The world of B2B software moves fast, especially in an age of AI, where new companies, products, and capabilities are constantly emerging.
At G2, we strive to ensure that our marketplace is a true representation of what’s happening across the landscape in real time. So in addition to reflecting new companies and products on G2, our Market Research team—consisting of 29 research analysts— curates the world’s leading taxonomy for business software and services. Today, this includes over 2,000 categories and over 180,000 different products!
In May 2025 alone, we added four new categories to G2’s growing marketplace. In this update, you’ll hear from the expert analysts overseeing these new categories, sharing the details to know if you’re a software vendor in this space, a buyer seeking these types of solutions, or anyone else interested in the evolving software landscape!
1. Operational Technology (OT) Security Tools
About this category: OT security tools are solutions designed specifically for OT (operational technology) environments. These tools are utilized by security, operations, and IT personnel in industrial environments such as manufacturing, utilities, and various critical infrastructure.
Why it was introduced:
“While G2 has related categories around OT remote access, IoT security, and industrial IoT, there is no category that captures products offering broad security specific to OT environments. Those other categories either address only one part of OT security or are not specifically for the OT environment. Operational technology is very different from IT security and IT solutions normally cannot adequately protect a heavy manufacturing or industrial environment.
This is because the process to adapt IT security solutions to the OT environment is difficult, there is usually a unique combination of software and hardware in OT security that does not normally exist in IT security, and OT systems have longer update cycles. IT software that has frequent updates and patches would not work well in OT environments due to the long update cycles. Some vendors of note in this space are Armis, Palo Alto, Tenable, Cisco, Microsoft, Dragos, Check Point, Fortinet.”
- Lauren Worth, Senior Research Analyst for GRC and Security
The top 3 products in this category, ranked by popularity at the time of launch, are:
2. Stock Plan Administration
About this category: The Stock Plan Administration software category is growing in importance as more organizations, especially startups and public companies, use equity compensation to attract and retain talent.
Why it was introduced:
“These platforms streamline the management of employee stock options, helping organizations ensure compliance, automate reporting, and improve employee transparency. Notable vendors in this space include Carta, Shareworks by Morgan Stanley, and Equity Edge Online, all of which support stock plan management for private and public companies.”
– Nathan Calabrese, Research Principal for Accounting & Finance, Procurement, ERP
The top 3 products in this category, ranked by popularity at the time of launch, are:
3. AI Avatar Generators
About this category: As visual communication becomes essential in business, AI avatar generators offer an engaging, scalable, and personalized way to create content.
Why it was introduced:
“The software acts as strategic assets across teams like marketing, HR, sales, and support—aiding in scaled communication, cutting costs, and localizing effortlessly. Recognizing their growing impact, G2 has recently launched the AI Avatar Generators category.”
– Shalaka Joshi, Sr. Research Analyst of Data and AI
The top 3 products in this category, ranked by popularity at the time of launch, are:
4. Managed Mobility Services
About this category: As enterprises increasingly embrace mobile-first strategies and remote work models, demand for Managed Mobility Services (MMS) has surged.
Why it was introduced:
“This category plays a crucial role in helping organizations manage mobile devices across their lifecycle—from procurement and provisioning to support and retirement. MMS providers enable IT teams to reduce complexity, improve operational efficiency, and maintain security across diverse device environments.”
– Tian Lin, Senior Research Analyst of IT Management
The top 3 products in this category, ranked by popularity at the time of launch, are:
There's always something new on G2!
On average, G2’s Market Research team adds 5-10 new categories per month, so we encourage you to review our research agenda and utilize G2’s AI-powered buying assistant Monty to navigate the ever-evolving taxonomy.
Come back next month to see additional new categories on G2! And check out the new categories that were released in March and April.
by Noor Hamouda
