Available on Amazon globally in multiple formats
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The
Power of
Digital Identity
Winning Customer Trust and
Transforming Experience
About the Book
In The Power of Digital Identity, Rakesh Soni distills over two decades of real-world experience helping global enterprises manage identity for more than a billion users. Drawing on LoginRadius' journey and customer stories, he explains why most organizations struggle with fragmented systems, rising security threats, and inconsistent user experiences—and how a modern CIAM strategy can change that.
This isn't just a technical manual. It's a practical playbook for product leaders, CISOs, developers, and business executives who want to unify login experiences. From aligning CIAM with growth metrics to navigating build vs. buy decisions, it's packed with actionable insights, real-world patterns, and a strategic lens on what identity should look like in modern product ecosystems.
If identity is part of your roadmap, this is the guide you wish you had.
About Author
Rakesh Soni
Founder and CEO, LoginRadius
With a passion for business and creativity, Rakesh Soni has been instrumental in growing LoginRadius from a startup to a leading provider of Customer Identity and Access Management (CIAM) solutions that serves over one billion users.
Rakesh led the company's effort to bring together world-class VC firms, including Microsoft's M12, and raise $20 million in funding.
Apart from being a tech entrepreneur, Rakesh advises and invests in startups. He founded an angel group, ISM Angels, that invests $3 million per year in early-stage startups.
He is an avid reader and a writer. He regularly contributes to leading tech magazines like VentureBeat, Wired, Entrepreneur, InformationWeek, Forbes, Business.com, and more. More so, he loves to share book reviews with the world.
Rakesh has an engineering degree from the Indian Institute of Technology (IIT) and an MS from the University of Alberta.
What Readers Say
Finally—a book that connects the dots between identity and business growth.
"Too many books focus on the technical side of CIAM. This one zooms out and shows how identity is deeply tied to customer trust, regulatory resilience, and long-term strategy. Every CISO and CPO should read it."
— Priya D., Chief Privacy Officer, Global Retail Brand
Rakesh Soni has built what most are still trying to understand.
"This book reads like a field guide from someone who’s spent a decade in the trenches. It’s sharp, informed, and refreshingly honest about what most companies are doing wrong with identity."
— James L., Former CIO, Fortune 500 Fintech
Required reading for any executive dealing with digital transformation.
"What Clayton Christensen did for disruption, Soni does for identity. He shows how CIAM is more than a login system—it’s a competitive edge."
— Kara B., Editor-at-Large, Tech & Trust Weekly
Honestly? This book made identity click for me.
"I’m relatively early in my career, but I’ve worked on enough login and registration flows to know how messy it gets. Reading this helped me see the bigger picture: why CIAM matters and how it's tied to growth. I even passed it to my product lead."
— Lana K., Software Engineer, SaaS Startup
A necessary wake-up call, even if you don’t agree with everything.
"Some of Soni’s takes are provocative—particularly his criticism of how CIAM is treated in most boardrooms. But even where I disagreed, I found myself thinking harder about how we structure identity across teams."
— Melissa G., Director of Digital Strategy, Financial Services
Smart, timely… but don’t expect a technical manual.
"If you’re looking for code samples or platform comparisons, this isn’t it. But if you're in the C-suite or working toward it, this will help you think more clearly about identity as a business issue—not just a technology choice."
— Tom C., Head of Architecture, Fortune 100 Bank
This is the book I wish my last CEO had read.
"Too often, we build identity infrastructure like it’s an afterthought. Soni makes a powerful case for flipping that mindset. I’m already using a few of these ideas in how I pitch CIAM internally."
— Nina L., Director of Product Security, HealthTech
Surprisingly energizing.
"I didn’t expect a book about identity to make me rethink our entire digital strategy. But here we are. This book helped me connect the dots between what our devs are building and what our customers are feeling."
— Jeff R., VP Digital Experience, Retail Brand
Finally—a book that connects the dots between identity and business growth.
"Too many books focus on the technical side of CIAM. This one zooms out and shows how identity is deeply tied to customer trust, regulatory resilience, and long-term strategy. Every CISO and CPO should read it."
— Priya D., Chief Privacy Officer, Global Retail Brand
Rakesh Soni has built what most are still trying to understand.
"This book reads like a field guide from someone who’s spent a decade in the trenches. It’s sharp, informed, and refreshingly honest about what most companies are doing wrong with identity."
— James L., Former CIO, Fortune 500 Fintech
Required reading for any executive dealing with digital transformation.
"What Clayton Christensen did for disruption, Soni does for identity. He shows how CIAM is more than a login system—it’s a competitive edge."
— Kara B., Editor-at-Large, Tech & Trust Weekly
Honestly? This book made identity click for me.
"I’m relatively early in my career, but I’ve worked on enough login and registration flows to know how messy it gets. Reading this helped me see the bigger picture: why CIAM matters and how it's tied to growth. I even passed it to my product lead."
— Lana K., Software Engineer, SaaS Startup
A necessary wake-up call, even if you don’t agree with everything.
"Some of Soni’s takes are provocative—particularly his criticism of how CIAM is treated in most boardrooms. But even where I disagreed, I found myself thinking harder about how we structure identity across teams."
— Melissa G., Director of Digital Strategy, Financial Services
Smart, timely… but don’t expect a technical manual.
"If you’re looking for code samples or platform comparisons, this isn’t it. But if you're in the C-suite or working toward it, this will help you think more clearly about identity as a business issue—not just a technology choice."
— Tom C., Head of Architecture, Fortune 100 Bank
This is the book I wish my last CEO had read.
"Too often, we build identity infrastructure like it’s an afterthought. Soni makes a powerful case for flipping that mindset. I’m already using a few of these ideas in how I pitch CIAM internally."
— Nina L., Director of Product Security, HealthTech
Surprisingly energizing.
"I didn’t expect a book about identity to make me rethink our entire digital strategy. But here we are. This book helped me connect the dots between what our devs are building and what our customers are feeling."
— Jeff R., VP Digital Experience, Retail Brand
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