Executive Summary

Many engineering teams struggle to implement and operate passkeys because WebAuthn APIs, platform attestation flows, and device lifecycle behaviors are complex, inconsistent across Apple/Google/Microsoft, and poorly documented—this affects an estimated 250,000 developer teams responsible for identity and authentication, many of whom lack dedicated security SREs. Teams also face runtime pain: configuring policies, handling fallback flows, migrating credentials from passwords, and diagnosing cross-device login failures often adds weeks of integration and ongoing maintenance. A practical product would be a developer-first hosted passkey platform combining a simple REST API and language-native SDKs, a runtime configuration API and dashboard for policy flags and attestation rules, and a migration/diagnostics CLI that automates common WebAuthn edge cases. Add-ons should include managed attestation orchestration, secure key material handling, audit logs and compliance-ready controls (e.g., SOC2, configurable retention), and open-source reference SDKs to accelerate trust and adoption. The market is attractive now because platform convergence is reducing fragmentation while passwordless momentum and an addressable market of roughly $5.0B (250,000 teams × $20K ACV) mean buyers are actively looking for hosted, API-first solutions. Competition is high and the product must invest materially in security, attestation expertise, and enterprise-grade reliability, so a viable route to differentiation is making runtime configuration a first-class capability (feature flags, staged rollouts, telemetry), shipping migration tooling that shortens integrations from weeks to days, and pairing transparent open-source SDKs with clear SLAs to build trust—realistically this requires sustained engineering and sales investment.

Market Opportunity

Simplify developer passkeys setup and runtime configuration targets a $5.0B = 250,000 developer teams × $20K ACV (global identity-related developer budgets for auth tooling and hosted orchestration) total addressable market with high saturation and a year-over-year growth rate of 12% YoY (Identity and access management market CAGR ~10-15% driven by passwordless adoption; source: MarketsandMarkets / industry reports).

Key trends driving demand: Platform convergence — Apple, Google, and Microsoft are standardizing passkey UX across devices, which reduces implementation fragmentation and increases adoption opportunity.; Passwordless momentum — Security incidents and user friction drive companies to adopt passkeys, creating demand for integration and migration tooling.; Developer-first procurement — More companies prefer API-first hosted services that reduce engineering work, benefiting focused passkeys platform vendors.; Regulatory and compliance focus — Data protection and authentication standards in regulated industries make managed, auditable auth tools more attractive to enterprise buyers..

Key competitors include Auth0 (Okta), Stytch, Yubico / WebAuthn libraries.

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Simplify developer passkeys setup and runtime configuration

Executive Summary

Market Validation

Market Opportunity

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