The 2027 Emerging Category Awards
Recognizing the best go-to-market moves of 2026 in emerging software categories, from category shifts to new pricing models. Picks come from the First to Market category database, which tracks how 171 companies across 24 categories position, price and hire.
Category and narrative
Moves that named, framed or explained a category in 2026.
Category Definer
For naming a category and getting others to use the name: competitors, analysts, review sites or buyers.
Best Category Shift
For moving into a bigger or adjacent category, and bringing the market along.
Best Status-Quo Reframe
For sharpening positioning against the old way of doing the job, not against a competitor.
Market Educator
For research, content or community that made a new problem easier to understand.
Go-to-market
How companies priced, sold and competed in 2026.
Best Move Upmarket
For adding a bigger customer segment, like an enterprise tier or first large customers, without leaving the original ones behind.
Best Value Metric
For introducing or changing pricing around a unit customers already count.
Best Community or Ecosystem
For launching or growing a community, partner or creator program that grows the category, not just the company.
Best Challenger
For a move that took ground from an established incumbent.
Nominate a company
Know a company that made one of these moves in 2026? Your own counts. Nominations go to Andrew Garberson privately, not to a public list.
FAQ
How are companies chosen?
From the First to Market category database, which tracks how companies in emerging categories position, price and hire. Each pick recognizes a move made in 2026, and picks are locked before anyone is contacted.
Can I nominate my own company?
Yes, and any other company too. Nominations go to Andrew Garberson privately, and a nominated company is researched the same way as every company already in the database.
Does it cost anything?
No. There's no entry fee, nobody pays to be recognized, and First to Market sponsors aren't eligible.
When are recipients announced?
In February 2027, on this page and in the First to Market newsletter.
Get the announcement
Recipients are announced in February 2027 in First to Market, a newsletter about building new categories.