Community spotlight: Roi Avidan & startup scaling with Userfront

Roi Avidan, Head of Technology at pay.com.au, sought to improve his startup's user management system by transitioning from AWS Cognito to Userfront, driven by the need for a more customizable and scalable solution. After finding Auth0/Okta unsuitable due to pricing and customization limitations, Roi discovered Userfront and collaborated with their team to build a proof-of-concept, leading to a seamless migration process. This partnership allowed pay.com.au to leverage Userfront's APIs to develop new features and decommission their previous identity provider, demonstrating the benefits of Userfront's developer-first approach and strong communication. Roi emphasizes that startups should focus on their unique value propositions rather than building general services like user management in-house, highlighting Userfront's superior customizability compared to alternatives like Okta.