B2B SaaS platforms can greatly benefit from optimizing the returning user experience (RUX), which enhances user retention, reduces churn, and maximizes customer lifetime value by making software more accessible and personalized. Good RUX involves recognizing returning users, minimizing login friction, preserving user progress, and catering to multiple user personas, thus increasing user engagement and product loyalty. Ignoring RUX can lead to user frustration and increased churn, negatively impacting the bottom line, especially when customer acquisition costs are significantly higher than retention expenses. Device intelligence, such as that provided by Fingerprint, plays a crucial role in improving RUX by accurately identifying returning visitors, even before login or when using incognito mode, ensuring a seamless and personalized user experience that can lead to higher renewal rates.