Identity Automation
Identity Automation provides cloud-based identity and access management software for K-12 and higher education, offering RapidIdentity for lifecycle management, SSO, and AI-powered phishing detection. Acquired by Jamf in April 2025 for approximately $215 million.
- Company typePrivate
- Founded2004
- HeadquartersHouston, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Identity Automation does
Identity Automation is a Houston, Texas-based provider of identity and access management (IAM) software focused on K-12 and higher education, with a secondary footprint in healthcare and U.S. state and local government. Its flagship platform, RapidIdentity, is a SaaS-delivered IAM suite that delivers identity lifecycle management, authentication (including multi-factor authentication and federated SSO), access governance, identity data management, and threat detection and response. The platform is differentiated by its dynamic identity management capability, which adjusts access, device, and security policies in real time based on schedules, locations, and role changes — a feature designed for environments such as K-12 school districts where roles change frequently. Education-specific modules include a Student-Teacher Portal, automated rostering, and Insights analytics. PhishID, an AI-powered add-on module, provides real-time point-of-click phishing detection across browsers and mobile devices.
The company monetizes primarily through named-user SaaS subscriptions on a 3-year initial term with annual billing, supplemented by professional services for implementation and tiered support offerings tied to a 99.9% uptime SLA. Pricing is quote-based rather than publicly listed, and procurement is facilitated through government cooperative contracts such as the Texas DIR program (DIR-CPO-5694 and DIR-CPO-4849). The go-to-market combines enterprise field sales led by a dedicated VP of Sales, inside sales operations with phone support, and channel partnerships through public-sector cooperative contracts. Identity Automation holds SOC 2 Type 2, FERPA, COPPA, and TX-RAMP certifications relevant to U.S. education and public-sector buyers.
In April 2025, Jamf (NASDAQ: JAMF) acquired Identity Automation for approximately $215 million, adding roughly 90 employees and integrating RapidIdentity with Jamf's Apple device management platform to deliver a combined device, identity, and security offering for education and healthcare. Post-acquisition, the company operates as a wholly-owned subsidiary of Jamf Holding Corp., retaining its brand and product identity. Historically, Identity Automation was bootstrapped with limited disclosed outside funding (a 2014 Saratoga Partners transaction) and made three acquisitions of its own — Enboard (2020), HealthCast (2018), and 2FA (2016) — to extend its identity portfolio.
Identity Automation firmographics
Firmographics- Name
- Identity Automation
- Legal name
- Identity Automation, Inc.
- Website
- https://identityautomation.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Acquired
- Headcount range
- 11–50 employees
- Short description
- Identity Automation provides cloud-based identity and access management software for K-12 and higher education, offering RapidIdentity for lifecycle management, SSO, and AI-powered phishing detection. Acquired by Jamf in April 2025 for approximately $215 million.
- Ownership category
- akta.pro rank
Identity Automation industry classification
Industry- Product category
- Identity and Access Management (IAM) Software
- NAICS
- Software Publishers (5132), Custom Computer Programming Services (541511)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Identity & Access Management (SSO/MFA) for Education (EDAFALAI)
- akta.pro secondary industries
- User Lifecycle Provisioning & SCIM Automation (HDAEAJAK), Identity & Access Management (IAM) for Healthcare (HLACAJAA)
Keywords
Where Identity Automation is headquartered
LocationHeadquarters
- HQ city
- Houston
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Identity Automation business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Subscription - Named User Licenses: Subscription-based SaaS model with named user licenses. Customers pay for the number of Users authorized to use the Service. Licenses cannot be shared or used by more than one individual User but may be reassigned to new Users replacing former employees. Initial term of 3 years with automatic annual renewal. Identity Automation can increase subscription fees on each annual billing cycle.
- Professional Services: Implementation services including configuration, conversion, integration, and related services. Provided as set out in mutually agreed estimates or statements of work.
- Maintenance and Support: Support services including help desk support, error correction, and updates. Email and web support available Monday through Friday, 8:00 a.m. to 5:00 p.m., Central time.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Named User Subscription License |
| Subscription | Annual | Enterprise Subscription with Support Tiers |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels6 records
Identity Automation product offering
Product offeringCore offering
Identity Automation provides identity and access management (IAM) software designed primarily for K-12 school districts, higher education institutions, and healthcare organizations. Its core offering, the RapidIdentity platform, automates identity lifecycle management, access governance, authentication, and threat detection across cloud and on-premise environments. The company also offers PhishID, a phishing-resistant authentication product, and FusionID, a cloud identity platform.
Product overview
Identity Automation, now part of Jamf, offers RapidIdentity — a comprehensive IAM platform designed for K-12 education and healthcare industries characterized by frequent role adjustments. The platform consists of core identity management modules (Identity Lifecycle Management, Access Governance, Authentication, Identity Data Management, Threat Detection & Response) combined with education-specific classroom solutions (Student-Teacher Portal, Rostering, Insights) and PhishID for AI-powered phishing protection. RapidIdentity dynamically adjusts access, device, and security policies in real-time based on schedules, locations, and role changes, enabling seamless single sign-on experiences across any application or device ecosystem.
Differentiator
Problem solved
Functional benefit
Brands
- RapidIdentity: Flagship identity and access management (IAM) platform providing identity lifecycle management, authentication, access governance, threat detection, and classroom solutions for education and healthcare industries.
Products and services
- RapidIdentity Flagship identity and access management (IAM) platform that automates identity lifecycle management, access governance, authentication, and threat detection for K-12, higher education, and healthcare organizations.
- PhishID Phishing-resistant authentication and credential protection product that helps organizations defend end-users from phishing attacks and credential compromise.
- FusionID Cloud identity platform offering delivered as a managed cloud service for educational institutions, providing identity and access management capabilities without on-premise infrastructure.
Quantifiable outcome
- 60% reduction in help desk tickets
- +2 more outcomes
Companies that use Identity Automation
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles3 records
Identity Automation technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability4 records
Feature7 records
Identity Automation partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered major and core.
- Ohio Higher Education ConsortiummajorRapidIdentity selected for major Ohio higher education consortium contract for management and security software solutions for Apple devices.
- Inter-University Council Purchasing Group (IUC-PG) of OhiomajorMajor contract award for RapidIdentity to serve Ohio higher education institutions through the IUC-PG consortium. Represents significant expansion in Ohio higher education market.
- JamfcoreJamf completed acquisition of Identity Automation in April 2025. Unites Jamf's Apple device management expertise with Identity Automation's adaptive identity technology. Enables comprehensive Apple-best solution for device management, security, and identity in teaching and learning environments.
- K12 SIXcorePartnership providing free PhishID licenses to K12 SIX member districts. K12 SIX is a trusted intelligence sharing community for K-12 cybersecurity. Collaboration enables rapid deployment of phishing protection to education sector.
- PIXMcoreCollaborative partnership to investigate and report on phishing threats targeting K-12 schools. Joint threat report released covering MFA spear phishing campaigns using dadsec and phishingkit PhaaS platforms targeting school districts. Identity Automation provides threat intelligence while PIXM provides research capabilities.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Identity Automation competitors and assessment
Company assessmentDirect peers
- ClassLink: ClassLink is one of Identity Automation's most direct competitors, offering SSO, rostering, and identity management purpose-built for K-12 and higher education. Both vendors compete head-to-head for district and university IAM contracts with similar SIS/LMS integration stories.
- Clever: Clever (acquired by Kahoot) provides SSO, rostering, and identity solutions specifically for K-12 education. It targets the same district buyer and competes with Identity Automation on simplified SSO and rostering, though its depth in full lifecycle IAM and threat detection is more limited.
- OneLogin: OneLogin is a cloud-delivered IAM platform offering SSO, MFA, and lifecycle management for education and enterprise customers. It competes with RapidIdentity for the same broad IAM workloads, though it lacks Identity Automation's education-specific rostering and PhishID capabilities.
- JumpCloud: JumpCloud offers a cloud directory platform with SSO, MFA, and device management. While more SMB-focused, it competes with Identity Automation in education and SMB segments seeking a unified identity and device management solution.
- Auth0 (Okta): Auth0 (now part of Okta) provides a developer-friendly customer and workforce identity platform. While more developer-focused than Identity Automation, Auth0/Okta competes for authentication, SSO, and federation deals in education and adjacent verticals.
Broad incumbents
- Okta: Okta is a leading general-purpose IAM platform with a strong presence in education. While broader than Identity Automation, Okta competes for the same district and university SSO/lifecycle management deals and offers a more limited set of education-specific features such as rostering and FERPA-tuned workflows.
- Microsoft Entra ID: Microsoft Entra ID (formerly Azure AD) is bundled into Microsoft 365, which dominates K-12 and higher ed productivity deployments. Identity Automation explicitly integrates with Entra ID, but Entra is also a competitor when districts choose 'good enough' IAM included with their existing Microsoft licenses.
- Google Cloud Identity / Workspace for Education: Google Workspace for Education includes identity, SSO, and rostering capabilities at no additional cost. Districts standardized on Google compete against Identity Automation by leveraging the bundled IAM features of their existing productivity platform.
- PowerSchool: PowerSchool is the dominant K-12 SIS provider and increasingly offers identity, rostering, and analytics capabilities that overlap with Identity Automation's classroom solutions. As PowerSchool expands its platform, it represents a vertically integrated competitive threat to RapidIdentity.
- IBM Security Verify: IBM Security Verify is an enterprise IAM platform with workforce and customer identity capabilities. It serves large universities and healthcare systems that may evaluate Identity Automation, particularly in higher education and healthcare segments.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Identity Automation social profiles
Digital presenceIdentity Automation compliance and trust
Trust signalCompliance4 records
Identity Automation financial estimates
Financial estimateRevenue estimate
Valuation estimate
Identity Automation leadership team
Management profileNumber of profiles
Profiles8 records
Identity Automation funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Identity Automation M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Identity Automation
What does Identity Automation do?
Identity Automation provides identity and access management (IAM) software designed primarily for K-12 school districts, higher education institutions, and healthcare organizations. Its core offering, the RapidIdentity platform, automates identity lifecycle management, access governance, authentication, and threat detection across cloud and on-premise environments. The company also offers PhishID, a phishing-resistant authentication product, and FusionID, a cloud identity platform.
Is Identity Automation a public or private company?
Identity Automation is a private company. It is classified as corporate owned and is currently acquired.
When was Identity Automation founded?
Identity Automation was founded in 2004. It employs 11 to 50 people.
Where is Identity Automation based?
Identity Automation is headquartered in Houston, United States, in the North America region.
How does Identity Automation make money?
Three revenue lines are on record. SaaS Subscription - Named User Licenses are the primary driver. The others are professional Services and maintenance and Support.
Who are Identity Automation's main competitors?
Direct peers on record are ClassLink, Clever, OneLogin, JumpCloud and Auth0 (Okta). Broad incumbents are Okta, Microsoft Entra ID, Google Cloud Identity / Workspace for Education, PowerSchool and IBM Security Verify.
Does Identity Automation have an API?
No public API is recorded for Identity Automation.
What industry is Identity Automation in?
Identity Automation's product category is Identity and Access Management (IAM) Software. Its primary akta.pro industry code is EDAFALAI, Identity & Access Management (SSO/MFA) for Education, with a secondary code of HDAEAJAK, User Lifecycle Provisioning & SCIM Automation. Its NAICS code is 5132 and its SIC code is 7372.