G2 agrees to acquire Capterra, Software Advice and GetApp

G2 announced in a post by co-founder and CEO Godard Abel, dated January 29, 2026 in our coverage, that it has formally agreed to acquire the software discovery and recommendation platforms Capterra, Software Advice and GetApp. The company says the combined network of four marketplaces will reach more than 200 million software buyers a year and hold nearly 6 million verified customer reviews. G2 says buyers will get reviews in one place and AI-driven recommendations through G2.ai. For vendors, it describes an aligned taxonomy and up to three times more Buyer Intent signals, supporting new pay-per-lead offerings. G2 also frames the combined dataset as a source for LLMs and agents.

The details

• Assets: Capterra, Software Advice and GetApp.
• Combined reach cited at 200 million-plus annual software buyers.
• Combined reviews cited at nearly 6 million verified reviews.
• G2 says the deal will deliver up to 3x more Buyer Intent signals.
• New pay-per-lead offerings for vendors are planned, according to the post.
• G2.ai is named as the channel for AI-driven buyer recommendations.

Context

This deal opens G2's 2026 run in our coverage and was followed days later by the CPTO hire and the CMO appointment. The existing write-up notes later posts refer to the acquired sites as G2 Digital Markets. In June G2 added Capterra signals to Buyer Intent with the Intent Studio beta, and in September it launched G2 Audiences to activate Buyer Intent data in paid media.

Not disclosed

• Purchase price
• Expected closing date and approvals
• Plans for the separate Capterra, Software Advice and GetApp brands
• Pricing for the pay-per-lead offerings