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Microsoft Azure AD B2C

Azure AD B2C provides hassle-free sign-in and authentication experiences for your customers – and ensures you meet your security and compliance obligations!

If your organisation interacts with large numbers of customer or member accounts, you’ll understand the pressure to deliver great, frictionless user experiences on your websites and apps.

Customer experience drives over two-thirds of customer loyalty, more than ‘brand’ and ‘price’ combined.

Gartner, Top Insights for the C-Suite

You’ll also be aware of the challenge of balancing UX demands with the need to secure personal information.

The bigger your customer base, the more attractive you become to hackers – and the more costly and resource intensive it becomes to manage and maintain security inhouse.

Bring the power of IAM to consumer-facing interactions

Using Azure Active Directory, your business can deliver seamless and secure customer experiences.

Azure AD B2C can help you:

  • Provide an experience your customers want – including social logins and personalisation
  • Keep sensitive information secure – with multi-factor authentication and threat detection
  • Remove complexity – out-of-the-box user flows and seamless platform integrations
  • Keep costs down – reduce admin. support, scale as you need, and only pay for what you use
Watch now – The magic behind external identity management

Watch now – The magic behind external identity management

Transform the way you provide access to your customers, partners and suppliers. Watch on-demand and learn:

  • The key differences between Azure AD B2B and B2C
  • How to sign in any user from your identity provider of choice
  • Which works best for you – B2B, B2C or a hybrid approach
Watch now

Stuck customers won’t stick by you

Customers expect easy, consistent interactions with your brand – without compromising their security. If you can’t deliver, someone else will.

Your challenges:


Users frustrated with multiple credentials and inconsistent interactions across your services.


Limited or absent security controls raise the risk of a data breach and damage trust.


Fragmented systems create friction during sign-up, sign-in, and profile management.

High costs

Expensive infrastructure, while your IT team is overwhelmed by credentials support.


Your technology can't keep up with the exponential growth in daily authentications.


Complicated user flows, inconsistent branding, and a lack of personalisation.

We have engaged with ThirdSpace on a number of key projects in the IAM space. They have greatly increased the pace at which we’ve been able to adopt new technologies, both in terms of deployment and business transformation services.

Jonathan James Security Officer Welsh Water

I would strongly recommend ThirdSpace. They are experts in their field and will deliver an identity platform that will allow you to navigate securely to the cloud, quickly and seamlessly.

Alistair Sandford Senior Project Manager University of the West of England

We knew of only two companies in the UK capable of delivering the identity management solution we required. After going to tender, we awarded ThirdSpace the contract based on their credentials, technical capability, and cost.

Richard Rogers Principal IT Officer Staffordshire University

CIAM the one and only

Azure AD B2C is a secure, hassle-free customer identity and access management (CIAM) solution.

You'll benefit from:

Seamless access

Single sign-on and support for all major social identity providers, including Facebook, Amazon, LinkedIn, and more.

Robust security

Machine learning and robust security controls, including threat detection and multi-factor authentication, ensure customer identities are protected.

Wide integrations

B2C supports open standards to integrate well with all technology stacks. Connect to your applications, your CRM system, and website with ease.

Lower costs

Enabling users to manage their own profiles and passwords enhances their experience while removing a significant support cost.


You can meet the demand of millions of users and authentications every day with the assurance that you'll only ever pay for what you use.

Customer trust

Microsoft Azure AD B2C can be fully customised to match your company’s branding, creating trust and adding to the overall user experience.

Play the video below for a short overview of Azure AD B2C's capabilities.

Case studies

A free-flowing and secure customer experience for a national water company

Read More

Fully comprehensive: Using Azure AD B2C to deliver a seamless and secure customer experience for a leading UK insurer

Read More
The Institution of Engineering and Technology

Providing secure and hassle-free membership experiences at the IET

Read More
We’re here to help!

We’re here to help!

If you’ve got any questions about this technology – our experts will have the answers.

If you’re looking to deploy this technology within your business, we can help you cut costs and maximise performance. Our team specialises in:

  • Planning and design – including pilots and proof-of-concepts to test viability.
  • Deployment and adoption – seamless installation and activation.
  • Managed support – keep your solution running securely and efficiently.
Get in touch

Recommended for you...


Azure AD B2B vs B2C: What are the key differences between Microsoft’s external access products?


Customer Identity and Access Management Solutions

The magic behind external identity management

Watch and learn how to transform the way you provide customer and partner access.

Watch now

Need some help?

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Award-winning solutions Award-winning solutions

Eight-time winner of the Microsoft Partner of the Year Award for Identity Management, Enterprise Mobility, and Security and Compliance.

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