Auth0 vs Authalla
Auth0 is the incumbent, and it is a reasonable product. The three things worth knowing before you commit are that its own documentation says passkeys cannot replace passwords, that enterprise SSO is missing from the consumer plans entirely, and that the company answers to a US parent.
Read from Auth0’s own public pages on . Prices change; check theirs before you decide.
| What | Auth0 | Authalla |
|---|---|---|
| Who owns it | Okta, Inc., a US public company. Auth0 has been part of Okta since 2021. | Authalla Oy, Finland. Owned by founders. No outside investors, no parent company. |
| Where your users’ data sits | An EU region is available. The management plane serves all regions, and the parent company is American. | Hetzner in Helsinki, Finland. Sign-in email goes through Brevo (France), which stores it in Belgium. |
| Passwords | Their passkey documentation: a database connection with passkeys enabled “must also still have passwords enabled”. | None. There is no password option in the product, and no code that could create one. |
| Enterprise SSO | Not available on B2C paid plans at all. The B2B plans include 3 or 5 connections, then $100 per connection per month, up to 30. | Included in every plan, including the free one. No per-connection fee. |
| Free tier | 25,000 monthly active users, including one enterprise connection. | 1,000 monthly active users, with every feature. |
| This scenario: 10,000 users, 3 SSO connections, custom domain, no vendor branding | $2,100 a month (B2C plans exclude enterprise connections, so this needs B2B Essentials). | €99 a month. |
| Who answers when it breaks | Support tiers, and a sales conversation. | The founders. Our phone numbers are on this site. |
Passkeys, and the password you cannot remove
Auth0’s own passkey policy documentation states the constraint plainly: a database connection with passkeys enabled must also still have passwords enabled. The passkey sits alongside the password rather than instead of it.
So every account with a phishing-resistant passkey also keeps a password, and an attacker picks which one to attack. They will not pick the passkey. We never wrote any password code, so there is nothing in Authalla to switch back on. We hate the damn things, and not building them was the strongest way to say so. The argument in full: why we never built passwords.
The upgrade wall between consumer and business plans
Auth0’s B2C paid plans do not offer enterprise connections. If a customer arrives wanting to sign in with their company’s Entra or Okta directory, you move to a different product line to add the connection. At 10,000 users that is $2,100 a month for B2B Essentials, with three connections included and $100 a month for each one after that, capped at 30.
Enterprise SSO over OIDC and SAML, and SCIM provisioning, are in every Authalla plan including the free one, with no per-connection fee at any size. The first enterprise customer does not change your bill or your product line.
Whose courts, and whose roadmap
Auth0 belongs to Okta, an American public company. An EU region for data is available, but it does not change who receives a US court order: the parent controls the group, and the management plane serves every region.
Authalla has no US parent, no US investors and no US entity. Your users’ identity data is stored on EU-owned servers in Finland. The detail, including the one place data leaves Finland, is on our European page and subprocessor list.
Set up by your agent, backed by the founders
Connect our MCP server and your coding agent configures the tenant, clients, domains and branding while you describe what you want. There is no API key to paste into a .env file: the agent signs in through the browser with OAuth, and your first sign-in creates the account.
When you need help, the people who wrote it answer. The full price scenario across seven vendors, each from their own pricing page, is on our pricing page.