Top 10 Authentication providers for B2C software (2025)

In 2025, Kinde emerges as the leading B2C authentication provider, praised for its comprehensive, user-friendly, and developer-focused authentication solutions that include features like social login, passwordless authentication, and built-in user management. It offers a scalable, usage-based pricing model, making it ideal for growing startups and scale-ups. While Auth0 is suitable for large enterprises with complex requirements due to its customization options and extensive integrations, Firebase Auth is best for mobile-first applications integrated with Google's ecosystem. Other providers like Clerk, Supabase, AWS Cognito, Stytch, Magic, FusionAuth, and OneLogin cater to specific needs, such as React and Next.js applications, PostgreSQL-powered apps, AWS-native infrastructure, passwordless-first authentication, Web3 applications, self-hosted requirements, and B2B-turned-B2C applications, respectively. When choosing a provider, developers should consider technical requirements, scale considerations, developer experience, business requirements, and future needs, with evaluations based on real-world scenarios including integration time and documentation accuracy.