More users sign up: There is a lower barrier to entry hence more users sign up.
Less work on back end: While reducing your hack risk is important, even more important is not having to reset people’s passwords every five minutes. The trusted authenticator handles all authentication and password management.
Understand User Behavior: With Single window login to access all the apps in the organization, helps understand usage of different applications among employees & relative data collected without all the hassle associated with it.