In the hypercompetitive digital market, consumers have many choices at their fingertips—the ability to quickly login, research, and transact is a key competitive advantage. But for typical B2C web applications, up to 30% of legitimate users struggles to successfully login. Friction in login immediately converts to loss in revenue. In this session, we’ll explore the tension between friction-free consumer experiences and application security that can lead to less than ideal choices that directly impact business outcomes.