Skip to content
MarketScale
‹ Back to IndustriesSoftware & Technology

Should We Be Rethinking Multifactor Authentication?

KEY POINTS: KEY POINTS: Attacks exploiting multifactor authentication are on the rise. Using MFA fatigue, attackers successfully breached Uber and Okta. Security measures like authentication with biometrics and passwordless logins mitigate risk. Power in Passwordless: Rethinking Multifactor Authentication After Increase in Attacks It’s easy to imagine – your work email prompts a sign-in approval on…

This story was produced through MarketScale. See how Software & Technology teams put it to work with Executive Thought Leadership.

By Aaron Painter ·
Share

Key takeaways

01

KEY POINTS: KEY POINTS: Attacks exploiting multifactor authentication are on the rise.

02

Using MFA fatigue, attackers successfully breached Uber and Okta.

03

Security measures like authentication with biometrics and passwordless logins mitigate risk.

Get featured

Want to get featured in MarketScale Software & Technology?

Create a free MarketScale workspace and get your company's expertise featured across our Software & Technology coverage. No credit card, no demo required.

Start free

KEY POINTS:

  • Attacks exploiting multifactor authentication are on the rise.
  • Using MFA fatigue, attackers successfully breached Uber and Okta.
  • Security measures like authentication with biometrics and passwordless logins mitigate risk.

Power in Passwordless: Rethinking Multifactor Authentication After Increase in Attacks

It’s easy to imagine – your work email prompts a sign-in approval on your phone before you have access. It seems secure, right? One day, you get a prompt while off work and are not logged in to your email. You deny it. It comes up again and again. Each time, you’re careful to deny the request. Let’s say the notifications continue – relentlessly. In this attack, it’s common for users to become careless and accidentally give attackers an opening. The technique is called MFA fatigue or prompt bombing (Tech Target), and there’s been an influx of these attacks.

“Professionals are abuzz on one topic – the failure of multifactor authentication or MFA, as it is commonly known,” said Aaron Painter, CEO, Nametag. MFA has been a part of directives and advice in improving security for digital account access for the last few years. “Recent security breaches at a host of companies, most recently at Uber, have pointed to the rise of what’s known as MFA fatigue,” said Painter.

There are a handful of security measures available to mitigate these attacks. Consider a safety net that locks accounts with multiple attempts within a short time. This measure prevents users from experiencing fatigue. Alternatively, professionals suggest one-time passwords. This step is a higher assurance of factors. “It turns out that adding more factors of authentication to passwords isn’t the right answer. Perhaps the solution is that we need better factors,” said Painter.

Microsoft recommends passwordless solutions, which effectively defend against this and more advanced adversary-in-the-middle attacks (Bleeping Computer). Another source, TechTarget, also suggests adopting a passwordless solution. “Passwordless authentication removes passwords from the process, which can drastically reduce risk.” Other passwordless solutions use biometrics for authentication. Apple and Google’s Face ID exemplifies biometric confirmation. “Plus, passwordless authentication reduces friction and improves UX. It also increases the efficiency of IT and security operations, reducing the amount of time and effort spent handling password resets and account lockouts” (TechTarget).

“The recent Lapsis attack and other critical vulnerabilities like those of Print Nightmare have brought warnings even from the likes of the FBI regarding state-sponsored threat actors using exploits like multifactor authentication,” said Painter. Organizations of all sizes are vulnerable to these attacks, including Okta and Uber (CSO). Like most security measures, cyber attackers eventually find a way around them. Pivoting measures to the latest technology and tactics keeps your company safe and secure.

Your experts belong here

Every story in MarketScale Software & Technology starts with a company putting its solutions engineers, product teams, and customer engineers on the record. Buyers are already reading this topic. The only question is whose experts they find.

Buyers ask AI engines who to consider, and published expert answers are what those engines cite.

Get your team featuredSee how it works15 minutes, straight to a calendar.

About the author

Aaron Painter

Aaron Painter is the CEO of Nametag Inc., the world's first identity verification platform designed to safeguard accounts against impersonators and AI-generated deep fakes. Nametag has become the trusted choice for leading companies seeking to prevent fraud, reduce support costs, and eliminate the frustrations associated with account lockouts and high-value transaction authorizations. Driven by his personal experiences with online fraud and identity theft, Aaron assembled a team of security experts to create the next generation of account protection. Nametag's mission is to bring authenticity to the internet and enable users to build trusted relationships. Nametag believes that security should be centered around the user, and that user identity, like privacy, is a valuable asset that deserves protection. Aaron is a global leader, having lived and worked in six countries across four continents. He has authored a best-selling book titled LOYAL, in which he details his key to leadership: fostering a culture of listening. Aaron has codified and implemented this framework of listening in his businesses, which has led to success across the world.

B2B Weekly

The week in Software & Technology, and sixteen other industries, every Monday.

Ten stories, one-line takes, five minutes. Free.

Software & Technology: are you visible to AI?

Before they reach out, Software & Technology buyers ask AI engines which vendors to trust. Explore how your experts, customers, and partners can become useful content for buyers and AI search.

Free plan

You just read one Software & Technology expert. Your company is full of them.

This article was produced through MarketScale. The same platform turns your solutions engineers, product teams, and customer engineers into the articles, video, and social content Software & Technology buyers are searching for. Create a free workspace and see it with your own people. No credit card, no demo required.

NPS +73 · 1,000+ creators · 38+ countries

What you get, free

Your own MarketScale workspace, up to 10 people
One professional video edit a month for qualifying companies
Media requests to your crowd, remote recording, AI writing tools
$0, no credit card, nothing that expires

More Software & Technology Insights

Muse's Rise Signals the Next Phase of the AI Agent Economy, and Enterprises Should Be Paying Attention

Muse's Rise Signals the Next Phase of the AI Agent Economy, and Enterprises Should Be Paying Attention

Meta's Muse AI agent reached 2.5 million downloads within two weeks, a sign that agentic AI is moving from developer curiosity toward mainstream consumer behavior. For B2B leaders, Muse's adoption trajectory raises urgent questions about platform interoperability, data governance, and delegation frameworks as agent technology scales.

  • 01Muse crossed 2.5 million downloads in two weeks, outpacing ChatGPT, Claude, and Grok on the same post-launch timeline.
  • 02Platform interoperability is the next battleground: Amazon has already restricted Muse's access citing terms of service, previewing the access and permissions friction enterprises will face when integrating agents.
  • 03Data governance and guardrails remain unsolved: Meta says sanitized interaction data trains its models with an opt-out, a more restricted Confidential VM architecture is planned for later in 2026, and early testing identified at least one case where the agent surfaced content beyond what a user's request called for.

Sep 22, 2026

Nvidia CEO Jensen Huang Forecasts Chip Sales Will Double Next Year

Nvidia CEO Jensen Huang Forecasts Chip Sales Will Double Next Year

Nvidia CEO Jensen Huang forecasted doubling chip sales next year, but the company's CFO frames this as the supply-unconstrained scenario, signaling that supply chain capacity—not demand—is the real constraint. Nvidia and Palantir announced a collaboration to apply AI to Nvidia's own supply chain operations to identify bottlenecks and allocate materials more effectively.

  • 01Nvidia's doubling forecast depends on supply chain throughput, not demand—the company itself is supply constrained according to CFO Colette Kress.
  • 02Nvidia and Palantir said their first sovereign AI deployment for Nvidia’s operations is designed to spot supply constraints earlier and improve how materials are allocated across production.
  • 03Enterprise buyers should plan for competitive allocation pressure, higher networking and infrastructure costs alongside GPU spending, and the emergence of on-premises architectures as first-class options.

Sep 20, 2026

Fifth Third, Priority and CSI deals put a premium on payments built into software

Fifth Third, Priority and CSI deals put a premium on payments built into software

Fifth Third led a strategic investment in Payload, Priority Commerce agreed to acquire IntelliPay, and CSI acquired Qolo in a series of summer transactions, PYMNTS reported. Together, the deals point to buyers valuing payments technology already integrated into the software customers use, not just standalone processing capacity. For operators, that means the entity holding payment data can change hands without the front-end software changing.

  • 01BCG says SaaS providers with integrated payments accounted for 36% of small and midsize business acquiring revenue in 2024 and projects that share will reach 45% by 2028.
  • 02Finance and IT leaders using property, practice management or utility billing platforms should reread payments and data clauses, since the entity holding payment data can change hands even if the software front end does not.

Sep 19, 2026

Explore More Software & Technology Insights

Read more expert perspectives from across Software & Technology.

Browse Software & Technology Hub

About the Expert

Aaron Painter is the CEO of Nametag Inc., the world's first identity verification platform designed to safeguard accounts against impersonators and AI-generated deep fakes. Nametag has become the trusted choice for leading companies seeking to prevent fraud, reduce support costs, and eliminate the frustrations associated with account lockouts and high-value transaction authorizations. Driven by his personal experiences with online fraud and identity theft, Aaron assembled a team of security experts to create the next generation of account protection. Nametag's mission is to bring authenticity to the internet and enable users to build trusted relationships. Nametag believes that security should be centered around the user, and that user identity, like privacy, is a valuable asset that deserves protection. Aaron is a global leader, having lived and worked in six countries across four continents. He has authored a best-selling book titled LOYAL, in which he details his key to leadership: fostering a culture of listening. Aaron has codified and implemented this framework of listening in his businesses, which has led to success across the world.

For B2B teams

Your experts could be publishing here

Stories like this one run on content MarketScale captures from real practitioners. See how your team's expertise becomes coverage in Software & Technology and beyond.

Book a 15-minute demo

Or call us. No forms required. We pick up. 214-945-2512