Drop passwords.Use magic links.

Every time I see a product using it my interest goes to zero. It's so annoying having to open my e-mail every time I want to login. Why not just use Google since they have 2FA, etc, and in the end is the same layer of security without the annoyance.

Good God, no. I hate magic links with every fiber of my being. If you want to offer it as an option for people who think it's fun to switch tabs in the middle of logging in, then click a link that opens an entirely NEW tab and have to close the original one, I guess whatever.

Strong password requirements + non-SMS 2FA, plz.

Nooooo!! They suck. I’ve actually stopped using services because they do that!!

I wouldn't use this particular product, but I can say from personal experience of using on-boarding links within email, that they definitely reduce friction for bringing users into your web portal for the first time. Then, if they decide they want to stick around they can make an account with login and password and get the extra permissions and features.

(I'm not a security expert, and don't claim to understand all the risks of on-boarding links vs. alternatives.)

It makes products impossible to use when I want to access them on my work laptop and the email goes to my personal laptop / smartphone. There is much better ways to login, I guess...