Microsoft's Azure Multi-Factor Authentication was an MFA solution acquired with PhoneFactor in 2012. From 2018 it is no longer available as a standalone product. This functionality is now provided by Microsoft Entra ID.
Users feel safer knowing that even if someone gets the password, but they can't access the accounts without the code on phone, and sometimes if no networks also with dynamically changing pin it also helps to sign in to the account without issues. Push notification also would be a great design so users can easily access it.
If your solution falls within their standard use case or you have Office 365 - then it makes total sense. If you need a lot of customization or have a really specific business process that causes you to deviate from the standard flow it usually makes more sense to create a custom solution
The app makes it pretty straightforward to add accounts by scanning QR codes or entering setup keys manually. Even if you’re not super tech-savvy, the initial setup is usually smooth. Once set up, I can quickly open the app and get the 2FA codes I need without any delays or complications. The codes refresh automatically and are easy to copy over.
Honestly, they are very similar as is much of their offerings. It really comes down to which ecosystem are you already invested in? It doesn't make a lot of sense to try and interop with every cloud vendor - pick one and use them. While there used to be substantial differences in the cloud platforms, they are at basic parity now
