Assuming you (or generic potential customer) are on board with magic link based authn and its benefits, you're right that specifically Okta's early access passwordless authentication[1] offering is a direct competitor. Some reason's you might pick JustAuthenticateMe include:

- Okta is a complex product that handles much more than your use case requires. Setting up a single purpose tool like JustAuthenticateMe will be more straightforward than finding the correct combination of Okta settings.

- JustAuthenticateMe has friendlier pricing that aligns closer with the value you get. Okta charges for monthly active users, while JustAuthenticateme charges for successful logins per month.

- JustAuthenticateMe doesn't keep a database of your users that your app needs to keep in sync with.

- JustAuthenticateMe's web js library is over 10x smaller.

Would love to hear if you think any of those are strong enough reasons to choose a smaller product in certain cases.

Edit: Clarified pricing.

[1] https://help.okta.com/en/prod/Content/Topics/Security/mfa-fa...