Auth0 Growth Playbook
Identity for developers.
Acquired
$6.5B
Strategy
Content
The Spark
Eugenio Pace spent years writing the same login code for different customers.
The Growth Engine
Developer-First Tooling SEO: Auth0 built its growth engine around solving micro-pain points for developers. Their tactical ownership of 'JWT.io' (the default tool for debugging JSON Web Tokens) acts as a high-intent lead magnet. By providing superior documentation and SDKs for every conceivable language and framework, they positioned auth-as-a-service as a 'Logic Choice' for engineering managers. This bottom-up adoption by developers allowed them to eventually upsell into massive enterprise identity management contracts.