We helped an enterprise marketplace group unify authentication across multiple platforms by migrating millions of user accounts to a single Identity Provider (Auth0). The result: a single sign-on (SSO) experience across products, smoother login flows, and a consolidated identity platform that reduced operational complexity and improved security.
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The Problem It Solves
The client operated multiple web applications, including those acquired from other companies that continued to run under the same brand umbrella. While the frontend brands remained distinct, the goal was to gradually unify everything on the backend into a single platform. To achieve this, they needed to centralize authentication with SSO, reduce maintenance overhead, and consolidate user data — all while migrating millions of accounts without downtime or disruption. The migration had to preserve both the seamless user experience and authentication integrity across platforms.
Before Migration
After Migration
Key Features
Single Identity Provider (Auth0) consolidation for SSO across platforms.
Lazy migration for some product users: migrate credentials on first successful login against the legacy IdP, avoiding bulk disruption.
Bulk migration for other product users via scripted data import with staged rollout and A/B testing.
Smooth rollout with A/B testing and gradual traffic shifting to mitigate risk.
Coexistence strategy with legacy IdPs during migration to ensure no service interruption.
Impact / Results
Consolidated authentication across multiple products into one IdP (Auth0).
Migrated millions of users with zero downtime and minimal user friction.
Simplified identity operations and reduced future maintenance and integration overhead.
Curious about how we approached bulk vs. lazy migration, traffic shifting, and risk mitigation in detail? Explore the
If you are planning an IdP consolidation, SSO rollout, or large-scale user migration, we can help design a migration approach that minimizes risk and maximizes user continuity. Reach out and we’ll map a migration plan tailored to your systems and user base.