diff --git a/crates/cli/src/commands/server.rs b/crates/cli/src/commands/server.rs
index 9234e45b..a8d51b8a 100644
--- a/crates/cli/src/commands/server.rs
+++ b/crates/cli/src/commands/server.rs
@@ -208,6 +208,7 @@ impl Options {
             homeserver_connection.clone(),
             site_config.clone(),
             password_manager.clone(),
+            url_builder.clone(),
         );
 
         let state = {
diff --git a/crates/handlers/src/graphql/mod.rs b/crates/handlers/src/graphql/mod.rs
index 56de6c69..73cefb15 100644
--- a/crates/handlers/src/graphql/mod.rs
+++ b/crates/handlers/src/graphql/mod.rs
@@ -32,6 +32,7 @@ use mas_axum_utils::{
 use mas_data_model::{BrowserSession, Session, SiteConfig, User};
 use mas_matrix::HomeserverConnection;
 use mas_policy::{InstantiateError, Policy, PolicyFactory};
+use mas_router::UrlBuilder;
 use mas_storage::{BoxClock, BoxRepository, BoxRng, Clock, RepositoryError, SystemClock};
 use mas_storage_pg::PgRepository;
 use opentelemetry_semantic_conventions::trace::{GRAPHQL_DOCUMENT, GRAPHQL_OPERATION_NAME};
@@ -70,6 +71,7 @@ struct GraphQLState {
     policy_factory: Arc<PolicyFactory>,
     site_config: SiteConfig,
     password_manager: PasswordManager,
+    url_builder: UrlBuilder,
 }
 
 #[async_trait]
@@ -98,6 +100,10 @@ impl state::State for GraphQLState {
         self.homeserver_connection.as_ref()
     }
 
+    fn url_builder(&self) -> &UrlBuilder {
+        &self.url_builder
+    }
+
     fn clock(&self) -> BoxClock {
         let clock = SystemClock::default();
         Box::new(clock)
@@ -119,6 +125,7 @@ pub fn schema(
     homeserver_connection: impl HomeserverConnection<Error = anyhow::Error> + 'static,
     site_config: SiteConfig,
     password_manager: PasswordManager,
+    url_builder: UrlBuilder,
 ) -> Schema {
     let state = GraphQLState {
         pool: pool.clone(),
@@ -126,6 +133,7 @@ pub fn schema(
         homeserver_connection: Arc::new(homeserver_connection),
         site_config,
         password_manager,
+        url_builder,
     };
     let state: BoxState = Box::new(state);
 
diff --git a/crates/handlers/src/graphql/model/upstream_oauth.rs b/crates/handlers/src/graphql/model/upstream_oauth.rs
index 82f451a4..f0a20648 100644
--- a/crates/handlers/src/graphql/model/upstream_oauth.rs
+++ b/crates/handlers/src/graphql/model/upstream_oauth.rs
@@ -8,6 +8,7 @@ use anyhow::Context as _;
 use async_graphql::{Context, Object, ID};
 use chrono::{DateTime, Utc};
 use mas_storage::{upstream_oauth2::UpstreamOAuthProviderRepository, user::UserRepository};
+use url::Url;
 
 use super::{NodeType, User};
 use crate::graphql::state::ContextExt;
@@ -45,6 +46,26 @@ impl UpstreamOAuth2Provider {
     pub async fn client_id(&self) -> &str {
         &self.provider.client_id
     }
+
+    /// A human-readable name for this provider.
+    pub async fn human_name(&self) -> Option<&str> {
+        self.provider.human_name.as_deref()
+    }
+
+    /// A brand identifier for this provider.
+    ///
+    /// One of `google`, `github`, `gitlab`, `apple` or `facebook`.
+    pub async fn brand_name(&self) -> Option<&str> {
+        self.provider.brand_name.as_deref()
+    }
+
+    /// URL to start the linking process of the current user with this provider.
+    pub async fn link_url(&self, context: &Context<'_>) -> Url {
+        let state = context.state();
+        let url_builder = state.url_builder();
+        let route = mas_router::UpstreamOAuth2Authorize::new(self.provider.id);
+        url_builder.absolute_url_for(&route)
+    }
 }
 
 impl UpstreamOAuth2Link {
@@ -82,6 +103,11 @@ impl UpstreamOAuth2Link {
         &self.link.subject
     }
 
+    /// A human-readable name for the link subject.
+    pub async fn human_account_name(&self) -> Option<&str> {
+        self.link.human_account_name.as_deref()
+    }
+
     /// The provider for which this link is.
     pub async fn provider(
         &self,
diff --git a/crates/handlers/src/graphql/state.rs b/crates/handlers/src/graphql/state.rs
index fefb3f0e..f5d01ea4 100644
--- a/crates/handlers/src/graphql/state.rs
+++ b/crates/handlers/src/graphql/state.rs
@@ -7,6 +7,7 @@
 use mas_data_model::SiteConfig;
 use mas_matrix::HomeserverConnection;
 use mas_policy::Policy;
+use mas_router::UrlBuilder;
 use mas_storage::{BoxClock, BoxRepository, BoxRng, RepositoryError};
 
 use crate::{graphql::Requester, passwords::PasswordManager};
@@ -20,6 +21,7 @@ pub trait State {
     fn clock(&self) -> BoxClock;
     fn rng(&self) -> BoxRng;
     fn site_config(&self) -> &SiteConfig;
+    fn url_builder(&self) -> &UrlBuilder;
 }
 
 pub type BoxState = Box<dyn State + Send + Sync + 'static>;
diff --git a/crates/handlers/src/test_utils.rs b/crates/handlers/src/test_utils.rs
index f6a16037..a2752cf5 100644
--- a/crates/handlers/src/test_utils.rs
+++ b/crates/handlers/src/test_utils.rs
@@ -208,6 +208,7 @@ impl TestState {
             rng: Arc::clone(&rng),
             clock: Arc::clone(&clock),
             password_manager: password_manager.clone(),
+            url_builder: url_builder.clone(),
         };
         let state: crate::graphql::BoxState = Box::new(graphql_state);
 
@@ -370,6 +371,7 @@ struct TestGraphQLState {
     clock: Arc<MockClock>,
     rng: Arc<Mutex<ChaChaRng>>,
     password_manager: PasswordManager,
+    url_builder: UrlBuilder,
 }
 
 #[async_trait]
@@ -394,6 +396,10 @@ impl graphql::State for TestGraphQLState {
         &self.homeserver_connection
     }
 
+    fn url_builder(&self) -> &UrlBuilder {
+        &self.url_builder
+    }
+
     fn clock(&self) -> BoxClock {
         Box::new(self.clock.clone())
     }
diff --git a/frontend/schema.graphql b/frontend/schema.graphql
index 2ca38e29..568d3f24 100644
--- a/frontend/schema.graphql
+++ b/frontend/schema.graphql
@@ -1535,6 +1535,10 @@ type UpstreamOAuth2Link implements Node & CreationEvent {
   """
   subject: String!
   """
+  A human-readable name for the link subject.
+  """
+  humanAccountName: String
+  """
   The provider for which this link is.
   """
   provider: UpstreamOAuth2Provider!
@@ -1594,6 +1598,20 @@ type UpstreamOAuth2Provider implements Node & CreationEvent {
   Client ID used for this provider.
   """
   clientId: String!
+  """
+  A human-readable name for this provider.
+  """
+  humanName: String
+  """
+  A brand identifier for this provider.
+
+  One of `google`, `github`, `gitlab`, `apple` or `facebook`.
+  """
+  brandName: String
+  """
+  URL to start the linking process of the current user with this provider.
+  """
+  linkUrl: Url!
 }
 
 type UpstreamOAuth2ProviderConnection {
diff --git a/frontend/src/gql/graphql.ts b/frontend/src/gql/graphql.ts
index c6f6429a..6876b5d9 100644
--- a/frontend/src/gql/graphql.ts
+++ b/frontend/src/gql/graphql.ts
@@ -1116,6 +1116,8 @@ export type UpstreamOAuth2Link = CreationEvent & Node & {
   __typename?: 'UpstreamOAuth2Link';
   /** When the object was created. */
   createdAt: Scalars['DateTime']['output'];
+  /** A human-readable name for the link subject. */
+  humanAccountName?: Maybe<Scalars['String']['output']>;
   /** ID of the object. */
   id: Scalars['ID']['output'];
   /** The provider for which this link is. */
@@ -1149,14 +1151,24 @@ export type UpstreamOAuth2LinkEdge = {
 
 export type UpstreamOAuth2Provider = CreationEvent & Node & {
   __typename?: 'UpstreamOAuth2Provider';
+  /**
+   * A brand identifier for this provider.
+   *
+   * One of `google`, `github`, `gitlab`, `apple` or `facebook`.
+   */
+  brandName?: Maybe<Scalars['String']['output']>;
   /** Client ID used for this provider. */
   clientId: Scalars['String']['output'];
   /** When the object was created. */
   createdAt: Scalars['DateTime']['output'];
+  /** A human-readable name for this provider. */
+  humanName?: Maybe<Scalars['String']['output']>;
   /** ID of the object. */
   id: Scalars['ID']['output'];
   /** OpenID Connect issuer URL. */
   issuer?: Maybe<Scalars['String']['output']>;
+  /** URL to start the linking process of the current user with this provider. */
+  linkUrl: Scalars['Url']['output'];
 };
 
 export type UpstreamOAuth2ProviderConnection = {