Today, Okta, Inc. is introducing several Auth0 Embedded Login advancements to give users greater flexibility to execute seamless, in-app identity flows. With robust built-in security and developer tooling, developers can create optimized user experiences that convert prospects into loyal customers—without scaling overhead. These advancements enable new use cases: seamless agentic interfaces, cart-integrated identity at checkout, inline step-up authentication for sensitive operations, progressive enrollment after high-value actions, and in-app self-service factor management.
For a retail company, this means keeping shoppers in their cart during checkout by offering passwordless authentication, which significantly reduces cart abandonment and helps drive higher sales. For a financial services business, this means seamlessly prompting a user for step-up authentication directly within the app before a high-value money transfer, helping ensure robust security without breaking the transaction flow.
“In today’s highly competitive digital landscape, authentication can not be a friction point in the user journey,” said Gareth Davies, Auth0 Chief Product Officer. “By giving developers more control over where and how authentication happens natively within their applications, we're helping businesses transform the login box from a security bottleneck into a powerful conversion lever. These new embedded capabilities allow teams to deliver the seamless and secure experiences that modern mobile, web, and agentic applications demand without the burden of custom code.”
"When clients come to Moneyfarm, they expect a seamless path to growing their wealth. Auth0 Embedded Login allows us to weave identity directly into our native experience, streamlining onboarding and portfolio management while keeping our clients' financial data strictly secure and compliant."
—Alessandro Orrù, Senior Engineering Manager, Moneyfarm
Why it matters:
For businesses that compete on user experience, any login friction could lead to lost revenue, with nearly 25% of users frequently abandoning online purchases due to lengthy or frustrating login forms. While embedded login offers a seamless and secure alternative to disruptive web redirects, it historically demanded complex custom coding—a challenge that only compounds as systems scale, innovation accelerates, and AI agents are introduced.
As a neutral and independent identity vendor, Okta provides the scalability and flexibility needed to put developers in full control of their identity flows. Through Auth0’s Embedded Login APIs, SDKs, and components, developers can build seamless authentication directly into their app code—whether mobile, web, or agentic—gaining full control over when, how, and what users authenticate across mobile, web, and agentic experiences to drive conversions.
With new capabilities, customers can now:
Bring passwordless authentication directly into mobile, web, and agentic applications with Passkeys APIs: Users can enroll in passkeys, a secure, passwordless sign-in method, directly within the mobile or web app.
Enable self-service factor management directly in-app: The new My Account API empowers users to manage their own authentication methods—including MFA, passkeys, and passwords—without ever leaving the application's context. To accelerate development, teams can also leverage new embeddable web and native components for a turn-key integration that eliminates the overhead of building custom self-service UI controls from scratch.
Ship faster with built-in security and reduced overhead: Developers can secure applications and skip custom coding with a suite of new out-of-the-box tools. This includes Demonstration of Proof of Possession (DPoP) support to prevent token theft, and Configurable Level of Assurance (LOA) per API to declaratively enforce secure step-up authentication without relying on custom Actions. Furthermore, developers gain finer control with Application Access Permissions for user flows, Expanded MFA Grant Support for flexible factors, and Multi-Resource Refresh Tokens (MRRT) that enable a single session to seamlessly access multiple APIs without repeated authentication.
For more information, visit the Auth0 website here.
