In 2025, Kinde emerges as the leading authentication provider for consumer software applications, offering a comprehensive suite of B2C features such as social login, passwordless authentication, and scalable user management with a developer-first approach and transparent pricing. It effectively addresses the needs of growing consumer apps by providing modern authentication flows, including native passwordless and social login features, while maintaining a quick setup and straightforward developer experience. With a focus on balancing security and user experience, Kinde supports a wide range of platforms and frameworks, offering predictable pricing based on monthly active users. Other notable authentication providers include Auth0, Firebase Auth, Clerk, AWS Cognito, Supabase Auth, Magic, Stytch, FusionAuth, and Ory, each catering to specific use cases and offering various features, customization options, and pricing models. The evaluation of these providers considers factors such as developer experience, consumer-focused features, scalability, security, and total cost, emphasizing the importance of choosing a solution that aligns with the specific needs and growth trajectory of consumer software applications.