Use Cases: Multi-Brand & B2B2C

How Does CIAM Handle Multi-Brand Identity Systems?

Modern CIAM tackles multi-brand systems through a multi-tenant architecture running on a single platform. What does this mean in practice? Your organization can manage multiple brands, apps, or business units from one centralized dashboard—while keeping each brand's user experience completely distinct.

You've got options here: keep user data isolated for each brand, or go with a combined data store that lets a single customer profile travel across your entire brand ecosystem.

This structure opens the door to brand-specific workflows. Registration fields, social login providers, and communication templates (think emails and SMS) can all be tailored to match each subsidiary's unique look and feel. Your IT team gets a global view of all identities, but customers only ever interact with the brand they know and trust.

LoginRadius allows you to manage several brands within one platform through our Multi-Tenant Architecture in Partner IAM model and CIAM model. Our Auth Studio provides AI-powered theming to ensure each brand's login page aligns perfectly with its visual identity, all while maintaining a "Single Customer View" for your global analytics.

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Can CIAM Unify SSO Across Separate Business Subsidiaries?

Absolutely. CIAM is the engine that powers web and mobile Single Sign-On across cross-domain properties. Even when your subsidiaries operate on different domains—say brand-a.com and brand-b.com—a CIAM platform can share authentication tokens across those boundaries. A user logs into one subsidiary and gets automatically recognized when they hop over to another. This significantly boosts cross-brand engagement and cuts down on login friction.

How's it done? Typically through Federated SSO using SAML, OIDC, or OAuth 2.0. One subsidiary acts as the Identity Provider while others serve as Service Providers. This unification becomes critical for loyalty programs spanning multiple brands, creating a connected customer experience where rewards and profiles sync in real-time.

LoginRadius specializes in cross-domain SSO, offering robust workarounds for modern browser limitations (like Safari's cookie blocking) via HTTPS redirects. Our platform's Federated SSO ensures that your users can move between subsidiaries, partners, and even third-party SaaS tools with a single, secure identity.

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How Does CIAM Support B2B2C Scenarios?

B2B2C (Business-to-Business-to-Consumer) models need a purpose-built platform to manage three layers: the parent company, the business partner (or franchisee), and the end consumer. We support this through Organization Management, where the parent company creates isolated "workspaces" for each business partner. Each partner can then have their own login policies, custom identity providers (like their own corporate AD), and a dedicated user base. We call these B2B IAM or Partner IAM.

Here's what makes this powerful: the end consumer's data stays isolated to the specific partner they're interacting with, while the parent company maintains global security standards and audit trails. This setup works beautifully for franchises, dealerships, or white-label service providers who need to manage their own customers under a larger corporate umbrella.

With LoginRadius Partner IAM, you can dynamically create and manage these business entities via API. Our platform supports Just-in-Time (JIT) Provisioning, which automatically onboard users into the correct organization and assigns them the appropriate roles the moment they first log in through their partner’s identity provider.

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What is Delegated User Administration in CIAM?

Delegated administration is essentially decentralizing user management by giving limited administrative powers to specific people within a subgroup or partner organization. Picture this: a franchise manager or department head gets access to a Delegated Admin Portal where they can invite new users, reset passwords, and assign roles for their specific group—without bugging the central IT team.

This approach cuts the operational burden on the parent company while empowering partners to self-manage their environments. The central admin keeps "Master Tenant" control, meaning they can still set global security policies (like mandatory MFA) and have full visibility through audit logs. They're just no longer the bottleneck for day-to-day administrative tasks.

LoginRadius empowers your partners with a secure Delegated Admin Portal, allowing them to manage their own users and permissions in a private workspace. This feature is a core component of our B2B SaaS Identity solution, designed to reduce your internal workload while providing your enterprise clients with the autonomy they need.

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Can CIAM Support Customer Access Delegation (e.g., family/shared accounts)?

Yes, CIAM supports delegation through fine-grained access control and relationship-based access. This allows a primary account holder to grant specific permissions to other users—think a parent managing a child's account or an elderly person delegating access to a family member for a healthcare portal. The CIAM platform manages these links, ensuring delegates can only perform authorized actions without sharing passwords.

This is typically handled through Role-Based Access Control (RBAC) applied at a relational level. The system tracks consent given by the primary user and allows delegates to switch between profiles within the same session. It's a critical feature for streaming services, utility companies, and healthcare providers who need to manage multi-user households securely.

LoginRadius handles complex delegation via our Flexible Data Schemas and Custom Objects, which allow you to define and store the relationships between different user profiles. Our platform ensures these delegated sessions are fully auditable, keeping your multi-user accounts both convenient and compliant with privacy regulations.

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