G2 will acquire three major review platforms from Gartner, creating the largest B2B software marketplace powered by AI-driven insights and buyer data.
G2, the online marketplace for business software, announced plans to acquire three prominent software discovery platforms—Capterra, Software Advice, and GetApp—from Gartner Inc., in a deal aimed at reshaping how companies research and buy technology.
The acquisition brings together four of the most widely used B2B software review sites, creating what G2 calls the largest unified source of buyer insights in the industry. By combining audiences and data sets, the company expects to strengthen its role as a trusted guide for organizations navigating increasingly complex purchasing decisions.
“This acquisition represents a transformational moment for G2 and, more importantly, the global B2B software industry,” said Godard Abel, chief executive 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.”
Financial terms of the transaction were not disclosed. The deal is expected to close in the first quarter of 2026, pending customary approvals.
A Unified Platform for Software Buying
Once combined, the platforms will create a digital marketplace of unprecedented scale. G2 said the integrated business will offer:
- 6 million verified customer reviews
- Access to more than 200 million annual software buyers
- Marketing and sales solutions for over 10,000 software vendors
- Coverage across 2,000-plus software and service categories
- Expanded first- and second-party buyer intent data
The company plans to incorporate the newly acquired properties into its existing AI-powered platform, G2.ai, to deliver more personalized recommendations and faster purchasing decisions.
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More Value for Buyers and Sellers
G2 believes the deal will benefit every side of the software ecosystem.
For buyers, a larger pool of reviews and behavioral data will enhance AI-driven recommendations, helping teams evaluate products more quickly and with greater confidence.
For vendors, the expanded reach is expected to deliver stronger visibility and richer intent signals. G2 said it anticipates generating up to three times more buyer intent data, enabling more precise targeting and a new pay-per-lead offering designed to connect sellers with high-quality prospects.
The company also plans to expand its advertising and search optimization capabilities, strengthening its ability to capture demand across both traditional search engines and emerging AI-powered discovery tools.
Partners, consultants, and investors are also expected to benefit from access to deeper datasets that can support market research, integrations, and strategic analysis.
Building for an AI-Driven Future
The acquisition reflects a broader shift in how businesses research and purchase software. As AI tools increasingly influence discovery and evaluation, G2 aims to position itself as the central data layer powering those decisions.
“With this expanded foundation of trusted insights, we can redefine how software is bought and sold worldwide,” Abel said.
The transaction is subject to customary closing conditions and is expected to be finalized early this year.
