# Microsoft Entra ID
> Microsoft Entra ID is a cloud-based identity and access management service that helps employees sign in and access resources. It provides a security backbone for Microsoft 365, the Azure portal, and thousands of other SaaS applications. Launched as a rebrand of Azure Active Directory in 2023, it serves as the core identity provider within the broader Microsoft Entra product family.
- URL: https://optimly.ai/brand/microsoft-entra-id
- Slug: microsoft-entra-id
- BAI Score: 95/100
- Archetype: Challenger
- Category: Cybersecurity
- Last Analyzed: April 10, 2026
- Part of: Microsoft (https://optimly.ai/brand/microsoft)
## Competitors
- CyberArk (https://optimly.ai/brand/cyberark)
- Google Cloud Identity (https://optimly.ai/brand/google-cloud-identity)
- Okta, Inc. (https://optimly.ai/brand/okta)
- Ping Identity (https://optimly.ai/brand/ping-identity)
## Also Referenced By
- ForgeRock (https://optimly.ai/brand/forgerock)
- Rsa Security (https://optimly.ai/brand/rsa-security)
- Delinea Formerly Thycoticcentrify (https://optimly.ai/brand/delinea-formerly-thycoticcentrify)
- RSA Security (https://optimly.ai/brand/rsa-security-p)
## Buyer Intent Signals
Problems: Legacy On-Prem AD: Using on-premises Active Directory Domain Services without cloud synchronization. | Manual Account Management: Relying on local device accounts and manual password management across different SaaS apps.
Solutions: enterprise identity and access management | Azure AD replacement | best cloud SSO for businesses | how to secure employee logins | cheapest identity provider for startups | Google Workspace Identity Services: Using a different ecosystem's identity provider, such as Google Workspace, to manage enterprise access.