Gartner Inc. (IT) announced Thursday that it's selling off three of its software marketplace properties to G2, bringing some of the biggest names in B2B software reviews under one roof.
The deal bundles Capterra, Software Advice, and GetApp into G2's expanding ecosystem. These aren't exactly niche players—together, they reach hundreds of millions of software buyers each year and host millions of verified customer reviews across thousands of software categories.
G2 confirmed it signed a definitive agreement to purchase the platforms from the research giant. The transaction is expected to wrap up in the first quarter of 2026, assuming the usual regulatory boxes get checked. Neither company disclosed financial terms, so we're left guessing what this consolidation actually cost.
For context, Gartner reported cash and equivalents of $1.430 billion as of September 30, alongside long-term debt of $2.462 billion.
Why This Matters
G2 isn't just collecting platforms for the sake of scale. The company plans to fold the acquired properties into its existing marketplace infrastructure and use the combined datasets to power better AI-driven recommendations and sharper buyer insights.
The goal, according to executives, is to improve purchasing outcomes for buyers while creating better growth opportunities for software vendors. It's the kind of play that makes sense when you realize how fragmented software discovery still is—and how much money rides on getting it right.
"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," Abel added.
The Numbers Behind the Deal
The combined platforms will give G2 access to millions of verified customer reviews and a global audience that spans hundreds of millions of software buyers annually. They also serve thousands of software vendors across an expanded taxonomy covering thousands of software and services segments.
G2 said the transaction significantly expands its access to first- and second-party buyer intent data, which it plans to leverage through its G2.ai offering. The company expects the deeper datasets to enable more precise lead generation, improved search visibility for vendors, and better advertising solutions overall.
Beyond vendors, G2 said partners, consultants, and investors will benefit from richer market intelligence. The company believes the verified data will support more informed research and sharper strategic decision-making across the board.
IT Price Action: Gartner shares fell 5.39% to $213.79 at the time of publication Thursday, hitting a new 52-week low.
