How Anglera Uses PropelAuth to Win Fortune 500 Customers
Anglera is AI-powered product data infrastructure for enterprise retailers and distributors. The platform automates the enrichment, standardization, and optimization of product data at scale, helping companies ensure their catalogs are complete, accurate, and ready for both traditional search and AI-powered product discovery.
Backed by Y Combinator (S24), Anglera works with 30+ enterprise customers including 7 Fortune 500 companies.
Their authentication: powered by PropelAuth.
We had the opportunity to catch up with Amay Aggarwal, Anglera's co-founder, about how they're using PropelAuth to meet their authentication and user management needs.
How did you find out about PropelAuth?
We were coming out of YC S24 and already had enterprise customers in our pipeline. We needed auth infrastructure that matched the security and compliance expectations of Fortune 500 buyers from day one. We found PropelAuth through YC recommendations and it stood out as purpose-built for B2B SaaS, not a generic auth tool we'd have to bend into shape.
What were you looking for in an auth provider? What were the non-negotiables?
Our customers are large enterprise retailers and distributors – companies that handle hundreds of thousands of SKUs. So the bar was high.
Multi-tenancy with strict organization-level isolation was the top requirement. Every customer needs their own fully segmented environment with granular role-based access controls. SSO was non-negotiable – enterprise procurement teams won't sign off without it. Secure API key management was also critical since many of our customers integrate with Anglera programmatically and need per-org key scoping with proper lifecycle management.
What other services were you considering?
We evaluated Auth0 and Clerk. Auth0 felt overbuilt and expensive for where we were. Clerk was more developer-friendly but didn't have the same depth on B2B org management, API key handling, or the enterprise-grade access controls we needed. PropelAuth was the only option that gave us the full B2B security stack out of the box – org isolation, SSO, role-based access, API key management – at a price that made sense for a fast-scaling startup.
Why did you decide against building your own auth?
Auth is a security-critical system. Getting it wrong doesn't just create bugs – it creates vulnerabilities. We'd rather rely on a team that lives and breathes auth every day than roll our own and risk gaps that could erode trust with enterprise customers. Every hour we spend on auth is an hour we're not spending on our core product – AI-powered product data infrastructure. We needed to buy, not build, so we could put all our engineering into the thing that actually differentiates us while knowing the security layer underneath was rock solid.
Previous experience with auth?
I was at Uber Eats before starting Anglera, and my co-founder Ray worked at Uber, Meta, and Microsoft. We've operated inside systems that serve hundreds of millions of users That experience made us very deliberate about choosing an auth provider that could handle enterprise-grade requirements without us having to babysit it.
Tell me about your implementation process.
Fast and clean. The docs were clear, the SDKs worked, and we had multi-tenant auth running in production within a couple days. The org-level architecture mapped directly to how we think about customer data isolation – each enterprise client is a fully separated org, their team members get role-based access, SSO plugs in when they need it, and API keys are scoped and managed per org. We didn't have to architect around PropelAuth; it aligned with the security model we were already building toward.
“We didn't have to architect around PropelAuth; it aligned with the security model we were already building toward."
Amay Aggarwal, Co-Founder of Anglera
How has PropelAuth helped you grow your own business?
This is the big one. Today, 7 Fortune 500 companies – including a Fortune 15 – use PropelAuth to access Anglera almost daily for product data enrichment. The fact that we could walk into enterprise sales conversations and already have SSO, org-level isolation, role-based access controls, and secure API key management in place was a huge credibility unlock. We never had to say "that's on our roadmap." It was already live. That removed friction from procurement and security reviews and let us close enterprise deals at a pace that most early-stage companies can't. PropelAuth made us enterprise-ready before most startups at our stage even start thinking about it.
“PropelAuth made us enterprise-ready before most startups at our stage even start thinking about it."
Amay Aggarwal, Co-Founder of Anglera
What are you looking forward to accomplishing next?
We're scaling aggressively – growing our enterprise customer base, expanding into new verticals, and deepening integrations with the largest retailers in the world. As we onboard more organizations with more users, more complex access requirements, and higher security expectations, we need auth that scales seamlessly alongside us. That's not something we want to think about. We just want it to work, and it does.
Would you recommend PropelAuth to other users?
Without hesitation. If you're building B2B SaaS for enterprise customers, PropelAuth is the fastest way to ship production-grade auth without compromising on security or distracting your engineering team. We went from YC to having 7 Fortune 500 retailers – including a Fortune 15 – accessing our platform, and PropelAuth gave us the auth foundation to do that confidently from day one.
If you're building B2B SaaS for enterprise customers, PropelAuth is the fastest way to ship production-grade auth without compromising on security or distracting your engineering team.
Amay Aggarwal, Co-Founder of Anglera
