Not long after coming to market, it became evident that Thoughtly's platform delivered the most value in enterprise environments. In addition, they still needed a way to support their self-serve user base for small businesses and agencies. These dual customer segments came with fundamentally different authentication requirements.

Enterprise buyers expected isolated user data, white-labeled domains, and customizable login flows. Meanwhile, Thoughtly’s product-led growth motion relied on a common self-signup and login experience shared across all its users. Supporting both of these paths within a single identity system quickly proved difficult.

While the team began redesigning their backend systems to support these heterogeneous use cases, authentication remained a sticking point. They were already using Auth0 and briefly explored their approach to multi-tenancy.

“Initially, we considered looking into Auth0's multi-tenancy options, but it seemed so complex that we didn't even seriously pursue that avenue. It was stressful just thinking about implementing it.”

Torrey Leonard
Founder and CEO

Thoughtly's needs quickly outpaced what Auth0 could offer out of the box.  The lack of native support for serving multiple tenant types from a single application made it hard to separate consumer and enterprise login flows cleanly. Furthermore, building a custom solution to bridge the gap would have slowed product velocity and created a long tail of complexity to manage.
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As Thoughtly weighed their options, the team prioritized looking for a solution that wouldn’t drag engineering into months of complex setup or unclear edge cases. Wristband stood out right away with out-of-the-box support for various multi-tenant use cases.

So they made the switch.

“There's a lot of really valuable information in the docs, especially around multi-tenancy. From what I've seen, there's no 'gotchas'. You get what you see, and that feels really good.”

Victor Sanchez
Senior Software Engineer

What Thoughtly Needed From an Auth Provider

• Support for both self-serve and enterprise login flows under a single application.
• Per-tenant user isolation to give their enterprise customers complete control over their users’ identities.
• Customizable policies around MFA and SSO to satisfy enterprise security requirements.
• Custom-branded login pages and domains for agencies that require white-labeling.
• Cross-tenant administration capabilities to enable internal teams to manage all customers centrally.