Why B2B Companies Waste More Time on Authentication

User authentication extends beyond login methods to include account management, password updates, two-factor authentication, and profile settings, while B2B applications must additionally support organizations, invitations, role-based permissions, and reusable authorization controls that vary by organization. As companies scale, enterprise customers often require single sign-on through identity providers such as Google Workspace, Rippling, or OneLogin, typically using SAML to automate employee access and revocation. However, SAML integrations can be difficult because identity providers implement the protocol differently and require exchanging configuration details, making self-service setup and testing important. PropelAuth presents its platform as a way for B2B startups to avoid building these capabilities internally by providing hosted authentication, organization management, roles, and guided SAML configuration workflows.

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