Every category where a model named Microsoft Authenticator for a mid-market B2B company. Share is first choices across the direct, paraphrase, budget and scale prompts; rank is within every product named in that category.

Category	Function	Share	Rank	Negative rate	Labels	Quadrant
Multi-factor authentication	Identity and access	6%	4 of 78	6%	18	accepted challenger
Business password managers	Identity and access	0%	30 of 35	100%	1	under 10 labels · led by Bitwarden at 49%

Movement

This is the first edition on this tier, so no move can be computed for Microsoft Authenticator yet. From the next edition this section shows, per buyer segment, whether its share moved by more than the measured noise floor.

By model

How each model treated Microsoft Authenticator across every prompt where it was named for a mid-market B2B company. Twelve models, six prompts per category.

Model	First choice	Alternative	Mention	Negative	Labels
Claude Haiku 4.5	1	0	0	0	1
GPT-5.4 mini	0	0	0	0	0
Gemini 3.5 Flash	0	0	0	1	1
Perplexity Sonar	0	1	0	0	1
Grok 4.1 Fast	0	0	1	0	1
Mistral Small	1	2	1	0	4
DeepSeek V4 Flash	0	0	0	0	0
Llama 4 Maverick	0	1	0	0	1
Qwen 3.7 Flash	0	1	0	0	1
Kimi K2	0	3	0	0	3
GLM 4.7 FlashX	0	3	0	1	4
MiniMax M2.5	1	1	0	0	2

By framing

Which of the six questions produced the naming. By model says how often; this says asked what. The first-choice count on the right carries the marks of the models that produced it.

FramingLabels by classFirst choices

Direct1 labelNone

Paraphrase4 labels1

Comparative10 labelsNone

Budget-constrained13 labels6

Scale-constrained4 labelsNone

Negative14 labelsNone

First choiceAlternativeMentionNegative46 labels in all, every segment counted; 7 of the 7 first choices count toward share, since the comparative and negative framings do not. The bar is one segment per label class, to scale within the framing.

What the models said for it

Verbatim evidence the judge attached to positive labels.

“Applications like Google Authenticator, Microsoft Authenticator, or Authy are free and provide time-based one-time passwords (TOTP)” Claude Haiku 4.5 · MFA · budget prompt · first choice

“Cisco Duo (especially with its free tier) and Microsoft Authenticator (if you use Microsoft 365) are the top recommendations” Mistral Small · MFA · budget prompt · first choice

“For the tightest budget, starting with free authenticator apps combined with Cisco Duo's free tier” MiniMax M2.5 · MFA · budget prompt · first choice

“Prefer authenticators that keep data local-only (like Google Authenticator or Microsoft Authenticator in "secure vault" mode)” Qwen 3.7 Flash · MFA · negative prompt · alternative

And against it

Verbatim evidence attached to negative labels. A warning on a product with few labels is a warning; on a product with many, it is one voice among them.

“Services to Avoid Due to Discontinuation ... Microsoft Authenticator (password manager feature) – discontinued August 2025” GLM 4.7 FlashX · Password managers · negative prompt · hard negative

“Applications like Google Authenticator or Microsoft Authenticator ... vulnerable to Adversary-in-the-Middle (AiTM) phishing.” Gemini 3.5 Flash · MFA · negative prompt · soft negative

Named alongside

The products named in the same answers as Microsoft Authenticator, over the 45 answers that named it. Took the first choice instead counts the answers where the other product was the first choice and Microsoft Authenticator was named but was not.

ProductSame answerTook the first choice insteadHead to head

Cisco Duo35 of 4517Not in the top three

Google Authenticator28 of 451Not in the top three

YubiKey25 of 459Not in the top three

Okta21 of 452Not in the top three

Microsoft Entra ID17 of 455Not in the top three

Authy17 of 450Not in the top three

RSA SecurID14 of 450Not in the top three

Ping Identity8 of 450Not in the top three

HYPR7 of 450Not in the top three

Auth06 of 450Not in the top three

A head-to-head page exists where both products are in a category's top three. The other rows are the same fact without a page behind them, so they link to the product instead.

What carried it into the answer

The sites and pages cited by the answers that named Microsoft Authenticator. A fact about retrieval, not a lever on the model.

Citations exist only for the models that return a source list, four of the twelve in this edition, so these counts come from 34 of the 45 answers that named Microsoft Authenticator and are not a share of its labels.

Domains cited

rippling.com16

techrepublic.com13

g2.com12

startwithidentity.com11

miniorange.com10

aimultiple.com8

encomputers.com8

expertinsights.com8

workos.com8

cofes.com7

101 of the 101 domain citations in answers naming Microsoft Authenticator came from somebody else's page.

Pages cited

rippling.com/blog/mfa-providers15

techrepublic.com/article/best-multi-factor-authentication-solutions13

g2.com/discussions/what-is-the-most-affordable-mfa-solution-for-smbs9

startwithidentity.com/rankings/best-mfa-for-enterprises9

encomputers.com/2024/05/best-multi-factor-authentication-small-businesses8

expertinsights.com/identity-and-access-management/the-top-multi-factor-authentication-mfa-8

cofes.com/mfa-solutions7

plivo.com/blog/best-multi-factor-authentication-solutions-for-business7

Pages are listed as the models cited them.

Names read as Microsoft Authenticator

What the judge wrote, as written, with how often. The vendor table decides that these count as Microsoft Authenticator; a claim can dispute any of them.

Microsoft Authenticator / Entra ID 1

Is this your product?

Claim this page

Claiming is free and changes nothing in the data. A claimed page shows a verified contact who is told when each edition publishes and when Microsoft Authenticator's standing changes by more than the noise floor; the right to propose corrections to the vendor table, meaning names the judge wrote that should or should not read as Microsoft Authenticator, applied by version and listed in the change log; and a one-line description supplied by the vendor and marked as such.

It does not get any change to labels, shares or verdicts, any preview, or any say over which quotes appear. A verification link goes to your work email; an address at microsoftauthenticator.com is approved on the spot, any other address is reviewed by hand.

Your name and company appear on the claimed page, or the company alone if you ask below. A title and a LinkedIn address appear there too if you give them, and are left off if you do not. Your email address is never published.