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Authentication & Identity

Authentication is one of the few categories where rolling your own is almost always the wrong call. The security surface is too wide, the edge cases (password resets, MFA, SSO, magic links, OAuth providers) are too many, and the upside of doing it yourself is nearly zero. Pick a managed provider, pay the small monthly fee, and reclaim the engineering weeks for the part of your product that's actually differentiated. The choice mostly comes down to ecosystem fit (Supabase Auth if you're already on Supabase Postgres, Firebase Auth if you're on Firebase, Clerk if you want the best out-of-the-box UI, Auth0 if you need enterprise SSO from day one).

Editorial picks; no paid placement.

Who this is for

Any SaaS founder with user accounts. Especially founders who want to launch with email/password + Google/GitHub OAuth without spending two weeks on it; founders shipping B2B SaaS that needs SSO at the door.

The tools

Clerk

Free plan: Yes · From Free up to 10k MAU; from $25/mo (Pro)

Best for: Best out-of-the-box UI; React/Next.js-native; fastest time-to-launch

Stage fit: Any

Affiliate relationship: No

Auth0 (by Okta)

Free plan: Yes · From Free up to 25k MAU; B2C from $35/mo, B2B from $150/mo

Best for: Enterprise-ready SSO, SAML, advanced compliance; mature ecosystem

Stage fit: Growth onwards

Affiliate relationship: No

Supabase Auth

Free plan: Yes · From Free up to 50k MAU; bundled with Supabase Pro ($25/mo)

Best for: Bundled with Supabase Postgres + Storage; sensible defaults; open source

Stage fit: Any

Affiliate relationship: No

Firebase Authentication

Free plan: Yes · From Free up to 50k MAU; pay-as-you-go above

Best for: Mobile-first apps already on Firebase; deep Google ecosystem

Stage fit: Any (mobile/Google ecosystem)

Affiliate relationship: No

AWS Cognito

Free plan: Yes · From Free up to 50k MAU; pay-as-you-go above

Best for: AWS-native teams; tight IAM integration; cheaper at very large scale

Stage fit: Growth onwards

Affiliate relationship: No

Magic (now magic.link)

Free plan: Yes · From Free up to 1k MAU; from $99/mo

Best for: Passwordless / magic-link UX; web3-friendly

Stage fit: MVP onwards

Affiliate relationship: No

Editorial independence: Some marketplace links may be affiliate links. Editorial placement is not determined by commission. See our affiliate disclosure.

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