The B2B software program evaluate and comparability panorama modified dramatically this week when G2 introduced it acquired Software program Recommendation, Capterra and GetApp from tech business analyst agency Gartner.
Gartner acquired Software program Recommendation in 2014 as a part of its efforts to construct out what it referred to as its Digital Markets enterprise. On the time, it appeared like a sensible transfer. Software program consumers at SMBs might not often afford Gartner’s analysis and consultancy providers, as an alternative counting on peer evaluate websites and comparability instruments to information their buy selections.
However the match was at all times a bit awkward. Gartner constructed its core enterprise on high-value, unbiased analysis and advisory providers. In distinction, the Digital Markets arm operated extra like a media enterprise — pushed by paid placements, lead technology and search engine optimization ways.
You can also’t ignore the affect of the shifting search panorama and social media on all of this. Gartner’s analysts are effectively conscious of the affect AI and LLMs are having — and can proceed to have — on internet visitors patterns and purchaser analysis behaviors.
Entrepreneurs have been drawn to evaluate and comparability platforms as a result of they offered entry to the early levels of buyer buy journeys. At the moment, a primary AI immediate can immediately generate software program comparability lists.
Social platforms like Reddit and LinkedIn additionally supply new methods for consumers to attach with friends and examine notes.
A renewed deal with Gartner’s core enterprise
For Gartner, promoting Software program Recommendation, Capterra and GetApp to G2 alerts a renewed deal with its core enterprise. As of this writing, Gartner’s inventory is down greater than 60 p.c over the previous 12 months as contract progress and renewals have slowed. It seems it’s time to circle the wagons and return to what made Gartner Gartner.
It’s value noting Gartner isn’t leaving the peer evaluate area fully — not for now, anyway. The agency retained its homegrown Peer Insights providing, which caters extra to enterprise consumers than the property it bought to G2.
G2 grabs a big piece of the pie
For G2, this acquisition captures substantial market share. It consolidates the fragmented evaluate and comparability market and positions G2 to mix intent knowledge throughout all acquired properties, in the end packaging it for B2B software program entrepreneurs. The size right here is critical.
“By combining our complementary international audiences and datasets, we’re constructing a future-ready basis for your complete software program ecosystem. Collectively, this community of marketplaces will attain 200+ million annual software program consumers and boast practically 6 million verified buyer opinions,” wrote G2 co-founder and CEO Godard Abel in announcing the deal.
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Who’s left within the B2B software program evaluate market?
Whereas G2 now leads market, quite a lot of gamers stay within the evaluate and comparability area. Amongst them are TrustRadius, which was acquired by HG Insights in June 2025, and stays a serious participant.
PeerSpot continues to focus extra on enterprise consumers than SMBs. The corporate’s founder and CEO, Russel Rothstein, shared his perspective on the acquisition on LinkedIn:
What stays to be seen is how B2B software program entrepreneurs will reply to this consolidation. Will their investments throughout what’s now the G2 portfolio ship higher returns? And can Gartner get well its mojo — and its inventory value — by doubling down on its core strengths?
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