Hi Everyone, Wanted to check 1 thing and didn’t know the right channel. So putting it up in random. . 1. How big is Passwordless Authentication market? 2. Why exactly a separate service required? Because I used to think this can be done by any company’s in-house development team itself but then came across companies such as auth0 and magic.link

1. I am not sure. But decently big to warrant a bunch of competition. You missed adding AWS Cognito. 2. We can - but it is just easier to outsource it if cost is not the major factor. At my place (we are an enterprise B2B type SaaS company). We are now thinking about providing a Single Sign On or integrating with Azure Active Directory. It makes sense for us to go with either Auth0 or Cognito as once integrated, adding support for any third party service becomes very quick and these come with stuff like PCI-DSS and HiPAA compliance which we don’t need to bother with. And if you are a B2C company or just exploring for a side project (like I have in the past), it takes the hassle out of writing boiler plate, user management and auth code and you can get this done in under a day.

Passwordless authentication, such as Bureau reduces MITM attacks and present a significantly better user experience.