diff --git a/aziotctl/aziotctl-common/src/config/apply.rs b/aziotctl/aziotctl-common/src/config/apply.rs
index 59c70f17..a5b1dce1 100644
--- a/aziotctl/aziotctl-common/src/config/apply.rs
+++ b/aziotctl/aziotctl-common/src/config/apply.rs
@@ -329,6 +329,7 @@ pub fn run(
 
         aziot_identityd_config::Provisioning {
             provisioning,
+            retry_seconds: None,
             local_gateway_hostname: parent_hostname,
         }
     };
diff --git a/identity/aziot-identityd-config/src/lib.rs b/identity/aziot-identityd-config/src/lib.rs
index 925ec62c..68c18472 100644
--- a/identity/aziot-identityd-config/src/lib.rs
+++ b/identity/aziot-identityd-config/src/lib.rs
@@ -224,6 +224,9 @@ pub enum DpsAttestationMethod {
 pub struct Provisioning {
     pub local_gateway_hostname: Option<String>,
 
+    #[serde(default, skip_serializing_if = "Option::is_none")]
+    pub retry_seconds: Option<u64>,
+
     #[serde(flatten)]
     pub provisioning: ProvisioningType,
 }
diff --git a/identity/aziot-identityd/src/lib.rs b/identity/aziot-identityd/src/lib.rs
index 534f2cae..780dc478 100644
--- a/identity/aziot-identityd/src/lib.rs
+++ b/identity/aziot-identityd/src/lib.rs
@@ -138,20 +138,31 @@ pub async fn main(
     }
 
     // Attempt to reprovision the device. Failure to reprovision on startup means that provisioning
-    // with IoT Hub failed and no valid backup could be loaded. Treat this as a fatal error.
+    // with IoT Hub failed and no valid backup could be loaded.
     {
         let mut api = api.lock().await;
-
-        if let Err(err) = api
-            .reprovision_device(auth::AuthId::LocalRoot, ReprovisionTrigger::Startup, None)
-            .await
-        {
-            log::error!(
-                "Failed to provision with IoT Hub, and no valid device backup was found: {}",
-                err
-            );
-
-            return Err(err.into());
+        let retry_secs = api.settings.provisioning.retry_seconds.unwrap_or(0);
+        loop {
+            match api
+                .reprovision_device(auth::AuthId::LocalRoot, ReprovisionTrigger::Startup, None)
+                .await
+            {
+                Ok(_) => break,
+                Err(err) => {
+                    let retry_msg = if retry_secs == 0 {
+                        String::new()
+                    } else {
+                        format!(" Retrying in {retry_secs} seconds.")
+                    };
+                    log::error!(
+                        "Failed to provision with IoT Hub, and no valid device backup was found: {err}.{retry_msg}"
+                    );
+                    if retry_secs == 0 {
+                        return Err(err.into());
+                    }
+                    tokio::time::sleep(std::time::Duration::from_secs(retry_secs)).await;
+                }
+            }
         }
     }