The B2B software review and comparison landscape changed dramatically this week when G2 announced it acquired Software Advice, Capterra and GetApp from tech industry analyst firm Gartner.
Gartner acquired Software Advice in 2014 as part of its efforts to build out what it called its Digital Markets business. At the time, it seemed like a smart move. Software buyers at SMBs could rarely afford Gartner’s research and consultancy services, instead relying on peer review sites and comparison tools to guide their purchase decisions.
But the fit was always a little awkward. Gartner built its core business on high-value, independent research and advisory services. In contrast, the Digital Markets arm operated more like a media business — driven by paid placements, lead generation and SEO tactics.
You also can’t ignore the influence of the shifting search landscape and social media on all of this. Gartner’s analysts are well aware of the impact AI and LLMs are having — and will continue to have — on web traffic patterns and buyer research behaviors.
Marketers were drawn to review and comparison platforms because they provided access to the early stages of customer purchase journeys. Today, a basic AI prompt can instantly generate software comparison lists.
Social platforms like Reddit and LinkedIn also offer new ways for buyers to connect with peers and compare notes.
A renewed focus on Gartner’s core business
For Gartner, selling Software Advice, Capterra and GetApp to G2 signals a renewed focus on its core business. As of this writing, Gartner’s stock is down more than 60 percent over the past 12 months as contract growth and renewals have slowed. It appears it’s time to circle the wagons and return to what made Gartner Gartner.
This one-year chart of Gartner’s stock explains a lot.
It’s worth noting Gartner is not leaving the peer review space entirely — not for now, anyway. The firm retained its homegrown Peer Insights offering, which caters more to enterprise buyers than the assets it sold to G2.
G2 grabs a large piece of the pie
For G2, this acquisition captures substantial market share. It consolidates the fragmented review and comparison market and positions G2 to combine intent data across all acquired properties, ultimately packaging it for B2B software marketers. The scale here is significant.
“By combining our complementary global audiences and datasets, we are building a future-ready foundation for the entire software ecosystem. Together, this network of marketplaces will reach 200+ million annual software buyers and boast nearly 6 million verified customer reviews,” wrote G2 co-founder and CEO Godard Abel in announcing the deal.
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Who’s left in the B2B software review market?
While G2 now leads market, a number of players remain in the review and comparison space. Among them are TrustRadius, which was acquired by HG Insights in June 2025, and remains a major player.
PeerSpot continues to focus more on enterprise buyers than SMBs. The company’s founder and CEO, Russel Rothstein, shared his perspective on the acquisition on LinkedIn:
What remains to be seen is how B2B software marketers will respond to this consolidation. Will their investments across what is now the G2 portfolio deliver better returns? And will Gartner recover its mojo — and its stock price — by doubling down on its core strengths?
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