Netlify Identity is a free, open-source service that allows users to manage and authenticate on websites without requiring them to be users of Netlify or any other service. It uses JSON Web Tokens (JWT) to secure user management and access control. JWT offers a secure method of sending user role information using a shared secret, allowing different routes to require different roles with redirects to other pages when authentication fails. Netlify Identity can be set up on websites in minutes with minimal headache and is also quite extensible with built-in event handlers for custom actions and a JavaScript object available with information about the currently logged-in user. The service allows users to gate content using a _redirects file, which can be used to restrict access to certain routes based on user roles. Netlify Identity integrates well with other services such as Netlify CMS and Git Gateway, making it easier to add multiple editors to websites without requiring GitHub accounts.