G2
G2 is a b2B software marketplace monetising reviews, intent data and vendor promotion.
G2 operates in the Publisher & Media Owner segment.
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Distinction
G2 here refers to the B2B software review and discovery marketplace, not an agency, telecom group or generic 'G2' branded business. It competes with software review platforms such as TrustRadius and GoodFirms rather than enterprise software vendors themselves.
- Founded
- 2012
- Headquarters
- United States
- Core Segment
- Publisher & Media Owner
- Company Size
- 501–1,000
- Official Links
- Website
- Verified
- 2026-04-23
Key insights about G2
G2: About
G2 operates a two-sided B2B software discovery platform. On one side, it attracts business software buyers with free research tools, verified reviews, rankings and comparisons. On the other, it monetises software vendors through subscriptions for marketplace presence, demand-capture tools, review generation and first-party buyer-intent data. The business creates value by converting research traffic and user-generated review content into qualified demand, data assets and paid promotional inventory for vendors.
Products & Services in Categories
Verified structural categorizations from the graph
G2: Market Position
G2 is a private US-based B2B software marketplace and review platform. It helps business software buyers research, compare and evaluate products through verified peer reviews, category rankings and comparison pages, while selling vendors paid tools to improve visibility, capture demand and access buyer-intent data derived from on-platform research behaviour.
Its revenue model combines software subscriptions, data products and advertising. Buyers use the core marketplace for research, while software vendors, marketing teams and revenue teams pay for profile enhancements, sponsored placements, review-generation programmes and Buyer Intent subscriptions. G2’s announced 2026 acquisition of Capterra, Software Advice and GetApp suggests a strategy to consolidate software discovery audiences and expand its first-party review and intent datasets.
G2: Frequently Asked Questions
What is G2?
G2 is a B2B software marketplace and review platform where business buyers compare products using verified peer reviews, rankings and comparison tools.
Who uses G2?
Business software buyers use it for research, while software vendors, marketers, sales teams and revenue operations teams use its paid visibility and intent-data products.
How does G2 make money?
G2 makes money from vendor subscriptions, Buyer Intent data products, sponsored placements and related review-generation and profile-enhancement offerings.
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