1. Less expensive, 2. Encourages collaboration between internal dev teams by connecting to active directory (or source of authentication & authorization), 3. Curation i.e. takes care of the lifecycle management i.e. design, arch. approval, development, test, release, production, versioning, monitoring, deprecation. 4. Compliance - PCI compliance and app management (generating clientIDs and secrets, rotation included) 5. Multi cloud-native 6. Simpler UI/UX experience 7. API based role access.
Fully understand that these feature sets may overlap with existing players.