B2C Migration Auth Manager

Problem Context

Companies using Azure B2C for external customer authentication face constant headaches maintaining custom XML policies, dealing with uncustomizable password reset flows, and hitting token/cookie size limits that break logins. Their current setup requires federating Entra ID into B2C, which adds complexity and support costs. Every time they update policies or add claims, they risk breaking the system or overwhelming users with bloated tokens.

Pain Points

The XML-based custom policies are nearly impossible to maintain without errors, password reset flows can’t be modified to match brand or workflow needs, and token/cookie size limits force them to remove critical claims—leading to broken features. Manual fixes take hours, and even small changes can cause outages. Support teams waste time troubleshooting auth failures that should be handled automatically.

Impact

Downtime from token bloat or policy errors costs thousands in lost revenue per hour. Failed logins frustrate customers, leading to churn. Support teams spend 5+ hours weekly fixing password resets and claim issues instead of working on high-value tasks. The company’s ability to scale is limited because every new feature risks breaking authentication.

Urgency

This problem can’t be ignored because it directly blocks customer access to the product. Every outage or failed login risks losing a sale or a long-term user. The longer they stay on Azure B2C, the more technical debt piles up, making future migrations even harder. Competitors with smoother auth flows gain an edge in user experience.

Target Audience

Mid-market SaaS companies, e-commerce platforms, and digital product businesses that rely on Azure B2C for external user authentication. Cloud architects, DevOps engineers, and IT leaders at these companies face the same struggles—especially those planning to migrate off B2C or optimize their current setup. Startups and scale-ups also hit these limits as they grow their user base.

Solution Approach

A dedicated SaaS platform that replaces Azure B2C’s painful customization and token management with a no-code/low-code interface. It automatically optimizes claims to prevent token bloat, provides pre-built policy templates for common use cases (e.g., e-commerce, membership sites), and handles password reset flows natively—without XML. The tool integrates directly with Entra ID, so companies keep their existing identity provider while gaining a modern, scalable auth layer.

Key Features

1. No-Code Policy Builder: Drag-and-drop interface to design auth flows (e.g., signup, password reset) without writing XML—includes templates for 90% of common scenarios.
2. Entra ID Sync: Seamlessly connects to existing Entra ID setups, so users keep their SSO and identity management while dropping B2C.
3. Real-Time Monitoring: Tracks token health, failed logins, and policy errors to alert teams before outages occur.

User Experience

Teams start by connecting their Entra ID in a 3-step wizard. They then pick a policy template (e.g., ‘E-commerce Checkout’) and customize it visually—no coding required. The system automatically optimizes claims and handles password resets with a branded, customizable flow. Dashboards show token health and login success rates, so they can spot issues before users do. Support teams get pre-written responses for common auth errors, cutting ticket resolution time by 70%.

Differentiation

Unlike generic auth tools (e.g., Auth0, Okta), this product is built specifically for B2C migrants, with deep Entra ID integration and claim optimization that no other tool offers. It replaces the need for XML policy editing entirely, while competitors still require manual configuration. The proprietary claim pruning algorithm ensures tokens stay lean—something even Microsoft’s native tools can’t guarantee. Pricing is simple (per-seat SaaS), unlike enterprise auth platforms with hidden costs.

Scalability

The product grows with the user’s needs by adding more seats (e.g., for new features or user segments) and unlocking advanced modules. Example: A company starts with basic auth for 500 users ($49/user/mo), then adds ‘Advanced Claim Pruning’ ($20/user/mo) as they hit token limits. Enterprise features like ‘Multi-IDP SSO’ ($50/user/mo) scale for global teams. The underlying infrastructure auto-scales to handle traffic spikes during launches or sales events.

Expected Impact

Companies eliminate downtime from token bloat and policy errors, reducing support costs by 60% and lost revenue from failed logins. Auth flows become customizable without engineering effort, improving user experience and conversion rates. Migration off B2C takes weeks instead of months, with zero risk of breaking existing Entra ID setups. Teams regain 10+ hours weekly previously spent on manual fixes and troubleshooting.