A business-to-consumer (B2C) cloud service hosts web applications of various businesses as an instance of a cloud service. The B2C cloud service provides an identity management engine that manages the sign-in of consumers of the businesses to a respective cloud service. The identity management engine dynamically creates a security token for the sign-in request that includes claims customized for the hosted cloud service. The claims are based on directives provided by the business and obtained from the consumer via a user interface dynamically created by the identity management engine at a sign-in request.