A server system to onboard an endpoint having a host system connected to a host interface of a memory device for a cloud service without prior customization of the endpoint to identify an account for accessing the cloud service. For example, after receiving a request associated with the service and containing identity data generated by the memory device, the server system determines authenticity of the memory device and the endpoint based on a secret of the memory device and the identity data. In response to the request, the server system further identifies, based on the identity data, a subscriber among a plurality of subscribers based on ownership data of the endpoint. As a result of the identifying of the subscriber based on the identity data, the server system determines an account of the subscriber to provide the service to the endpoint based on the account.