Win Business Customers with Enterprise-Ready Identity TL;DR: Okta has launched the Okta Customer Identity Cloud, powered by Auth0, with support for two use cases: Consumer Apps and SaaS Apps. This article explores the SaaS Apps use case and capabilities, as well as how product and engineering leaders can accelerate growth with an identity solution built for business customers. The Software as a Service (SaaS) market is booming with new products coming online every day. The average number of apps companies use increased to 89 this year, with as many as 187 for larger companies, according to Okta’s Businesses at Work 2022 report. All of this growth has created intense competition in the SaaS space. The companies that will win are the ones who can successfully onboard business customers quickly and move upmarket, while remaining hyper-focused on their core product. In identity and access management terms, this is called.