WhatA managed SSO and identity platform for SMBs that sits above Google/Microsoft, so losing one provider account doesn't lock you out of every third-party service you use for payroll, banking, and operations.
SignalMultiple commenters point out that the real disaster isn't just losing email — it's that people use Google Sign-In as their identity for payroll systems, banks, and dozens of SaaS tools, making account suspension a cascading business-wide lockout with no recovery path.
Why NowSSO adoption among small businesses has exploded post-COVID, but unlike enterprises using Okta, SMBs have no independent identity layer — they're fully dependent on Google or Microsoft as both service provider and identity provider simultaneously.
MarketSMBs with 1-50 employees using Google or Microsoft SSO (~15M businesses globally); Okta and Entra ID are too complex and expensive for this segment; Keycloak self-hosting is unrealistic for non-technical founders.
MoatIdentity is the stickiest layer in any stack — once you're the auth provider, every connected app reinforces lock-in through network effects across the customer's entire SaaS ecosystem.
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