G2's Capterra Acquisition Puts Four Review Sites Under One Roof

THE SHORT VERSION: G2's Capterra acquisition closed February 5, 2026, folding Capterra, Software Advice, and GetApp into G2 for roughly $110 million. Four of the biggest B2B software review sites now share one owner, which means your review profile on any one of them increasingly counts as a single trust signal, not four independent ones.

What happened

G2 announced on January 29, 2026 that it would acquire Capterra, Software Advice, and GetApp from Gartner, and the deal closed just a week later, on February 5, 2026, for approximately $110 million, according to Gartner's own SEC filing. The combined company now holds roughly six million verified customer reviews and reaches an audience of more than 200 million annual software buyers across all four platforms. G2 has said the deeper, unified data set will let it deliver up to three times more buyer-intent signals to sellers and support a new pay-per-lead model that converts review-page visits directly into sales-ready leads. Gartner Peer Insights, notably, was not part of the deal and remains Gartner's only proprietary review directory, still feeding directly into Magic Quadrant evaluations.

Why G2's Capterra acquisition changes your review strategy

Founders have historically treated review sites as separate battles: optimize your Capterra listing, then separately chase G2 badges, then worry about Software Advice rankings. That's no longer three strategies, it's one, run by one company with a single intent-data pipeline. A buyer who checks your Capterra page and your G2 page now generates a single, richer intent signal that G2 can package and sell as a lead, potentially to a competitor bidding on your category. The practical effect is that review coverage is consolidating the same way search and AI citation already have: fewer places to show up, and each one now matters more than it used to.

1. Claim and complete your profile on all four sitesIf you've only maintained a G2 profile, claim your Capterra, Software Advice, and GetApp listings this week. Under one owner, a thin or outdated profile on any of the four likely feeds the same combined intent-data pipeline that surfaces your stronger competitors instead of you.
2. Push for review volume, not just review scoreWith buyer-intent signals reportedly tripling under the combined data set, a 4.8-star page with six reviews now loses to a 4.5-star page with sixty. Set a standing process, a review request at contract signing and again at 90 days, to build volume, not just polish your average.
3. Watch for the new pay-per-lead modelG2 has signaled a pay-per-lead product built on the combined data. Budget for the likelihood that strong review-page traffic will convert into a paid-lead offer, and decide now whether that's a channel you want in your GTM mix before your competitors lock in early pricing.

By the numbers: The combined G2-Capterra-Software Advice-GetApp entity holds about 6 million verified reviews and reaches over 200 million annual software buyers, while Gartner Peer Insights remains the only review platform whose data feeds directly into Magic Quadrant placement.

What to do this week

Log into G2, Capterra, Software Advice, and GetApp and check whether your profile, logo, and pricing are current on each; most B2B founders have only touched one of the four. Then send a review request to your last five closed-won customers today, split across at least two of the platforms, since volume is what will separate you inside the newly combined data set.