diff --git a/cli/cmd/enterprise_auth_approve.go b/cli/cmd/enterprise_auth_approve.go
index dd7b6b942..15da4ad89 100644
--- a/cli/cmd/enterprise_auth_approve.go
+++ b/cli/cmd/enterprise_auth_approve.go
@@ -16,13 +16,13 @@ func (r *runners) InitEnterpriseAuthApprove(parent *cobra.Command) {
 	}
 	parent.AddCommand(cmd)
 
-	cmd.Flags().StringVar(&r.args.enterpriseAuthFingerprint, "fingerprint", "", "The fingerprint provided on auth init")
+	cmd.Flags().StringVar(&r.args.enterpriseAuthApproveFingerprint, "fingerprint", "", "The fingerprint provided on auth init")
 
 	cmd.RunE = r.enterpriseAuthApprove
 }
 
 func (r *runners) enterpriseAuthApprove(cmd *cobra.Command, args []string) error {
-	err := r.enterpriseClient.AuthApprove(r.args.enterpriseAuthFingerprint)
+	err := r.enterpriseClient.AuthApprove(r.args.enterpriseAuthApproveFingerprint)
 	if err != nil {
 		return err
 	}
diff --git a/cli/cmd/enterprise_auth_init.go b/cli/cmd/enterprise_auth_init.go
index 266ce0620..3ea31eb9a 100644
--- a/cli/cmd/enterprise_auth_init.go
+++ b/cli/cmd/enterprise_auth_init.go
@@ -4,24 +4,24 @@ import (
 	"github.com/spf13/cobra"
 )
 
-func (r *runners) InitEnterpriseAuthInit(parent *cobra.Command) *cobra.Command {
+func (r *runners) InitEnterpriseAuthInit(parent *cobra.Command) {
 	cmd := &cobra.Command{
 		Use:          "init",
 		Short:        "initialize authentication",
 		Long:         `Create a keypair to begin authentication`,
-		RunE:         r.enterpriseAuthInit,
 		SilenceUsage: true,
 	}
 	parent.AddCommand(cmd)
 
-	return cmd
+	cmd.Flags().StringVar(&r.args.enterpriseAuthInitCreateOrg, "create-org", "", "If this flag is provided, a new organization will be created with the specified name. If not, the auth request will have to be approved by Replicated or your already authenticated organization")
+
+	cmd.RunE = r.enterpriseAuthInit
 }
 
 func (r *runners) enterpriseAuthInit(cmd *cobra.Command, args []string) error {
-	err := r.enterpriseClient.AuthInit()
+	err := r.enterpriseClient.AuthInit(r.args.enterpriseAuthInitCreateOrg)
 	if err != nil {
 		return err
 	}
-
 	return nil
 }
diff --git a/cli/cmd/runner.go b/cli/cmd/runner.go
index b9f4cf161..9d409ce93 100644
--- a/cli/cmd/runner.go
+++ b/cli/cmd/runner.go
@@ -35,8 +35,6 @@ type runners struct {
 }
 
 type runnerArgs struct {
-	enterpriseAuthFingerprint string
-
 	channelCreateName        string
 	channelCreateDescription string
 
@@ -94,6 +92,10 @@ type runnerArgs struct {
 	createInstallerPromote              string
 	createInstallerPromoteEnsureChannel bool
 
+	enterpriseAuthInitCreateOrg string
+
+	enterpriseAuthApproveFingerprint string
+
 	enterpriseChannelCreateName        string
 	enterpriseChannelCreateDescription string
 
diff --git a/pkg/enterpriseclient/auth.go b/pkg/enterpriseclient/auth.go
index f2b7934a2..ceb4361b8 100644
--- a/pkg/enterpriseclient/auth.go
+++ b/pkg/enterpriseclient/auth.go
@@ -13,7 +13,7 @@ import (
 	"github.com/pkg/errors"
 )
 
-func (c HTTPClient) AuthInit() error {
+func (c HTTPClient) AuthInit(organizationName string) error {
 	// by default, we store the key in ~/.replicated/enterprise
 	_, err := os.Stat(filepath.Join(homeDir(), ".replicated", "enterprise"))
 	if err != nil && !os.IsNotExist(err) {
@@ -56,24 +56,52 @@ func (c HTTPClient) AuthInit() error {
 		return errors.Wrap(err, "failed to write public key to file")
 	}
 
-	// send the PUBLIC key to the replicated server and return the key id
-	type AuthRequest struct {
-		PublicKeyBytes []byte `json:"publicKey"`
-	}
-	authRequest := AuthRequest{
-		PublicKeyBytes: encodePublicKeyToPEM(&privateKey.PublicKey),
-	}
+	if organizationName != "" {
+		// --create-org flag is provided, create the organization
+		// send the PUBLIC key and the organization name to the replicated server and return the organization id
+		type CreateOrgRequest struct {
+			PublicKeyBytes   []byte `json:"publicKey"`
+			OrganizationName string `json:"organizationName"`
+		}
+		createOrgRequest := CreateOrgRequest{
+			PublicKeyBytes:   encodePublicKeyToPEM(&privateKey.PublicKey),
+			OrganizationName: organizationName,
+		}
 
-	type AuthInitResponse struct {
-		Code string `json:"code"`
-	}
-	authInitResponse := AuthInitResponse{}
-	err = c.doJSON("POST", "/v1/auth", 201, authRequest, &authInitResponse)
-	if err != nil {
-		return errors.Wrap(err, "failed to init auth with server")
+		type CreateOrgResponse struct {
+			OrganizationID string `json:"organizationId"`
+		}
+		createOrgResponse := CreateOrgResponse{}
+
+		err = c.doJSON("POST", "/v1/organization", 201, createOrgRequest, &createOrgResponse)
+		if err != nil {
+			return errors.Wrap(err, "failed to create organization")
+		}
+
+		fmt.Printf("\nOrganization has been created successfully with the following ID: %s\n\n", createOrgResponse.OrganizationID)
+	} else {
+		// --create-org flag is NOT provided, begin authentication process
+		// send the PUBLIC key to the replicated server and return the key id
+		type AuthRequest struct {
+			PublicKeyBytes []byte `json:"publicKey"`
+		}
+		authRequest := AuthRequest{
+			PublicKeyBytes: encodePublicKeyToPEM(&privateKey.PublicKey),
+		}
+
+		type AuthInitResponse struct {
+			Code string `json:"code"`
+		}
+		authInitResponse := AuthInitResponse{}
+
+		err = c.doJSON("POST", "/v1/auth", 201, authRequest, &authInitResponse)
+		if err != nil {
+			return errors.Wrap(err, "failed to init auth with server")
+		}
+
+		fmt.Printf("\nYour authentication request has been submitted. Please contact Replicated at support@replicated.com to complete this request with the following code: %s\n\n", authInitResponse.Code)
 	}
 
-	fmt.Printf("\nYour authentication request has been submitted. Please contact Replicated at support@replicated.com to complete this request with the following code: %s\n\n", authInitResponse.Code)
 	return nil
 }