No More Enterprise-Only Features
Cloudflare has announced that, over the next year, nearly every feature it offers will be available to any customer who wants to buy it—no sales calls, no custom contracts, no enterprise account required. The company is retiring the concept of "enterprise-only" features, starting with dashboard Single Sign-On (SSO), which is now available to any user on any plan.
The shift is a response to an unintended consequence of its enterprise tier, introduced years ago to serve large customers needing invoices, custom contracts, and dedicated support. That created a two-tiered system where powerful tools were gated behind sales conversations, and product teams could rely on solutions engineers to set up complex features rather than making them intuitive from day one.
Why the Change
Cloudflare's stated mission is to help build a better Internet, and the company argues that means putting advanced capabilities in as many hands as possible. Removing barriers to adoption, it says, improves security for everyone. Smaller self-service teams get access to the same configuration options as large enterprises, while existing enterprise customers can adopt new tools without waiting on their account managers. Product teams, in turn, are pushed to make everything they ship easy to use.
Starting with Dashboard SSO
The first feature to move out of the enterprise tier is SSO for the Cloudflare dashboard, a capability first introduced in 2018 but previously limited to enterprise accounts due to setup complexity. It's now available immediately to any user, allowing teams of any size to centralize authentication through their own identity provider. Setting it up also unlocks access to the bulk of Cloudflare's Zero Trust security features, which are free for up to 50 users.
For teams without a full identity provider, Cloudflare is also launching GitHub as a social login provider for the dashboard, offering a lighter-weight way to manage team logins in one place.
What Gets Unlocked Next
SSO was prioritized because nearly every team wants it, and it makes customers safer by centralizing access management. But the roadmap includes many other previously enterprise-only features, including apex proxying and expanded upload limits. Cloudflare says it will continue targeting features with broad impact first.
Some capabilities, like Magic Transit, will still appeal mainly to large organizations with their own networks. But even those will be available on all plans, which means Cloudflare must remove setup friction that previously relied on human hours from solutions engineers and partners. That also requires revisiting pricing and usage metering designed around invoices and license agreements, with an eye toward simpler packaging and billing across the board.
There are limits. Features like the China Network come with legal requirements in China that make them impractical to offer beyond a managed enterprise context.
A Default, Not a Delay
This is not a strategy of releasing enterprise-only features first and making them self-service later. Going forward, Cloudflare says, launching a product means any customer must be able to buy it without talking to anyone. That requirement is intentional and extends a tradition that includes universal SSL, launched over a decade ago, and more recent self-service releases like per-customer bot detection IDs and security for data in transit between SaaS applications.
Instructions for setting up dashboard SSO are available in the developer documentation, and Cloudflare says it will continue announcing features as they move to all plans.
