Identity Automation

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.

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

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

• Identity access management
• IAM solutions
• K-12 identity governance
• Education cybersecurity
• Phishing protection

Headquarters

HQ city

Houston

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. 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.
2. Professional Services: Implementation services including configuration, conversion, integration, and related services. Provided as set out in mutually agreed estimates or statements of work.
3. 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

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core 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

Named customers9 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability4 records

Feature7 records

Partnerships

Five partnerships are on record, tiered major and core.

• Ohio Higher Education ConsortiummajorChannel Partner/ Reseller/ Distributor · 28 October 2025RapidIdentity 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 OhiomajorChannel Partner/ Reseller/ Distributor · 30 September 2025Major contract award for RapidIdentity to serve Ohio higher education institutions through the IUC-PG consortium. Represents significant expansion in Ohio higher education market.
• JamfcoreStrategic or Co-development Partner · 1 April 2025Jamf 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 SIXcoreStrategic or Co-development Partner · 6 August 2024Partnership 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.
• PIXMcoreStrategic or Co-development Partner · 1 April 2024Collaborative 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

Direct 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

• Xx.com/identityauto
• Facebookfacebook.com/15901906080651
• LinkedInlinkedin.com/company/identity-automation

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A3 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Identity Automation