September 2026 Edition, published · The permanent record of that edition, superseded since. The current standing is on the category page →
Index › IT › Identity and access › CIAM › Small business · September 2026 Edition

Customer identity and access management for small business buyers

Asked as “customer identity platform”, and as “CIAM solution for a product's users”, on behalf of a small B2B company. 48 first choices recorded across the direct, paraphrase, budget and scale prompts, twelve models each.
Standing · first-choice share
27%
Contested · Auth0 25%
27Clerk25Auth015Frontegg33others

27% of first choices, contested.

By buyer segment

The same question asked on behalf of a different buyer. Each standing is computed within its segment; they sit side by side and are never added together.

The standing

Share is the count of first choices across the direct, paraphrase, budget and scale prompts, over all twelve models, for a small B2B company. Ordered by share.
ProductFirst-choice shareNegative rateLabelsQuadrant
01Clerk27%5%38accepted challenger
02Auth025%51%61criticized challenger
03Frontegg15%5%19accepted challenger
04WorkOS AuthKit10%6%31accepted challenger
05LoginRadius4%11%18accepted challenger
06Amazon Cognito4%50%20criticized challenger
07Descope2%5%20accepted challenger
08Firebase Authentication Lab in the set2%22%18accepted challenger
Show the six products at 0%, ordered by negative rate
14Okta0%79%14criticized challenger
13Microsoft Entra External ID0%42%12criticized challenger
12Keycloak0%36%14criticized challenger
11Supabase Auth0%11%18accepted challenger
10FusionAuth0%6%16accepted challenger
09Stytch0%0%26accepted challenger
Bars are the share of first choices, 0 to 100Every product with at least 10 labels here. Every product name links to its product page.

Firebase Authentication is made by Google, whose model Gemini 3.5 Flash is in the set. On the four share prompts that model made it the first choice zero times of 4; the other eleven models one time of 44. Lab treatment is defined on the method page; the row is marked, not excluded.

Head to headHead-to-head pages are published for mid-market buyers, so these open on mid-market figures, not small business.
All twenty-eight head-to-head pages: the top eight products, each against each

Recommended versus criticized

Every product with at least 10 labels here, on both axes. The 30% line names a quadrant, not the verdict above: that one needs more than 40%.

Criticized challengerCriticized default
Negative label rate →
01
02
03
04
05
06
07
08
09
10
11
12
13
14
Accepted challengerEndorsed leader
0%First-choice share → · lines at 30% share and 25% negative40%
Key
01Clerk27%
02Auth025%
03Frontegg15%
04WorkOS AuthKit10%
05LoginRadius4%
06Amazon Cognito4%
07Descope2%
08Firebase Authentication2%
09Stytch0%
10FusionAuth0%
11Supabase Auth0%
12Keycloak0%
13Microsoft Entra External ID0%
14Okta0%

What they warned about

Three of twelve models held their first choice under the paraphrase. Claude Haiku 4.5, Grok 4.20, Mistral Small, DeepSeek V4 Flash, Llama 4 Maverick, Qwen 3.7 Flash, Kimi K2, GLM 4.7 FlashX and MiniMax M2.5 changed. A high negative share on a product with few labels is a warning. A low share on a product with many labels is salience, not sentiment.
Auth0
51%
31 of 61 labels negative · 11 of 12 models · 9 hard negative
“What to Avoid for a Small Business ... Auth0 ... too expensive and complex for a small business” GLM 4.7 FlashX, paraphrase prompt
Okta
79%
11 of 14 labels negative · 8 of 12 models · 8 hard negative
“small businesses should be cautious about or avoid the following types of customer identity platforms: Enterprise-focused CIAM platforms ... such as Okta (for customer use cases)” Mistral Small, negative prompt
Amazon Cognito
50%
10 of 20 labels negative · 8 of 12 models · 4 hard negative
“Only suitable if your entire application is already deeply embedded in AWS ... Otherwise, avoid.” DeepSeek V4 Flash, negative prompt
ForgeRock Identity Platform
100%
5 of 5 labels negative · 5 of 12 models · 4 hard negative
“ForgeRock can be a significant investment, potentially making it less accessible for smaller businesses or startups with limited budgets.” Claude Haiku 4.5, negative prompt

What they cite

Twelve of the twelve models returned a source list in this edition: four return the pages they cited and eight the search results they consulted.

Sites the answers cite

62 of 72 answers in this category came back with a source list, from 12 of 12 models: citations where the model returns them, or the search results it consulted. 971 links across 206 sites, every framing counted. Ranked by the number of answers carrying the site or page.

vendor site · LoginRadius47 answers · 69 citations · 11 models
38 answers · 61 citations · 11 models
29 answers · 31 citations · 10 models
vendor site · Descope25 answers · 30 citations · 10 models
vendor site · WorkOS23 answers · 46 citations · 8 models
vendor site · Guideflow18 answers · 18 citations · 7 models
18 answers · 18 citations · 9 models
18 answers · 18 citations · 9 models
vendor site · G216 answers · 33 citations · 9 models
vendor site · Clerk15 answers · 24 citations · 8 models
vendor site · miniOrange15 answers · 16 citations · 7 models
vendor site · SSOJet14 answers · 17 citations · 6 models

Pages the answers cite

The ten pages named in the most answers, by full address. A page here is one the models returned with a recommendation, not one the index endorses.

Search against answers

Each company's standing in the answers beside its site's footprint in Google search, one row a site: the products the models named on it with their shares, and the share they add up to; monthly searches on Google, and DataForSEO's estimate of AI search demand (modeled from search signals, directional, not a count of queries to any assistant), for the most-searched of the company's and its products' names (the name is in each row's hover text); estimated monthly organic visits to the site; and its best position in Google's top ten for “best customer identity platform”, “customer identity platform”, “customer identity platforms”. US estimates from DataForSEO and Google's Ads Transparency Center. A small company's site, or a mid-sized company's site for its flagship, is marked company; a product on a large parent's site (Google, Microsoft) has no site figures. A column with no figures for this category is left out, and an empty cell means none were seen, not none exist. Two measurements side by side: neither is read as the cause of the other.
Company and productsShareOwn site citedName searches, GoogleAI search demand, est.Organic visitsPaid search a month, est.Google ads, last 30 daysBest Google position
Clerk clerk.com27%62110,00059,08246,22512
Auth0 auth0.com
Auth0 25%, Auth0/Okta 0%
25%24518,100772170,673117
Frontegg frontegg.com15%83720419,06010
WorkOS AuthKit workos.com10%7433,47875
Kinde kinde.com6%403,6002,404,33920,21848
LoginRadius loginradius.com4%37170739,70931
Amazon parent site
Amazon Cognito 4%
4%82151,000,0001,380,939
Descope descope.com2%832,4007919,633$19219
Firebase firebase.google.com
Firebase Authentication 2%
2%3590,5003,43791,247 company
SSOJet ssojet.com2%284009,629

Google's top ten for the three searches hold 25 sites; 2 of them are among the sites the models cited here (loginradius.com, startwithidentity.com). The first result for “best customer identity platform” is reddit.com.

How they answered

Six framings of the same buying question, each sent to every model in a fresh session with search on. One row per model, so a row shows whether it held its answer under rewording, what it named when cost was the constraint, and what it argued against. Computed from the raw judge labels.
ShowHide
ModelDirect“What is the best customer identity platform for a small B2B company?”Paraphrase“Which CIAM solution for a product's users would you recommend to a small business that sells to other businesses?”Comparative“What are the top customer identity platforms for a small team and how do they differ?”Budget-constrained“What is the best customer identity platform for a small company with a tight budget?”Scale-constrained“We are a 30 person company evaluating a customer identity platform. What should we look at?”Negative“Which customer identity platforms should a small business avoid or be cautious about?”
Claude Haiku 4.5Frontegg
Two alternativesSSOJet, WorkOS AuthKit
Auth0Changed
One alternativeOkta
against: Amazon Cognito, Firebase Authentication, Supabase Auth
Descope
Four alternativesAmazon Cognito, Auth0, Frontegg, Keycloak
Descope
One alternativeFrontegg
against: Amazon Cognito
no first choiceagainst: Auth0, ForgeRock Identity Platform, Google Cloud Identity, Okta, Ping Identity
GPT-5.4 miniAuth0
Three alternativesClerk, Descope, WorkOS AuthKit
Auth0Held
One alternativeFusionAuth
against: Auth0
Clerk
Three alternativesDescope, Stytch, WorkOS AuthKit
against: Auth0
Amazon Cognito, Clerk
One alternativeFusionAuth
against: Auth0/Okta Customer Identity Cloud
no first choiceagainst: Amazon Cognito, Auth0, Descope, Okta
Gemini 3.5 FlashKinde
Two alternativesPropelAuth, WorkOS AuthKit
against: Auth0, Clerk
KindeHeld
Three alternativesClerk, Frontegg, WorkOS AuthKit
against: Auth0, Microsoft Entra
Clerk
Five alternativesDescope, Firebase Authentication, Stytch, Supabase Auth, WorkOS AuthKit
against: Auth0
Clerk
Three alternativesBetter Auth, Kinde, Supabase Auth
against: Auth0
Clerk
Three alternativesFrontegg, Kinde, WorkOS AuthKit
against: Auth0
against: Amazon Cognito, Auth0, IBM Verify, Keycloak, Microsoft Entra External ID, Ping Identity / ForgeRock
Perplexity SonarWorkOS AuthKit
Three alternativesClerk, Descope, Frontegg
against: Auth0
WorkOS AuthKitHeld
Four alternativesAuth0, Descope, Frontegg, LoginRadius
Clerk, WorkOS AuthKit
Four alternativesMojoAuth, SSOJet, Stytch, SuperTokens
against: Amazon Cognito, Auth0
Amazon Cognito, Clerkagainst: Auth0, WorkOS AuthKitno first choiceagainst: Auth0, ForgeRock Identity Platform, Microsoft Entra, OneLogin, PingOne for Customers
Grok 4.20Clerk, Frontegg
Three alternativesStytch, Supabase Auth, WorkOS AuthKit
against: Amazon Cognito, Auth0, Okta
WorkOS AuthKitChanged
One alternativeStytch
against: Auth0, Frontegg, Keycloak, Okta
Clerk
Five alternativesAuth0, FusionAuth, Stytch, Supabase Auth, WorkOS AuthKit
against: Amazon Cognito, Auth0
Clerk
Five alternativesAmazon Cognito, Firebase Authentication, Keycloak, Stytch, Supabase Auth
against: Auth0
Auth0
Five alternativesClerk, Frontegg, LoginRadius, Stytch, WorkOS AuthKit
against: Okta, Ping Identity
against: ForgeRock Identity Platform, Google Cloud Identity, Okta, Persona, Ping Identity, SailPoint, Saviynt, Twilio Segment, mParticle
Mistral SmallFrontegg
Two alternativesMicrosoft Entra External ID, MojoAuth
Auth0, ClerkChanged
One alternativeFusionAuth
Frontegg, LoginRadius
Three alternativesAuth0, FusionAuth, Microsoft Entra External ID
against: Auth0
Auth0, LoginRadius
One alternativeMicrosoft Entra External ID
no first choiceagainst: Microsoft Entra ID, Okta
DeepSeek V4 FlashSSOJet, WorkOS AuthKit
One alternativeStytch
against: Auth0
ZitadelChanged
Two alternativesFrontegg, SSOJet
against: Auth0, Clerk, Firebase Authentication, WorkOS AuthKit
Clerk
Six alternativesAmazon Cognito, Auth0, Firebase Authentication, FusionAuth, Supabase Auth, WorkOS AuthKit
Auth0
Five alternativesClerk, Firebase Authentication, FusionAuth, Keycloak, Supabase Auth
no first choice
Four alternativesAuth0/Okta, Clerk, Stytch, WorkOS AuthKit
against: ForgeRock Identity Platform, Microsoft Entra External ID, Ping Identity
against: Amazon Cognito, Auth0/Okta Customer Identity Cloud, Keycloak, Microsoft Entra External ID, Ping Identity / ForgeRock, Thales OneWelcome
Llama 4 MaverickFronteggno first choiceChangedDescopeLoginRadius
Two alternativesJumpCloud, OneLogin
no first choiceagainst: Okta
Qwen 3.7 FlashClerk
Two alternativesAuth0, SuperTokens
against: Firebase Authentication
Auth0, ClerkChangedagainst: Microsoft Entra External IDDescope
Two alternativesLoginRadius, Stytch
against: Auth0
Auth0, Clerk
One alternativeSupabase Auth
against: Amazon Cognito
Auth0, Clerk
One alternativeFirebase Authentication
against: Keycloak, Microsoft Entra ID, Okta, Ping Identity, Supabase Auth
against: Auth0, Firebase Authentication, Keycloak, Microsoft Entra ID, Oracle Identity Governance, SailPoint, Zitadel
Kimi K2Frontegg
Five alternativesAuth0, Clerk, FusionAuth, Kinde, Stytch
Frontegg, WorkOS AuthKitChanged
Two alternativesKinde, Stytch
against: Auth0, Okta
Clerk
Four alternativesDescope, Frontegg, FusionAuth, Stytch
against: Auth0
Firebase Authentication
Five alternativesAuth0, FusionAuth, Keycloak, Microsoft Entra External ID, Stytch
no first choiceagainst: Auth0, IBM Verify, Okta Workforce Identity, Ping Identity / ForgeRock
GLM 4.7 FlashXFrontegg
Five alternativesAmazon Cognito, Auth0, Descope, LoginRadius, WorkOS AuthKit
KindeChanged
Two alternativesStytch, WorkOS AuthKit
against: Auth0, LoginRadius
Clerk
Seven alternativesDescope, Frontegg, FusionAuth, Stytch, Supabase Auth, WorkOS AuthKit, miniOrange
against: Amazon Cognito, Auth0
Auth0
Two alternativesDescope, miniOrange
against: FusionAuth
no first choiceagainst: Auth0, CyberArk, ForgeRock Identity Platform, Microsoft Entra External ID, Okta, OneLogin, Ping Identity
MiniMax M2.5Clerk
Three alternativesAuth0, Supabase Auth, WorkOS AuthKit
Auth0Changed
Three alternativesAzure AD B2B, Keycloak, OneLogin
against: PingOne for Customers
Clerk
Five alternativesAmazon Cognito, LoginRadius, MojoAuth, Stytch, WorkOS AuthKit
against: Auth0
Clerk
One alternativeSuperTokens
against: Auth0, LoginRadius
no first choicenothing named
Bold is the first choiceAlternatives are counted; the count opens them.What the answer argued against

The record

One row per call: the version string exactly as returned, whether the model searched, sources cited, and latency.
Seventy-two rows: every prompt, every model, every answer.
PromptModelVersion stringTime (UTC)SearchedSourcesLatency
Direct recommendationClaude Haiku 4.5claude-haiku-4-5-202510012026-09-17 13:53yes98 s
Direct recommendationGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-17 09:36yes45 s
Direct recommendationGemini 3.5 Flashgemini-3.5-flash2026-09-17 13:37yes1724 s
Direct recommendationPerplexity Sonarsonar2026-09-17 12:19yes206 s
Direct recommendationGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-17 09:50yes3820 s
Direct recommendationMistral Smallmistral/mistral-small via mistral2026-09-17 11:05yes55 s
Direct recommendationDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-17 13:31yes1817 s
Direct recommendationLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-17 11:54yes52 s
Direct recommendationQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-17 12:43no037 s
Direct recommendationKimi K2moonshotai/kimi-k2 via novita2026-09-17 09:50yes1334 s
Direct recommendationGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-17 11:29yes1450 s
Direct recommendationMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-17 11:31yes1534 s
ParaphraseClaude Haiku 4.5claude-haiku-4-5-202510012026-09-17 12:18no05 s
ParaphraseGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-17 12:26yes36 s
ParaphraseGemini 3.5 Flashgemini-3.5-flash2026-09-17 12:03yes2030 s
ParaphrasePerplexity Sonarsonar2026-09-17 10:46yes206 s
ParaphraseGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-17 13:04yes3918 s
ParaphraseMistral Smallmistral/mistral-small via mistral2026-09-17 09:55no02 s
ParaphraseDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-17 10:48yes1924 s
ParaphraseLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-17 11:58yes53 s
ParaphraseQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-17 09:29no042 s
ParaphraseKimi K2moonshotai/kimi-k2 via novita2026-09-17 12:42yes1438 s
ParaphraseGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-17 13:09yes2640 s
ParaphraseMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-17 12:03no044 s
ComparativeClaude Haiku 4.5claude-haiku-4-5-202510012026-09-17 13:26yes1510 s
ComparativeGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-17 11:05yes58 s
ComparativeGemini 3.5 Flashgemini-3.5-flash2026-09-17 13:06yes1827 s
ComparativePerplexity Sonarsonar2026-09-17 14:05yes209 s
ComparativeGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-17 12:16yes3015 s
ComparativeMistral Smallmistral/mistral-small via mistral2026-09-17 10:08yes1413 s
ComparativeDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-17 10:49yes2022 s
ComparativeLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-17 13:00yes53 s
ComparativeQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-17 09:49yes544 s
ComparativeKimi K2moonshotai/kimi-k2 via novita2026-09-17 13:18yes2742 s
ComparativeGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-17 09:33yes20108 s
ComparativeMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-17 13:39yes1337 s
Budget constrainedClaude Haiku 4.5claude-haiku-4-5-202510012026-09-17 11:47yes97 s
Budget constrainedGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-17 13:46yes45 s
Budget constrainedGemini 3.5 Flashgemini-3.5-flash2026-09-17 13:04yes2727 s
Budget constrainedPerplexity Sonarsonar2026-09-17 09:24yes196 s
Budget constrainedGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-17 13:01yes4921 s
Budget constrainedMistral Smallmistral/mistral-small via mistral2026-09-17 13:00yes58 s
Budget constrainedDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-17 14:04yes2020 s
Budget constrainedLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-17 11:57yes52 s
Budget constrainedQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-17 10:23yes1043 s
Budget constrainedKimi K2moonshotai/kimi-k2 via novita2026-09-17 12:38yes926 s
Budget constrainedGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-17 11:40yes2492 s
Budget constrainedMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-17 14:06yes1833 s
Scale constrainedClaude Haiku 4.5claude-haiku-4-5-202510012026-09-17 11:38no07 s
Scale constrainedGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-17 10:45no08 s
Scale constrainedGemini 3.5 Flashgemini-3.5-flash2026-09-17 12:18yes1226 s
Scale constrainedPerplexity Sonarsonar2026-09-17 13:35yes2010 s
Scale constrainedGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-17 12:09yes2013 s
Scale constrainedMistral Smallmistral/mistral-small via mistral2026-09-17 10:48no07 s
Scale constrainedDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-17 13:56yes916 s
Scale constrainedLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-17 09:50yes53 s
Scale constrainedQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-17 09:35no038 s
Scale constrainedKimi K2moonshotai/kimi-k2 via novita2026-09-17 12:19yes1525 s
Scale constrainedGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-17 11:18yes14135 s
Scale constrainedMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-17 10:14yes534 s
Negative framingClaude Haiku 4.5claude-haiku-4-5-202510012026-09-17 11:36yes1610 s
Negative framingGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-17 14:04yes49 s
Negative framingGemini 3.5 Flashgemini-3.5-flash2026-09-17 14:11yes1626 s
Negative framingPerplexity Sonarsonar2026-09-17 11:13yes206 s
Negative framingGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-17 10:36yes2215 s
Negative framingMistral Smallmistral/mistral-small via mistral2026-09-17 13:10yes55 s
Negative framingDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-17 13:49yes2660 s
Negative framingLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-17 13:17yes53 s
Negative framingQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-17 13:18no037 s
Negative framingKimi K2moonshotai/kimi-k2 via novita2026-09-17 09:23yes2332 s
Negative framingGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-17 12:51yes29131 s
Negative framingMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-17 13:26yes1027 s

Normalization in this category

Every judgment call made between the raw labels and the numbers above, listed so it is visible and reversible.

ShowHide
Category-scoped readings
Firebase read as Firebase Authentication
ForgeRock read as ForgeRock Identity Platform
ForgeRock (now PingOne) read as ForgeRock Identity Platform
Ping read as Ping Identity
Supabase read as Supabase Auth
Supabase (GoTrue) read as Supabase Auth
WorkOS read as WorkOS AuthKit
WorkOS (with AuthKit) read as WorkOS AuthKit
Unresolved, counted raw
Azure AD B2B
Better Auth
PocketBase
Tealium AudienceStream
Discontinued, still offered
No shut-down product was recommended here.
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