The B2B software review and comparison landscape changed dramatically this week when G2 announced the acquisition of Software Advice, Capterra and GetApp from technology industry analyst firm Gartner.
Gartner acquired Software Advice in 2014 as part of its efforts to build what it calls its Digital Markets business. At the time, it seemed like a smart move. Software buyers in SMBs rarely paid for Gartner’s research and consulting services, instead relying on peer review sites and comparison tools to guide their purchasing decisions.
But equality was always rare. Gartner built its core business on high-value, independent research and advisory services. In contrast, the Digital Markets arm operated like a media business – driven by paid placement, lead generation and SEO tactics.
And you can’t ignore the influence of the dynamic search environment and social media in all of this. Gartner analysts are well aware of the impact AI and LLMs are having – and will continue to have – on web traffic patterns and consumer research behavior.
Marketers have been drawn to review and compare platforms because they provide access to the early stages of the customer buying journey. Today, basic AI information can generate a list of software comparisons quickly.
Social networking sites like Reddit and LinkedIn also offer new ways for consumers 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 reflects a renewed focus on its core business. As of this writing, Gartner’s stock has fallen more than 60 percent over the past 12 months as contract growth and renewals have slowed. Looks like it’s time to circle the wagons and get back to what makes Gartner Gartner.
It’s worth noting that Gartner isn’t completely abandoning the space for peer review — not yet, anyway. The company has kept its Peer Insights offering in-house, which caters more to business buyers than the goods sold to G2.
G2 holds a bigger slice of the pie
For G2, this acquisition takes a large market share. It combines different reviews and market comparisons with G2 rankings to aggregate objective data across all acquired properties, ultimately packaging it for B2B software marketers. Scale here is important.
“By combining our global audience and datasets, we are building a future-proof foundation for the entire software ecosystem. Together, this marketplace network will reach 200 million annual software buyers and boast nearly 6 million verified customer reviews,” wrote G2 founder and CEO Godard Abel when announcing the deal.
Dig deep: Marketing learned how to get attention, but forgot what to do with it
Who is left in the B2B software review market?
While the G2 now leads the market, a number of players remain in the review and comparison zone. Among them is 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 founder and CEO of the company, Russel Rothstein, shared his opinion on the acquisition of LinkedIn:
What remains to be seen is how B2B software marketers will respond to this integration. Will their investment in what is now the G2 portfolio yield a better return? And will Gartner get its mojo back — and its stock price — by doubling down on its fundamental strength?
Get inspired with free marketing information.
