Why Proxy-Based B2B SSO is the Better Way for SaaS Vendors

When enterprise customers demand SSO, your choice of implementation matters more than you think. Here’s why proxy-based SSO (like Datawiza) is changing the game for SaaS teams—and why brokered IdP solutions like Auth0 and WorkOS may be holding you back.

The B2B SSO Mandate for SaaS Vendors

If you sell software to businesses, chances are you’ve faced this request:

“Can you integrate with our SSO—Okta, Entra ID (Azure AD), or Google Workspace?”

Enterprise SSO has become table stakes. But if you’re a SaaS vendor, how you implement SSO can have long-term impacts on your architecture, flexibility, and even your customer relationships.

Two major approaches exist: 1. Proxy-based SSO (like Datawiza) 2. Identity broker (IdP) solutions (like Auth0, WorkOS, Clerk)

Let’s break down what these actually mean—and why it matters.

The “IdP Broker” Model: You Integrate with Their IdP

Auth0 and WorkOS are leaders in the “identity broker” space. Here’s how it typically works:

• You integrate your application with Auth0 or WorkOS as the primary Identity Provider (IdP).
• When your enterprise customer wants SSO, you configure their IdP (Okta, Entra ID, etc.) to federate with Auth0/WorkOS.
• Auth0/WorkOS sits in the middle—users authenticate against it, and it connects to the customer’s IdP behind the scenes.

What’s the catch? You’re now tied to your IdP broker. Your app is dependent on their token management, their APIs, and their pricing. If you want to switch vendors or add custom logic, you’re in for a migration headache.

The Proxy-Based SSO Model: The “Easy Button” for SaaS

Proxy-based SSO (like Datawiza) flips this on its head.

• Our solution sits as a lightweight proxy in front of your app.
• When a user logs in, the proxy intercepts the request, connects directly to your enterprise customer’s IdP (SAML, OIDC, etc.), handles authentication, and passes the user’s identity to your app—often via standard HTTP headers.
• Your app doesn’t need to “speak OIDC or SAML” or change its authentication logic.
• You remain in full control of sessions, tokens, and your user experience.

In short: The proxy acts as your “universal translator” for SSO, without turning your app into a tenant of a third-party IdP.

Real-World Analogy: Proxy vs. IdP Broker

• Proxy-based SSO: Like using a plug adapter: Your device works as it always has, but can now connect to any power outlet, anywhere in the world.
• IdP Broker model: Like rewiring your entire house every time you move to a new country—expensive, disruptive, and hard to reverse.

Why Proxy-Based SSO Wins for SaaS Vendors

1. Minimal Code Changes

No need to rebuild your auth stack. The proxy handles SSO and user provisioning, so you keep your app’s logic and just consume standard headers or tokens.

2. No Vendor Lock-In

Since your app doesn’t directly depend on an external IdP, you can swap out, upgrade, or even self-host the proxy with minimal impact.

3. Flexibility & Control

You decide how authentication works internally. Want to add your own business rules, logins, or multi-tenancy features? The proxy won’t get in your way.

4. Happier Enterprise Customers

Onboard new customers faster, with fewer support tickets. Connect to any IdP—Okta, Azure AD, Ping, Google Workspace, and more—without custom code or weeks of back-and-forth.

Head-to-Head: Proxy vs. IdP Broker

Proxy-Based SSO (Datawiza) | IdP Broker (Auth0/WorkOS)

Choosing the Right Model for Your SaaS

If you want to:

• Reduce the burden on your engineering team
• Keep your architecture simple and portable
• Avoid vendor lock-in
• Give enterprise customers what they want, fast

…then proxy-based SSO is the modern, future-proof way to go.

Want to see how easy SSO can be for your SaaS?

Try Datawiza today. We’ll handle the SSO, you keep building your app.

Ready for a technical deep dive or want to see a demo? Book a demo or start your free trial.