License management of firmware-controllable features in computer systems is described. In an example, a computer system includes: a plurality of hardware modules having a plurality of features capable of selective activation; firmware-based controllers distributed among the plurality of hardware modules having control points to control activation of the plurality of features; and a management module to obtain license data and communicate with the firmware-based controllers to configure the control points to activate at least one of the plurality of features as permitted by the license data.