G2 to Acquire Capterra, Software Advice, and GetApp from Gartner

G2 announced an agreement to acquire Capterra, Software Advice, and GetApp from Gartner (NYSE: IT), combining four major B2B software review platforms.

Rhea-AI Summary

G2 announced an agreement to acquire Capterra, Software Advice, and GetApp from Gartner (NYSE: IT), combining four major B2B software review platforms.

The combined business will provide 6 million verified reviews, reach 200+ million annual buyers, serve 10,000+ vendors, span 2,000+ categories, and deliver up to 3x more Buyer Intent signals. The transaction is expected to close in Q1 2026, subject to customary closing conditions.

Positive

• Combines 6 million verified customer reviews into one dataset
• Expands reach to 200+ million annual software buyers globally
• Serves 10,000+ software vendors, strengthening advertising and lead products
• Covers 2,000+ software and service categories for broader taxonomy
• Up to 3x more Buyer Intent signals enabling a new pay-per-lead offering

Negative

• Transaction is subject to customary closing conditions; closing expected in Q1 2026

Argus Jan 29 session

-5.88% close to close Open Argus

Details

News Market Reaction – IT

On Jan 29, the day this news came out, IT closed 5.88% below the previous close.

Data tracked by StockTitan Argus for the Jan 29 session.

Key Figures

Customer reviews: 6 million Annual software buyers: 200+ million Software vendors served: 10,000+ +3 more

Customer reviews

6 million

Verified, trusted customer reviews across combined platforms

Annual software buyers

200+ million

Global software buyers reached across combined properties

Software vendors served

10,000+

Vendors using platforms for marketing solutions

Software & service categories

2,000+

Taxonomy coverage across combined platforms

Buyer Intent increase

up to 3x

Increase in Buyer Intent signals from unified data set

Expected closing

Q1 2026

Target close of acquisition, subject to customary conditions

Historical Context

5 past events · Latest: Jan 20

5 events

1. Jan 20

   Earnings date notice

   24h Move

   -3.8%

   Announcement of timing and access details for Q4 2025 earnings release.

2. Dec 07

   Conference announcement

   24h Move

   -1.1%

   Launch of Gartner Finance Symposium/Xpo 2026 event in Sydney.

3. Nov 25

   Marketing survey data

   24h Move

   +2.2%

   Release of U.S. consumer survey highlighting recession-like spending behavior.

4. Nov 13

   Debt offering

   24h Move

   +0.0%

   Proposed offering of senior unsecured notes for refinancing and general purposes.

5. Nov 04

   Earnings results

   24h Move

   -7.6%

   Q3 2025 report with modest revenue growth but sharply lower GAAP net income.

24h Move is the share-price change in the day after each event; other market factors may also have contributed.

Key Terms

b2b, ai, buyer intent data, ai-driven search, +3 more

7 terms

b2b technical

"four of the top B2B software review platforms with complementary"

Business-to-business (B2B) describes companies that sell products or services to other businesses rather than to individual consumers. For investors, B2B models often mean larger, repeatable contracts and revenue tied to corporate budgets, which can produce steadier, more predictable cash flow; think of a parts supplier selling regular batches to a factory rather than a shop selling single items to walk-in customers, so customer concentration and contract length matter.

ai technical

"to fuel intelligent buying in the age of AI"

Artificial intelligence (AI) is technology that enables machines to mimic human thinking and learning, allowing them to analyze information, recognize patterns, and make decisions. For investors, AI matters because it can improve how businesses operate, create new products, or identify opportunities faster and more accurately than humans alone, potentially impacting company success and market trends.

buyer intent data financial

"Offer first-and second-party Buyer Intent data at an expanded scale"

Buyer intent data is information about online or offline behaviors that signal a person or company is likely to buy a product or service — for example searches, website visits, downloads, or product comparisons. For investors, it acts like footprints toward a sale: stronger or growing intent signals can indicate rising demand, a healthier sales pipeline, and more predictable future revenue, while weak intent can warn of slowing sales momentum.

ai-driven search technical

"lead the evolving landscape of AI-driven search, delivering accelerated"

AI-driven search uses artificial intelligence to locate, rank and summarize relevant information across large volumes of text, data and documents by learning patterns and meaning rather than matching only exact keywords. It matters to investors because it can surface important facts, trends or risks more quickly than manual review—like a skilled assistant that reads and highlights a stack of reports—helping speed due diligence and decision-making while still requiring human checks for accuracy and bias.

aeo technical

"build on its proven answer and search engine optimization (AEO and SEO) playbook"

An AEO (Authorized Economic Operator) is a government-recognized status given to companies that meet security and customs standards for handling cross-border goods; think of it as a trusted partner badge that speeds up inspections and paperwork at borders. For investors, AEO status can lower shipping delays, reduce compliance costs, and improve reliability in a company’s supply chain—factors that can boost margins and reduce business interruption risk.

seo technical

"build on its proven answer and search engine optimization (AEO and SEO) playbook"

Search engine optimization (SEO) is the set of practices used to make online content show up higher in search results, like tuning a store’s sign and product displays so more people find it when they walk by. For investors, SEO matters because better visibility typically drives more traffic, customers and sales while reducing the cost of paid marketing, which can affect revenue growth, profitability and perceived market reach.

pay-per-lead financial

"enable a new pay-per-lead offering that converts intent into high-quality"

A pay-per-lead model is an advertising arrangement where a business pays only when a potential customer takes a specific, measurable action—such as submitting contact details, requesting a quote, or signing up for a trial—rather than paying for ad impressions or clicks. For investors, it matters because it links marketing spend directly to observable customer interest, making customer-acquisition costs, campaign efficiency, and short-term revenue visibility easier to track; however, lead quality can vary, affecting conversion into actual sales. An everyday analogy: it’s like hiring a finder and paying them only for each genuinely interested contact they deliver, not for every flyer they hand out.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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Bringing together four of the top B2B software review platforms will create the largest source of online data and software insights to fuel intelligent buying in the age of AI

CHICAGO, Jan. 29, 2026 /PRNewswire/ -- G2, the world's largest and most trusted software marketplace, today announced it has formally agreed to acquire the software discovery and recommendation platforms Capterra, Software Advice, and GetApp from Gartner, INC. (NYSE: IT).

The acquisition brings together four of the top B2B software review platforms with complementary global audiences and datasets to power software buying and selling in the age of AI. The combined insights will assist software discovery, evaluation, and purchasing — delivering better outcomes for buyers, stronger growth for vendors, and a future-ready foundation for the global software ecosystem.

"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."

Uniting Trust, Scale, and Intelligence to Redefine How Software is Bought and Sold
With this acquisition, G2 is uniquely positioned to lead the evolving landscape of AI-driven search, delivering accelerated value to both buyers and sellers of software. 

G2 will incorporate data and offerings from Capterra, Software Advice, and GetApp into its market-leading platform. Together, the combined companies:

• Provide 6 million verified, trusted customer reviews for buying insights
• Reach 200+ million annual software buyers globally across our properties
• Serve 10,000+ software vendors globally with powerful marketing solutions
• Span 2,000+ software and service categories for a robust, market-leading taxonomy
• Offer first-and second-party Buyer Intent data at an expanded scale

By acquiring Capterra, Software Advice, and GetApp, G2 will be better able to serve the software ecosystem.

AI-driven insights and recommendations for buyers: Now powered by even more verified data and authentic buyer feedback, G2.ai will become software buyers' ultimate guide. Providing AI-driven recommendations at scale, buyers can make even more informed, faster purchasing decisions.

Increased visibility, buying intent signals, and demand capture for vendors: With expanded reach and web traffic, G2 will build on its proven answer and search engine optimization (AEO and SEO) playbook to boost customer visibility across traditional and AI-driven search. A more mature digital advertising infrastructure will strengthen G2's Ads business, helping vendors capture more in-market buyers at the moment of decision. With a deeper, unified data set, G2 will deliver up to 3x more Buyer Intent signals and enable a new pay-per-lead offering that converts intent into high-quality, sales-ready leads at a global scale.

Access to even more data for partners, investors, and consultants: With the addition of richer datasets from Capterra, Software Advice, and GetApp, partners will enrich integrations, improve targeting, and decision-making. Consultants and investors will strengthen their market analysis, research, and growth strategies with verified, data-backed insights.

The transaction is expected to close in Q1 2026, subject to customary closing conditions.

About G2
G2 is the world's largest and most trusted software marketplace. More than 100 million people annually — including employees at all Fortune 500 companies — use G2 to make smarter software decisions based on authentic peer reviews. Thousands of software companies partner with G2 to build their reputation and grow their business — including Salesforce, HubSpot, Zoom, and Adobe. To learn more about where you go for software, visit www.g2.com and follow us on LinkedIn.

View original content to download multimedia:https://www.prnewswire.com/news-releases/g2-to-acquire-capterra-software-advice-and-getapp-from-gartner-302673901.html

SOURCE G2

FAQ

AI-generated questions and answers. How Rhea-AI works. Not financial advice.

What did G2 announce about acquiring Capterra, Software Advice, and GetApp (NYSE: IT) on January 29, 2026?

G2 agreed to acquire Capterra, Software Advice, and GetApp from Gartner to unite four review platforms. According to the company, the deal combines audiences, datasets, and verified reviews to boost AI-driven software discovery and vendor demand capture.

How will the G2 acquisition affect buyer data and reviews for software researchers and investors?

The acquisition consolidates a larger verified review corpus and intent signals for buyers. According to the company, the combined platform will provide 6 million reviews, expanded buyer intent at up to 3x scale, and richer datasets for analysis.

When is the G2 and Gartner (NYSE: IT) transaction expected to close and are there conditions?

The transaction is expected to close in Q1 2026, subject to customary closing conditions. According to the company, closing depends on standard regulatory and contractual steps before integration can begin.

What benefits did G2 cite for software vendors from acquiring Capterra, Software Advice, and GetApp?

G2 expects increased visibility, intent signals, and demand capture for vendors across channels. According to the company, expanded reach and SEO/AEO playbooks will strengthen Ads and a new pay-per-lead offering for in-market buyers.

How large is the combined G2 ecosystem after the acquisition in terms of buyers, vendors, and categories?

Post-acquisition, G2 will reach over 200 million annual software buyers and serve more than 10,000 vendors. According to the company, the combined platform will span 2,000+ software and service categories and millions of verified reviews.