The SSO Tax: How Much Revenue Are You Losing Without Enterprise Login?

A 2025 Okta survey reveals that 96% of technology buyers include identity and access management (IAM) requirements in their SaaS requests for proposals, making single sign-on (SSO) essential for enterprise sales. The absence of SSO capabilities can result in significant revenue losses for B2B SaaS companies, termed the "SSO tax," as deals can stall or be disqualified during security reviews, with many enterprises requiring SSO as a baseline for purchase decisions. This tax can be calculated by multiplying the number of deals at risk by the enterprise annual contract value (ACV) and the win rate potentially recoverable through SSO implementation. Companies like SSOJet offer solutions that can integrate SSO quickly without extensive in-house development, potentially saving significant revenue and shortening the payback period to weeks. The necessity of SSO is emphasized by the fact that 45% of enterprise purchasing decisions treat it as non-negotiable, with the trend of SSO requirements continuing to rise among enterprise buyers.

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