LoginRadius empowers enterprises to authenticate any user across millions of apps with seamless, scalable, and secure identity solutions. Built for developers and engineered for enterprise scale, LoginRadius offers a single, API-driven platform that accelerates integration, supports multi-brand management, and delivers 100% uptime with best-in-class support.
In this episode, we speak with Rakesh Soni, Founder and CEO of LoginRadius. The discussion centers around the importance of digital identity management, particularly for businesses handling large volumes of customer identities. Rakesh explains the mission of LoginRadius in providing secure and privacy-compliant login experiences for both B2C and B2B organizations. He highlights the company’s evolution from a social login provider to a comprehensive identity management platform, addressing challenges like privacy laws and security threats. The conversation also touches on trends such as passwordless authentication and the role of AI in enhancing security measures. Rakesh emphasizes the importance of treating customer identity as a revenue opportunity rather than a cost center, and he shares insights into how LoginRadius continues to innovate in the identity management sector.
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Show Notes
Takeaways
- LoginRadius provides comprehensive solutions for managing customer identities, focusing on security, privacy, and user experience.
- The company is addressing the growing adoption of passkeys and the shift towards passwordless authentication.
- Adapting to evolving privacy laws is crucial for businesses in the identity management sector.
- Enhancing authentication processes can significantly improve conversion rates and operational efficiency.
- LoginRadius is integrating AI to enhance security measures and improve developer experiences.
- The company emphasizes the importance of offering a decentralized identity management system for consumers.
- LoginRadius provides in-house support, ensuring quick implementation and resolution of technical issues.
- The company is focused on building a modern login experience that impacts revenue positively.
Chapters
00:00 – Introduction to Digital Identity and LoginRadius
02:15 – The Mission and Core Products of LoginRadius
05:30 – Importance of Customer Identity Management
08:45 – Trends in Identity Management: Passkeys and AI
12:20 – Challenges in Adopting New Identity Solutions
15:40 – Success Stories and Impact on Conversion Rates
18:55 – Innovation and AI in Identity Management
22:10 – The Role of Developers in LoginRadius’ Strategy
25:30 – Competitors and Differentiation in the Market
28:45 – Security and Privacy as Top Priorities
31:00 – Future Trends in Identity Management
34:20 – Key Takeaways for Business Leaders
Transcript
Beau Hamilton (00:05)
Have you ever stopped to think about just how critical your digital identity is? Every login, every password, every moment you interact online, there’s a lot going on behind the scenes to keep your identity safe. But as a business leader or an IT professional, the stakes get even higher. How do you securely manage thousands or even millions of customer identities without sacrificing user experience? That’s one of the main challenges we’re going to unpack in today’s episode of the SourceForge Podcast.
I’m your host, Beau Hamilton, senior editor and multimedia producer here at SourceForge, the world’s most visited software comparison site where B2B software buyers compare and find business software solutions. Today I’ve got Rakesh Soni, Founder and CEO of LoginRadius with me. Rakesh, he saw the identity management problem early on and he built LoginRadius not just to address today’s challenges, but to anticipate tomorrow’s threats. So we’re going to get into LoginRadius’ journey.
We’re going to understand why identity management is such a hot topic in cybersecurity right now. And we’re going to explore what the future might hold, know, password-less authentication and multifactor security, zero trust. Those are just some of the buzzwords right now. If you’re curious about, you know, what’s changing in identity security, how it impacts businesses across different sectors, or you know, you just want some straight talk about what companies might be overlooking. I think you should stick around. This is going to be a good one.
So we have a lot to talk about today. I wanna get right into it. Rakesh, welcome to the podcast. Glad you could join us.
Rakesh Soni (01:30)
Hi Beau, yeah thanks for having me, I’m excited.
Beau Hamilton (01:33)
Absolutely. So I just want to get right into it. For listeners who may not be super familiar with LoginRadius, can you provide a brief introduction and share with us its mission within the identity and access management sector?
Rakesh Soni (01:48)
Yeah, definitely. So LoginRadius is fundamentally an enterprise software service company. And what we do is we help our customers manage their end user’s identity. The identity and access management is a broader term for the space. And within that, there are two kind of categories of product available. One is internal identity management, where the workforce and employee-related identity products are. We don’t do any of that.
The other side is external identities. These are the identities which are outside your organizations. And that’s the space we fundamentally play in. And our platform is called Customer Identity and Access Management, which supports the use case of end user identity management, you know, companies have millions of users who are signing up, onboarding, and accessing their portals. And then we also have a second platform within the same segment we call Partner IAM, partner identity and access management that fundamentally supports all sort of B2B use cases with companies have bunch of partners and or B2B customers. And that’s what we do as a company. Our fundamental mission is that we really want to solve this customer login problem for our customers. There’s a lot of pain around security, privacy, engineering challenge. And our mission is that how we offer a secure and privacy compliant login experiences for both B2C and B2B organization. That’s the mission we are on and that’s how we build our company and the product around the external identity use case.
Beau Hamilton (03:28)
That’s great. Now, can you just reiterate the two platforms you mentioned? Can you just explain your core products and services just to kind of help us get a really concrete understanding of your product and what you offer?
Rakesh Soni (03:43)
Yeah, definitely. So let me kind of start in the layman language first, right? So when you go to a website or mobile app, they ask you to log in and for that you need to create sign up, right? So the sign up, the login. So we fundamentally are the login company, which is taking care of all the login functions, right? So there are two kind of scenarios here, B2B or B2C.
Now, when you go to website, they need to ask you to sign up. So we handle all the sign up process, your email verifications or Facebook login, Google login, and whatever method of login customer want to offer. And once you create an account, then you can authenticate. Once you authenticate it, then we kind of secure your account. We kind of gather the data. We make sure that everything is privacy compliant. We secure the back end data. We provide the back end infrastructure to run the login function.
And then we provide the additional layer of security through, for example, risk-based authentication, multi-factor authentication, adaptive authentication, board protection, protecting from account takeover, and so on. And then finally, you log out and we kill the session. So we kind of provide this end-to-end identity management, particularly for external identities, which falls under two categories again, the customer identity and partner identity.
Customer identity we call primarily for B2C companies where there are tens and even hundreds of millions of users. So that’s customer IAM platform. And for B2B company, we call that as a partner. So those are partner identities and that’s called partner identity and access management.
Beau Hamilton (05:16)
Gotcha. OK, thanks for painting that picture because I’ve got a surface level understanding. But now that you kind of laid out the visuals of everything and how it all works and is broken down, it’s helpful. I appreciate that. now, are there any certain industries or sectors that benefit more from your solutions? Or is it more of just really any enterprise with an online presence is able to be compatible?
Rakesh Soni (05:41)
Yeah, like fundamentally when you think about the login function, Like login is fundamentally login. Whether you are logging into your bank account or you’re logging into your media streaming like Netflix or you’re maybe paying parking fine at the municipality. So login is fundamentally login because of that we build our platform very horizontal serving all sort of industries. However, for specific industry use cases, we might have some specific features or security compliances or privacy compliances. But the core platform is very horizontal in nature and can serve all sort of industries. Plus, our platform is deployed across, I think, around 20 regions in the world.
So even if you are a customer out of say, APAC or Europe or Australia, we can still serve you. So we are pretty global in reach and how we deliver services to end user as well as our business clients.
Beau Hamilton (06:38)
Well, yeah, that’s one of the many things I love about software and the software industry at large is just there’s it transcends boundaries and you have to work with all these different clients from all over the world. But you also obviously attack a lot of the same challenges and problems. It’s not just you know, we all we all face these challenges. It’s not just, you know, particular to a particular geographic location or something, right?
Rakesh Soni (07:01)
Yeah, in our case, there’s one more challenge that happens is that because we are dealing with the security and privacy, and once you talk about the privacy, then every country or the region might have their own privacy laws. So in our case, it’s not just delivering the services in, let’s say, APAC region, Hong Kong, for example, or maybe Australia or European Union.
But then there’s a data residency requirement. The data need to reside within the country. They need to follow, say, the local regulation in case of your office, HEDPR, in case of California, CCPA. So it kind of adds that additional layer of complexity, which is fine for us because we solve this problem for our customers as well. They don’t need to worry about the data residency. And that’s why we deploy it across so many regions in the world.
Beau Hamilton (07:55)
Right. Yeah, they come to you with, with the kind of the issue and you have to work around it. It’s, it’s, I imagine that does get pretty complex, right? Especially, you know, in the U S like you mentioned, we have the, CCPA, the California’s law that kind of it, it’s sort of, in place of the lack of a federal data privacy regulation. So you kind of have to, you see businesses adopt it because of, to kind of future proof themselves in a way, right.
Rakesh Soni (08:22)
Yeah, it’s kind of becoming very fundamental requirement. It’s another main pain point for the businesses like how I comply with all these privacy regulations now. So our platform has all these built-in capabilities that they don’t need to worry about that part.
Beau Hamilton (08:37)
Now, how long have you guys been in business?
Rakesh Soni (08:41)
That’s an interesting question. So I’m a developer myself. I started the company as a social login provider, like offering Facebook login, Google login, Twitter login. That’s it. In 2013 fundamentally. But then we evolved to become what we do today in 2017.
Beau Hamilton (09:03)
Gotcha. Okay. So that’s neat. That’s neat. You have the hands-on developer experience too. That’s, mean, in a, with what you’re doing, that’s, I mean, huge. And a lot of times you have that divide of the CEO, kind of having the business experience, but not necessarily like the technical experience. so it’s nice to hear that you have both of those, you check both of those boxes, right?
Rakesh Soni (09:24)
Yeah, I’m an engineer by trade fundamentally. So, you know, I truly care about the developers and how we build our platform and they are like the real user when it comes to implementing the solution. Once they’re implemented, then only those hundreds of millions of end users can log in. So for us, that’s a very important link to really distribute and deliver our services to the end users.
Beau Hamilton (09:48)
Now you’ve been in the game, so you said since around 2013, you’ve been in the game for almost a decade and a half now working to tackle this problem, bolster enterprise authentication and authorization. You’ve obviously weathered the COVID storm and sort of the cause and effect rise in remote work that ensued. Can you talk about just how you evolved to meet the shifting needs of businesses over the years since your founding, since 2013?
Rakesh Soni (10:16)
Yeah, definitely. So evolution is, I think, of my kind of fundamental principles, which I apply on my personal life too, that you keep kind of learning and evolving yourself. You can’t be static like that. So when I started the company in 2013, said I was fundamentally a social log in widget company where we were targeting developers and they can just add the JavaScript widget from us to add their Facebook login, Google login, and LinkedIn login, and so on.
And as we saw those customer few years in, we realized that this is just solving a piece of the puzzle. It’s not truly solving the full identity problem. So that was kind of first big evolution for us is like, we really need to solve this customer identity and access management instead of just offering simple social login. And that’s how we pivoted the company, which we are today in 2017. And that’s when we started really growing.
Now what’s happening is the technology itself evolves very fast as all we know, but identity, there are a lot of factors which are evolving very quickly right so that the privacy we briefly touched on every countries keep coming up with new privacy laws or revising their privacy laws so there’s an evolving nature of that component for offering the second the security right so it’s security as industries like you try to upgrade your security and then these bad actors gonna come up with something else and then keep going up that keeps going up. So we as a company make sure that our capabilities and how we secure the customer’s data and accounts.
We constantly innovating on the third front, right? And the thirdly, the identity itself is evolving a lot. It used to be standard username password, then the social media login came in, then the phone method start kicking in where you send the OTP, then the passwordless came in, then all this face authentication and voice space authentication coming in, and then Paskey is getting popular now. And then now we’re already talking about the AI agents want to log in. So the identity itself is evolving very quickly.
Rakesh Soni (12:16)
company and we as a team are constantly evolving ourselves to make sure that we are meeting all these challenges our customers face ahead of the time so that they don’t need to wait for you know all the challenges we already have the solution in the place for them and then they just come and enable those capabilities on our platform.
Beau Hamilton (12:35)
Yeah, you really have that cat and mouse game with what you’re trying to implement and tackle. You yeah, you mentioned the changing technology and I mean, AI is all the rage right now. But specifically in your industry and I guess the greater software security industries, you have this zero trust security where nothing is trusted and verification is always required. There’s also the just increased adoption of passkeys and the move to this like passwordless future where you have things like magic links and biometrics are being used. What are some of the trends currently shaping the sector that you’re tracking and helping companies manage?
Rakesh Soni (13:22)
Yeah, think the two major challenges, I know challenges, sorry, the trend I’m seeing other than the AI, which we can talk a little bit later. But the two is one is the Paskey adoption is really picking up now, right? So Paskey has been in conversation a lot, but last couple of years, particularly.
But now say all the big services like say Google for example is offering paskey, right? So the paskey is getting like Google sort of companies They’re already educating the mass population about the pass keys benefit and how to use it, right? so the consumer are really kind of start adopting paskey and they start liking it and Then what’s happening that they are building the pressure on all other companies because now their expectation is shifting, right?
So more and more companies are now adopting Paschian start offering there’s an option for the customers to sign up and all login and makes life so much easy, especially around the password, forgotten password challenge, you know, impact the engagement and user return rate and so on. So that’s one of the big trend, you know, definitely picked up in last 12 months. The second major trend in last 12 months start picking up is that companies started realizing that for the B2B use case, the workforce identity product doesn’t really fit in. So they are looking for a specialized solution to handle the B2B identities. For example, a pharma company might have 500 hospitals and within those 500 hospitals, there’s hundreds of nurses and doctors in each. So the typical workforce identity doesn’t fit in nicely there. And then even the customer identity B2C use case doesn’t truly fit in there either is evolving this new category of IAM which I already touched on is partner IAM and that’s another big one all these companies are trying to streamline their partner login and identity management.
Beau Hamilton (15:24)
Well, and that comes with its own set of challenges, right? Because I mean, when you talk about it, it sounds pretty simple to maybe adopt some of these pass keys solutions or and can move towards this passwordless future that, you know, the industry has been talking about for years and years now. But, you know, in reality, it has challenges like resistance from users and employees. Or, you know, maybe it’s just the technical complexity, maybe especially for like older companies are relying on legacy systems and apps. What are some of the biggest challenges you see businesses face when trying to adopt some of these solutions? What are you trying to do to just kind of help them mitigate this?
Rakesh Soni (16:09)
Yeah, I mean, this is good question. like, I’m going to focus more on the external identity because we don’t do anything with employees and workforce. So that’s internal identity. The good news is that it’s a very decentralized system. That means the user decides, right? In employee identity, the company decides an employee doesn’t have a choice, right? But in external identities mostly the decentralized model So even if a business wants to offer a passkey So they give multiple choices to the user you can use standard username password login You might log in with your Facebook. You might have a simple, you know, OTP based passwordless or passkey, right? So they’re not really forcing a user now say 10 % population love passkey So then 10% people start using passkey in that case.
So in terms of like a, the challenge, the only challenge is really building and adding those capabilities, especially if you have in-house team and doing all the login stuff, right? That’s a painful process. But if there are customers using platform like LoginRadius, then you just go and quickly enable the passkey and you can go live within a couple of days, for example, max.
And then user, whoever wanna choose, they can choose. Now, depends upon the demography of your user base. If you’re targeting say 50 plus age group, maybe that’s not the best option, for example. So it’s all depends on what’s your customer segment, right? But offering multiple choices in how you can log in and sign up, that’s good and that’s easy and it doesn’t pose much challenges on the external identity side. However, on the workforce and employee, there could be different challenges. And again, I’m not very expert on that segment.
Beau Hamilton (17:59)
Well, and then I think there’s just a lot of, it is a slight learning curve, just, mean, with any sort of, sort of login or new sort of pass password type of interface, there’s, there’s a little bit of a learning curve. And like you mentioned, there’s different demographics that have more experience, online experience and are more accustomed and able to handle some of these changes. Like you mentioned, the 50 plus and older crowd might be a little bit more resistant to change. think you also start to see similar resistance to, you know, maybe some of the Gen Z crowd or something who’s who who are, you know, they just want to log in as quickly as possible. They don’t want to have to like, you know, go through all these different extra hoops. I think ultimately, a lot of these solutions you mentioned are more efficient and quicker. I think it’s just again, trying to get the message out and like educating people like, hey, this is not only, you know, a safer method, but also you should be able to log in faster, right? In a lot of cases.
Rakesh Soni (18:56)
And that’s what the big companies like Google, right? They are educating the mass population. The more education about, say, passkey or the new methods of authentication, it’ll get popular. Then that option is to go across the industries, right? It’s just that end user education and making them comfortable to use those methods is the big thing.
Beau Hamilton (19:20)
And I imagine you get a lot of feedback, but I think a lot of the feedback I would assume it comes in the form of sort of no news is good news, right? Where if there’s no security lapse, there’s no breach, there’s no intrusion or data leak, you’re doing a good job. But I’m curious if you have any like maybe specific examples or success stories where you’ve worked with clients to, you know, improve their security or operational efficiency and have shared some, you know, feedback with you, whether it’s just all positive feedback or maybe constructive criticism. Do you have anything that kind of comes to mind that would fit this?
Rakesh Soni (19:57)
Yeah, I mean, we can definitely talk about it. There are a bunch of case studies on our website. If somebody is interested, you guys can go and check it out and download and read more about it. But we are clearly seeing benefits of the Cloud-based SIAM platform across all our customer base. Definitely different industries have different benefits in how they use it, and the top metrics might be different, right?
So let me give you some example. Say in case of retail and e-commerce, we are seeing almost doubling the conversion rate. Because now the sign up, the login experience, the people want to return, it becomes so simple and easy. And we are seeing a reduced in the password reset ticket by even 67% once they adopt the shorter login and passwordless login methods.
And then we’re also seeing with our advanced security around accounts, especially like MFA and risk-based authentication, the fraud attempts has gone down to even 20%, 21%, something like that. So another, for example, in media industry, we are noticing, especially the media streaming industry, that a lot of companies struggle to handle the large volume of the user coming within, say, a short period of time, say, a million users want to log in within a minute.
So that’s a very painful, you know, and system breaks. In our case, we are able to help the customers quickly handle those peak load scenarios so your system doesn’t break. That means that the end user experience is like smooth. They don’t have an issue. And this all itself saves so much time. And the engineering team’s time and the resources and the impact on your revenue.
Another for example is the utility companies, you know, they have some legacy, you know, log-in system or broken system. Once they deploy our solution, they see significant cost-cutting on the tech support workload as well as the paper billing, because all these customers want to go paperless billing. So all the monthly mails goes out about their billings and paper costs and so on. So they see a huge kind of operational, you know, cost-saving over there.
Rakesh Soni (22:13)
And then let’s say B2B companies, mostly like SaaS companies, when their login system has issues, let’s say I close a B2B client, I have to onboard them if it takes a week or two weeks and the customer struggle, it’s just a loss of revenue, It’s impact on your customer satisfaction. So our platform kind of provide the full onboarding experience, capabilities the B2B SaaS companies can deploy on their platform.
Beau Hamilton (22:39)
Well, it’s great to see and hear about all the different ripple effects of enhancing your authentication and authorization. Just the doubling of the conversion rate is a big one, especially in our industry with the B2B marketing and software space. That’s what it’s all about. something is you wouldn’t necessarily think about conversion rates doubling from implementing some of your solutions necessarily, but it’s nice to hear that’s the one beauty of our platform or nature of our solution is that typically the IAM is considered as a cost center, IT cost center, because typically it has been about the employee and workforce. Now, once we came up with this new category of customer IAM, a customer is all about the revenue. So our solution is more close to the revenue center than to the cost center. And by building a high quality modern customer experience to onboard and to log in, that has a clear impact on your revenue metrics.
Now, can you talk about some of the ways you’re continuing to sort of push the boundaries of innovation in this sector? I know you mentioned some of them already, but I’m just curious, like, what are some ways you’re continuing to innovate in this space and just stay ahead of tomorrow’s threats, I guess, if you want to call it that.
Rakesh Soni (24:10)
Yeah, definitely. As I mentioned, the B as an industry and B as a company, we have to constantly evolve because the security segment is evolving, the privacy segment is evolving, the identity segment is evolving, and the technology as a whole overall is evolving. So we spend a lot of time with our customers market research, spend a lot of time with analyst firms and constantly observing and understanding what’s happening, what challenges they’re facing and how we can really solve and come up with some great solutions, right? And that’s where we continue doing it. One of the recent big one is to talk about the partner IAM. It was a big launch for us as a company because all these companies have been struggling managing B2B identities. So that was a big one.
We’ve invested a lot of time and resources and find lots of very modern platform specialized for B2B identities. Another big one is around the security where we launched this risk-based authentication, adaptive authentication model, and now we’re bringing some AI capabilities where the AI can more intelligently detect the anomalies in the user’s activity and trigger that second factor authentication to make sure their accounts are secure and nobody’s really kind of, you know, breaching their privacy either, right?
So that’s another big one, for example. We’re heavily working on our AI roadmap. We are, you know, as you know, the AI is evolving so fast in the last couple of years, but the AI agents is the big thing coming up. And our customers need to allow AI agents to log in and access that information. So how AI agents can sign up, how they can log in, how the clients can authorize them to access. Maybe they want to put a paywall to the AI agents so that the agents need to pay every time they need to access that information. Because of companies want to monetize their content.
So more use case and scenarios are coming up on the AI and that’s one of the big areas we will be investing in and building the solution for the market to truly serve them. Things are evolving so fast that I won’t say whatever we launch is going to be perfect but we are making sure that we are also evolving very fast in the market.
Beau Hamilton (26:27)
Right. You got to, you got to take a cautious approach when you’re dealing with these important areas that could really make or break a business, right? You can’t just roll everything out all at once. What can you talk about? What do you have? What kind of AI features and products or services do you have currently available? And what’s, what’s like right around the corner?
Rakesh Soni (26:48)
We have kind of two, one big area I already talked about is how we authenticate and authorize the AI agents. That’s in the roadmap. We are in R&D, everybody’s trying to figure it out. It’s not kind of hugely required right away, but the way exponentially the AI agents and AI market is evolving, we believe within 12 months, lot of companies will require that. Now, while we are working on that part, another big areas we working is like how we really use AI to serve our customers, to serve the end users, right? So the first thing we’re really focusing on is the developer experience, how we can make sure the developers truly can see our platform much easily use it and implement it.
So we deployed AI search capability within our developer docs. So now it’s not standard search, but AI is getting you the right answer. The second is you can really, we have an AI board helping you provide that real-time support right there. Instead of you going and reading the documents, searching, answering the document, you can just talk to the AI and then AI gonna answer the questions when we are building is the AI co-pilot. So for the developers, if they want to implement it, so they go to their visual studio or cursor and they can just instruct here, you integrate the LoginRadius authentication. So then now we don’t even need to go through all our docs and SDKs and API. The AI can really quickly integrate authentication services from login and it is quickly in their platform.
So that’s where some pieces already live, more coming up soon. Then another big area we are working on is that developers when they need to implement they really need to build this login page. Login page still requires you know few days and weeks of work to work with the designer, work with the marketing team and content and they do the right coding and making a mobile response and so on.
So what we are doing is that you just provide the detail about your brand name say Nike.com and that’s it and then our system will automatically fetch all the information from the web and then it will create beautiful login pages, sign up pages, MFA pages and all those pages and email templates and all the content whether it’s content is English or French and so on so all those capabilities will be you know within like 30 second one minute you can have all those pages ready instead of you know internally working with your team for a couple of weeks and getting them run done for example, similarly, are bringing a of AI capabilities in our analytics platform. We are bringing AI in our MFA model, how intelligently we can detect the anomalies and provide the security. So these are some of the pieces we are working on.
Beau Hamilton (29:36)
So yeah, one thing that really stood out in your answer is just your focus on developers, right? And just making sure that they’re well-equipped and like the foundation for everything that you build out. And I think that kind of goes with what your background, being an engineer first and kind of CEO second in the sense of you have that really technical expertise. I think that’s really important though, especially with what you guys are tackling and trying to accomplish here.
Is that something that you notice maybe competitors are getting wrong? I’m just curious, like, obviously you have a lot of, there’s a lot of other competitors in the space kind of trying to sort of tackle some of these, these challenges you’re concerned with. What, what would you say they’re getting wrong that you’re maybe determined to do differently? I feel like a lot of it has to do with maybe some of the developer approach and stance you have, but I’m just curious to hear your thoughts.
Rakesh Soni (30:30)
Yeah, I mean, definitely this is one big area where we and some other competition too actually are really making sure that platform is built for the developers.
We’re really serving the developers because those are the ones who are really implementing our solution within their products and websites and mobile apps, whatever they have, right? So making it super easy to understand and implement is very important. That differentiated us versus a lot of other competition. Some of them are like SAPs of customer identity and access management, where they’re like super, super legacy. Not only like their architecture and how this is built, this survey, the documentation, the dashboard, it’s where there are SDKs and there are APIs.
So that’s definitely a big differentiation and then we are doing some things really right versus many competition. Not all of them. There are a few are solid like us in the marketplace too. Another big area is where a lot of our competition are not doing right is that they are trying to, you know, take the workforce and employee identity management system and try to fit into this customer identity and access management or partner identity and access management. As I spoke briefly, the employee identity management is a very centralized system where the employer controls everything. The customer identity is a very decentralized system where the consumer controls where they’re logging in from, which device, which location, which website they want to log in, whether they want to create an account or not, whether they want to delete the account.
It’s a very decentralized system, right? They try to fit into the centralized system, into this decentralized system, and that’s where it breaks and fails. So that’s another area where a lot of our competition are doing raw. The third big area I’m also seeing is that a lot of these larger players in our space, they actually outsource the customer support and implementation to third parties.
While in our case, we offer 24/7, 365 days in-house support by our own experts. That makes a huge difference when it comes to the implementation time. In our case, the service can go live within a few weeks versus our competitions. It might take six months, nine months, even 12 months. Because now you need to spend half a million dollars on this third party to implement the service number one. And even after implementation, you need to wait for high quality support and resolution for weeks even. In our case, response happens within 30 minutes most of the cases.
But even the resolution can happen within a few hours instead of waiting for weeks and weeks to resolve your technical issues.
So that’s the three third big areas where we see some of our competition not doing right. And the thirdly or the fourthly, we are noticing that some of our competition have gone through some security breaches. And we pay utmost importance to the security and the data and the privacy and the account security. While some of our large player, they have gone through some security breaches. And I’m not sure why, but that clearly shows that security is the highest priority for those organizations, think that’s not right.
Beau Hamilton (33:42)
Hmm. Well, yeah, the third point you made about just having an in-house support team, I think is huge, right? Because not only do you have this sort of move towards automate everything, get rid of your, you know, put less of an emphasis on your support, customer support, because of this AI wave we’re going through. I think it’s still important to have that sort of human connection, but also have somebody from your team that actually really knows firsthand, like how to use it, how you can kind of help companies adopt it. I think that again, just improves the efficiency. And like at the end of the day, the AI, like that’s what AI is supposed to be doing is just helping making everything more efficient. if you’re, it’s kind of like two step, you know, one step forward, two steps back, so to speak. If you’re, if you’re cutting some of these customer support lines of channels. That’s interesting. That’s really, I think there’s a lot of insights there for maybe competitors listening to this podcast right now who are looking for advice.
Rakesh Soni (34:47)
Yeah, I think that this customer identity management is a very mission critical product, right?
Because even if your login system is down for two minutes, it’s a broken experience. If there’s some other issues with your login system, and if you’re dealing with hundreds of millions of users, every minute you’re affecting thousands and thousands of users. And now if your support system is not in-house, now you’re relying on third party, they probably reach out to the vendor, or they don’t know the answer. They might be working with three other vendors for support. I don’t know. It adds up so much pain for the customers, and it’s not worth it.
Beau Hamilton (35:23)
Now, Rakesh, you’ve shared a ton of great insights with us about your company and the identity management sector. If you could summarize LoginRadius’ value proposition for businesses in maybe one or two sentences or so, just maybe summarizing what you talked about today and leave us with a lasting takeaway message. What might that be? What is your value proposition?
Rakesh Soni (35:46)
Yeah, so our core value statement I can say is that we help our customers free up their engineering team from all things customer login and drive more revenue. So we solve for their engineering group so they don’t need to revert the customer login because we offer end-to-end complete solution. And then because we are helping them build this modern login experience, there is an immediate impact on their revenue, they can see.
Beau Hamilton (36:14)
Wonderful. Now, again, I don’t want to put you too much on the spot too much here, but I’ve talked with enough leaders and business professionals like yourself to gather that. You want to have the opportunity to tell potential customers one big thing, kind of like you’re shouting it from the rooftops or if prospects only knew this. If you had one big message that you could tell potential customers listening right now, what might that be?
Rakesh Soni (36:48)
I would say, you know, stop treating customer identity as a necessary evil. Right? It’s not like something you really need to do. Right? But think of this as your biggest untapped revenue opportunity. You know?
As I mentioned already, the companies that really get the identity right, they see 20 to 30 % higher customer lifetime value because this seamless and secure experience fundamentally drives the engagement and loyalty of the customers.
Beau Hamilton (37:21)
Yeah, that’s great. You have all those different ripple effects. You have the increasing conversion rates. And there’s a lot of downstream effects from putting a heavier focus on this problem. So that’s great.
Amazing. All right. Well, where can business leaders and IT professionals go to maybe learn more about logon radius or just get in touch with you your team? I also know, you know, not to, you know, keep throwing questions your way, but, I, I heard that you might have a book being published. Can you talk about that briefly before we sign off?
Rakesh Soni (37:53)
Yeah, definitely. But first part of the question, anybody want to learn about platform, go to our website, www.loginredis.com. For developers, I highly recommend you guys sign up for free plan or free trial and get full access to our platform. We have a detailed documentation, GitHub libraries, SDKs, all the resources and tools you need to really kind of learn our platform. And everybody else on our website, there’s more resources. There’s ebooks, product sheets, guides, best practices, industry reports, case studies, and so on. You can download and learn more about SIAM or LoginIT itself.
Now, yes, Beau, that’s one of the things I was working for last few years is that I wanted to put together my 10 plus years experience in Siam, CIM market, and put into a book. And after working few years, the book is finally ready. And we’re officially launching it in next month, July. And we’ll be available through our website, loginradius.com.
You know, we’ll find some link will be available on Amazon, but I particularly written this for business leaders would truly want to learn about siam and Really want to figure out their CIM strategy to you know drive that Avenue and improve the customer experience
Beau Hamilton (39:48)
That’s super exciting. So July 8th, you can order The Power of Digital Identity, right? That’s what the book’s called.
Rakesh Soni (39:52)
Yes, yes, the book’s name is The Power of Digital Identity.
Beau Hamilton (39:58)
Amazing. That’s super cool. I think that’s just a life goal for myself. I think for a lot of people, right, to just write a book summarizing or just capital capitalizing. Is that the right word? No, on everything, all your life experience that led you up to this point, I that’s really cool.
Awesome. Cool. Well, I’m excited for that. will have to pre-order it right after we sign off here. I look forward to it. All right. Well, thank you, Rakesh. That’s Rakesh Soni, Founder and CEO of LoginRadius. Thanks again for all the insights. I really appreciate it.
Rakesh Soni (40:33)
Yeah, thanks for having me. I really enjoyed it. Thank you.
Beau Hamilton (40:36)
All right, well, thank you all for listening to the SourceForge Podcast. I’m your host, Beau Hamilton. Make sure to subscribe to stay up to date with all of our upcoming B2B software related podcasts. I will talk to you in the next one.