G2 to Acquire Capterra, Software Advice, and GetApp From Gartner: What the Deal Means for B2B Software Buyers

Jersey City N.J., Feb. 10, 2026

G2, the world’s largest software marketplace, has agreed to acquire three major software review and discovery platforms namely Capterra, Software Advice, and GetApp from Gartner, Inc. The deal was announced in late January and is expected to close in the first quarter of 2026, marking one of the most significant consolidations in the B2B software review ecosystem.

The acquisition brings together four of the top B2B software review destinations under the G2 umbrella, creating an unprecedented centralized hub for software buyers and sellers worldwide.

What’s Changing

• G2 will integrate Capterra, Software Advice, and GetApp into its existing marketplace and data systems, building a unified platform with more than 6 million verified customer reviews and access to over 200 million annual software buyers.
• The combined data sets and audiences will enhance G2’s AI-driven search and recommendation engine (G2.ai), promising more personalized, efficient, and intelligent software discovery.
• The transaction remains subject to customary closing conditions and regulatory approvals.

Strategic Rationale

According to G2 leadership, this move is a “transformational moment for the global B2B software industry.” By uniting the largest review platforms, G2 aims to streamline how technology buyers research, compare, and purchase software, a process historically spread across multiple fragmented sites.

G2’s CEO Godard Abel stated the integration will simplify buying decisions by bringing trusted reviews, insights, and audience reach into one place, enhancing value for both buyers and software vendors alike.

Implications for Buyers & Vendors

For Buyers:

• Easier access to extensive verified feedback across software categories in a single destination.
• AI-powered recommendations promise faster, more confident decision-making.

For Vendors:

• Expanded visibility to a global audience and richer buyer intent data for targeting.
• Enhanced marketing and demand-generation capabilities through deeper integration across formerly distinct platforms.

Industry Reaction

The consolidation has drawn mixed reactions. Supporters argue it modernizes and simplifies B2B software discovery, especially as AI reshapes online search and buying behavior. Critics, however, warn that unifying the biggest review platforms under one company could reduce competition and potentially shift market dynamics around pricing and vendor access.

Gartner’s Strategic Focus

The divestiture of Capterra, Software Advice, and GetApp signals a shift in Gartner’s strategy toward its core research and advisory business, as it exits the software review and marketplace segment it once operated under Gartner Digital Markets.

The deal positions G2 at the centre of software discovery and decision-making in an AI-driven era, promising a more consolidated and data-rich marketplace but raising questions about future competition and the balance of power in B2B software reviews.

Mansi Hake