The present disclosure involves systems, software, and computer-implemented methods for managing access of device management systems in license management operations associated with purchase accounts of a bulk licensing system. An example method includes identifying a request for a license management operation associated with a purchase account of a bulk licensing system, wherein the request includes a licensing identity associated with the purchase account; in response to the identifying, determining that the license management operation is to be performed based on the licensing identity; and in response to the determining, performing the license management operation.