One auth solution for B2B and B2C

Many products run consumer auth and B2B auth in separate stacks. Logto puts individual users and organizations in the same auth solution. Keep sign-in simple for consumers. Add organization context, SSO provisioning, branding, and roles for business customers.

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When B2B and B2C auth need to work together

B2C product adding B2B customers

Your product starts with individual users, then teams and companies ask for organizations, admin roles, and SSO. Add B2B access without moving everyone into a second auth system.

B2B SaaS with individual end users

You sell to companies, but the people using the product still need fast onboarding. Keep consumer-friendly sign-in while business customers use organizations, roles, and enterprise SSO.

B2B2C platforms

Your customers are businesses, and their users sign in to your platform too. Keep one auth model while giving each organization its own access boundary and branding.

Product suites with shared users

A consumer app, a B2B product, and a new product line can share the same auth system. You do not need a separate user pool for each product or customer type.

A unified auth model for users and organizations

Logto combines consumer sign-in and B2B organization access. One product can serve individuals, teams, and business customers.

Organizations on top of one user pool

Keep one source of truth for users while grouping business customers with organizations. The same account can start as an individual user, join a business customer, and later belong to multiple organizations.

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Consumer sign-in stays simple

Offer email, phone, social, and passwordless sign-in. Use one Omni sign-in experience across apps without duplicating user data or maintaining another auth stack.

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Just-in-time provisioning for organizations

With Enterprise SSO provisioning, new or existing users can join an organization on their first SSO sign-in. Email domain provisioning can also add users who sign up with verified email addresses or social sign-in with verified emails.

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RBAC for product and organization access

Use API roles for product-level permissions and organization roles for customer-scoped access. Users can automatically join organizations and receive roles when they meet your provisioning requirements.

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What B2B + B2C products need from auth

The hard part is not adding one more login option. It is serving consumer users and business customers without splitting auth into multiple systems.

Avoid separate auth stacks

Many teams start with one consumer auth system and add another for B2B SSO later. That split creates duplicated accounts and migration work. Product changes have to be built twice.

Keep one user pool for both sides

B2C users and B2B members often overlap. A unified user pool keeps the same person recognizable whether they sign in individually or through a business customer.

Brand each organization when needed

Business customers often expect their own branded experience. Organization branding supports that expectation without a custom auth project for every customer.

Automate B2B onboarding with provisioning

Use enterprise SSO provisioning and email domain provisioning to add eligible users to the right organization. Assign roles based on your requirements.