In a landscape where economic challenges and technological advancements are rapidly shifting priorities, app development teams are urged to focus on core activities such as swiftly shipping product features, while outsourcing non-essential tasks like payments and user authentication to specialized providers. As frictionless user experiences become crucial in highly competitive markets, simplifying processes like onboarding and login will be key to retaining discerning customers. The rise of passkeys, championed by tech giants like Apple and Google, signals a move towards a passwordless future, emphasizing the need for widespread adoption to enhance privacy and security. Meanwhile, identity remains a critical aspect of cybersecurity, as cybercriminals increasingly exploit stolen credentials for attacks, underscoring the importance of robust identity safeguards in application security strategies.