Deal would consolidate major software review platforms under one owner
G2 plans to acquire Capterra, Software Advice, and GetApp from Gartner in a deal that would combine four of the most widely used B2B software review platforms. The companies announced the agreement on January 29, 2026, with the transaction expected to close in the first quarter of the year, pending standard approvals. For marketers, the move signals a shift in how software research, demand generation, and buyer intent data may concentrate under one owner.
What the deal includes
The Chicago-based software marketplace said the acquisition would bring Capterra, Software Advice, and GetApp into its existing platform, which already serves a large audience of software buyers and vendors. Gartner, a publicly listed research and advisory firm, currently owns the three comparison sites. Financial terms were not disclosed.
G2’s chief executive Godard Abel described the deal as “a transformational moment” for his company and the broader B2B software sector, adding that combining review data and audiences would create a stronger foundation for software buyers and sellers in an AI-driven market.
Scale and data at the center of the strategy
If completed, the deal would place a significant share of online software reviews and comparison traffic under one roof. G2 said the combined properties would host around six million verified reviews and attract more than 200 million software buyers each year. The company also claims relationships with more than 10,000 software vendors across thousands of categories. These figures come from G2’s announcement and have not been independently verified.
G2 plans to integrate data from the three sites into its existing products, including its AI-based recommendation engine. The company also outlined plans to expand its advertising business and buyer intent offerings, including a pay-per-lead model.
What this means for marketers
For marketers, especially those working in B2B software, the consolidation matters. Review sites like G2 and Capterra already influence buying decisions, search rankings, and lead generation. Many demand teams treat these platforms as paid media channels, using profile placements, ads, and buyer intent data to reach prospects who show active interest in specific tools.
A larger combined network could make campaign management simpler, while also reducing the number of independent platforms you can use to reach in-market buyers. You may see changes in pricing, packaging, or access to intent data once the platforms operate under a single owner.
Part of a broader industry shift
The acquisition fits into a wider pattern across marketing technology. Data scale has become a competitive advantage as search behavior shifts toward AI-assisted tools and answer-based results. Platforms that control large volumes of first- and second-party data often gain influence earlier in the buying cycle. For marketing teams, this trend often leads to higher costs tied to more detailed signals about buyer readiness.
Gartner’s changing focus
Gartner’s decision to sell Capterra, Software Advice, and GetApp marks a change in direction. The research firm has owned the brands since 2015 and positioned them as part of its digital markets business. The sale suggests a renewed focus on advisory services and enterprise research, while stepping back from running high-traffic review sites.
What to watch next
Rivals like TrustRadius, PeerSpot, and SourceForge remain independent. A combined G2 network could increase pressure on those platforms to sharpen their positioning or seek partnerships of their own.
The companies expect the deal to close in early 2026. Until then, G2 and Gartner will continue to run the platforms separately. You should keep a close eye on product updates, contract terms, and traffic patterns. If one company controls a larger share of buyer research, your software marketing plans may need changes sooner than expected.