Okta

SLG

IT operations

Last Updated: 20/04/2025

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

    Core Pricing Structure

  • 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

    Monetization Strategy

  • 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

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