While there are a couple of IdP (Identity Provider) options available(ADFS, Shibboleth, PingFederate, Google, Azure, ect) out there they all follow the same integration standard (https://en.wikipedia.org/wiki/SAML_2.0). This type of functionality is becoming a product feature requirement for larger organizations and for some is a non-starter if not present.
Benefits to please organization Security Officers.
1) Significant reduction of login credentials directly exposed to the application
2) As a side-product of moving the authentication over to the IdP, there would be instant multi-vendor MFA support
Additionally, as most competitors in the space do not have support currently....there would be a new competitive advantage which could help drive future sales. Some commercial entities write their own SP (Service Provider) implementation, others skin an implementation of SimpleSAML/Shibboleth, while others just create the auth redirect hooks with some detailed documentation for customers to use their own SP implementation.
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