CHICAGO — January 29, 2026
Executive Summary
G2 has announced that it has formally agreed to acquire the software discovery and recommendation platforms Capterra, Software Advice, and GetApp from Gartner, Inc. (NYSE: IT). The transaction brings together four established B2B software review and marketplace platforms with global reach, complementary audiences, and large-scale datasets. According to the company, the acquisition is intended to combine verified user reviews, buyer intent data, and category coverage to support software discovery, evaluation, and purchasing in an environment increasingly shaped by artificial intelligence. The transaction is expected to close in the first quarter of 2026, subject to customary closing conditions. Upon completion, G2 plans to integrate the acquired platforms’ data, traffic, and offerings into its existing marketplace.
Announcement Overview
G2 announced that it has entered into a definitive agreement to acquire Capterra, Software Advice, and GetApp from Gartner. The three platforms are widely used for software discovery, comparisons, and recommendations, serving business buyers across multiple regions and industries. G2 stated that the acquisition will bring together four major B2B software review properties under a single operating umbrella.
According to the company, the transaction combines distinct but complementary datasets, audiences, and distribution channels. G2 indicated that Capterra, Software Advice, and GetApp each contribute established global brands, long-standing buyer trust, and structured review content across thousands of software categories. The combined platform is expected to support a broad range of software buyers, vendors, and ecosystem participants.
G2 stated that it intends to incorporate the acquired platforms into its existing marketplace infrastructure, integrating reviews, buyer intent signals, and category taxonomies. The company emphasized that the transaction is focused on scale, data depth, and platform integration rather than the creation of separate standalone offerings.
Key Announcement Details
- Announcement type: Acquisition agreement
- Acquirer: G2
- Assets acquired: Capterra, Software Advice, GetApp
- Seller: Gartner, Inc. (NYSE: IT)
- Transaction status: Definitive agreement signed
- Expected close: Q1 2026
- Conditions: Subject to customary closing conditions
- Geographic scope: Global
- Sector: B2B software marketplaces and reviews
Strategic Context
According to G2, software buying behavior continues to evolve as buyers increasingly rely on peer reviews, third-party validation, and digital discovery tools when evaluating technology solutions. The company stated that artificial intelligence is accelerating changes in how buyers search for, compare, and select software products.
G2 indicated that the acquisition reflects a broader shift toward data-driven and AI-enabled discovery, where scale and data quality play a central role. By combining datasets from four platforms, G2 expects to operate with expanded coverage across software categories, buyer segments, and geographies.
The company noted that the transaction brings together platforms with overlapping but distinct audiences, allowing for broader reach while maintaining category depth. According to G2, the acquisition supports its long-term objective of building a unified data foundation to support software discovery and evaluation at scale.
Leadership Statement
“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.”
Combined Platform Scope and Scale
According to G2, the acquisition will significantly expand the scale of its marketplace once the transaction is completed. The company stated that the combined platforms will collectively provide approximately six million verified customer reviews used to inform software purchasing decisions.
G2 reported that the combined properties reach more than 200 million software buyers annually worldwide. The platforms collectively serve more than 10,000 software vendors, offering marketing, demand generation, and visibility solutions across a broad range of buyer journeys.
The combined marketplace is expected to span more than 2,000 software and service categories, supported by an expanded taxonomy designed to organize products and services across industries and use cases. According to the company, the integration will also expand the availability of first-party and second-party buyer intent data used by vendors to identify in-market buyers.
Integration and Platform Plans
G2 stated that it plans to incorporate data and offerings from Capterra, Software Advice, and GetApp into its existing platform following the close of the transaction. The company indicated that integration efforts will focus on aligning datasets, review verification processes, and category frameworks.
According to G2, the integration will allow buyers to access software discovery and evaluation tools powered by a larger pool of verified reviews and buyer behavior data. The company noted that AI-driven capabilities within its platform will be supported by the expanded dataset.
G2 also stated that vendors will benefit from increased visibility across multiple discovery channels, supported by unified data infrastructure. The company indicated that expanded reach and traffic across the combined platforms will support demand capture and vendor engagement efforts.
AI-Driven Software Discovery
According to G2, the acquisition supports its efforts to deliver AI-driven insights and recommendations for software buyers. The company stated that its AI capabilities, including G2.ai, are designed to surface relevant software options based on verified reviews, buyer intent signals, and contextual data.
By integrating data from the acquired platforms, G2 indicated that it will be able to support AI-driven recommendations at a broader scale. The company stated that this approach is intended to help buyers make informed purchasing decisions more efficiently by leveraging structured and unstructured review data.
G2 emphasized that its AI initiatives are grounded in verified user feedback and marketplace data, rather than generative content alone. According to the company, the acquisition expands the data foundation required to support these capabilities.
Expanded Capabilities for Software Vendors
G2 stated that the combined platform will provide software vendors with increased visibility across traditional search channels and emerging AI-driven discovery environments. According to the company, expanded traffic and audience reach will support vendor marketing and demand generation initiatives.
The company indicated that it plans to build on its existing search engine optimization and answer engine optimization strategies, leveraging the combined platforms’ content and reach. G2 also stated that it will continue to develop its advertising and monetization offerings, supported by a more mature digital advertising infrastructure.
According to G2, the unified dataset will enable the delivery of expanded buyer intent signals, with the company indicating the potential to provide significantly higher volumes of actionable intent data. The company also referenced plans to support new commercial models, including offerings designed to convert buyer intent into sales-ready leads at scale.
Value for Partners, Consultants, and Investors
G2 stated that the acquisition will expand access to software market data for ecosystem partners, consultants, and investors. According to the company, richer datasets from Capterra, Software Advice, and GetApp will support integrations, targeting, and analytical use cases.
Consultants and advisory firms are expected to use the expanded dataset to inform market research, competitive analysis, and growth strategies. G2 indicated that investors and analysts may also benefit from broader visibility into software adoption trends and buyer behavior patterns.
The company emphasized that the combined platform is intended to serve a wide range of stakeholders across the global software ecosystem, supported by verified, data-backed insights.
Transaction Timing and Conditions
G2 stated that the transaction is expected to close in the first quarter of 2026. Completion of the acquisition is subject to customary closing conditions, including regulatory approvals where applicable.
The company did not disclose financial terms of the transaction in its announcement. G2 indicated that additional details regarding integration timing and operational plans will be shared following the close of the transaction.
About G2
G2 is a software marketplace that provides peer reviews, ratings, and research to support software purchasing decisions. According to the company, more than 100 million users annually rely on G2’s platform, including employees across all Fortune 500 companies.
Thousands of software vendors partner with G2 to reach buyers and support go-to-market initiatives. G2 stated that its platform is used by vendors across a wide range of industries and software categories. Additional information about G2 is available on the company’s website.
Source Attribution
Source: Company announcement