Awesome product, lousy marketing -- it's Azure's best-kept secret!
February 25, 2022

Awesome product, lousy marketing -- it's Azure's best-kept secret!

Lars Kemmann | TrustRadius Reviewer
Score 10 out of 10
Vetted Review

Software Version

Premium P2

Overall Satisfaction with Azure Active Directory B2C

Azure Active Directory B2C is our go-to platform for customer identity and access management (CIAM) needs, both for our internally-developed applications and products as well as for our clients' customer-facing applications. Despite the name, Azure Active Directory B2C excels at both business-to-consumer and business-to-business ("B2B") functionality; I often explain to people that "B2C" should be read as "business-to-customer." We have used Azure Active Directory B2C for everything from prototype apps and small business scenarios to very large enterprises with millions of user accounts.
  • Customer identity
  • User experience customization
  • Integration and configuration
  • Security
  • Availability/reliability
  • Troubleshooting diagnostic logs effectively requires VS Code
  • Group and role management requires additional effort
  • The programming model (XML) could use some developer experience love
  • Configurability
  • Integration with Azure
  • Value
  • Security
  • Reliability
  • Time to market for our products significantly reduced
  • Optimized our total cost of ownership for providing subscription SaaS solutions
  • Streamlined maintainability of solutions
The best selling points for Azure Active Directory B2C that stand out from the competition are:
  • Pricing, both at small and very large scale (and in between), is hard to beat
  • The seamless integration with Azure should make Azure Active Directory B2C the first choice of CIAM platform for anyone building on Azure
  • Full compatibility with Azure AD's audit log format means Azure Active Directory B2C can be easily integrated into your SIEM tooling

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Azure Active Directory B2C is sufficiently flexible and configurable that it can work in just about any customer identity and access management (CIAM) scenario. Its pricing model also scales well for both small businesses (for whom it's almost always free) and very large enterprises (who can optimize the cost of multifactor authentication at scale by using the Premium P2 SKU). Azure Active Directory B2C is particularly useful in scenarios where you want to integrate multitenant (corporate) Azure AD apps, for single sign-on from your AAD customers, with other accounts for your non-AAD customers.

The only technical limitation we've encountered over the years is that, natively, Azure Active Directory B2C does not support device "fingerprinting"; however, this functionality can be added (if needed) through Microsoft's Fraud Prevention service or other third-party solutions.