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Auth0, now part of Okta, is the identity platform that UK developers use to add authentication to their apps without building it from scratch. It handles login, social sign-in, single sign-on (SSO), and multi-factor authentication through simple SDKs and APIs. UK startups use Auth0 to secure customer-facing apps while Okta covers workforce identity. The free tier supports up to 7,500 active users. Paid plans scale from $24/month. GDPR compliant with EU data residency, Auth0 is the pragmatic choice for British engineering teams that need robust, standards-based auth delivered quickly.