Rownd vs. AWS Cognito: Flexibility Meets Modern Authentication

Introduction:
AWS Cognito is often chosen by companies already using Amazon Web Services (AWS) due to its ease of integration with other AWS products. However, its reliance on redirects, limited customization, and focus on traditional authentication methods make it difficult to deliver the seamless experiences modern users expect. Rownd offers a user-first alternative, combining advanced features, flexibility, and hands-on support. Here’s how

Rownd compares to AWS Cognito:

1. Authentication Features
Cognito relies on traditional password-based authentication and social OAuth logins, with optional MFA via SMS or TOTP. While sufficient for basic needs, this approach lacks support for modern, frictionless methods like passwordless login and biometrics.Rownd was designed with a passwordless future in mind. It supports advanced authentication methods like passkeys, native biometrics, and FIDO2 standards. These features not only enhance security but also provide a more user-friendly experience that reduces friction during login.

2. Customization & Iteration
Cognito’s Hosted UI redirects users away from your app, creating a jarring experience that can hurt conversions. Customizations are limited to basic branding options, and significant changes require developer intervention.Rownd eliminates these issues by allowing you to fully own the login experience. Its no-code platform lets product and design teams customize authentication flows, add or remove sign-in methods, and iterate quickly—all without writing code. This level of control enables teams to deliver branded, high-conversion experiences.

3. Onboarding & Conversion
Cognito takes a static approach to user onboarding, treating users as either fully onboarded or not. This rigid model limits opportunities to nurture users and drive engagement.Rownd’s progressive onboarding approach creates instant users and gradually collects additional data as users engage with your app. This leads to significantly higher conversion rates—up to 10x more than traditional methods. For example, the Next Big Idea Club improved conversions by 90% after switching to Rownd.

4. User Profiles & Data Gathering
Cognito does not provide out-of-the-box tools for user profiles or data gathering, leaving teams to build these features themselves. This can add complexity and increase development time.Rownd delivers fully functional user profiles that allow users to manage their authentication methods, update their data, and even delete their accounts—all through a sleek, branded interface. Automations within the platform help you gather and enrich user data over time, enabling deeper connections with your audience.

5. Pricing & Support
Cognito’s pricing is tied to the larger AWS ecosystem and may appear affordable at first. However, its limited feature set and lack of dedicated support can lead to hidden costs in terms of development effort and user churn.Rownd offers transparent pricing that scales with your business and delivers a return on investment within months. With dedicated authentication experts and a focus on customer success, Rownd provides the support you need to grow with confidence.

6. Migration from Cognito to Rownd
Migrating from Cognito to Rownd is simple with Rownd’s detailed documentation and expert guidance. You can migrate user data, keep users signed in throughout the process, and seamlessly integrate Rownd’s SDKs into your app.Conclusion:
While Cognito may work for basic needs, Rownd’s advanced features, seamless customization, and user-first approach make it the clear choice for businesses focused on growth and user experience. Whether you’re scaling your app or improving conversions, Rownd has the tools to help you succeed.

Start your migration today!
Visit our Migration Documentation to learn how to switch from Cognito to Rownd.