With more than 250,000 active content creators and 1,800 employees working across six countries, Hotmart is one of the largest platforms in the creator economy. For a digital-first company like Hotmart, every delay or failure in infrastructure directly affects creators’ ability to sell, distribute, and monetize their content worldwide.
As the company scaled rapidly, their legacy identity governance solution created friction. Provisioning and access reviews were slow, integrations with their identity platform lagged, visibility into activity was limited, and compliance demands such as timely offboarding, periodic access reviews, and complete audit traceability were increasingly difficult to meet.
As Hotmart expanded their technology stack, the governance platform managed only a small fraction of the applications in use, leaving critical gaps in coverage. These challenges had real consequences: Core systems like HR and finance tools weren’t covered by governance controls, and handling access by hand created breaks in traceability, making it harder to demonstrate compliance during audits.
At the same time, compliance pressures were rising: Instead of focusing on new initiatives, the IT team had to spend more time preparing evidence for auditors and justifying controls. Without centralized logs, compliance teams had to piece together spreadsheets and screenshots to prove controls were in place, a time-consuming process that pulled focus away from strategic work.
The company needed a more professional, automated approach to governance, one that would scale as quickly as Hotmart itself while reducing operational inefficiency. They knew that migrating to a new solution and managing their own identity internally would allow the company to grow at its own pace, without depending on an external partner to maintain or update the system.
When evaluating next steps, Hotmart considered whether to expand their use of the legacy solution in the cloud or to consolidate governance with their existing Okta environment. The company already relied on Okta Single Sign-On and Lifecycle Management for critical applications, and the launch of Okta Identity Governance and Workflows provided a clear path forward.
A successful proof of concept confirmed the decision. Hotmart’s IT team was able to integrate a large volume of systems internally without relying on third parties, directly addressing the biggest pain point of the previous setup. They had a positive historical experience with Okta as a reliable partner, assisting them with both the analysis and business case design.
Ultimately, the choice came down to speed, autonomy, and trust. Okta offered out-of-the-box governance with easy-to-use automations and integrations, backed by a responsive Okta team that supported Hotmart throughout the implementation and business case design. This gave Hotmart the confidence they could modernize identity governance quickly while laying a foundation for scale and stronger compliance in the future.
Automating onboarding and offboarding for faster operations
One of the clearest examples of impact comes from onboarding new employees. Previously, it could take days before a “Trooper,” as Hotmart calls their employees, gained access to all the tools needed to start their role. HR applications, ticketing systems, and collaboration platforms each required separate requests.
Today, access bundles are assigned automatically using role-based access controls. A new hire logs in through Okta on their first day and can instantly access dozens of systems, enabling them to be productive immediately. This shift reduces frustration for employees while freeing IT from repetitive provisioning work.
Offboarding has also been reimagined. Before Okta, IT staff had to manually verify access across nearly 80 systems whenever someone left the company. This was time-consuming and created security risk, because if any credentials were missed, former employees could still access internal systems after leaving the company.
With Okta, most revocations are automated, leaving only about 20 high-value systems for manual review. For an average of 50 offboardings per month, that translates to thousands of tasks eliminated annually. Each revocation is logged centrally, giving both IT and auditors confidence that accounts are properly closed.
The benefits extend to access reviews and compliance cycles. In one review covering around 6,000 accounts, Okta automated nearly 30% of revocations. That still represents thousands of permissions that no longer require manual follow-up, saving managers and IT valuable time. Instead of spending effort on repetitive tasks, they can now focus on the more complex 70% of decisions that truly need human oversight.
Hotmart’s security team has also gained new visibility. With Okta acting as a centralized hub, they no longer need to pull logs from dozens of separate systems. Suspicious activity can be analyzed from a single source of truth, making it easier to correlate risks across applications.
For example, if an account shows unusual login activity, the security team can quickly check whether the user’s permissions are appropriate and revoke them if needed. This has reduced the risk of lateral movement and strengthened the company’s overall security posture.
Expanding governance to support global growth
Finally, the solution has enabled scalability. In just one year, Hotmart integrated more than 40 new applications into Okta and successfully switched 12 core software platforms without identity disruptions.
Hotmart also gained the ability to scale governance globally. With their large, diverse workforce, maintaining consistent practices was a challenge. Okta standardizes identity policies across regions, ensuring that access reviews, provisioning, and offboarding follow the same processes everywhere. This consistency allows Hotmart to expand internationally without introducing new governance risks or operational delays.
Expanding protection with next-gen access controls
The company is now planning further improvements as part of their future roadmap. Hotmart will roll out FastPass to reduce reliance on passwords, expand Adaptive Multi-Factor Authentication for stronger security, and add Device Access to extend controls beyond applications.
The governance framework will also expand to endpoints, allowing access decisions to be correlated with device health and risk signals. These steps will strengthen protection while keeping processes efficient for employees.
Together, these outcomes show governance moving from a fragmented, partner-dependent system to an internal capability that is fast, consistent, and ready to scale. By centralizing control, simplifying compliance, and preparing for new layers of security, Hotmart has laid the foundation to support their growth as a global platform in the creator economy.
About Customer
Hotmart is a global platform in the creator economy that enables entrepreneurs to create, sell, and distribute digital products such as online courses, ebooks, and memberships. With more than 250,000 active creators, 1,800 employees, and offices in six countries, Hotmart helps creators scale their businesses worldwide.
