Question 1

What is Customer Identity and Access Management (CIAM) Software?

Accepted Answer

Businesses use customer identity and access management (CIAM) software to create user-friendly, seamless customer experiences when users register for, log in to, and manage their customer profiles on corporate websites, portals, shops, and other consumer-facing accounts. On the back end, CIAM software creates one universal identity of the user, which can be tied to multiple business applications. Having a single, centralized view of the user is critical for creating a seamless end-user experience and properly managing a user’s preferences across all of a company’s customer products. Companies also employ CIAM for security reasons, protecting customer data at rest and in transit. CIAM software is important for B2C companies in particular, with us -cases such as travel loyalty programs, cable company customer accounts, content subscription accounts (including online newspapers, food delivery accounts, and clothing stores), and many more. Although most CIAM software use cases are for business to consumer (B2C) businesses, there are some CIAM use cases for business to business (B2B) companies; for example, businesses that manage internet of things (IoT) device identities may use CIAM software to provide devices with unique identities for security purposes. 
 Key Benefits of Customer Identity and Access Management (CIAM) Software 
 
Improve online customer experiences by creating easy-to-use online registration, login, and account management tools
Manage customer identities at scale, into the tens of millions
Allow user self-registration and management
Authenticate user identities to reduce fraud
Manage user consent and privacy to stay compliant with privacy laws
Connect with CRM, content management systems (CMS), analytical software, and other tools to personalize customer experiences and/or discover upselling opportunities 
Provide security function like encryption to secure customer data at rest and in transit

Question 2

Why Use Customer Identity and Access Management (CIAM) Software?

Accepted Answer

Great customer experiences lead to happy customers. Companies use CIAM software to provide their customers with simple and secure access to their own accounts, effectively managing the back end of these customer user identities. 
 The main benefit of using CIAM software is to provide an improved customer experience. Companies can leverage the software to accomplish this through creating a simple self-registration process, providing secure login portals using authentication methods, and facilitating seamless access to multiple products using a singular identity. CIAM software also helps companies adhere to privacy laws such as the California Consumer Privacy Act (CCPA) or the General Data Protection Regulation (GDPR) by tracking and managing a user’s consent and privacy preferences and applying those preferences across all of a user’s accounts globally. 
 There are four main reasons why companies use CIAM software: 
 Improved customer experience — Positive customer experiences are critical for companies to gain customers’ trust, brand loyalty, and their repeat business. Part of a B2C company’s digital strategy for consumer-facing accounts is to offer a front-end solution that makes account creation user-friendly, login secure and seamless, and account management easy. On the back end, this means creating a holistic view of the customer under one identity that can be federated across multiple corporate systems to provide a frictionless end-user experience. The CIAM solution should be omnichannel, such as being available on web, mobile apps, and other places customers can interact with the company. With improved customer experiences online, companies can see reductions in phone calls, emails, or in-person visits for account help. 
 Marketing — Companies can reduce friction and customer abandonment by providing excellent customer experiences online. Part of doing so is providing the right customer, with the right information, at the right time; this kind of experience can be achieved with personalization. With CIAM solutions, companies can bring their siloed customer identity data from across all of their systems into one central place. They can enrich that centralized customer data with outside information and generate a 360-degree view of the user. With this holistic view of the customer, personalization can be better achieved. 
 Security — Companies use CIAM software to support their security policies, verify users are who they say they are, and secure customer data across its consumer lifecycle. When customers log in to an account, it is important to authenticate their identity. CIAM software offers multiple forms of authentication for security—from basic SMS authentication for low-risk account actions, to biometric authentication for high-risk transactions such as transfering money or making large purchases. Some CIAM providers may offer adaptive, or risk-based multi-factor authentication, which can determine risk based on a number of factors such as IP address, location, and device behavior, and even prompt a user to reauthenticate once a reauthentication policy is triggered. 
 Privacy — In addition to security, compliance with privacy laws is top of mind for many companies—and it starts with gaining user consent. Using CIAM software, companies can allow users to manage their consent, privacy, and other preferences online. These preferences can then be implemented across all a company’s applications and systems, and be recorded for auditing purposes.

Question 3

Who Uses Customer Identity and Access Management (CIAM) Software?

Accepted Answer

Typically B2C companies use CIAM software to manage up to millions of customer identities for their accounts. Some CIAM software providers also offer tools to manage internet of things (IOT) devices as well, allowing the provision of a unique identity to each device that can be used across accounts. 
 To properly implement, manage, and extract value from a CIAM solution, businesses will likely seek collaboration from teams across the company including: security, operations, marketing, sales, service, and customer support. Users must ensure that the needs of all stakeholders from these groups can be met with the CIAM solution the company ultimately selects.

How Many Customer Identity and Access Management (CIAM) Software Products Does G2 Track?

Category Stats (Sep 2026)

How Does G2 Rank Customer Identity and Access Management (CIAM) Software Products?

G2 Grid® for Customer Identity and Access Management (CIAM) Software

Tuurio ID

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Verity

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Core Capabilities of CIAM Software

Common Use Cases for CIAM Software

How CIAM Software Differs from Other Tools

Insights from G2 on CIAM Software

Best Customer Identity and Access Management (CIAM) Software - Page 9