary.
\nHere are some MFA examples used by businesses and individuals:
\nWhen it comes to the benefits of MFA, the list is endless; here’s a list of a few benefits that you get:
\nMFA protects against unauthorized access by adding extra layers of verification beyond passwords. It significantly reduces the risk of credential-based attacks and data breaches.
\nBusinesses can implement MFA solutions to secure digital transactions, remote work setups, and cloud applications. This allows organizations to safely expand their digital services without compromising security.
\nMFA helps businesses prevent fraudulent transactions and unauthorized account access. It is especially crucial for industries like banking and e-commerce, where financial fraud is a major concern.
\nCustomers feel more confident using services that implement strong authentication measures. A well-implemented MFA system reassures users that their sensitive information is protected, leading to improved customer retention and brand reputation.
\nMany industries, such as healthcare and finance, require MFA to comply with strict data protection regulations. Implementing MFA ensures that businesses meet compliance standards like GDPR, HIPAA, and PCI DSS.
\nSee how one of our clients- SafeBridge, leveled up security with LoginRadius MFA.
\nLoginRadius Multi-Factor Authentication makes security effortless. With flexible options like OTPs, biometrics, and authenticator apps, you can add an extra layer of protection without disrupting the user experience.
\nMoreover, LoginRadius’ adaptive MFA intelligently detects risk—only stepping in when needed, like an unusual login attempt. Best of all, you can integrate LoginRadius MFA into your app or website within minutes, with developer-friendly APIs and seamless workflows. Strong security, easy implementation, and a frictionless login experience—all in one solution.
\nGoogle Authenticator is a mobile app that generates time-based one-time passwords (TOTP) for multi-factor authentication (MFA).
\nIt provides an additional layer of security by requiring users to enter a unique 6-digit code, which refreshes every 30 seconds, along with their password during login. This method helps protect accounts from unauthorized access and is widely used across various platforms for secure authentication.
\nYubico provides hardware-based multi-factor authentication (MFA) solutions through its YubiKey devices. YubiKeys enhances security by requiring physical authentication in addition to a password, protecting accounts from phishing and unauthorized access.
\nThey support multiple authentication methods, including FIDO2, U2F, OTP, and Smart Card authentication, making them compatible with a wide range of platforms. Unlike SMS-based MFA, YubiKeys does not rely on network connectivity and provides strong, passwordless authentication options for improved security and ease of use.
\nMulti-Factor Authentication is a critical component of modern cybersecurity. By requiring multiple verification steps, MFA enhances security, prevents data breaches, and provides an added layer of protection against cyber threats.
\nBusinesses should implement MFA by choosing the right multi-factor authentication provider to safeguard sensitive information, reduce fraud risks, and comply with security regulations.
\n1. Why is MFA important to security?
\nMFA is crucial to security because it adds an extra layer of protection by requiring multiple forms of verification, reducing the risk of unauthorized access.
\n2. What are the benefits of MFA security?
\nMFA security offers enhanced protection against cyber threats, mitigates the risk of stolen or weak passwords, and improves overall account security.
\n3. What is multi-factor authentication and why is it important to help prevent identity theft?
\nMulti-factor authentication (MFA) verifies user identity with multiple factors like passwords, tokens, or biometrics, reducing the risk of identity theft by ensuring only authorized users gain access.
\n4. What are the benefits of having an MFA?
\nHaving MFA provides improved security, reduced vulnerability to password-related attacks, increased trust with consumers, and compliance with security standards.
\n","frontmatter":{"date":"June 28, 2019","updated_date":null,"description":"In today’s digital landscape, cybersecurity threats are evolving rapidly. Businesses and individuals alike need stronger security measures to protect sensitive data. A highly effective method to improve security is through Multi-Factor Authentication (MFA). But what is multi factor authentication, and how does it work? Let’s dive into the details.","title":"What is Multi Factor Authentication (MFA) and How does it Work?","tags":["mfa","authentication","ciam solution","cx"],"pinned":null,"coverImage":{"childImageSharp":{"fluid":{"aspectRatio":1.4598540145985401,"src":"/static/ef2d2108dd2e8e4c8f71c33dd00c5810/ee604/mfa-cover.png","srcSet":"/static/ef2d2108dd2e8e4c8f71c33dd00c5810/69585/mfa-cover.png 200w,\n/static/ef2d2108dd2e8e4c8f71c33dd00c5810/497c6/mfa-cover.png 400w,\n/static/ef2d2108dd2e8e4c8f71c33dd00c5810/ee604/mfa-cover.png 800w,\n/static/ef2d2108dd2e8e4c8f71c33dd00c5810/a8378/mfa-cover.png 1024w","sizes":"(max-width: 800px) 100vw, 800px"}}},"author":{"id":"Rakesh Soni","github":"oyesoni","avatar":"rakesh-soni.jpg"}}}},{"node":{"excerpt":"In January of 2019, Akamai acquired Janrain and rebranded their CIAM solution as “Identity Cloud,” a platform designed to improve security…","fields":{"slug":"/identity/best-janrain-alternative/"},"html":"In January of 2019, Akamai acquired Janrain and rebranded their CIAM solution as “Identity Cloud,” a platform designed to improve security access controls and identity management. Before the purchase price was revealed, Forrester predicted it would be in the $250M–$275M range (based on an estimation of Janrain’s annual revenue). In reality, the sale price was $125M—roughly half of Forrester’s estimate. Since then, perhaps in response to the Janrain acquisition, customers have reached out to LoginRadius seeking a Janrain alternative. Here’s what they told us.
\nLoginRadius has had many conversations with current and former Janrain customers in the last few months. Through these discussions, we’ve learned that the Janrain acquisition is playing out in a similar fashion to the Gigya acquisition. If you’re interested in reading about the pitfalls of the Gigya/SAP merger, you might like our article Looking for a Gigya Alternative?. In it, we explain some of the problems arising from the Gigya/SAP merger.
\nLikewise, in this article, I’ll demonstrate that while mergers and acquisitions (M&A) can be exciting, an acquisition may sometimes be damaging for customers, partners, and employees. To illustrate that, here are some of the reasons customers are seeking a Janrain alternative today.
\nOne of the chief concerns that companies have shared with us involves service level agreements (SLAs). In particular, we’ve heard that many companies fear that Akamai will not offer the flexibility of custom tech stacks. Their concern is that if they use software or apps not provided by Akamai, they’ll lose the quality, availability, and features that they relied on before the merger.
\nTo put it into perspective, former Gigya customers complained to us that during the SAP acquisition, they didn’t want to switch their tech stack to SAP. However, in order to get a full SLA and the optimal service and features they had come to expect, it suddenly became necessary.
\nThe reason for their cold feet is simple: switching software can lead to a massive drain of resources within large companies. Therefore, it’s reasonable for companies to avoid that kind of change. Let’s face it, if you already have a tried-and-true tech stack, wouldn’t you want to choose a CIAM solution that works with it?
\nAnytime a big acquisition or disruption occurs in a company, there’s a high probability that customer service may suffer. In fact, time and again, customers told our consultants that they switched from Akamai/Janrain or Gigya due to a decline in technical assistance and customer support.
\nAnother customer related complaint occurred after Akamai acquired Janrain. Janrain customers became concerned when their accounts did not auto-renew. Since the Janrain/Akamai merger, Akamai is exercising its right to renegotiate terms. As a result, Janrain customers are reported to be wary of the fine print on these new terms.
\nCustomers revealed that they noticed a lot of downtime on sites using Akamai Identity Cloud as their provider. Most recently, the NBA Finals game outage on Sportsnet created a lot of heat for Rogers. And since Janrain is the CIAM provider for Rogers, the outage is a result of their inability to handle peak loads. For any business that experiences surges in logins, downloads, or streaming, downtime can cost $300,000 (on average) in lost revenue.
\nKey Takeaway
\nAkamai is a security company, so its acquisition of Janrain confirms that CIAM is a security platform. Akamai clearly saw Janrain as a missing piece in their security company.
\nHowever, LoginRadius made this pivot sooner than Janrain—in 2016, to be precise. Simply put, we've spent more years innovating and delivering value to enterprises than Janrain has. Here are just some of the reasons why LoginRadius is the best Janrain alternative for your business.
\nOur 100% uptime is second to none.
\nYou don’t have to worry about surges or spikes driving customers away and hurting revenue. LoginRadius is the only identity platform with a 100% uptime.
\nWe’re a global leader in customer identity.
\nLoginRadius was named a global CIAM leader by KuppingerCole and has been positioned ahead of other vendors such as ForgeRock, Okta, and Ping Identity. Recently, LoginRadius received $17 million Series A funding, led by ForgePoint Capital and Microsoft. W__e may not be enterprise-size, but we’re enterprise grade—meaning you’ll get both dedicated service and an exceptional product from LoginRadius.
\nWe provide data privacy and consent solutions.
\nWe follow the strictest government regulations for privacy and consent and offer out-of-the-box solutions for GDPR, CCPA, and COPPA compliance. We also provide the highest industry standards for secure single sign-on, data storage, and customer access management.
\nWe’re 100% CIAM with 24/7 tech support.
\nOur product consultants, customer support, and tech teams act quickly to meet your needs. Data migration from your current provider is included, as are customization features and fast deployment.
\nSimply put, LoginRadius excels at what Akamai/Janrain doesn’t—**giving companies an edge over the competition.**
\n“The secret to exceeding customer expectations
\nis knowing what customers want before they do.”
\nLoginRadius is a CIAM solution that offers seamless migration from your current provider within days. We also do migration testing on a staging site, so your customers won’t notice a thing.
\nWant to hear more about making the switch to LoginRadius? Call a LoginRadius digital identity consultant today at 1-844-625-8889. We’ll be happy to give you a product demo so you can compare LoginRadius with your current provider.
\n\nFor example, we heard from a consumer in the UK that there's a customer experience disconnect between different divisions at Virgin. People getting cable TV and home broadband services from Virgin Media are encouraged to sign up for Virgin Mobile with several competitively priced offers. However, even though the sites look similar, consumers need to have two separate logins for the two Virgin services. They even have different rules for password strength.
\nI’m sure you can think of examples of your own, perhaps where (like with Virgin) you can’t even choose to use the same sign-in details if you want to. Maybe others require you to log in to different services from the same company repeatedly.
\nDon’t be one of these companies. You probably won’t end up with frustrated customers, since they’ll end up voting with their feet (and leaving you for another provider).
\nA unified customer profile is the first step to a smarter company. With CIAM, you’ll have a single location for everything about individual customers (including their login and service usage data).
\nWhat’s more, CIAM creates a unified customer profile on which to base all other metrics and predictions. Customer-specific data can be used in marketing, sales, customer support, content planning, product development, customer security, and more. Unified customer profiles are simply a brilliant resource for rich data, metrics, and analytics that multiple departments can use.
\nBy reducing the number of separate sign-in databases and systems you need to maintain and service, SSO reduces maintenance costs for every application or service that would previously have needed a separate login system.
\nA centralized identity solution also streamlines the creation of new apps and services by providing a “drop-in” solution for logging in, and for a multitude of useful data gathering methods. An effective enterprise SSO solution saves money in the long term and short term by making it easier than ever to collect customer data and user credentials in one secure spot.
\nBy leveraging Single Sign On (SSO), brands can reduce the barriers to entry for users and bring them onto a single platform. That’s one login, one set of credentials, one consistent experience.
\nEasy site navigation is the key to making a site user-friendly. The process should be quick and simple, allowing users to get in and get out without hassle.
\nNow busines\nses can link their consumers to their own applications in just one click, making it easy to log in with the service they choose.
\nFaster, less cluttered sign-ups result in more loyal users. No wonder, SSO is gradually becoming the new, industry-standard solution to increase conversion rates across web and mobile properties.
\nYou need to focus fiercely on consumer retention during the initial days of your business. If you’re not in the top 10, you’re nowhere. That means that you need to convince your users to stick around and keep using your service from day one.
\nAccording to a Localytics study, if you can keep 80% of your users around after Day 1, you're on track to be on top 10. But, if you can't keep 40% around after Day 1, you won't make the top 100.
\nAlthough your frequent users are unlikely to lose their log-in credentials, a third of your user base isn't yet on a daily basis. If they forget their details, there's a good chance you'll never see them again.
\nWithout any need for passwords, SSO enables your users to come back to your app seamlessly. It's like leaving the porch light on for them: it makes them feel involved.
\nSingle sign-on directly benefits your organization by gathering a wealth of customer data and credentials securely in one spot for your services, teams, and applications to use. Failing to use SSO will make your consumers notice you in a bad light as they try to navigate your apps and services. By contrast, leaders who bring an SSO solution to their organization will stand out because of the multitude of benefits that single sign-on provides.
\n\nImplementing single sign-on authentication (SSO) for B2C enterprises can bring numerous benefits, making it a wise investment. SSO not only simplifies the login process but also enhances security by reducing the risks of password-related breaches.
\nAdditionally, it saves time and effort for both customers and IT teams. With the benefits of SSO, B2C enterprises can improve their user experience, increase customer loyalty, and reduce operational costs.
\nTherefore, it's a valuable solution that every B2C enterprise should consider. In summary, the benefits of SSO for B2C enterprises are significant, and implementing it can be a game-changer in today's digital age.
\n\n","frontmatter":{"date":"June 18, 2019","updated_date":null,"description":"Today, consumers want to log into one place and access all of their favorite sites and services using their preferred login credentials. Single sign-on is a great way to show your consumers that you care about their security and convenience.","title":"5 Reasons To Know Why B2C Enterprises Should Use Single Sign-On","tags":["sso authentication","data security","cx"],"pinned":null,"coverImage":{"childImageSharp":{"fluid":{"aspectRatio":1.2658227848101267,"src":"/static/386f51fb3881dc52d1701e78adfc99da/33aa5/sso-authentication.jpg","srcSet":"/static/386f51fb3881dc52d1701e78adfc99da/f836f/sso-authentication.jpg 200w,\n/static/386f51fb3881dc52d1701e78adfc99da/2244e/sso-authentication.jpg 400w,\n/static/386f51fb3881dc52d1701e78adfc99da/33aa5/sso-authentication.jpg 768w","sizes":"(max-width: 768px) 100vw, 768px"}}},"author":{"id":"Rakesh Soni","github":"oyesoni","avatar":"rakesh-soni.jpg"}}}},{"node":{"excerpt":"If you aren’t already taking advantage of CIAM (customer identity and access management), you should be. But what components do you need to…","fields":{"slug":"/identity/perfect-ciam-platform/"},"html":"If you aren’t already taking advantage of CIAM (customer identity and access management), you should be. But what components do you need to include if you want to implement the perfect CIAM platform? One that meets all of your organization’s needs, both now and in the future?
\nThe CIAM revolution has taken over the access management landscape in just five years. Winning customer trust by safeguarding their data is becoming a competitive advantage.
\nResearch from Deloitte shows that 70% of consumers are more likely to purchase from consumer product companies that they believe protect their personal information.
\nCustomer identity management goes beyond simply repurposing employee IAM for customers—CIAM’s scalability, scope, and customer focus enable you to go far beyond simple privacy management and access verification. In fact, it forms a key component of effective digital transformation.
\nTo succeed in today’s environment, businesses should consider an all-in-one CIAM platform that manages people, systems, and devices used throughout their organization. Customers, vendors, partners, and more should all be included in a comprehensive framework if you want to enable true digital transformation.
\nThere are a number of key features that are essential if you want to implement a robust customer identity and access management framework.
\nThe initial seed behind CIAM will always be the need to securely manage access, with many of its advanced functions evolving from this essential starting point. Going beyond old-fashioned access methods, a modern customer identity management solution should enable frictionless security. By enabling seamless authentication between people, systems, and things, CIAM can enable low-friction access for all, while still remaining secure.
\nFrictionless security means easy-to-use security. Your customers are presented with a beautifully integrated access solution that works so well they barely notice it.
\nCompliance with local data protection laws can be a chore, especially given their constant evolution. A good customer identity platform should enable you to keep up with local laws anywhere in the world that you do business.
\nWith country-specific or regional control over how personal data is stored and managed, you’ll always meet legal requirements, saving you compliance management costs each year.
\nThese aren’t the only potential costs you can save—legal fees can run high when privacy management fails. Presenting customers with easily self-managed privacy choices and a solid privacy policy also shows them that their data is safe and shows your company to be competent and professional in handling these issues.
\nThis reputation will encourage customer loyalty in the long run.
\nA perfect CIAM platform needs to be able to integrate more than just people. There are lots of identity-filled business processes and practices, and in the future the number of these is only set to grow.
\nA well-designed customer identity solution connects all native and third-party applications that handle customer data.
\nAPIs let you quickly integrate systems that need to work together across providers, so the APIs available from your CIAM provider need to work with every system that can benefit from CIAM integration.
\nTo make the most of your customer identity and access management solution, it needs to integrate seamlessly with your CRM, business intelligence, analytics, content management, and marketing automation systems. You also need to know that your vendor has the capacity to create effective APIs to let you take advantage of new technology as it comes online.
\nCustomer data needs to be securely protected at all times, yet at the same time be available to those who should be able to use it. A good CIAM solution will let you develop schemas flexibly so you can get the most out of your systems
\nWithout effective data access control, data governance is useless. You need to know these essentials:
\nAll of these things need to be manageable across future system updates without fail. At the same time, there should be no need to mess around with schemas that work well.
\nYour CIAM platform must meet compliance requirements on a global scale, even though many of these requirements are constantly changing and evolving. Currently, here’s what your CIAM platform needs to do:
\nMake sure you aren’t wasting time and money on security compliance—use an up-to-date cloud CIAM system.
\nOne of the best things about an advanced CIAM solution is the ability to tie in customer analytics, giving you a much deeper and clearer understanding of each customer. Here’s what this data can be used for:
\nCIAM can be used to both extract and store many different data points, feeding them back to your other systems for use.
\n\nYour CIAM solution must be not only scalable, but rapidly so, making it possible to meet unexpected demand without faltering. You shouldn’t ever need to worry that a promotion or event could affect the smooth operation of your account features.
\nAll told, your CIAM platform needs to boost customer experience in every possible way. A reduced initial entry threshold that leverages social login or passwordless login is just the start.
\nAdvanced analytics, effective self-service options, and integration with all of your customer-facing functions should all work to improve the way customers access your systems. And storing everything about one customer in the same place—data, analytics, preferences, and browsing/purchase history—will make it much easier for employees to manage customer accounts.
\nThe main thing to remember is that customer IAM is all about customer experience and customer trust. More than just an identity platform, and more than just an access management solution, LoginRadius offers a way to go beyond customer expectations.
\nToday that means you need to offer self-service data management and make use of the additional customer data that CIAM platform can give you. Only then can you improve what you offer customers at virtually every point in their journey.
\n\n","frontmatter":{"date":"June 10, 2019","updated_date":null,"description":"More than just individuals, a perfect CIAM platform needs to be able to incorporate. There are plenty of business processes and activities loaded with identity, and the number of these is only set to increase in the future. Both native and third-party applications that manage customer data are linked by a well-designed customer identity solution.","title":"8 Key Components of a Perfect CIAM Platform","tags":["ciam platform","compliance","cx"],"pinned":null,"coverImage":{"childImageSharp":{"fluid":{"aspectRatio":1.408450704225352,"src":"/static/59b043bbfdccfbcbb3f1ae1e7586a72d/0756a/fetaure-image-1.png","srcSet":"/static/59b043bbfdccfbcbb3f1ae1e7586a72d/69585/fetaure-image-1.png 200w,\n/static/59b043bbfdccfbcbb3f1ae1e7586a72d/497c6/fetaure-image-1.png 400w,\n/static/59b043bbfdccfbcbb3f1ae1e7586a72d/0756a/fetaure-image-1.png 768w","sizes":"(max-width: 768px) 100vw, 768px"}}},"author":{"id":"Rakesh Soni","github":"oyesoni","avatar":"rakesh-soni.jpg"}}}},{"node":{"excerpt":"Introduction Customer identity and access management (CIAM) is taking over the customer login experience. There’s more at stake than just…","fields":{"slug":"/identity/customer-identity-and-access-management/"},"html":"Customer identity and access management (CIAM) is taking over the customer login experience. There’s more at stake than just registration and authentication. In this article, we have explained how CIAM can help your business face the future head-on.
\nCIAM simplifies every business task that deals with your customers on an individual basis, including those that haven’t registered on your site yet. With a single data hub for all identities, CIAM seamlessly links authentication, customer management, sales, marketing, business intelligence, and services.
\nCompanies that focus on providing an excellent digital experience to their customers should also focus on offering customers personalizing services. To accomplish this, businesses need to build a 360-degree view of the customer profile based on interactions with the company.
\n“If your business isn’t using CIAM, you stand every chance of lagging behind businesses that are making the most of the technology and the customer data it collects.”
\nAt the same time, companies need to ensure the safety of these data to secure customer trust. This twin objective of enabling excellent customer experience and reliable security systems can be met by implementing a Customer Identity and Access Management (CIAM) system.
\nA CIAM solution usually offers a combination of features including customer registration, self-service account management, consent and preferences management, single sign-on (SSO), multi-factor authentication (MFA), access management, directory services, and data access governance.
\nAt the extreme scale and performance, a customer identity and access management solutions ensure a secure, seamless customer experience regardless of which channels (web, mobile, tablet, etc.) customers use to engage with an organization.
\nCustomer identity and access management (CIAM) is a digital identity management software solution for businesses that combines login verification with customer data storage. CIAM aims to improve the customer's sign-up and login experience while securely managing customer identities.
\nCIAM offers the luxury of a centralized customer database that links all other apps and services to provide a secure and seamless customer experience.
\nLet’s start by outlining the scale of the issue. Research suggests that B2B companies see customer experience as the most exciting business opportunity in 2020. Over 85% of buyers say they are willing to pay more for excellent customer experiences. Today, however, only 1% of customers think that companies can deliver a level of customer service that consistently meets their expectations.
\nIt is clear that consumers want a better experience, but this can’t come at the expense of security. In a recent survey, 83% of US customers said that they would stop buying from a company that had experienced a data breach–21% said they would never return. Overall, the survey showed you could lose up to half your customers if you’ve been hacked.
\n![\"Customer](\"/c002c85bb638b44433d7d4832ccb5a39/Customer-identity-and-access-management-loginradius-1024x456.gif\")
A secure login experience is a minimum that today’s customers expect from a modern organization. It engenders trust and encourages your customers to come back to you time and again. Hence, the importance of the CIAM platform chimes in.
\nEvery company wants to become a technology enterprise today. With the explosion of channels, devices, platforms, and touchpoints, customer needs are changing. And secure experiences with those interactions are of paramount importance.
\nCIAM is a fundamental technology that serves increasingly complex consumer needs and enables businesses to deliver stable, seamless digital experiences.
\n\nCustomer identity and access management have historically been a use case for consumers (B2C). Yet an organization's client may also be a company (B2B). The new way of doing business covers a plethora of markets and use cases as consumers demand more from companies they do business with.
\nFrom an enterprise point of view, a CIAM solution has several useful features that can improve security, enhance customer data collation, and provide critical data to the marketing and sales departments.
\nA fundamental customer identity and access management (CIAM) system provide the following advantages for businesses and their customers.
\nA streamlined customer experience delivered by an organization reflects that it’s up-to-date and concerned about providing the easiest login possible.
\nBy providing a smooth login experience for your applications and services, you encourage customers to try out more of your digital offerings. The end result is a customer who is more embedded in your digital ecosystem, without extra effort.
\n“A streamlined customer experience delivered by an organization reflects that it’s up-to-date and concerned about providing the easiest login possible.”
\nFor example, implementing a single sign-on through a customer identity and access management system means a customer only needs one account for all of your digital touchpoints. Whether your customers are signing in from a browser or a mobile device, they’ll benefit from not having to sign in repeatedly to different services again and again—encouraging repeat use of your apps and services.
\nA standard CIAM system provides essential security features that safeguard both data and account access. For example, with risk-based authentication, each customer’s usage and login patterns are monitored, making it easy to spot unusual (and therefore potentially fraudulent) activity.
\nFor use cases where you need an extra layer of security, you can enable multi-factor authentication (MFA), which verifies a customer’s identity by requiring a second step, such as entering an SMS code or clicking an email link.
\nYour secure login procedures reassure customers that they are safe using your services—something that’s essential with the number of public data breaches reaching the news.
\nWith just one customer identity management system that’s fully managed for you, reliability is maximized, and the need for resources is kept to a minimum. A centralized login system for all of your apps and services makes it easy to add new services as they come online. A cloud implementation can quickly scale up or down depending on your usage, and automated failover can cut downtime to virtually zero.
\n“As your digital ecosystem grows, a modern CIAM solution reduces the workload for your IT department and makes it easy to expand your business.”
\nBy connecting the data gathered from all of your services and websites, you get a complete overview of each customer. With a full picture of everything a customer has done since the first time they visited your site, you’ll have access to real-world data in startling detail.
\n![\"customer](\"/dd20ffd19af3aeb6889383c57a060f77/SearchCustomers_145675b7b2399d905b1.79082854.gif\")
You can use this data to monitor customer journeys across multiple apps and services, create marketing personas that reflect your customers, design new products or special offers, and direct your customers towards choices that will benefit the both of you.
\nWhen you understand your customers more deeply, you can reach them more easily and serve them better. All of this adds up to more revenue and a lower cost of acquisition and retention.
\nPrivacy compliance is a critical aspect of any company handling customer data and an essential part of any online business. The EU’s GDPR and the recently rolled out California’s CCPA are just a few examples of privacy laws that have a global reach, affecting any data flowing into or out of the EU. Most Western countries have similar regulations or are enacting similar laws, and the rest of the world is rapidly catching up.
\nIf you have an online business that you want to keep viable in 2020 or beyond, you must maintain compliance with these regulations. Here are some of the things you need to provide or be able to do to meet regulations:
\nCIAM can also be tailored to meet the regulatory requirements of different regions—essential for global business.
\n“A modern CIAM solution enables you to meet all of these privacy requirements and more while simplifying the process and reducing the costs associated.“
\nIn the world of CIAM, a business can gain an advantage by implementing new and advanced login options that are not yet widely adopted. These login methods further improve customer experience, customer trust, or both.
\nPasswordless Login simplifies and streamlines the login process, while at the same time making it more protected. It also helps you present your company as a modern, secure organization that uses the latest technology to safeguard your customers. Passwordless login uses a customer’s email address or phone number to send them a one-time link that they click to log in.
\nOne-Touch Login also allows customers to log in with a generated link sent to their email address or a one-time password sent to their phone. However, unlike Passwordless Login, the customer does not need to be an existing user in the system, and no credentials are submitted. In other words, the customer gets the benefits of secure access without the commitment of account creation.
\nSmart Login gives users a quick and secure login for the internet of things (IoT) and smart devices, which are increasingly becoming a vital part of today’s digital ecosystem. Smart login delegates the authentication process for smart TVs, gaming consoles, and other IoT devices to other devices that are easier and more secure for entering and managing passwords.
\nAs part of international privacy regulations like the GDPR and CCPA, businesses need to be clear with customers about their consent to data collection and communication.
\nCIAM provides tools for managing a customer’s consent to give them an understanding and control over their consent. Consent management involves requesting consent during registration and authentication and provides the ability to modify existing permissions and apply new consents retroactively.
\nToday, we’re moving away from simple customer access to more complex data monitoring to gain a better understanding of each customer.
\nA customer identity access management solution can bridge the gap between your customers and the latest developments in identity and personal data protection—essential in today’s connected world. CIAM helps you take the next step in assuring your customers’ online safety while simplifying their online experience across new digital platforms.
\nMany companies provide their customers with a modern digital experience, thanks to a customer identity management system. If you want to give your customers the same advantages, the time to act is now.
\nA CIAM solution like LoginRadius can help you achieve this with customer account information, including data, consent, and activity, accessible from one dashboard.
\n1. What is the difference between CIAM and IAM?
\nA CIAM (consumer identity and access management) solution manages your services’ external consumer identities, whereas an IAM (workforce identity and access management) solution manages your organization's identities. Read more.
\n2. Why is CIAM important?
\nCIAM enables businesses to enable quick, convenient, secure and unified access across multiple channels. Moreover, a CIAM solution allows you to use customer data, including customer behavior, to understand your target audience better and tailor your service, products, and marketing.
\n3. How does CIAM protect customer data?
\nA CIAM solution includes various authentication mechanisms like multi-factor authentication (MFA), risk-based authentication (RBA), and more to ensure even if the primary layer of protection like passwords is compromised, access is restricted to a particular account.
\n4. How much does a CIAM cost?
\nTypically, there are different plans for enterprises and developers. Businesses can choose monthly, quarterly, or yearly plans depending on the services and needs.
\n5. How do I get CIAM?
\nYou can contact the LoginRadius sales team to schedule a free personalized demo and learn how the leading cloud-based CIAM works for your business.
\n\n","frontmatter":{"date":"June 03, 2019","updated_date":null,"description":"The customer login experience is taken over by customer identity and access management (CIAM). There's more than just registration and authentication at stake. You're losing out on a host of advantages if all you get from your clients when they log in is an email address to send newsletters and passwords. We illustrate in this article how CIAM will help the organisation face the future head-on.","title":"What is Customer Identity and Access Management(CIAM)?","tags":["ciam solution","compliance","cx"],"pinned":null,"coverImage":{"childImageSharp":{"fluid":{"aspectRatio":1.4598540145985401,"src":"/static/d93624433155d01d13652a3fa3cad3da/ee604/ciam-cover.png","srcSet":"/static/d93624433155d01d13652a3fa3cad3da/69585/ciam-cover.png 200w,\n/static/d93624433155d01d13652a3fa3cad3da/497c6/ciam-cover.png 400w,\n/static/d93624433155d01d13652a3fa3cad3da/ee604/ciam-cover.png 800w,\n/static/d93624433155d01d13652a3fa3cad3da/a8378/ciam-cover.png 1024w","sizes":"(max-width: 800px) 100vw, 800px"}}},"author":{"id":"Rakesh Soni","github":"oyesoni","avatar":"rakesh-soni.jpg"}}}},{"node":{"excerpt":"Introduction First, let’s understand what is SSO (Single Sign-On). Introducing Single Sign On (SSO) to your customers can offer greater…","fields":{"slug":"/identity/what-is-single-sign-on/"},"html":"First, let’s understand what is SSO (Single Sign-On). Introducing Single Sign On (SSO) to your customers can offer greater security and improved usability. That’s two of the many key benefits of SSO.
\nLet’s face it. No one likes remembering credentials. They seem like exerting a lot of pressure on the memory. What's worse is many use the same username and password, irrespective of the application they are using.
\nThis is where the Single Sign On technology comes into focus and works like a champ. To understand this solution, let's consider an analogy: \"Imagine going to the mall, and at each store, you must register with the store for your first purchase. Then, every time after that, you have to prove who you are to buy something.\"
\nUnfortunately, this is what happens when you shop online. Each website makes you create a new and unique identity specific to that website. On top of that, you have to login and authenticate each time.
\nWhile some web properties do offer the option to sign in using social identity, the majority of customers still have to log in to each web property. This often happens even when the websites are part of the same parent organization. Let’s understand what is SSO and how SSO works.
\nSingle Sign-On (SSO) is a method of authentication that allows websites to use other trustworthy sites to verify users. Single sign-on allows a user to log in to any independent application with a single ID and password.
\nSSO is an essential feature of an Identity and Access Management (IAM) platform for controlling access. Verification of user identity is important when it comes to knowing which permissions a user will have. Talking about the sso examples, the LoginRadius Identity platform is one example of managing access that combines user identity management solutions with SSO solutions.
\nSingle sign-on (SSO) is a system that allows users to access multiple applications and services with just one set of login credentials.
\nWhen we talk about how how SSO works- it does by authenticating a user's identity once and then granting access to all of the applications and services that the user is authorized to access. When a user attempts to access a resource from a service provider, the SSO system sends a request to the user's identity provider to authenticate the user's identity.
\nOnce the user is authenticated, the identity provider sends the necessary credentials to the service provider, allowing the user to access the requested resource. This process eliminates the need for users to remember and manage multiple usernames and passwords, streamlining the login process and improving the user experience.
\nSSO also simplifies identity management for organizations, reducing the risk of data breaches and improving overall security.
\nAn SSO authentication token is a crucial aspect of the SSO process. Once a user is successfully authenticated, the Identity Provider (IDP) generates a token. This token contains information about the user's identity and permissions. The Service Provider (SP) then recognizes this token, granting access to the user without the need for re-authentication. Tokens are typically encrypted to ensure secure transmission and storage of user data.
\nA true SSO system offers several key features:
\nApp-to-App SSO authentication, also known as Service-to-Service SSO, enables seamless authentication and access between different applications within an organization's ecosystem. Instead of requiring users to log in multiple times when switching between apps, this approach maintains authentication sessions across the apps. It enhances productivity and user experience by eliminating the need for repeated logins.
\nSSO Software as a Service (SaaS) is a cloud-based solution that offers SSO functionality to organizations without the need for on-premises infrastructure. With SSO SaaS, organizations can easily implement SSO across their applications and services by subscribing to a third-party provider. This approach simplifies deployment, maintenance, and scalability of SSO, making it accessible to businesses of all sizes.
\nIntegrating SSO authentication into an Access Management Strategy enhances security, user experience, and operational efficiency:
\nIncorporating SSO into an Access Management Strategy strengthens overall security posture while simplifying user access across the organization's digital assets.
\nTill now, we’ve learned how SSO works, now let’s understand its benefits. Single Sign-On clearly minimizes the risk of poor password habits. Also, removing login credentials from servers or network storage can help a great deal in preventing a cyber attack.
\nCustomers can use a single identity to navigate multiple web and mobile domains or service applications.
\nBecause users only need to use one password, SSO makes generating, remembering, and using stronger passwords simpler for them.
\nThe time spent on re-entering passwords for the same identity. Users will spend less time logging into various apps to do their work. Ultimately it enhances the productivity of businesses.
\n\nCustomers can access all domains and services with a single active session.
\nAccessing third-party sites (user passwords are not stored or managed externally) becomes risk-free.
\nCreating a single instance of the customer data provides a centralized view of the customer across all channels.
\nDue to fewer help desk calls about passwords, IT can spend less time helping users to remember or reset their passwords for hundreds of applications.
\nSingle sign-on (SSO) is not a one-size-fits-all solution, and there are several different types of SSO that organizations can choose from. The most common types of SSO include:
\nImplementing single sign-on (SSO) requires careful planning and coordination between the identity provider and the service providers. The first step in implementing SSO is to choose an identity provider that supports the necessary protocols, such as SAML, OAuth, or OpenID Connect.
\nOnce the identity provider has been selected, the service providers must be configured to accept SSO requests from the identity provider. This typically involves configuring the service providers to trust the identity provider and to use the appropriate SSO protocol.
\nThe identity provider must also be configured to authenticate users and provide the necessary credentials to the service providers. Finally, the SSO system must be tested to ensure that it is working properly and that users are able to access the resources that they are authorized to access.
\nYour SSO solution must meet the basic needs to support IT needs. That means a stable solution and a highly functional one. Today, digital transformation relies on a platform for Customer Identity and Access Management (CIAM), which includes SSO and other tools. So, here what you need to keep in mind while narrowing down your SSO solution.
\nMake sure your SSO solution provides adequate life-cycle management API support and SDKs for major platforms.
\nWhat about the extra layer of security? Find out if it supports MFA, adaptive authentication, automatic forced authentication, and more.
\nFind out if you will be allowed to use any corporate identity provider you prefer. Make sure it supports Microsoft Active Directory, Google Directory, etc.
\nEnsure that your identity platform supports SSO for mobile devices and syncs well with various multi-factor authentication tools.
\nIt should support password validation requirements like customizable password expiration limit, password complexity, and expiration notifications.
\nCheck out if it meets security standards like ISO 27017, ISO 27018, ISO 27001, SOC 2 Type 2, and global compliances like the GDPR and CCPA, etc.
\nFind out if it allows you to blacklist or whitelist IPs, set responses to counter brute force attempts and there are provisions for re-authentication.
\nSince now you know what is an sso login, let’s understand how LoginRadius SSO is superior. Single sign on (SSO) can be implemented in several ways, but typically follows a standard or protocol, as well as several technologies which can enforce the standards/protocols listed below.
\nWeb single sign-on enables your customers to access any of your connected web properties with a single identity. As customers navigate from one site to the next, your systems will be able to recognize who they are on each site.
\nWeb Single Sign-On also is known as LoginRadius Single Sign-On, is a browser-based session management system that uses browser storage mechanisms (sessionStorage, localStorage, Cookies) to hold the user session across your assets.
\nThis storage is stored on a centralized domain managed by LoginRadius and can be accessed via our JavaScript Single Sign-On APIs, or directly through a JSONP call. This session is integrated seamlessly into our standard Customer Identity and Access Management scripts.
\nMobile single sign-on is like web SSO, except that customers can use a single identity to access connected mobile apps.
\nMobile SSO enables you to unify a user session across multiple apps that are serviced by a single account LoginRadius. It works by storing the LoginRadius access token in a shared session, either shared Android preferences or iOS keychain, which allows you to recognize a currently active session and access current user data sessions to configure your user account with each linked program.
\nFederated single sign-on works a little differently than the web and mobile SSO. Rather than connecting websites or mobile apps, you use the login credentials held by partners. This happens by using industry-standard SSO protocols, which allow customers to gain access to web properties without authentication barriers.
\nLoginRadius also acts as an IdP that stores and authenticates the identities used by end-users to log in to customer systems, applications, file servers, and more depending on their configuration.
\nSecurity Assertion Markup Language (SAML) is an open standard enabling identity providers (IdP) to pass credentials for authorization to service providers. In simple terms, it means that you can log into several different websites using one set of credentials. LoginRadius supports both SAML 1.1 and SAML 2.0 flows to support LoginRadius either as an IDP or as a Service Provider (SP). LoginRadius supports SAML flows, both initiated by IDP and initiated by SP. The LoginRadius Admin Console allows the SAML settings to be entirely self-service, allowing you to configure statements, keys, and endpoints to suit any SAML provider. JSON Web Token (JWT) is a commonly used Single Sign-On protocol widely used in B2C applications and included in RFC 7519. This protocol helps you to create an encrypted token that is encoded in JSON. In LoginRadius, this can either be created via API or directly requested through the responses to the Login and Social Login interface. This token is then transferred and consumed on to the third-party service provider. The data to be collected can be mapped to the LoginRadius Admin Console. You can also configure the token's encryption method based on the service provider's specifications, which will consume the token. OAuth is an open-standard authorization protocol or framework that describes how unrelated servers and services can securely enable authenticated access to their assets without actually sharing the initial, related, single login credential. This is known as safe, third party, user-agent, delegated authorization in authentication parlance. LoginRadius may either function as an OAuth 2.0 Identity Provider or as a Service Provider delegating the authentication process to an IDP supporting the OAuth Project. The specifications for OAuth 2.0 are protected in RFC 6749. Such specs cover the various specifications and structured processes OAuth embraces. From the authorization of the service provider requesting authentication to the request for authorization from the end-user to the generation of the access token used to request the scoped data from the IDP after authentication. OpenID Connect or (OIDC) is an authentication layer standardized by the OpenID Foundation atop the OAuth 2.0 framework. By following the specifications defined in the OpenID Connect specs, LoginRadius provides a way to integrate your OpenID Connect client with our API. These specs cover the various specifications and structured processes adopted by OpenID Link. Multipass is one of the most simple forms of authentication with SSO. Multipass is done through the generation of an authenticated JSON hash of the values to be sent to the service provider. Deciding the best implementation method really depends on your individual situation, technical architecture, and business needs. \nIf you think a readymade SSO solution is best for your company, a customer identity provider like LoginRadius will help you achieve fast and easy implementation. 1. What is an example of SSO? When we talk about what is an SSO login, the best example of SSO login is Google’s implementation of SSO in its products. For instance, if you’re logged in to Gmail, you automatically gain access to all other products of Google like YouTube, Google Drive, Google Photos, etc. 2. What is the difference between single sign-on (SSO) and social login? SSO offers seamless authentication with one credential across multiple connected platforms or systems. On the other hand, social login allows users to access services by authenticating themselves using their social account credentials. 3. What are the benefits and business advantages of single sign-on (SSO)? Businesses can leverage SSO to deliver a seamless user experience at every touchpoint. Moreover, SSO can help online platforms derive more conversions and growth. 4. What is the difference between SSO and federation? The main difference between Identity Federation and SSO lies in the range of access. SSO allows users to use a single set of credentials to access multiple systems within a single organization (a single domain). On the other hand, Federation lets users access systems across federated organizations. 5. How can I get SSO for my OTT platform? What is sso integration and how can i get it for my OTT platform? SSO integration can be done through a cloud-based CIAM solution like LoginRadius. The cutting-edge CIAM helps OTT platforms to deliver a seamless user experience across multiple touchpoints. Read more. 6. What is the Single Sign-On (SSO) protocol? SSO protocol enables users to access multiple applications with a single set of login credentials using standards like SAML, OAuth, or OpenID Connect. 7. What are three benefits of Single Sign-On (SSO)? Enhanced security, improved user experience, and increased productivity. 8. What is the difference between Same Sign-On and Single Sign-On? Same Sign-On is not a standard term; Single Sign-On (SSO) allows users to log in once and access multiple applications securely. 9. What is the purpose of Single Sign-On (SSO)? Simplify authentication for users and enhance security by allowing access to multiple applications with one login. Identity is evolving, and developers are at the forefront of this transformation. Every day brings a new learning—adapting to new standards and refining approaches to building secure, seamless experiences. We’re here to support developers on that journey. We know how important simplicity, efficiency, and well-structured documentation are when working with identity and access management solutions. That’s why we’ve redesigned the LoginRadius website—to be faster, more intuitive, and developer-first in every way. The goal? Having them spend less time searching and more time building. LoginRadius’ vision is to give developers a product that simplifies identity management so they can focus on building, deploying, and scaling their applications. To enhance this experience, we’ve spent the last few months redesigning our interface— making navigation more intuitive and reassuring that essential resources are easily accessible. Here’s a closer look at what’s new and why it’s important: Developers spend long hours working in dark-themed IDEs and terminals, so we’ve designed the LoginRadius experience to be developer-friendly and align with that preference. The new dark mode reduces eye strain, enhances readability, and provides a seamless transition between a coding environment and our platform. Our new design features a clean, modern aesthetic with a consistent color scheme and Barlow typography, ensuring better readability. High-quality graphics and icons are thoughtfully placed to enhance the content without adding visual clutter. So, whether you’re navigating our API docs or configuring authentication into your system, our improved interface will make those extended development hours more comfortable and efficient. We’ve restructured our website to provide a straightforward breakdown of our customer identity and access management platform capabilities, helping you quickly find what you need: This structured layout ensures you can quickly understand each capability and how it integrates into your identity ecosystem. We’ve been analyzing developer workflows to identify how you access key resources. That’s why we redesigned our navigation with one goal in mind: to reduce clicks and make essential resources readily available. The new LoginRadius structure puts APIs, SDKs, and integration guides right at the menu bar under the Developers dropdown so you can get started faster. Our Products, Solutions, and Customer Services are also clearly categorized, helping development teams quickly find the right tools and make informed decisions. Developers now have a clear view of the tech stack available with LoginRadius, designed to support diverse business needs. Our platform offers pre-built SDKs for Node.js, Python, Java, and more, making CIAM integration seamless across popular programming languages and frameworks. Check out our revamped LoginRadius website and see how the improved experience makes it easier to build, scale, and secure your applications. Do not forget to explore the improved navigation and API documentation, and get started with our free trial today. We’re excited to see what you’ll build with LoginRadius!SAML
\nJWT
\nOAuth
\nOpenID Connect
\nMultipass
\nConclusion
\nFAQs
\nWhat’s New and Improved on the LoginRadius Website?
\nA Developer-Friendly Dark Theme
\n![\"This](\"/f46881583c7518a93bb24e94c32320de/a-developer-friendly-dark-theme.webp\")
Clear Categorization for LoginRadius Capabilities
\n![\"This](\"/e5358b82be414940f3fb146013845933/capabilities.webp\")
\n
\nDeveloper-First Navigation
\n![\"This](\"/a8c155c2b6faf3d5f4b4de4e2b14d763/developers-menu.webp\")
Quick Understanding of Integration Benefits
\n![\"This](\"/b2f9a964a2da0ea83e2f8596b833bba7/we-support-your-tech-stack.webp\")
Over to You Now!
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