SAML is an XML-based standard for web browser single sign-on and is defined by the OASIS Security Services Technical Committee. The standard has been around since 2002, but most people don't know much about it and with good reason. SAML is complex and historically only large enterprises could justify going through a costly SAML implementation.
All this is changing with the emergence of cloud computing and cloud-based identity management providers like OneLogin. Now everyone can afford to use SAML and get up and running in minutes.
SAML is based on a standard, which ensures interoperability across identity providers and gives enterprises the freedom to choose a vendor.
One-click access from portals or intranets, deep linking, password elimination and automatically renewing sessions make life easier for the user.
Based on strong digital signatures for authentication and integrity, SAML is a secure single sign-on protocol that the largest and most security conscious enterprises in the world rely on.
SAML is fast. One browser redirect is all it takes to securely sign a user into an application.
If you don't have a password for an app, you can't be tricked into entering it on a fake login page.
SAML simplifies life for IT because it centralizes authentication, provides greater visibility and makes directory integration easier.
These are some of the reasons why enterprises love SAML. And if you're a B2B cloud vendor, you should support it too.