At Okta, we see our customers deploy and build a broad range of customer-facing applications. At times, the completeness of a user profile may vary, depending on what is initially known about the user and any additional information that accrued over time. Progressive profiling is used to incrementally collect profile data over time, as a relationship is built, or as use cases expand. In the past, this may have been the purview of a marketing initiative; but today, it’s required for a more expansive set of use cases. Even simple scenarios, like changes in a profile structure or an apps’s required profile attributes, may dictate the need to progressively add new information about a user that may not have previously been required. For example, your team may build an additional app that requires additional profile information before providing access (e.g., a birth date or Tax ID) or your company may.