Executive Summary

Many developer platforms and security teams struggle to roll out WebAuthn passkeys because setup UX, policy enforcement, and cross-platform attestation remain complex; this affects developer-centric product teams, identity teams, and an addressable set of roughly 2 million SMB and mid-market businesses. Teams routinely spend months building SDKs, admin consoles, and audit trails in-house, which increases time-to-security and creates inconsistent user experiences and compliance gaps. You could build a developer-first passkey platform composed of lightweight web and mobile SDKs, a centralized policy engine for per-tenant enforcement (RBAC, allowed authenticators, recovery rules), an admin console with compliance-ready audit logs, attestation and metadata support, and lifecycle APIs for onboarding and recovery. Price the product to hit an average contract value near $3,000 per year with self-serve trials and enterprise connectors (SCIM, SSO), targeting a 6–12 week integration instead of the 3–6 months many teams face today. The market timing is right: major browsers and iOS/Android have shipped passkey support, reducing fragmentation and making production rollouts feasible, and security teams are actively prioritizing passwordless after recent high-profile breaches. The addressable market is roughly $6.0B (2M businesses × $3K ACV), the market score is 85/100, and buyer behavior is shifting toward developer-friendly security tooling—creating concrete procurement momentum. To stand out, double down on developer ergonomics (minimal code paths, sandboxing and end-to-end tests), clear and auditable policy management, and enterprise-ready integrations that incumbents with broad identity suites often underdeliver. Be honest about challenges: legacy account recovery and edge-case attestation interoperability will require engineering attention, competition is medium and will push feature parity, and sales to security/compliance buyers will need documented controls and references—but the combination of a product-led motion and practical enterprise features makes this a defensible opportunity.

Market Opportunity

Make WebAuthn passkey setup and policy management simple for developer platforms targets a $6.0B = 2M businesses × $3K ACV (developer/security tooling for authentication and identity management) total addressable market with medium saturation and a year-over-year growth rate of 30% YoY — based on rising adoption of WebAuthn and industry reports from FIDO Alliance and identity vendors showing strong growth in passwordless initiatives.

Key trends driving demand: Passkeys — major browsers and mobile OSes have shipped passkey support, reducing fragmentation and making production rollouts feasible.; Passwordless adoption — security teams prioritize reducing password reliance after high-profile breaches, which creates procurement demand for passkey tooling.; Developer-first security tooling — engineering teams choose products that integrate quickly via SDKs and APIs, creating an opening for specialized identity tools with great UX.; Managed security services — companies prefer hosted relying-party and observability to reduce operational burden, creating demand for SaaS offerings rather than self-hosted libraries..

Key competitors include Auth0 / Okta, Keycloak (Red Hat), Passkeys.dev and smaller libraries.

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Make WebAuthn passkey setup and policy management simple for developer platforms

Executive Summary

Market Validation

Market Opportunity

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