6 key trends reshaping the IAM market

The identity and access management (IAM) market, which handles who gets access to systems and data, is growing rapidly and shifting focus from simple password-based login toward treating identity as a core security layer. Organizations are increasingly adopting phishing-resistant authentication methods like passkeys (security keys that replace passwords) and managing non-human identities (service accounts, API keys, and AI agents), which now outnumber human users in most enterprises by about three to one. This shift is driven by the rise of agentic AI (autonomous AI systems that act independently) and stricter regulations requiring continuous verification of who accesses what data.