Before we get into specifics of Okta, let’s understand competitor analysis. Competitor analysis is a strategic research method companies use to identify, evaluate, and understand their current and potential competitors within the market. It’s an essential business strategy component and instrumental in understanding the industry landscape.

The process usually involves the following steps:

  1. Identifying Key Competitors: The first step is to identify your competitors. These may be direct competitors (those who offer the same or similar products or services as you) or indirect competitors (those who provide different products or services but compete for the same consumer dollar).
  2. Analyzing Competitors’ Strategies and Objectives: Once competitors are identified, the next step is to understand their business strategies and objectives. This may involve analyzing their marketing materials, financial performance, customer reviews, or any public information available about the company.
  3. Assessing Competitors’ Strengths and Weaknesses: This step involves evaluating the identified competitors’ strengths and weaknesses. Strengths include unique products or services, strong brand recognition, and superior customer service. Weaknesses include poor product quality, weak customer service, or high prices.
  4. Understanding Competitors’ Products/Services: Understanding what your competitors offer and how your products or services compare is essential. This could involve examining features, quality, pricing, customer service, and marketing strategies.
  5. Observing Competitors’ Reaction Patterns: Some companies react more aggressively than others when faced with competition. Understanding these patterns lets you predict how these companies might respond to your business strategies.
  6. Drawing Conclusions and Formulating Strategy: The final step is to take all the information gathered from the analysis, draw meaningful conclusions, and use those to formulate or adjust your business strategies.

The main goal of a competitor analysis is to understand the competitive landscape, spot opportunities and threats, and position your company most advantageously. It helps to inform strategic decisions, from product development to marketing and sales efforts. 

Okta business overview

Okta, Inc., is a prominent player in the identity and access management (IAM) industry. It provides cloud-based solutions to manage and secure user authentication across applications and devices. Founded in 2009 by Todd McKinnon and Frederic Kerrest, both former executives at Salesforce, Okta was established to help organizations manage access to applications and services securely and efficiently.

Key Products and Services: Okta’s product offerings focus on identity management and access security, catering to enterprises, small businesses, and developers:

  • Single Sign-On (SSO): Okta’s SSO solution allows users to access multiple applications with a single login, simplifying the user experience and increasing security by minimizing password fatigue.
  • Multi-factor Authentication (MFA): Okta enhances security with MFA, which requires users to provide multiple forms of identification before gaining access. This layer of security helps protect against unauthorized access resulting from compromised credentials.
  • Universal Directory: Okta offers a flexible, cloud-based user store that can manage identities from any source (employees, partners, customers), providing a comprehensive view of all users within an organization.
  • API Access Management: Designed for securing APIs, Okta’s API Access Management relies on an identity-driven approach that ensures secure and appropriate access to services and data, which is crucial for businesses leveraging cloud and mobile technologies.
  • Advanced Server Access (ASA): ASA manages access to cloud servers and on-premise systems using a zero-trust approach, extending Okta’s IAM capabilities to infrastructure.
  • Lifecycle Management: This feature automates user onboarding and offboarding processes, including provisioning and de-provisioning of accounts across multiple systems. This helps ensure that the right people have the proper access at the right time.
  • Okta Identity Cloud: This platform integrates all of Okta’s services into a comprehensive identity framework, enabling organizations to securely manage user access to applications and data across cloud, on-premise, and mobile environments.

Market Position and Industry Impact: Okta has become a leading solution in the IAM market, distinguished by its user-centric and cloud-first approach. The company’s focus on integration and open platform allows it to work seamlessly with a wide array of applications and IT environments, making it a popular choice for businesses undergoing digital transformation.

Strategic Focus: Okta continues to expand its identity management and security capabilities, consistently enhancing its products to include the latest advancements in technology and security. The company focuses on innovation, customer success, and expanding its service offerings to address new market needs and challenges, particularly security and compliance.

Challenges and Opportunities: Okta faces competition from other IAM providers like Microsoft, Google, and IBM, as well as specialized security firms. However, its commitment to an open and highly integrable platform allows it to stand out. Growth opportunities include expanding its international presence and continuing to evolve its products to meet the security challenges of emerging technologies like IoT and artificial intelligence.

Okta’s comprehensive suite of identity and access management tools and its focus on cloud-based solutions position it well to lead in the IAM space, mainly as businesses increasingly prioritize secure access management in a digital-first world.

What does Okta do | How does Okta work | Business Model

Okta competitor analysis

Okta operates in the competitive identity and access management (IAM) space, facing off against a mix of established tech giants and specialized cybersecurity firms. Now, let’s do a competitor analysis of Okta.

Microsoft Azure Active Directory (Azure AD)

Microsoft Azure Active Directory (Azure AD) competes with Okta by providing comprehensive identity and access management solutions, especially for organizations embedded in the Microsoft ecosystem. Azure AD is an enterprise-level solution that offers a broad range of identity services integrated with Microsoft’s cloud platform, Azure. Here’s how Azure AD positions itself against Okta:

  1. Deep Integration with Microsoft Products: Azure AD is seamlessly integrated with various Microsoft products, including Office 365, Dynamics 365, and Azure services. This integration provides a cohesive user experience and simplifies identity management for organizations using Microsoft products, offering conveniences such as single sign-on (SSO) across Microsoft applications and services.
  2. Comprehensive Identity Management Services: Azure AD provides a full suite of identity services, including SSO, multi-factor authentication (MFA), conditional access, identity protection, and role-based access control (RBAC). These features are designed to enhance security and manageability for IT administrators, directly competing with similar functionalities offered by Okta.
  3. Scalability and Reliability: As part of Microsoft’s cloud infrastructure, Azure AD is built to scale and support organizations of any size, from small to large enterprises. Its global infrastructure ensures high availability and reliability, which is crucial for critical identity management functions.
  4. Conditional Access and Security Policies: Azure AD offers advanced conditional access capabilities, allowing organizations to define precise access policies based on user, location, device state, and detected risks. These capabilities are enhanced by Microsoft’s security intelligence, which helps to identify and mitigate potential security threats in real time.
  5. Developer-Friendly Platform: Azure AD provides robust APIs and developer tools that integrate with Microsoft and third-party platforms. This makes it a versatile option for developers looking to add authentication and authorization to their applications, competing with Okta’s strong emphasis on ease of integration for application developers.
  6. Hybrid Identity Solutions: Azure AD offers hybrid identity solutions for organizations with on-premises IT environments looking to bridge their local directories with the cloud. This feature allows seamless integration of on-premises directories with Azure AD, providing a smooth transition path to the cloud and enhancing flexibility in identity management.
  7. Cost-Effectiveness and Licensing: Azure AD is often bundled with other Microsoft services, making it a cost-effective choice for organizations already invested in the Microsoft ecosystem. The licensing model is tied with other Microsoft products, which can simplify procurement and management for enterprise IT.
  8. B2B and B2C Solutions: Azure AD includes features tailored for both Business-to-Business (B2B) and Business-to-Consumer (B2C) scenarios. These capabilities facilitate secure collaboration with external partners and deliver customized consumer access experiences. These specialized capabilities are designed to meet diverse organizational needs in managing external identities.

While Okta provides a broad, vendor-neutral IAM solution known for its flexibility across various cloud and on-premises environments, Azure AD’s strength lies in its deep integration with Microsoft products and services, making it especially beneficial for enterprises heavily utilizing Microsoft solutions. This integration, combined with Microsoft’s robust security framework and extensive global infrastructure, positions Azure AD as a compelling option for organizations seeking streamlined identity management within the Microsoft ecosystem.

Google Cloud Identity

Google Cloud Identity competes with Okta by offering identity and access management (IAM) solutions that are tightly integrated with Google’s suite of products, including Google Workspace (formerly G Suite) and Google Cloud Platform (GCP). Google Cloud Identity is designed to provide seamless and secure access to applications and services, leveraging Google’s robust cloud infrastructure. Here’s how Google Cloud Identity positions itself against Okta:

  1. Integration with Google Services: One of Google Cloud Identity’s significant advantages is its deep integration with Google Workspace and other Google services. This integration allows users to leverage single credentials across all Google products, providing a unified and streamlined experience. This is particularly appealing to organizations heavily invested in the Google ecosystem.
  2. Single Sign-On (SSO): Google Cloud Identity offers SSO capabilities that allow users to access thousands of pre-integrated apps and any SAML-based applications with a single set of credentials. While Okta also provides extensive SSO options, Google’s solution is remarkably straightforward for those using Google services.
  3. Multi-Factor Authentication (MFA): Google enhances security with robust MFA capabilities, including Google Authenticator and other second-factor methods. This feature is similar to what Okta offers, ensuring an additional layer of security before granting access to sensitive systems and data.
  4. Context-Aware Access Controls: Google Cloud Identity allows administrators to define and enforce granular access policies based on user identity, location, device security status, and IP address. These context-aware controls are part of Google’s BeyondCorp initiative, which adopts a zero-trust security model similar to what Okta promotes through its adaptive MFA and contextual access management.
  5. Admin and Security Management: Google provides powerful admin tools for managing users and groups, applying security settings, and viewing reports and audits directly from the Google Admin Console. This centralized management is intuitive and integrates well with other Google services, competing with Okta’s comprehensive admin dashboard.
  6. Scalability and Reliability: Leveraging Google’s global infrastructure, Google Cloud Identity is built to scale effortlessly, accommodating organizations of all sizes, from small to large enterprises. This scalability is comparable to Okta’s cloud-based architecture, which is designed to support extensive user bases efficiently.
  7. Cost-Effectiveness: Google Cloud Identity can be a cost-effective solution for organizations already using Google Workspace, as it may be included in their existing subscription. This bundled approach can offer savings compared to Okta, where similar capabilities require additional subscriptions.
  8. Developer-Friendly APIs: Google offers robust APIs for extending identity and access management capabilities to custom applications and third-party services. This flexibility allows developers to build and integrate diverse applications with Google IAM, similar to Okta’s strong API support for third-party integrations.

While Okta is recognized for its independence from any particular technology stack and offers extensive integrations across a broad range of applications and IT environments, Google Cloud Identity appeals especially to organizations deeply integrated into Google’s ecosystem. It’s native handling of Google applications and the seamless user experience it offers across Google services provide strong incentives for such organizations to choose Google Cloud Identity over independent IAM providers like Okta.

Ping Identity

Ping Identity competes with Okta by offering a comprehensive suite of identity and access management (IAM) solutions, with a strong focus on enterprise environments that require complex, large-scale identity solutions. Ping Identity’s offerings cater to organizations looking for highly customizable and secure IAM systems, particularly those with stringent regulatory compliance needs. Here’s how Ping Identity positions itself against Okta:

  1. Single Sign-On (SSO): Ping Identity provides SSO solutions that allow users to access multiple applications with a single set of credentials. Like Okta, Ping Identity’s SSO capabilities are designed to improve user convenience and security, but Ping often emphasizes its strength in integrating with complex enterprise environments and legacy systems.
  2. Multi-Factor Authentication (MFA): Ping Identity offers advanced MFA options that enhance security by requiring additional verification methods to access sensitive systems and data. These options are directly competitive with Okta’s MFA solutions, and both companies aim to balance security with user experience.
  3. Identity Federation and Access Management: Ping Identity is well-known for its capabilities in identity federation, which involves managing user identities across different systems and platforms, both within and outside an organization. This is particularly important for enterprises interacting with various vendors, partners, and customer systems, making Ping a preferred choice for businesses requiring extensive identity federation capabilities.
  4. API Security: Ping Identity provides robust API security solutions, which are crucial for organizations that rely heavily on API-driven applications and services. Ping’s solutions ensure that APIs are only accessible by authenticated and authorized users, competing with Okta’s API access management in protecting against vulnerabilities and attacks through APIs.
  5. Cloud and Hybrid IT Support: Ping Identity offers flexible deployment options, including cloud, on-premises, and hybrid models, to meet diverse enterprise needs. This flexibility is particularly appealing to organizations with complex IT environments that require a tailored approach to identity management, providing an alternative to Okta’s primarily cloud-based platform.
  6. Customizability and Extensibility: Ping Identity’s platform is known for its high degree of customizability, a critical feature for enterprises with specific, often complex requirements. Ping provides extensive customization and integration options, allowing large enterprises to tailor the solution to their unique security and workflow needs.
  7. Data Privacy and Regulatory Compliance: Ping Identity strongly emphasizes compliance with global data protection regulations, such as GDPR, HIPAA, and others. This focus makes Ping Identity a suitable choice for organizations in regulated industries like finance and healthcare, which must ensure their identity solutions comply with stringent legal standards.
  8. Customer and Workforce Identity: Ping Identity addresses customer (CIAM) and workforce identity needs, offering a broad spectrum of features that enhance user experiences while securing access to applications and services. This dual focus allows Ping to serve various use cases, from improving customer engagement to ensuring employee productivity and security.

While Okta is celebrated for its user-friendly, cloud-native approach that simplifies identity management across various applications, Ping Identity appeals to large, often global enterprises that require robust, customizable solutions to handle complex, high-scale IAM challenges. Ping’s strength in the federation, deep customization, and strong regulatory compliance support position it as a compelling choice for enterprises with advanced security and integration requirements.

IBM Security Identity and Access Assurance

IBM Security Identity and Access Assurance competes with Okta by offering a comprehensive suite of identity and access management (IAM) solutions that emphasize security, scalability, and integration, particularly for complex enterprise environments. Here’s how IBM positions itself against Okta in the IAM market:

  1. Broad IAM Solutions: IBM offers many IAM capabilities, including identity governance, user provisioning, access management, and single sign-on (SSO). These solutions are part of IBM Security’s broader portfolio, which includes IBM Security Verify (formerly IBM Cloud Identity) for cloud-based IAM services. This comprehensive approach addresses both on-premises and cloud environments, catering to organizations that require a holistic view of identity management across multiple platforms.
  2. Integration with Legacy and Hybrid Systems: IBM’s IAM solutions are robust in environments that involve complex integrations with legacy systems and hybrid IT infrastructures. This capability is crucial for large enterprises with significant investments in on-premises technology but transitioning to the cloud. IBM’s ability to handle these mixed environments is a vital differentiator from Okta, primarily known for its cloud-native IAM solutions.
  3. Advanced Analytics and Adaptive Access: IBM incorporates advanced analytics and machine learning to offer adaptive access and risk-based authentication, which dynamically adjusts authentication requirements based on the user’s risk profile and behavior. This approach enhances security without compromising user experience, competing directly with Okta’s similar features in adaptive MFA and contextual access management.
  4. Strong Focus on Regulatory Compliance: IBM’s IAM solutions are designed to help organizations meet stringent regulatory compliance requirements. This is particularly important for finance, healthcare, and government industries, where compliance with regulations like GDPR, HIPAA, and others is critical. IBM’s long-standing presence and credibility in these sectors give it an edge over Okta, especially for clients prioritizing compliance.
  5. Enterprise-Grade Security: IBM Security solutions are renowned for their robust security features, built upon IBM’s extensive experience in the enterprise security market. IBM’s focus on security extends to its IAM products, ensuring they can protect against sophisticated threats and appealing to organizations with high-security needs.
  6. Market Presence and Industry Expertise: IBM has a long-standing reputation and deep industry expertise, with a decades-long presence in the enterprise technology space. This experience is valuable for organizations looking for proven solutions and a vendor with a track record of handling complex IT challenges.
  7. Customization and Professional Services: IBM offers significant customization options and professional services to help organizations implement and manage their IAM solutions. This level of support is beneficial for enterprises with specific needs and is a competitive factor against Okta, particularly for customers requiring extensive customization and hands-on implementation support.

While Okta is recognized for its user-friendly, innovative, and cloud-first IAM solutions, IBM Security Identity and Access Assurance provides a robust alternative. It is especially suited to large enterprises with complex IT environments and stringent compliance requirements. IBM’s ability to offer integrated, enterprise-grade solutions across both traditional and modern IT landscapes makes it a formidable competitor in the IAM market.


OneLogin competes with Okta by providing comprehensive identity and access management (IAM) solutions focused on streamlining user access to applications and data across devices and platforms. OneLogin’s approach is centered on ease of use, security, and integration capabilities, which appeal to small and large businesses. Here’s how OneLogin positions itself against Okta in the IAM market:

  1. Unified Access Management: OneLogin’s Unified Access Management (UAM) platform combines single sign-on (SSO), multi-factor authentication (MFA), and enterprise mobility management (EMM) in one comprehensive solution. This integration simplifies the user experience and administration, directly competing with Okta’s similar suite of services.
  2. Single Sign-On (SSO): Like Okta, OneLogin offers robust SSO capabilities that allow users to access multiple applications with a single set of credentials, improving security and user convenience. OneLogin’s SSO supports secure access to cloud-based and on-premise applications, which is crucial for businesses with hybrid IT environments.
  3. Multi-Factor Authentication (MFA): OneLogin provides advanced MFA options to secure the login process further. These options include OneLogin Protect, SMS text, email, and third-party authentication apps. This feature set competes with Okta’s adaptive MFA solutions, which offer flexible and user-friendly authentication methods.
  4. SmartFactor Authentication™: Utilizing machine learning, OneLogin’s SmartFactor Authentication™ predicts potential security threats by analyzing various risk indicators. This proactive approach enhances security by adapting real-time authentication requirements, offering a sophisticated alternative to Okta’s contextual access management.
  5. Extensive Integration: OneLogin boasts a vast directory of pre-integrated applications, facilitating quick and easy integration across a wide range of cloud and on-premise solutions. This comprehensive integration network is similar to Okta’s Application Network, which also features many pre-built integrations.
  6. User and Device Management: OneLogin provides comprehensive user and device management tools that help administrators enforce security policies, manage user lifecycle stages, and secure mobile device access. These features are crucial for organizations seeking control over diverse and distributed IT environments.
  7. Pricing and Accessibility: OneLogin is often recognized for its competitive pricing and flexible plans, which can appeal to small and medium-sized businesses (SMBs) that might find Okta’s pricing model less accessible. OneLogin’s focus on affordability without compromising features allows it to compete effectively in segments where cost is a significant consideration.
  8. Customer Support and User Experience: OneLogin strongly emphasizes customer support and user-friendly design, making it easy for businesses to implement and manage their IAM solutions. This focus on customer satisfaction is crucial in competing against Okta, also known for its high user adoption rates and intuitive interface.

By offering a user-friendly, integrated, and secure IAM platform, OneLogin presents itself as a compelling alternative to Okta, especially for businesses that value simplicity, affordability, and comprehensive security features. While both companies cater to a similar market, OneLogin’s integration, pricing, and customer engagement help it stand out as a strong competitor in the IAM space.

Salesforce Identity

Salesforce Identity competes with Okta by offering a robust identity and access management (IAM) integrated solution within the Salesforce platform. This integration makes Salesforce Identity particularly appealing to businesses already using Salesforce for CRM, customer service, marketing, or other cloud services. Here’s how Salesforce Identity positions itself against Okta:

  1. Deep Integration with Salesforce Ecosystem: Salesforce Identity is seamlessly integrated with the Salesforce ecosystem, providing unified identity services across all Salesforce applications. This integration offers a significant advantage for businesses deeply embedded in the Salesforce environment, as it simplifies user management and ensures consistent security policies across Salesforce apps.
  2. Single Sign-On (SSO) and Multi-Factor Authentication (MFA): Similar to Okta, Salesforce Identity provides SSO capabilities that allow users to access multiple applications, both Salesforce and third-party, with a single login. Salesforce also supports MFA, adding a layer of security to protect against unauthorized access.
  3. User and Access Management: Salesforce Identity enables administrators to manage users, groups, and roles effectively, facilitating granular access controls and permissions within Salesforce applications. This capability is crucial for organizations that enforce detailed security and access policies based on user roles and responsibilities.
  4. Social Sign-On: Salesforce Identity allows users to log in using their social media credentials from platforms like Facebook, Google, and Twitter, enhancing user convenience and adoption. This feature competes with Okta’s broad third-party identity integration capabilities, supporting social logins and external identity providers.
  5. Developer Tools: Salesforce offers robust APIs and developer tools that make integrating identity management features into custom applications built on the Salesforce Platform easy. This is particularly advantageous for businesses that develop bespoke solutions within the Salesforce ecosystem.
  6. Scalability and Reliability: Salesforce Identity is part of Salesforce’s cloud infrastructure and benefits from the scalability and reliability of Salesforce’s global platform, which is known for its enterprise-grade performance and security.
  7. Customization and Flexibility: Salesforce Identity provides extensive customization options, allowing businesses to tailor the IAM solution to their specific processes and needs, particularly within the Salesforce ecosystem. This level of customization is a crucial selling point for businesses that require a bespoke approach to identity management.
  8. B2B and B2C Capabilities: Salesforce Identity is designed to effectively support both B2B and B2C scenarios. It can manage complex customer and partner relationships through Salesforce Community Cloud, providing secure access to portals, forums, and other resources.

While Okta is a standalone leader in identity and access management with a broad range of capabilities across various platforms and applications, Salesforce Identity provides a competitive solution, particularly for companies looking for seamless integration with their Salesforce deployments. Salesforce Identity’s strength lies in its native integration, simplifying the implementation and management of identity services for its users. This makes Salesforce Identity an attractive option for businesses that want to consolidate their IAM solutions within their existing Salesforce infrastructure.

Check out the competitor analysis of global businesses