In a market dominated by Okta and Microsoft, Sath is playing a different game. They're not just another identity provider—they're building a full-stack IAM solution with governance features that typically only enterprises can afford. And they're doing it with a lean team of 53 people.

"They're not competing on marketing spend—they're competing on product depth for mid-market companies that need enterprise features without enterprise complexity."

The keyword data tells an interesting story. They rank for 'idhub' (230 monthly searches), but also appear for broader terms like 'active directory' (49K monthly searches). This suggests they're capturing both brand-aware prospects and those searching for alternatives to Microsoft's ecosystem. The 'what is fediverse' keyword (1K monthly searches) appearing in their data is likely accidental traffic, but it hints at the broader technical audience they attract.

• Built-in governance features that competitors charge extra for
• Mid-market pricing that undercuts enterprise vendors
• Lean team focused on product over marketing
• Active presence at RSA Conference (2025 sponsor mention)