Authentication Used by UK B2B: Market Share (2026)
Detected Authentication use appears across 518 of 112,339 trading UK B2B companies, with Google Sign-in holding the largest observed share at 48.1%.
Authentication detection is narrow across UK B2B in 2026: 518 of 112,339 trading companies have a detectable system, spread across 5 systems. Google Sign-in is the largest detected system at 48.1% (249), ahead of Auth0 at 20.5% (106), Microsoft Entra ID at 14.7% (76), Okta at 13.1% (68) and Azure AD B2C at 7.3% (38).
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The size-band pattern is consistent rather than fragmented. Google Sign-in leads Under 10 employees with 51.5% of 344 detected companies, 10–50 employees with 41.6% of 149 detected companies, and Over 50 employees with 40.0% of 25 detected companies.
The tail is short: only 5 Authentication systems are detected among UK B2B companies. Auth0, Microsoft Entra ID and Okta form the middle of the market, while Azure AD B2C is present but smaller at 7.3% (38).
518
B2B with detected Authentication
Of 112,339 UK B2B
0.5%
Detection rate
2026
5
Systems detected
In this category
48.1%
Leader share
Google Sign-in
UK B2B Authentication market share
Share of the 518 UK B2B with a detectable system. As of June 2026.
Authentication compared
| System | UK B2B | Share | Median headcount | London share | Typical profile |
|---|---|---|---|---|---|
| Google Sign-in | 249 | 48.1% | 6 | 27.3% | Six-person teams, 48.1% share |
| Auth0 | 106 | 20.5% | 7 | 46.2% | Seven-person teams, 20.5% share |
| Microsoft Entra ID | 76 | 14.7% | 6 | 31.6% | Six-person teams, 14.7% share |
| Okta | 68 | 13.1% | 6 | 42.6% | Six-person teams, 13.1% share |
| Azure AD B2C | 38 | 7.3% | — | — | View these companies in Firmbase → |
Systems detected below the page threshold appear with counts only; their full lists are available in the Firmbase app.
Market leader by size
Under 10 employees
51.5% of band
This band contains 344 detected companies, making it the main small-team segment. Google Sign-in leads at 51.5%, the highest leader share across the three employee bands.
10–50 employees
41.6% of band
This band contains 149 detected companies, with Google Sign-in leading at 41.6%. The leader share is lower than in Under 10 employees, so the remainder of detected usage is more spread across other systems.
Over 50 employees
40% of band
This band contains 25 detected companies, so each system count moves the share more visibly. Google Sign-in still leads at 40.0%, but the band is much smaller than the two sub-50 employee groups.
How Authentication usage is detected
Company data
Detected companies are joined to UK Companies House records and XBRL accounts data. Revenue and headcount figures come from the most recent filed accounts; where the company has not filed, values are estimated using a model trained on filed history and peer benchmarks and are labelled as estimates.
Detection
Firmbase crawls the public website of actively-trading UK companies and fingerprints the technologies present: tracking scripts, embedded forms, chat widgets, CMS markers and similar signatures. A company is included in this list when one or more of the technology's signatures are found on its site; closely-related variants of the same product are grouped under one name. Detection covers what is visible on the public web — a company using the technology purely internally, with no website footprint, will not appear. Counts are therefore a conservative floor, not a ceiling.
Freshness
Websites are re-crawled on a rolling basis and the underlying company data is refreshed from Companies House continuously; filings appear within days of submission. The list and its statistics are regenerated when the detected cohort moves meaningfully. You can see the last-updated timestamp near the top of the page.
All product names are trademarks of their respective owners. Firmbase is not affiliated with, sponsored by, or endorsed by any trademark owner.
UK B2B by Authentication
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Frequently asked questions
What is the most-used Authentication among UK B2B companies?
How many UK B2B companies have a detectable Authentication?
What is a Authentication?
How is Authentication usage detected?
Which has more UK B2B companies, Google Sign-in or Auth0?
What is the best Authentication for UK B2B companies?
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