G2 was founded on a simple but powerful belief: that authentic customer voice is the most valuable guidance for software buyers. We set out to build a platform that elevated the customer voice and empowered buyers to make better, data-driven decisions about their software needs.

Today, that approach enters its most significant chapter yet.

G2 has formally agreed to acquire the software discovery and recommendation platforms Capterra, Software Advice, and GetApp from Gartner.

This is a transformational moment for G2, and, more importantly, the global B2B software industry. By bringing together four of the leading software discovery platforms, we are creating the definitive system of record for B2B software in the age of AI. 

Why is this acquisition important?

The software buying experience today is often fragmented and overwhelming. Buyers are caught in a sea of noise, while vendors struggle to find high-intent signals across disconnected platforms. In the age of AI, this friction is no longer sustainable.

Together, this network of marketplaces will reach 200+ million annual software buyers and boast nearly 6 million verified customer reviews. This unprecedented scale allows us to provide the most trusted data foundation to power smarter, faster purchasing decisions for both humans and AI.

What this means for the B2B software ecosystem

This acquisition is about making the marketplace work better for everyone.

  • For Buyers: We are removing noise and providing you with more helpful information during your purchasing process. With access to 6 million verified reviews in one place, you can trust G2 to be your ultimate guide to B2B software. And, through G2.ai, we’ll be able to deliver AI-driven recommendations at a scale that was previously impossible.
  • For Software Vendors: We are simplifying your path to growth. Our vision is to provide sellers with a more streamlined way to reach the world’s largest audience of in-market buyers through an aligned taxonomy. This deeper dataset will deliver up to 3x more Buyer Intent signals, powering new pay-per-lead offerings that convert interest into sales-ready leads for your pipeline.
  • For Partners and Investors: We are providing the data infrastructure for the AI era. As search shifts from traditional SEO to Answer Engine Optimization (AEO), this combined dataset becomes the primary source of truth for the LLMs and agents that will inform the next decade of GTM strategies.

Source: https://company.g2.com/