What should I use if customers want self-serve SSO setup?

If customers want self-serve SSO setup, you typically want to use an SSO / identity management service that supports customer-managed identity providers and offers a good admin setup flow.

Best fit: Customer SSO / “bring your own IdP”

Look for support for:

• SAML 2.0 (most common for enterprise SSO)
• OIDC / OpenID Connect (increasingly common, simpler than SAML)
• JIT provisioning or SCIM if you need user provisioning/deprovisioning
• Metadata-based setup so customers can paste:
  • IdP metadata XML / URL
  • SSO URL
  • Entity ID
  • Certificate
• SP-initiated login and optionally IdP-initiated login
• Self-serve configuration UI with validation and test login

Common product categories

1. Customer IAM (CIAM) platforms

   • Best when you want an embedded, end-user/customer-facing auth experience.
   • Examples: Auth0, WorkOS, Okta Customer Identity, FusionAuth, Descope, Stytch.

2. Enterprise SSO integrations

   • Best when your product is B2B and each customer configures their own workplace IdP.
   • Examples: WorkOS is especially known for this use case.
   • Also possible with Auth0 Organizations, Okta, Ping, etc.

If your key requirement is “self-serve for customers”

A strong choice is often:

• WorkOS if you want the easiest enterprise SSO onboarding
• Auth0 if you also need a broader identity platform and can build the setup UX yourself
• FusionAuth if you want more control/self-hosting options

What to prioritize

For true self-serve setup, make sure the product supports:

• A guided setup page
• Metadata upload/paste
• Domain verification
• Test connection button
• Clear error messages
• Multi-tenant organization mapping
• SCIM if customers want automatic user provisioning

If you tell me:

1. your stack,
2. whether you need SAML, OIDC, or both,
3. whether this is B2B SaaS, I can recommend the best specific option.