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.

Follow Software & Technology Insights

Get new expert content in your inbox.

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

System integrators decide whether factory tech pays off, Smart Industry argues

System integrators decide whether factory tech pays off, Smart Industry argues

Smart Industry's Sept. 9, 2026 piece argues plant technology creates no business value until system integrators fit it into existing operations and workflows. Its summer coverage on upskilling, institutional knowledge and a Deloitte and Manufacturing Institute technician report points the same way. The payoff sits in the integration budget.

  • 01Smart Industry's framing moves the buying question from which platform to license to who integrates it and how that engagement is scoped, which puts the system integrator line item at the center of the return rather than in implementation overhead.
  • 02Gartner figures cited by Quality Magazine show 24% of industrial enterprises using IoT have deployed digital twins and 42% plan to, so most of the integration work in that market is still ahead, not behind.
  • 03The Deloitte and Manufacturing Institute report, as covered by Smart Industry, says AI can embed skills into workflows to address technician demand; the sharper question for a plant manager is whether that changes headcount or changes what each technician can cover.

Sep 18, 2026

ChatGPT ads now invite consumers to chat directly with brands like Wayfair

ChatGPT ads now invite consumers to chat directly with brands like Wayfair

OpenAI is now running ChatGPT ads that invite users to open a chat with the advertiser, with Wayfair among the first brands spotted using the format, Ad Age reports. Advertisers still receive only aggregated impressions and clicks. For retailers, the media buy now comes with a conversation to staff, while OpenAI's Plus, Pro, Business and Enterprise tiers stay ad-free.

  • 01A ChatGPT ad that ends in a brand chat turns a media buy into a staffing and automation question: something on the retailer's side has to answer the shopper.
  • 02Advertisers get aggregated impressions and clicks only; the conversational intent that triggered the ad stays inside OpenAI, so attribution will be coarser than keyword-level search data.
  • 03Ads run only on ChatGPT's free and $8 Go tiers. Plus, Pro, Business and Enterprise plans are excluded, so licensed company workspaces should not see them if that policy holds.

Sep 18, 2026

Only 6% of companies get value from AI, Forbes reports

Only 6% of companies get value from AI, Forbes reports

Forbes' enterprise AI coverage as of Sept. 16 includes a John Koetsier piece reporting only 6% of companies get value from AI. Its curated highlights say enterprises are moving to a mix of frontier, open and specialized models, with attention shifting to governance and security. Gartner's 2028 forecasts point the same way.

  • 01A 6% value rate, as reported by Forbes, is a usable benchmark: any enterprise that can show a measured return on an AI deployment is already in a small minority.
  • 02Gartner's 2025 baseline has specialized generative AI models at $1.1 billion of $14.2 billion in model spending, yet it forecasts they will be more than half of what enterprises use by 2028; architectures that cannot route work across several models will fight that shift.
  • 03The sharper question for a platform contract now is who owns AI governance and security, since Gartner's keynote called for a dedicated AI leader and MIT Sloan Management Review lists ownership of data and AI as an unresolved 2026 issue.

Sep 17, 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