Why Webflow and Wix Clients Need End-User MFA (And Why Most CIAM Platforms Can't Deliver)
Matt KoltermannIf you're an agency building client sites on Webflow or Wix, you've probably heard this request:
"We need 2FA for our users. Can you add that?"
It's becoming a standard requirement—especially for consumer-facing applications, e-commerce sites, and member communities. Brands expect it. Compliance requirements demand it. Security best practices recommend it.
Here's the problem: Most CIAM platforms that work with Webflow and Wix don't offer the enterprise features agencies need. They lack end-user MFA, multi-environment workflows, A/B testing, and other features that consumer-facing brands expect.
That's a deal-breaker for agencies trying to deliver enterprise-grade authentication on no-code platforms.
Why Webflow and Wix Clients Are Requesting End-User MFA
The shift toward requiring 2FA isn't arbitrary. It's driven by three converging trends:
1. Enterprise Security Standards Are Trickling Down
Consumer-facing brands have been adopting MFA for years. Now, as they build new digital experiences on Webflow and Wix, they expect the same security standards. An e-commerce site, member community, or consumer app without 2FA looks unprofessional—or worse, insecure.
Real scenario: A Webflow agency lost a $50K project because the client's security team required end-user MFA, and the agency's current CIAM solution couldn't deliver it.
2. Compliance Requirements Are Getting Stricter
GDPR, SOC 2, and industry-specific regulations increasingly recommend or require multi-factor authentication for customer accounts. Healthcare clients need HIPAA compliance. Financial services need stronger authentication. Even e-commerce sites handling payment data are being asked to implement 2FA.
The compliance gap: Agencies can't deliver compliant solutions if their CIAM platform doesn't support end-user MFA.
3. Security Breaches Are Making Headlines
Every week, there's another data breach. Password-only authentication isn't enough anymore. Clients—and their customers—expect better protection. End-user MFA is becoming table stakes, not a nice-to-have.
The expectation shift: What was once "enterprise-only" is now "standard for any site handling user accounts."
The Problem: Most CIAM Platforms Lack Enterprise Features
Here's where agencies hit a wall. Most CIAM platforms built for Webflow and Wix were designed for simple use cases. They offer basic authentication, but they're missing the enterprise features that consumer-facing brands need:
- End-user MFA — Most platforms only offer admin MFA, not protection for your clients' actual users
- Multi-environment workflows — No way to test safely before production without risking client sites
- A/B testing — No way to test different signup flows and optimize conversion
- Progressive profiling — No way to reduce form abandonment and improve conversion rates
- Generous free tiers — Most platforms cap you at 1,000 MAU, which doesn't work for agencies managing multiple clients
The competitive disadvantage: Agencies using platforms that lack these features can't deliver what clients need. That means:
- Lost deals to competitors who can deliver enterprise features
- Scope creep as clients ask for custom solutions
- Developer overhead to build features from scratch
- Compliance gaps that prevent winning consumer-facing projects
Why Most CIAM Platforms Fall Short
Most CIAM platforms built for Webflow and Wix prioritize simplicity over enterprise features. They assume agencies don't need:
- End-user MFA (too complex, too expensive)
- Multi-environment workflows (not necessary for simple sites)
- A/B testing (too advanced for no-code platforms)
- Progressive profiling (nice-to-have, not essential)
The assumption is wrong. Agencies building on Webflow and Wix are increasingly serving consumer-facing brands who need enterprise features—not just basic authentication.
The reality: Consumer-facing brands expect the same security and optimization features they see on enterprise platforms. Agencies that can't deliver these features lose deals to competitors who can.
How Next Identity Delivers Enterprise Features for Webflow and Wix
Next Identity was built with a different assumption: Agencies building on Webflow and Wix need enterprise features, not just basic auth.
That's why Next Identity includes enterprise features out of the box—end-user MFA, multi-environment workflows, A/B testing, progressive profiling, and more. All configurable through a visual journey builder with zero code required.
Three MFA Methods, Zero Code Required
Next Identity supports three end-user MFA methods:
Email-based MFA
- Verification codes sent via email
- No additional cost
- Works for all users
- Easy to enable/disable
SMS-based MFA
- Verification codes sent via SMS
- Built-in SMS provider integration
- Reliable delivery
- Enterprise-grade security
Authenticator App MFA
- TOTP support (Google Authenticator, Authy, etc.)
- No SMS costs
- Industry-standard security
- Works offline
All three methods are available in the visual journey builder. Agencies can:
- Enable MFA for specific user segments
- Make MFA optional or required
- Configure MFA policies per client
- Customize MFA enrollment flows
Visual Journey Builder (No Code Required)
Setting up end-user MFA in Next Identity is as simple as adding a step to your authentication journey:
- Open your journey in the visual builder
- Add an MFA step after login
- Choose which MFA methods to offer (email, SMS, authenticator app)
- Configure MFA policies (required, optional, or conditional)
- Customize the MFA enrollment flow to match your client's brand
That's it. No code. No developer. No complex API integrations.
Multi-Environment Workflows: Test Safely Before Production
Setting up staging for auth on Webflow and Wix sites is "not a simple task"—until now. Next Identity provides separate dev/staging/production environments with one-click propagation:
- Development environment: Test MFA and authentication changes without affecting production
- Staging environment: Verify everything works correctly before client review
- Production environment: Deploy with confidence using visual diffs showing exactly what changes
This is critical for agencies managing multiple client sites. You can't risk breaking authentication on a live client site.
A/B Testing: Optimize Conversion (Unique to Next Identity)
86% of users quit long registration forms. Next Identity is the only CIAM platform that lets you A/B test authentication flows:
- Test different signup flows and compare conversion rates
- Optimize based on real data — see which flows convert better and why
- No competitor offers this — unique differentiator for agencies
Combine this with progressive profiling (30%+ conversion lift) and you can significantly improve signup rates without writing code.
15,000 MAU Free Forever
Most CIAM platforms cap you at 1,000 MAU on their free tier. For agencies managing multiple client sites, that's a paywall waiting to happen.
Next Identity offers 15,000 MAU free forever-much more generous than alternatives. Build and grow Webflow and Wix client projects without hitting paywalls.
Real-World Impact: How End-User MFA Wins Deals
Here are three scenarios where end-user MFA capability directly impacts agency success:
Scenario 1: E-Commerce Member Portal
The client: A consumer brand building a member portal on Webflow. Their customers expect 2FA protection for their accounts, especially for accounts with saved payment methods.
The problem: The agency's current CIAM solution lacks end-user MFA and multi-environment workflows. They can't deliver what the client needs.
The solution: Agency switches to Next Identity, enables end-user MFA and sets up multi-environment workflows in 15 minutes, wins the deal.
The result: $75K project saved, client satisfied, agency positioned as capable of delivering advanced security features.
Scenario 2: Healthcare Member Portal
The client: A healthcare organization building a member portal on Wix. HIPAA compliance requires strong authentication.
The problem: The agency's current solution doesn't support end-user MFA or multi-environment workflows. They'd need to build custom solutions, adding weeks to the timeline and thousands in developer costs.
The solution: Agency uses Next Identity's built-in end-user MFA and multi-environment workflows, tests safely in staging, delivers on time and under budget.
The result: Project delivered faster, margins protected, client relationship strengthened.
Scenario 3: Consumer App with Premium Features
The client: A consumer app built on Webflow with premium subscription tiers. Their users with premium accounts expect 2FA protection for their accounts.
The problem: The agency can't deliver end-user MFA or A/B testing with their current platform. They risk losing the client to a competitor who can deliver advanced features.
The solution: Agency implements Next Identity with end-user MFA and A/B testing capabilities, optimizes signup conversion, meets consumer security expectations.
The result: Client retained, premium features unlocked, agency reputation enhanced.
Why Most CIAM Platforms Fall Short
Most CIAM platforms that work with Webflow and Wix were built for simple use cases. They're missing the enterprise features agencies need:
- ❌ End-user MFA (most only offer admin MFA)
- ❌ Multi-environment workflows (no way to test safely)
- ❌ A/B testing (no competitor offers this for authentication)
- ❌ Progressive profiling (no way to optimize conversion)
- ❌ Generous free tiers (most cap at 1,000 MAU)
The reality: Consumer-facing brands expect enterprise features. Agencies that can't deliver them lose deals.
Next Identity is different: We built enterprise features from the ground up, making them available through a visual journey builder with zero code required.
What Next Identity offers:
- ✅ End-user MFA (email, SMS, authenticator app) — out of the box
- ✅ Multi-environment workflows (dev/staging/prod with one-click propagation)
- ✅ A/B testing (unique differentiator — no competitor offers this)
- ✅ Progressive profiling (30%+ conversion lift)
- ✅ 15,000 MAU free (generous free tier for agencies)
- ✅ Visual journey builder (no code required, marketing teams can own it)
- ✅ Bot & spam protection (built-in threat detection)
How to Enable End-User MFA for Your Webflow or Wix Clients
Ready to add end-user MFA to your client sites? Here's how to do it with Next Identity:
Step 1: Create Your Authentication Journey
- Sign up for Next Identity (free tier includes 15,000 MAU)
- Create a new journey in the visual builder
- Add registration and login flows
Step 2: Add MFA Step
In your journey, add an MFA step after the login step
Configure MFA methods:
- Enable email-based MFA (always available)
- Enable SMS-based MFA (if needed)
- Enable authenticator app MFA (recommended)
Set MFA policies:
- Required: All users must enable MFA
- Optional: Users can choose to enable MFA
- Conditional: Require MFA for specific user segments (e.g., premium subscribers, accounts with saved payment methods)
Step 3: Customize MFA Enrollment Flow
Match your client's branding:
- Use their brand colors
- Upload their logo
- Match their typography
Customize MFA prompts:
- Write clear instructions
- Explain why MFA is important
- Make enrollment frictionless
Step 4: Test in Development Environment
- Test email-based MFA (verify codes are received)
- Test SMS-based MFA (if enabled)
- Test authenticator app MFA (scan QR code, verify codes)
- Test MFA recovery flows (what happens if user loses access?)
Step 5: Deploy to Production
- Promote your journey from Development → Staging → Production
- Verify MFA works on your Webflow or Wix site
- Monitor MFA enrollment rates in analytics
Total setup time: 15-30 minutes. No code required.
Best Practices for End-User MFA on Webflow and Wix Sites
1. Make MFA Optional (At First)
Don't force MFA on all users immediately. Start with optional MFA, then make it required after users are familiar with the flow.
Why: Reduces friction and improves adoption rates.
2. Offer Multiple Methods
Give users choices: email, SMS, or authenticator app. Different users prefer different methods.
Why: Improves user experience and reduces support requests.
3. Provide Clear Instructions
Don't assume users know how to set up MFA. Provide step-by-step instructions with screenshots.
Why: Reduces confusion and support tickets.
4. Enable MFA Recovery
Users will lose their phones. Make sure they can recover access via backup codes or email.
Why: Prevents account lockouts and support headaches.
5. Monitor Adoption Rates
Track how many users enable MFA. Use analytics to identify drop-off points in the enrollment flow.
Why: Helps optimize the MFA experience over time.
The Bottom Line: End-User MFA Is Non-Negotiable
For agencies building on Webflow and Wix, end-user MFA is no longer optional. It's a requirement for:
- Consumer-facing brands who need to protect their customers' accounts
- Compliance requirements (GDPR, SOC 2, PCI-DSS for e-commerce)
- Competitive differentiation (winning deals by delivering advanced security features)
- Client retention (meeting consumer security expectations)
The problem: Most CIAM platforms don't offer the enterprise features agencies need—end-user MFA, multi-environment workflows, A/B testing, and more.
The solution: Next Identity provides enterprise features out of the box—end-user MFA, multi-environment workflows, A/B testing, progressive profiling, and more. All configurable through a visual journey builder with zero code required.
The impact: Agencies can deliver what clients need, win consumer-facing projects, and protect margins—all without adding developer overhead.
Ready to Deliver End-User MFA to Your Webflow and Wix Clients?
Next Identity makes it easy:
- ✅ End-user MFA (email, SMS, authenticator app) — out of the box
- ✅ Multi-environment workflows (test safely before production)
- ✅ A/B testing (unique differentiator — optimize conversion)
- ✅ Progressive profiling (30%+ conversion lift)
- ✅ 15,000 MAU free (generous free tier for agencies)
- ✅ Visual journey builder (no code required, marketing teams can own it)
- ✅ Multi-tenant support (manage multiple clients from one dashboard)
Get started in 15 minutes:
Next Steps
- Learn more: Enterprise CIAM for Webflow, Wix, and Framer Teams
- Read about: The CIAM Problem Every Agency Faces
- Explore: Multi-Environment Workflows
Have questions about end-user MFA? Get in touch or check out our documentation.