BetterCloud is well suited for small to medium sized companies where a small technology support team can exponentially improve their capacity thru the available automation. When a company's data set starts to grow larger than 50-60 million objects and ~30k+ users there is still a good return on the investment but the population that BetterCloud has catered to for so long does not seem to be plentiful and shared experiences and community are just not there. Where a company that size might have a handful of technically capable team members that push for functionality that doesn't seem niche, there isn't much of a crowd to bounce those large scale ideas off of.
It is well suited to a tiny business that is trying to carefully be aware of when cash flow is going out or small business to be able to check the subscriptions they have all at once to see if they can combine/cancel/negotiate any of them to free up cashflow. It's also very suited to home use for this reason. It's less suited to a bigger business where the decisions are made across the company/lots of users.
Allows us to quickly audit and assign delegates to email account, something that's completely missing in Google as an administrative function
Allows us to automate offboarding of a Google account
Allows us to perform bulk actions, like assigning email signatures and forwarding to hundreds of accounts at a time
Allows us to audit Google Drive files. Orphaned files are very common in Google Workspace, and BetterCloud allows us to find them and take ownership of them.
Support for BetterCloud is excellent. They have fantastic email support who are very responsive and knowledgeable, but more importantly they have chat support that are absolutely top-notch. They have not only the knowledge to answer and help, but the capability to solve without escalations or runarounds. These support folks are the real deal.
BetterCloud has a much more friendly UI when it comes to building workflows as I've mentioned before. Our team has visited Okta workflows a number of times but it was incredibly difficult to replicate our current BetterCloud workflows into Okta because the Okta UI for workflow building is hard to follow and create