How Wiv.ai Uses PropelAuth to transform B2B FinOps automation
Wiv.ai is the hyperautomation FinOps platform that turns cloud chaos into business clarity. Designed for enterprises tired of staring at dashboards and chasing budget anomalies, Wiv empowers FinOps and CloudOps teams to automate the grunt work — without writing a single line of code.
Their authentication: powered by PropelAuth.
We had the opportunity to catch up via Gil Rozen, Wiv's CTO and co-founder about how they're using PropelAuth to meet their authentication and user management needs.
How did you find out about PropelAuth?
We discovered PropelAuth through a LinkedIn ad. It stood out right away because it spoke directly to the issues we were dealing with around auth - complexity, pricing, and integration effort.
What were you looking for in an auth provider?
We needed an auth provider that offered simple integration, logical pricing, and support for a wide range of implementation scenarios, especially for B2B and multi-tenant environments. Non-negotiables included seamless SAML support, good developer documentation, and a clean way to manage users and organizations. We didn’t want to waste engineering cycles wrestling
with basic infrastructure.
What other services were you considering?
We evaluated some of the market leaders, but the experience was disappointing. Most of them were overpriced, and their setups were unnecessarily complex. In contrast, PropelAuth gave us everything we needed without the overhead - and at a startup-friendly price.
Why did you decide against building your own auth?
This is our second startup for me and my co-founder where we build a system entirely from scratch, and one of the most important lessons w’ve learned is don’t build your own auth, org, or user management.
In my first startup, we built it all in-house. It became a constant source of bugs, security concerns, and distraction from building actual product value. This time, I knew from the beginning that we needed a specialized solution. PropelAuth gives us a robust, secure, and scalable foundation for auth and org management so we can focus on delivering real business outcomes.
PropelAuth gives us a robust, secure, and scalable foundation for auth and org management so we can focus on delivering real business outcomes.
-Gil Rozen, Wiv.ai CTO & Co-Founder
What was your previous experience with auth?
Previous auth experiences were painful - difficult integrations, limited functionality, and poor support for real-world B2B use cases like multi-org access or impersonation. Compared to that, PropelAuth is clean, powerful, and incredibly developer-friendly.
Tell me more about your implementation process...
The implementation was fast and frictionless. We were up and running quickly, and the documentation is clear and actionable. We’ve been able to adopt nearly all the platform features, including user authentication, organization management, SAML setup, impersonation, and metadata - without needing to hack things together.
How has PropelAuth helped you grow your own business?
First and foremost, PropelAuth saved us a huge amount of engineering time during our MVP phase. That allowed us to focus on building our actual product, not infrastructure. On top of that, our customers are consistently impressed with how easily they can onboard, enable SSO, and manage users - it creates a perception of maturity and trust that helps close deals faster.
And honestly, not having to worry about auth bugs at 2 a.m. is worth it on its own.
And honestly, not having to worry about auth bugs at 2 a.m. is worth it on its own.
-Gil Rozen, Wiv.ai CTO & Co-Founder
Are there any particular PropelAuth features you and your team use often? How do they fit into your day to day?
Two features really stand out:
- Impersonation - this is a huge help for support and QA. Being able to see exactly what the user sees means we resolve issues faster and with more confidence.
- Metadata on users and orgs - this lets us build custom logic and feature flags that extend beyond the default user model. It’s simple, but it opens the door to powerful workflows.
What are you looking forward to accomplishing next?
We’re planning to expand our auth model even further - with nested groups, role hierarchies, and automated provisioning using SCIM. PropelAuth has given us a strong foundation, and we’re excited to keep building on top of it.
PropelAuth has given us a strong foundation, and we’re excited to keep building on top of it.
-Gil Rozen, Wiv.ai Co-Founder and CTO
More About Wiv
Wiv.ai is the hyperautomation FinOps platform that turns cloud chaos into business clarity. Designed for enterprises tired of staring at dashboards and chasing budget anomalies, Wiv empowers FinOps and CloudOps teams to automate the grunt work — without writing a single line of code.
With Wiv’s drag-and-drop workflow engine, teams can shut down idle resources, right-size instances, enforce budgets, flag anomalies, and kick off approvals — all in real-time, across 100s of accounts, with zero engineering bottlenecks.
While other tools tell you what’s broken, Wiv fixes it. Think of it as your FinOps autopilot: autonomous agents for repetitive tasks, AI copilots for complex decisions, and compliance-safe workflows for the things that matter most.
What sets Wiv apart:
- Reduces cloud spend by 25% or more within 30 days
- No-code workflow engine for rapid automation across AWS, Azure, and GCP
- Real-time budget enforcement and remediation
- Built to scale across hundreds of cloud accounts
- Improves reliability and performance, not just costs
To learn more about how Wiv.ai can help you and your team streamline your FinOps, check out their website.
To learn more about how PropelAuth can help you launch and grow your startup, check out our website.
