TL;DR: Multi-Factor Authentication (MFA) is going mainstream(!). U2F keys (a.k.a., hardware tokens) are standing out as a great option for your customers. Add U2F support to your website while you can still brag about it.... Plus, it's quick and easy! Multi-Factor Authentication (MFA) is becoming mainstream. Until recently, MFA was only used to access corporate resources. With the uptick in stolen credentials, people are starting to rely on MFA in their personal lives to protect their personal accounts. The signs of a change As part of my job, I track and read news and information about identity security every day. In the last few months, I've been seeing an increase in news about MFA on consumer sites. Examples include tutorials on how to use MFA on personal accounts, and the EPIC Games give away. When Epic started giving a free Boogiedown Emote to accounts with MFA enabled on.