Okta has undergone a lot of change over the last two years. In 2020, the company was considered the leading independent provider of IAM (Identity and Access Management) services, enjoying great brand recognition and rapid growth. They had achieved strong penetration in the workforce identity space and were tracking to extend their reach into customer identity. Okta had labelled their product category as the Identity Cloud and attributed an estimated TAM of $55B (which they have further increased to $80B). They were well positioned to consolidate this new market segment around solutions to manage identity for both enterprise organizations and application developers.
In March 2021, Okta announced the acquisition of competitor Auth0. I found this a bit surprising, as I had assumed Okta could expand into the application identity space organically, as an extension of the Identity Cloud. Rather than building the customer identity capability internally, Okta leadership decided to acquire it for $6.5B in OKTA stock. To be fair, Okta’s product opportunity in customer identity was nascent and needed to establish appeal with developers. Acquiring Auth0 provided immediate access to a superior product offering and a community of developers. More importantly, the acquisition potentially short-circuited a competitive threat. Other larger platforms (like Salesforce and Oracle) were rumored to be looking at acquiring an identity solution as well. Okta was simply preempting their move.
Auth0 will operate as an independent business unit inside of Okta, and both platforms will be supported, invested in, and integrated over time — becoming more compelling together. As a result, organizations will have greater choice in selecting the identity solution for their unique needs. Okta and Auth0’s comprehensive, complementary identity platforms are robust enough to serve the world’s largest organizations and flexible enough to address every identity use case, regardless of the audience or user.
Okta Press release, march 2021
Following the acquisition, the Okta leadership team decided to keep the two platforms separate, with the intention to integrate them over time. This translated into separate organizations, which operated independently for more than a year. Combining the sales teams began in 2022, but experienced challenges, culminating in the announcement of Q2 FY2023 results in August 2022. As it became clear that the whole acquisition and integration process had been poorly managed, the market began losing confidence in Okta leadership. This blame has increasingly fallen on Okta CEO and co-founder Todd McKinnon.
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