Identity platform Auth0 has launched a new Adaptive Multi-factor Authentication (MFA) solution to reduce the threat of hacks and data breaches whilst preserving customer experience.

Auth0 says that many companies are reluctant to implement MFA out of fear of negatively impacting user experience, as additional friction during the signup, login, or checkout experiences can affect user conversion/retention, resulting in lost sales, Forrester predicts that the MFA market will grow to $2 billion by 2023, and this anticipated growth signals the need for a more intelligent and contextually-based MFA solution.

Unlike traditional MFA, which is triggered upon every login attempt and creates an additional step for the user, Adaptive MFA only appears when a login is deemed risky. This is calculated by an overall risk score that measures abnormal behaviour from known devices, impossible travel, and/or IP reputation.

To explain how the technology works, Auth0 provided the example of a user who normally signs into their account at the same time every morning in San Francisco from a personal laptop. In this instance, Adaptive MFA would only present a second-factor authenticator if login was attempted outside of the region, usual timeframe, or from a different computer or IP address.


“Auth0’s mission is to provide secure access for everyone. Securing identities is core to that mission and this new capability adds to the already powerful features in our security profile, designed to counter a variety of sophisticated threats, such as automated attacks, account takeovers, and phishing attacks,” said Shiven Ramji, Chief Product Officer at Auth0. “Adaptive MFA should be a key consideration for any enterprise that has previously had to make a tradeoff between security and user experience. The ability to reduce friction while increasing security is a competitive differentiator for our customers.”