Identity Revolution for SaaS

The world of identity management is experiencing a revolutionary transformation, and Frontegg stands at the forefront of this change. During this enlightening conversation at RSA Conference, Frontegg CTO Aviad Mizrachi  reveals how their solution is empowering SaaS providers with just five lines of code integration, allowing some developers to implement comprehensive identity management in as little as two minutes.

What makes Frontegg truly transformative is their dual approach to identity challenges. For B2B SaaS companies, they've fixed the broken elements of self-service capabilities, complex hierarchies, and multi-application identity consolidation. Their platform creates a single source of truth for user identities across applications while bridging the critical visibility gap between security professionals and developers. This comprehensive approach ensures security teams gain the customer identity insights they need without creating implementation hurdles for developers.

Most excitingly, Frontegg is pioneering solutions for the emergent "agent era" where AI agents represent an entirely new category of digital entity requiring identity management. Unlike traditional employees with email-based identities, AI agents introduce fundamental questions about authentication, authorization, and access controls. As Aviad explains, "What can this agent access and how does the access policy work there? That's a complete change in the way that identity is being managed." By addressing these challenges head-on, Frontegg is defining the newest generation of identity management—one that will shape the secure integration of both human users and AI agents across our digital landscape for years to come.

Chapters

• 0:00 Introduction to Frontegg's Mission
• 0:53 Fixing B2B SaaS Identity Issues
• 1:50 Agentic AI Identity Revolution
• 4:00 Learning at RSA Conference

Transcript

Speaker 1: 0:01

And I'm here at RSA C with Aviad from Front Egg Aviad. How are you Good, ivan? How are you Good? Catching up? You're doing some revolutionary work, empowering SaaS providers with identity. Maybe introduce yourself. What's the mission, what's the vision at Front Egg?

Speaker 2: 0:17

Yeah, aviad, I'm the CEO and co-founder of Front Egg. Our vision is to empower developers, builders and security people. With our identity solution for customer-facing apps Either agent builders, saas builders, developers everyone we are empowering them and, on the security side, obviously we are bridging a gap between security people and developers. A security person doesn't have the visibility and posture with regards of customer identity and access management and this is what we do for that end.

Speaker 1: 0:53

It's a really powerful story for SaaS companies. What was broken or what is currently broken when it comes to SaaS and identity and security, that you're really helping fix?

Speaker 2: 1:03

So, both on the SaaS world and on the agent's world, the entire level of self-servingness agent is a whole different story, because it used to be users, but now the agents are the new users and this is what we claim For the SaaS companies. The B2B was broken, self-servveness was broken, complex use cases, hierarchies, et cetera it was all broken. Multi-application the idea of joint, consolidated identities between different applications and having a single source of truth of users was broken, and that was what we fixed. And now we're chasing the newest revolution of AI agents and we are fixing that as well.

Speaker 1: 1:51

Fantastic. So on the SaaS side, we'll talk about agents in a moment. You have a couple of hundred customers. How quickly can they embed and integrate with your technology to provide a more modern approach?

Speaker 2: 2:03

So one of the things that I'm personally as a CEO of Frontend kind of strives is limiting the integration to five lines of code. So that's what it takes to integrate Frontend. We have customers that are fully migrating to Frontend within a week. Wow yeah, normally to get us up and working. Actually, on the last conference that we had, we had a challenge of developers how quickly they can integrate Frontend. The winner was one of the developers with two minutes to integrate, so it took him two minutes to get a complete application running on top of Frontend Amazing.

Speaker 1: 2:44

So the big shift, the big news here at RSA is agentic AI and you're hard at work. Explain the paradigm shift with agentic and identity.

Speaker 2: 2:54

So even before that, you know, up until now, we had employees on the company, right? We would hire an employee, we would open an email box for that employee and that would be the identity of that employee. With the world of agents, now, what is the identity of an agent? It doesn't have an email box, right, it's a different kind of employee. Now we know, when we are talking with users, we are sharing stuff with users. They have Google Drive. They have specific folders that they can access. What can this agent access and how does the access policy work there? That's a complete change in the way that identity is being managed, and the agent's world, or the agent's era, faces a complete challenge there. And that's the newest generation of identity.

Speaker 1: 3:52

Fantastic. So you're a B2B company. You're signing up customers here at RSA. What else are you looking forward to this week and beyond?

Speaker 2: 4:00

So, first, as a startup, we always like to learn from our customers, learn from prospects, learn from everyone around us. So that's a main initiative, main thing that we're working on this week as well, and as many conversations as we have. We keep learning from anyone that we talk to.

Speaker 1: 4:22

Great. Well, can't wait to have you on my show. We'll do a deeper dive, but for now, good luck and congratulations here at RSA.

Speaker 2: 4:27

Thank you.