G2 is making one of the most consequential moves in the history of B2B software discovery. The company announced it has formally agreed to acquire Capterra, Software Advice, and GetApp from Gartner, uniting four of the most influential software review and recommendation platforms under one roof.

The deal reshapes the software buying landscape at a moment when AI-driven search, buyer intent data, and trust signals are rapidly redefining how businesses evaluate technology. Once finalized, the acquisition will give G2 unmatched scale, data depth, and reach—positioning it as the default infrastructure layer for software discovery in the AI era.

For buyers, vendors, investors, and partners alike, the implications are substantial.

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A Power Shift in B2B Software Discovery

Individually, G2, Capterra, Software Advice, and GetApp have long been go-to destinations for researching business software. Together, they form what may be the most comprehensive dataset ever assembled on how companies discover, evaluate, and purchase technology.

The combined platform will offer:

• 6 million verified customer reviews

• More than 200 million annual software buyers globally

• 10,000+ software vendors served

• Coverage across 2,000+ software and service categories

• An expanded foundation of first- and second-party buyer intent data

That scale fundamentally changes the competitive dynamics of the software marketplace industry, particularly as AI-powered recommendations begin to replace traditional listicles, rankings, and keyword-based search.

“This acquisition represents a transformational moment for G2 and, more importantly, the global B2B software industry,” said Godard Abel, CEO and co-founder of G2. “By integrating the verified reviews, insights, and audiences from Capterra, Software Advice, and GetApp, we’re building the trusted data foundation for buyers and sellers of software for the age of AI.”

---

Why This Deal Matters Now

Software buying has reached an inflection point.

Traditional discovery models—search engines, analyst reports, and static comparison pages—are struggling to keep pace with exploding category complexity and accelerating AI adoption. At the same time, buyers increasingly expect personalized, context-aware recommendations rather than generic rankings.

This is where G2’s timing becomes critical.

By consolidating trusted review platforms and layering AI-driven intelligence on top, G2 is positioning itself not just as a marketplace, but as the decision engine behind modern software purchasing.

The acquisition also reflects a broader trend: as AI reshapes search behavior, companies with proprietary, high-quality data gain outsized power. Verified reviews, buyer intent signals, and real behavioral data are becoming more valuable than traffic alone.

---

What Changes for Software Buyers

For buyers, the most immediate impact will be smarter, faster, and more personalized discovery.

G2 plans to integrate the newly acquired platforms’ datasets directly into G2.ai, its AI-driven recommendation engine. With a much larger pool of verified feedback and behavioral data, G2.ai aims to move beyond surface-level comparisons toward genuinely contextual guidance.

That means:

• More accurate recommendations based on role, industry, company size, and intent

• Faster shortlists with fewer irrelevant options

• Greater confidence that insights are based on real, verified user experiences

In practice, G2 wants to become the AI-powered “guide” that buyers consult before, during, and after evaluating software—reducing friction in a process that has become notoriously time-consuming.

---

A Bigger Opportunity for Software Vendors

For vendors, the acquisition dramatically expands both reach and revenue potential.

By absorbing Capterra, Software Advice, and GetApp, G2 gains access to massive inbound buyer traffic—much of it coming from high-intent searches near the moment of purchase. That creates new leverage for demand capture, advertising, and intent-based sales activation.

According to G2, vendors can expect:

• Expanded global visibility across traditional search and AI-driven discovery

• Up to 3x more Buyer Intent signals through unified datasets

• Stronger performance across SEO and answer engine optimization (AEO)

• A more advanced digital advertising infrastructure

• A forthcoming pay-per-lead model designed to convert intent into sales-ready opportunities

This is a notable evolution from review platforms as passive awareness channels to active revenue drivers—especially for B2B SaaS companies under pressure to improve pipeline efficiency.

---

The SEO and AI Search Angle

One of the most strategic aspects of the acquisition is its impact on search—both traditional and AI-powered.

Capterra, Software Advice, and GetApp are already dominant players in organic search across thousands of high-intent software keywords. Combining that footprint with G2’s review depth and buyer intent intelligence gives the company a commanding position as search behavior shifts toward AI-generated answers.

G2 has explicitly framed this as an AEO and SEO play, preparing for a future where:

• Buyers ask AI tools for software recommendations instead of clicking through multiple websites

• Search engines prioritize trusted, structured datasets over generic content

• Discovery happens inside conversational interfaces rather than static web pages

In that context, owning the underlying data becomes more important than owning the front-end experience—and G2 now controls more of that data than any competitor.

---

What Gartner Gets Out of the Deal

While G2’s upside is clear, the deal also signals a strategic recalibration for Gartner.

By divesting Capterra, Software Advice, and GetApp, Gartner appears to be sharpening its focus on its core strengths: research, advisory services, and enterprise decision support. The move allows Gartner to step back from operating high-scale, consumer-style marketplaces while still benefiting from its broader position in the enterprise ecosystem.

For G2, acquiring assets previously backed by Gartner also adds credibility and reinforces trust—particularly among enterprise buyers who already rely on Gartner insights.

---

Implications for the Broader Software Ecosystem

Beyond buyers and vendors, the acquisition has ripple effects across the industry.

Partners and integrators gain access to richer datasets that can improve targeting, personalization, and workflow automation.
Consultants and investors can leverage deeper, verified insights to assess market trends, competitive positioning, and category growth.
Product teams gain clearer visibility into customer sentiment and unmet needs across thousands of categories.

In short, the combined platform becomes not just a marketplace, but a system of record for software adoption and sentiment.

---

Competitive Landscape: Who Can Keep Up?

This deal raises uncomfortable questions for competitors.

Smaller review sites and comparison platforms may struggle to compete with G2’s combined scale, especially as AI systems increasingly favor authoritative data sources. Even large digital publishers face challenges as AI-driven discovery reduces reliance on traditional content models.

Meanwhile, adjacent players in intent data, ABM, and B2B advertising will need to rethink integrations as G2 consolidates more of the buyer journey inside its ecosystem.

The message is clear: in the AI era, fragmented data loses value. Unified, trusted datasets win.

---

The Bottom Line

G2’s acquisition of Capterra, Software Advice, and GetApp marks a defining moment for B2B software discovery.

By uniting the industry’s most trusted review platforms, G2 is building what it describes as the trusted data foundation for software buying in the age of AI—one that serves buyers seeking clarity, vendors chasing demand, and partners navigating an increasingly complex market.

As AI reshapes how decisions are made, this deal positions G2 not just as a marketplace, but as the intelligence layer behind the global software economy.

G2 is making one of the most consequential moves in the history of B2B software discovery. The company announced it has formally agreed to acquire Capterra, Software Advice, and GetApp from Gartner, uniting four of the most influential software review and recommendation platforms under one roof.

The deal reshapes the software buying landscape at a moment when AI-driven search, buyer intent data, and trust signals are rapidly redefining how businesses evaluate technology. Once finalized, the acquisition will give G2 unmatched scale, data depth, and reach—positioning it as the default infrastructure layer for software discovery in the AI era.

For buyers, vendors, investors, and partners alike, the implications are substantial.

---

A Power Shift in B2B Software Discovery

Individually, G2, Capterra, Software Advice, and GetApp have long been go-to destinations for researching business software. Together, they form what may be the most comprehensive dataset ever assembled on how companies discover, evaluate, and purchase technology.

The combined platform will offer:

• 6 million verified customer reviews

• More than 200 million annual software buyers globally

• 10,000+ software vendors served

• Coverage across 2,000+ software and service categories

• An expanded foundation of first- and second-party buyer intent data

That scale fundamentally changes the competitive dynamics of the software marketplace industry, particularly as AI-powered recommendations begin to replace traditional listicles, rankings, and keyword-based search.

“This acquisition represents a transformational moment for G2 and, more importantly, the global B2B software industry,” said Godard Abel, CEO and co-founder of G2. “By integrating the verified reviews, insights, and audiences from Capterra, Software Advice, and GetApp, we’re building the trusted data foundation for buyers and sellers of software for the age of AI.”

---

Why This Deal Matters Now

Software buying has reached an inflection point.

Traditional discovery models—search engines, analyst reports, and static comparison pages—are struggling to keep pace with exploding category complexity and accelerating AI adoption. At the same time, buyers increasingly expect personalized, context-aware recommendations rather than generic rankings.

This is where G2’s timing becomes critical.

By consolidating trusted review platforms and layering AI-driven intelligence on top, G2 is positioning itself not just as a marketplace, but as the decision engine behind modern software purchasing.

The acquisition also reflects a broader trend: as AI reshapes search behavior, companies with proprietary, high-quality data gain outsized power. Verified reviews, buyer intent signals, and real behavioral data are becoming more valuable than traffic alone.

What Changes for Software Buyers

For buyers, the most immediate impact will be smarter, faster, and more personalized discovery.

G2 plans to integrate the newly acquired platforms’ datasets directly into G2.ai, its AI-driven recommendation engine. With a much larger pool of verified feedback and behavioral data, G2.ai aims to move beyond surface-level comparisons toward genuinely contextual guidance.

That means:

• More accurate recommendations based on role, industry, company size, and intent

• Faster shortlists with fewer irrelevant options

• Greater confidence that insights are based on real, verified user experiences

In practice, G2 wants to become the AI-powered “guide” that buyers consult before, during, and after evaluating software—reducing friction in a process that has become notoriously time-consuming.

A Bigger Opportunity for Software Vendors

For vendors, the acquisition dramatically expands both reach and revenue potential.

By absorbing Capterra, Software Advice, and GetApp, G2 gains access to massive inbound buyer traffic—much of it coming from high-intent searches near the moment of purchase. That creates new leverage for demand capture, advertising, and intent-based sales activation.

According to G2, vendors can expect:

• Expanded global visibility across traditional search and AI-driven discovery

• Up to 3x more Buyer Intent signals through unified datasets

• Stronger performance across SEO and answer engine optimization (AEO)

• A more advanced digital advertising infrastructure

• A forthcoming pay-per-lead model designed to convert intent into sales-ready opportunities

This is a notable evolution from review platforms as passive awareness channels to active revenue drivers—especially for B2B SaaS companies under pressure to improve pipeline efficiency.

The SEO and AI Search Angle

One of the most strategic aspects of the acquisition is its impact on search—both traditional and AI-powered.

Capterra, Software Advice, and GetApp are already dominant players in organic search across thousands of high-intent software keywords. Combining that footprint with G2’s review depth and buyer intent intelligence gives the company a commanding position as search behavior shifts toward AI-generated answers.

G2 has explicitly framed this as an AEO and SEO play, preparing for a future where:

• Buyers ask AI tools for software recommendations instead of clicking through multiple websites

• Search engines prioritize trusted, structured datasets over generic content

• Discovery happens inside conversational interfaces rather than static web pages

In that context, owning the underlying data becomes more important than owning the front-end experience—and G2 now controls more of that data than any competitor.

What Gartner Gets Out of the Deal

While G2’s upside is clear, the deal also signals a strategic recalibration for Gartner.

By divesting Capterra, Software Advice, and GetApp, Gartner appears to be sharpening its focus on its core strengths: research, advisory services, and enterprise decision support. The move allows Gartner to step back from operating high-scale, consumer-style marketplaces while still benefiting from its broader position in the enterprise ecosystem.

For G2, acquiring assets previously backed by Gartner also adds credibility and reinforces trust—particularly among enterprise buyers who already rely on Gartner insights.

Implications for the Broader Software Ecosystem

Beyond buyers and vendors, the acquisition has ripple effects across the industry.

Partners and integrators gain access to richer datasets that can improve targeting, personalization, and workflow automation.
Consultants and investors can leverage deeper, verified insights to assess market trends, competitive positioning, and category growth.
Product teams gain clearer visibility into customer sentiment and unmet needs across thousands of categories.

In short, the combined platform becomes not just a marketplace, but a system of record for software adoption and sentiment.

Competitive Landscape: Who Can Keep Up?

This deal raises uncomfortable questions for competitors.

Smaller review sites and comparison platforms may struggle to compete with G2’s combined scale, especially as AI systems increasingly favor authoritative data sources. Even large digital publishers face challenges as AI-driven discovery reduces reliance on traditional content models.

Meanwhile, adjacent players in intent data, ABM, and B2B advertising will need to rethink integrations as G2 consolidates more of the buyer journey inside its ecosystem.

The message is clear: in the AI era, fragmented data loses value. Unified, trusted datasets win.

The Bottom Line

G2’s acquisition of Capterra, Software Advice, and GetApp marks a defining moment for B2B software discovery.

By uniting the industry’s most trusted review platforms, G2 is building what it describes as the trusted data foundation for software buying in the age of AI—one that serves buyers seeking clarity, vendors chasing demand, and partners navigating an increasingly complex market.

As AI reshapes how decisions are made, this deal positions G2 not just as a marketplace, but as the intelligence layer behind the global software economy.

G2 is making one of the most consequential moves in the history of B2B software discovery. The company announced it has formally agreed to acquire Capterra, Software Advice, and GetApp from Gartner, uniting four of the most influential software review and recommendation platforms under one roof.

The deal reshapes the software buying landscape at a moment when AI-driven search, buyer intent data, and trust signals are rapidly redefining how businesses evaluate technology. Once finalized, the acquisition will give G2 unmatched scale, data depth, and reach—positioning it as the default infrastructure layer for software discovery in the AI era.

For buyers, vendors, investors, and partners alike, the implications are substantial.

A Power Shift in B2B Software Discovery

Individually, G2, Capterra, Software Advice, and GetApp have long been go-to destinations for researching business software. Together, they form what may be the most comprehensive dataset ever assembled on how companies discover, evaluate, and purchase technology.

The combined platform will offer:

• 6 million verified customer reviews

• More than 200 million annual software buyers globally

• 10,000+ software vendors served

• Coverage across 2,000+ software and service categories

• An expanded foundation of first- and second-party buyer intent data

That scale fundamentally changes the competitive dynamics of the software marketplace industry, particularly as AI-powered recommendations begin to replace traditional listicles, rankings, and keyword-based search.

“This acquisition represents a transformational moment for G2 and, more importantly, the global B2B software industry,” said Godard Abel, CEO and co-founder of G2. “By integrating the verified reviews, insights, and audiences from Capterra, Software Advice, and GetApp, we’re building the trusted data foundation for buyers and sellers of software for the age of AI.”

Why This Deal Matters Now

Software buying has reached an inflection point.

Traditional discovery models—search engines, analyst reports, and static comparison pages—are struggling to keep pace with exploding category complexity and accelerating AI adoption. At the same time, buyers increasingly expect personalized, context-aware recommendations rather than generic rankings.

This is where G2’s timing becomes critical.

By consolidating trusted review platforms and layering AI-driven intelligence on top, G2 is positioning itself not just as a marketplace, but as the decision engine behind modern software purchasing.

The acquisition also reflects a broader trend: as AI reshapes search behavior, companies with proprietary, high-quality data gain outsized power. Verified reviews, buyer intent signals, and real behavioral data are becoming more valuable than traffic alone.

What Changes for Software Buyers

For buyers, the most immediate impact will be smarter, faster, and more personalized discovery.

G2 plans to integrate the newly acquired platforms’ datasets directly into G2.ai, its AI-driven recommendation engine. With a much larger pool of verified feedback and behavioral data, G2.ai aims to move beyond surface-level comparisons toward genuinely contextual guidance.

That means:

• More accurate recommendations based on role, industry, company size, and intent

• Faster shortlists with fewer irrelevant options

• Greater confidence that insights are based on real, verified user experiences

In practice, G2 wants to become the AI-powered “guide” that buyers consult before, during, and after evaluating software—reducing friction in a process that has become notoriously time-consuming.

---

A Bigger Opportunity for Software Vendors

For vendors, the acquisition dramatically expands both reach and revenue potential.

By absorbing Capterra, Software Advice, and GetApp, G2 gains access to massive inbound buyer traffic—much of it coming from high-intent searches near the moment of purchase. That creates new leverage for demand capture, advertising, and intent-based sales activation.

According to G2, vendors can expect:

• Expanded global visibility across traditional search and AI-driven discovery

• Up to 3x more Buyer Intent signals through unified datasets

• Stronger performance across SEO and answer engine optimization (AEO)

• A more advanced digital advertising infrastructure

• A forthcoming pay-per-lead model designed to convert intent into sales-ready opportunities

This is a notable evolution from review platforms as passive awareness channels to active revenue drivers—especially for B2B SaaS companies under pressure to improve pipeline efficiency.

The SEO and AI Search Angle

One of the most strategic aspects of the acquisition is its impact on search—both traditional and AI-powered.

Capterra, Software Advice, and GetApp are already dominant players in organic search across thousands of high-intent software keywords. Combining that footprint with G2’s review depth and buyer intent intelligence gives the company a commanding position as search behavior shifts toward AI-generated answers.

G2 has explicitly framed this as an AEO and SEO play, preparing for a future where:

• Buyers ask AI tools for software recommendations instead of clicking through multiple websites

• Search engines prioritize trusted, structured datasets over generic content

• Discovery happens inside conversational interfaces rather than static web pages

In that context, owning the underlying data becomes more important than owning the front-end experience—and G2 now controls more of that data than any competitor.

What Gartner Gets Out of the Deal

While G2’s upside is clear, the deal also signals a strategic recalibration for Gartner.

By divesting Capterra, Software Advice, and GetApp, Gartner appears to be sharpening its focus on its core strengths: research, advisory services, and enterprise decision support. The move allows Gartner to step back from operating high-scale, consumer-style marketplaces while still benefiting from its broader position in the enterprise ecosystem.

For G2, acquiring assets previously backed by Gartner also adds credibility and reinforces trust—particularly among enterprise buyers who already rely on Gartner insights.

Implications for the Broader Software Ecosystem

Beyond buyers and vendors, the acquisition has ripple effects across the industry.

Partners and integrators gain access to richer datasets that can improve targeting, personalization, and workflow automation.
Consultants and investors can leverage deeper, verified insights to assess market trends, competitive positioning, and category growth.
Product teams gain clearer visibility into customer sentiment and unmet needs across thousands of categories.

In short, the combined platform becomes not just a marketplace, but a system of record for software adoption and sentiment.

Competitive Landscape: Who Can Keep Up?

This deal raises uncomfortable questions for competitors.

Smaller review sites and comparison platforms may struggle to compete with G2’s combined scale, especially as AI systems increasingly favor authoritative data sources. Even large digital publishers face challenges as AI-driven discovery reduces reliance on traditional content models.

Meanwhile, adjacent players in intent data, ABM, and B2B advertising will need to rethink integrations as G2 consolidates more of the buyer journey inside its ecosystem.

The message is clear: in the AI era, fragmented data loses value. Unified, trusted datasets win.

The Bottom Line

G2’s acquisition of Capterra, Software Advice, and GetApp marks a defining moment for B2B software discovery.

By uniting the industry’s most trusted review platforms, G2 is building what it describes as the trusted data foundation for software buying in the age of AI—one that serves buyers seeking clarity, vendors chasing demand, and partners navigating an increasingly complex market.

As AI reshapes how decisions are made, this deal positions G2 not just as a marketplace, but as the intelligence layer behind the global software economy.

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