Flexible, in-app login flows that drive conversions

Universal Login and Embedded Login are two key ways to build conversion-friendly identity journeys. Many customers use a hybrid approach, using different solutions for different identity patterns.

Universal Login is Auth0’s hosted identity. It’s the fastest way to roll out secure-by-design identity flows with no-code and pro-code customization options. With Advanced Customization for Universal Login (ACUL), teams can control every pixel of the authentication experience using their own design system, tooling, and existing UI/UX investments—all on top of Auth0’s hosted authentication.

Embedded Login is Auth0’s most flexible option. It lets you integrate identity flows into your application code using Auth0 APIs and SDKs for complete pro-code control. Blend authentication in-app, exactly where users convert. Use Auth0 configurable capabilities and built-in security tooling to reduce security roadblocks and custom code to scale faster.

Yes, apps are free to mix and match flows using different grant types. Apps may use different approaches for different journey types or may even transition between the two. For example, using a refresh token issued by Universal Login and performing step-up with it over an API, or transitioning from a native session to Universal Login using Native to Web SSO.

The right approach depends on your need for in-app identity, the authentication patterns you're looking to implement and your development preferences: no-code, low-code or pro-code. Many customers use a hybrid approach, using different solutions for different identity patterns.

Chat with an expert about your specific requirements and how Embedded Login fits your roadmap.

Embedded Login is well-suited for enterprises that want pro-code identity that blends seamlessly within their app experiences: native, web or agentic.

This includes first-party applications (such as B2C, B2B non-SaaS, or internal tools), native mobile apps (iOS and Android), and agentic or AI-driven interfaces where maintaining context is critical. It is also commonly used when teams need highly customized authentication patterns like: inline onboarding, step-up authentication, progressive enrollment, API-first architectures that require fine-grained control over identity flows using Auth0’s APIs and SDKs.

Nothing changes for your existing setup. Universal Login remains a fully supported and fast way to deliver hosted authentication flows, with optional customization via tools such as Advanced Customization for Universal Login (ACUL).

Embedded Login introduces another way to build identity flows—directly into your application. In practice, this means you can continue using Universal Login as your default authentication layer while selectively adopting Embedded Login for specific user journeys.

Auth0 Embedded Login supports many authentication factors such as passkeys, passwordless, OTP, and multi-factor authentication. Check the documentation page for more details.

Previously, Embedded Login required significant custom code and security work to implement safely at scale. Recently, two shifts have created an uptake in embedded identity use:

1. The security landscape has matured. Embedded flows have historically been underspecified. Now emerging standards like OAuth 2.0 for First-Party Applications are here to help enterprises support embedded login flows at scale. Plus, more security tools exist to reduce security hurdles like application attestation, which mitigates impersonation risk for public clients, and DPoP, which guards against token theft.

2. Teams have new ways to reduce identity overhead. With AI-assisted development, organizations can accelerate embedded implementation faster than ever before. And at Auth0, we're adding more supported capabilities, built-in security and developer tooling to reduce the custom code required to build, maintain and scale embedded flows.