Okta uses a hybrid pricing model across Workforce and Customer Identity, bundling AI and advanced automation into premium tiers to drive enterprise expansion and product stickiness.
- Category
IT Operations & Identity Management - Employees
5,000+ - Business Model
Sales-Led Growth(SLG) - Target Market
Enterprise, SMB, B2B, B2C
Pricing Model:
Workforce Identity: Per-unit (seat-based) pricing
Auth0 (Customer Identity): Tiered pricing based on monthly active users (MAUs)
Primary Value Metrics: Number of users, feature set (SSO, MFA, Lifecycle Management, etc.)
Freemium & Trial Offering: 30-day free trial for Workforce Identity (up to 100 users)
Discount Strategy: Volume discounts for large-scale enterprise deployments
Core Pricing Structure
Okta AI is available exclusively in higher-tier paid plans
Monetization Approach: AI is not offered as a standalone add-on but bundled into advanced security and automation tiers
Future Potential: Likely to expand across zero-trust and risk-based authentication workflows
Strategic Role: AI acts as a premium value driver, enhancing automation, identity threat detection, and access governance to justify enterprise-tier upgrades