Best Customer Identity and Access Management (CIAM) Solutions 2025

What is Customer Identity and Access Management Solutions?

Customer Identity and Access Management (CIAM) solutions create classes of end-users and control their access to apps, programs, and other assets. CIAM solutions automatically authenticates users based on identity without administrator intervention. It allows for a narrow or personalized slice of features or assets to be available to certain users.

For businesses and their customers, CIAM can do many things. CIAM manages customer registration and login, allowing for customer interaction with businesses based on predefined authentication. For example, if you need to allow users to access multiple accounts, CIAM can manage this for you by signing users into all associated accounts when they sign into one of them. Additionally, CIAM can handle account management, order tracking, bill paying, and other tasks for the under user. As a result, CIAM is also an efficient way to collect, analyze, store, and protect end-user data.

Compared to identity management (IM), CIAM allows end-users to register themselves into your systems, rather than requiring an administrator to do that for them. End users in CIAMs are also allowed to have multiple identities, meaning that CIAM requires much more user accommodations than IM software, which usually only manages one identity per user. CIAMs are also much more vulnerable to hacking and data leaks, as end-users typically reuse passwords, e-mails, and other identifiers, allowing for multiple accounts to be breached at once. As such, CIAMs typically come with more security features such as multi-factor authentication and adaptive authentication than standard IM products. This makes CIAM products useful for healthcare, education, retail, and other customer-facing industries because all identity information is submitted by the client, and access is distributed to them automatically by the product.

Customer Identity and Access Management Solutions Features

These are the most common features across all CIAM products:

• Cloud-based hosting
• Centralized user management
• Single Sign-on
• Automatic user and device recognition
• End-user portals
• End-user data analytics
• End-user self-service
• Marketing technology
• Multi-factor authentication
• Adaptive authentication
• Brute force protection
• Back-end encryption
• Interface customization
• Scalability

Customer Identity and Access Management Solutions Comparison

When choosing the best CIAM for you, consider these factors:

• Service vs. Platform CIAM. When choosing a CIAM, you will want to determine if you want a service or a platform CIAM. Service-based CIAMs hand almost all tasks (including organization, management, and implementation) over to you, whereas platform CIAMS are largely managed by the vendor and thus are better for first-time CIAM users. Platform CIAMs such as Auth0 and OneLogin are optimized for ease of use at their price points, but service CIAM like Azure Active Directory may be better suited for businesses who want more control over their identity and access management.
• Scalability. The primary function of a CIAM is to support a high volume of users, so the degree to which your chosen product can handle rapid increases in end-user access (e.g. Black Friday) is paramount because it affects product usability and cost. Google Cloud, Amazon Cognito, and Azure Active Directory allow for hundreds of millions of users, increasing pricing as the number of end-users grows. ForgeRock, on the other hand, may be better suited for businesses with smaller or more consistent clientele because it allows you to gather customer data and personalize their experience over time without significant end-user volume costs.
• Authentication. Authentication security features are standard across all CIAM products, as sensitive customer data can be transmitted across multiple platforms. However, the level of protection varies between products. Some services, like Okta Identity Cloud, Cisco Secure Access by Duo, and LoginRadius, provide many authentication methods, such as SMS, text, voice, or e-mail authentication. Some products, namely SAP Customer Data Solutions, only offer single sign-on or two-factor authentication. To best determine which of these products meet your needs, consider which authentication services best meet the needs of your customers while also considering how much customer experience may be impacted by requiring multiple authentication methods.
• Personalization. Because CIAM products collect and centralize end-user data, they can also help you with marketing, branding, and other personalized experiences that drive higher customer retention rates. Single sign-on features can help with this because it grants a clearer picture of consumer behavior across multiple platforms with the bonus of making registration and sign-in easier for individual users. LoginRadius, Auth0, OneLogin, and Akamai Identity Cloud boast strong personalization features in the forms of single sign-on, user/device recognition, and robust analytic tools.
• Data privacy law compliance. Regardless of the product you choose, be sure that it helps your business comply with laws that govern the collection, storage, and sharing of personal data. Depending on the location of your business, you may be legally obligated to fulfill a user’s request to share information on how you use their data, so you’ll want an easy-to-use database that you can quickly and efficiently handle this request and avoid the costly fines of mismanaging user data.

Pricing Information

Expected pricing for CIAM solutions depends on how many monthly end-users you are expecting and how frequently you expect them to use your products. Auth0, Google Cloud, Azure Active Directory, and Amazon Cognito all offer free plans that accommodate between 7,000 and 50,000 monthly users, and each charge per user once you’ve exceeded this maximum.. Some CIAM providers charge flat fees for each authentication attempt.. Most vendors offer free trials.

More Resources

If you are considering using single sign-on solutions that include social media accounts, the following blog may help you foresee issues:

• Should you trust social networks as a source of information? Here’s what other professionals think.