The importance and benefits of SSO

Question

Our company works on two separate big streams.

1. The first one is the superapp for regular users, who authorize to system using phone numbers.

2. The second stream works on B2B area and works on some complex CRM/ARM products, and their users are role based users of partners (the head, admin, manager etc.). They authorize to system using email and password. They have some granular policies with different roles.

Both of streams creates own SSO-s, to work with Users. And both of them cooperates with each other, when providing overall service for end user. Moreover, our company is working on creation eco system in that specific area. And these streams are giving synergistic effect to users.

Beside this, we have own staff users who can have administrative access to admin panels of that products (B2B, regular users).

This way, we have 3 groups of Users: regular users, partners users and staff members. And managing them is headache.

That's why, I'm thinking on creating general SSO for all our projects including staff members in our company.

I want to use Okta or KeyCloak for that purpose.

But, I'm confused right now, is it good idea to merge these ones.

Can someone share his/her experience on that problem?