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Start from a neutral baseline and add what matters to you. Criteria are labeled by source — the platform baseline is architecture-neutral; buyer-contributed criteria are shown separately.
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Passkey/WebAuthn support and no-code per-app configuration are current maturity signals; a platform requiring custom code for basic MFA toggling is weaker.
A concrete peak-load figure with a named customer event is stronger evidence than a generic "scales to millions of users" marketing claim.
Automatic downstream consent-withdrawal propagation is materially stronger than a consent record that only lives in the CIAM system with no enforcement elsewhere.
Real account-linking/deduplication logic is a meaningful differentiator; probe for how conflicts (e.g., same email, different social provider) are resolved.
No buyer-contributed criteria yet
Verified buyers can suggest criteria (anonymized before pooling).
Fully embeddable, brand-consistent UI is stronger for consumer-facing use cases where a redirect to an obviously third-party login page hurts trust/conversion.
Native multi-tenant isolation with per-tenant branding is a real differentiator over a single flat consumer identity pool with no tenant separation.
A concrete, customer-referenced fraud-reduction figure is stronger than a generic "advanced bot protection" claim.
Per-region configurable residency is stronger for a genuinely global consumer base than a single fixed data-residency region.
MAU-based pricing has real, well-known budget implications at consumer scale — ask for a concrete cost projection at realistic growth, not just an introductory-tier price.
Strong answers describe real mass-incident response capability at consumer scale with a customer example, not just standard per-account security features.
Ask for specific, named marketing/CDP integrations rather than a generic claim of downstream data propagation — real integration depth varies significantly by platform.
Forcing a mass password reset during migration causes real user friction and support burden — ask for a specific hash-migration or progressive-migration capability and a real customer timeline.
A CIAM outage is uniquely severe since it blocks the customer's entire revenue-facing consumer base, not just internal staff — ask for a real historical uptime track record, not just a contractual SLA number.
This is a genuine, often-overlooked compliance requirement for consumer-facing platforms with any plausible minor user base — a vendor should give a specific answer rather than assuming this doesn't apply.
Strong answers point to real SDKs and a customer-validated timeline for custom integration work, not just out-of-the-box UI component customization.
Trend-over-time reporting is a distinct capability from a real-time fraud dashboard — confirm this exists as a maintained, exportable report.