Auth0, a platform specializing in modern identity authentication, has seen impressive growth, driven by its mission to simplify complex authentication and authorization solutions. In the past year, the company has experienced a 20-30% month-over-month revenue growth and expanded its team to support a rapidly increasing client base.
With clients such as JetPrivilege, HarperCollins Publishing, Schneider Electric, Berkshire Hathaway Travel Protection, and Time Warner’s TMZ, Auth0 is quickly becoming a leader in the identity management space. CEO Jon Gelsey believes that identity is the new firewall in today’s hyper-connected world.
The Evolving Security Landscape
“In a world where every device and application aspires to connect to the Internet, the traditional firewall no longer works,” Gelsey explained. “There is no perimeter anymore; devices are connected everywhere. Every application, API, and IoT device must assume it’s in a hostile environment and manage its own security, starting with strong identity verification.”
Gelsey emphasized that being certain of the identity of a person or device is the first step in stopping hackers. However, reaching “absolute certainty” is challenging, so the goal is to employ best practices, such as multi-factor authentication, to enhance security.
Simplifying Identity for Developers
Auth0 aims to make life easier for developers by providing the tools to quickly secure applications and APIs with just a few lines of code. This allows developers to focus on their core competencies without needing deep expertise in authorization, authentication, or identity management.
“We help developers building IoT-connected applications implement strong identity security, which is crucial for user protection and ultimately contributes to a great user experience,” said Gelsey.
The Potential of IoT
Gelsey is particularly excited about the possibilities presented by the Internet of Things (IoT). While IoT devices can be “dumb” when unconnected, they become highly intelligent and efficient when connected to the cloud. This allows IoT devices to access powerful computing resources without raising costs.
“For example, your car can automatically brake because a car ten cars ahead of you signals that it had to brake,” Gelsey explained. “This can make driving safer by giving you more time to react.”
IoT and Popular Culture
Gelsey pointed out that the concept of interconnected devices has been a fixture in popular culture for years, citing examples from TV shows like The Jetsons and Fringe. He also referenced Jurassic World, drawing a parallel between the film’s storyline of constantly pushing for innovation and the current demand for IoT connectivity.
This drive to innovate quickly sometimes leads developers to cut corners on security. Gelsey acknowledged the challenge of shipping products fast without sacrificing security and emphasized that this is where Auth0 steps in.
Simplifying Security
By simplifying identity management within an enterprise, Auth0 enables developers to address security vulnerabilities faster. Gelsey likened this approach to Adam Smith’s concept of “comparative advantage” from The Wealth of Nations: “Why try to grow wine grapes in Ecuador when you can grow pineapples more easily? Stick to your core competencies and leave the complex stuff, like authentication, to experts.”
Gelsey added that authentication has become much more complex over the past decade, as the number of identity sources has increased and the hacking community has become more sophisticated. He noted that nation-states have entered the cyberwarfare arena, recognizing it as a cost-effective means of achieving national goals, and criminal hacking gangs have followed suit.
Expanding Globally
To meet growing demand, Auth0 recently launched Auth0 Europe, ensuring compliance with the EU’s stricter privacy and data protection regulations. This expansion was aimed at providing peace of mind to European clients, particularly those in Germany, by having their data managed within the region.
The Importance of Authentication
For modern businesses, Gelsey emphasized that authentication is critical: “If people can’t log in to your app, API, or IoT device, they can’t use it. And if employees can’t access the data they need, your business is stalled.”
He believes that authentication and authorization are foundational elements for any business. Without proper identity management, companies struggle to understand user behavior and meet customer demands.
The Future of Identity Security
Looking forward, Gelsey predicts that identity security will continue to evolve, eventually becoming as ubiquitous and effortless as IP networking is today. Developers will no longer need to worry about securing their applications or IoT devices; identity and security will be “just there,” simplifying the development process and allowing companies to focus on innovation.