A brokered authentication request is received corresponding to an interaction between a particular user and a particular online entity. An identity provider corresponding to the particular user is identified that stores user data identifying the particular user. Confirmation is received that the identity provider has authenticated the particular user to a user profile maintained by the identity provider and a unique persistent user identifier is generated for the particular user that is unique within a system to a pairing of the first user with the first entity. The user identifier is caused to be communicated to the first entity for authenticating the first user in interactions with the first entity.