G2
B2B software marketplace monetising reviews, intent data and vendor promotion.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- G2.com, Inc.
- Entity type
- COMPANY
- Founded
- 2012
- Headquarters
- United States
- Company size
- 501–1,000
- Market role
- Publisher & Media Owner
- Official website
- g2.com
What G2 does
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.
Category differentiation
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.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
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.
Company news briefing
Briefing updated:
G2 has expanded its market reach through a new integration bringing its verified software data directly into OpenAI's ChatGPT Work interface, complementing its recent go-to-market innovations for pipeline generation. Meanwhile, G2's 2026 Buyer Behaviour Report indicates that over 80% of B2B buyers now utilise AI to accelerate software discovery and shortlisting. However, separate industry research highlights that post-decision purchasing processes continue to face friction from lengthy sales cycles and approval bottlenecks.
Business model & monetisation
G2 monetises through a layered B2B model. Core revenue comes from subscription fees for vendor packages, profile enhancements and content/review programmes; recurring subscriptions for Buyer Intent and related data products; and advertising revenue from sponsored placements and premium visibility on category and competitor pages. Pricing appears tiered and customised by feature set, visibility and data access, with larger enterprise contracts likely driving higher annual contract values.
- Vendor subscriptions for profiles, visibility and tools
- Software Subscription
- Buyer Intent subscriptions and data access
- Software Subscription
- Sponsored placements and on-platform advertising
- Ad-Supported
- Review generation and content marketing programmes
- Service Fee
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Competitors & alternatives
- Ziff Davis
Digital media and internet portfolio spanning publishing, commerce and subscriptions.
- Townsquare Media
US local media owner with digital marketing and adtech businesses.
- NAVER
South Korean platform group spanning search, ads, commerce, content and cloud.
- Yelp
Local discovery and review platform monetised through business advertising.
- Trustpilot
Public reviews platform with SaaS tools for business reputation management.
Side-by-side comparisons
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
G2 Brings Verified Software Market Data to OpenAI's ChatGPT Work
Recorded impact score: 4/5
G2 has announced a new integration that brings its verified software market data to OpenAI's ChatGPT, enabling users to access trusted market insights directly within the AI interface.
AI Speeds Software Discovery but Self-Service Checkout Lags
B2B Software Buying · Recorded impact score: 4/5
B2B software buyers are leveraging AI chatbots to accelerate discovery and shortlisting, yet the post-decision purchase process remains bogged down by slow sales-led journeys, internal approvals, and lengthy vendor negotiations. According to G2's 2026 Buyer Behavior Report, over 80% of buyers used AI for software recommendations, with 80% of AI users purchasing from their initial shortlist. However, Cleverbridge's research reveals that nearly 75% of purchases face significant delays or abandonment due to internal approvals and vendor back-and-forth. While 84% of buyers prefer a self-service digital path, only 17% of sellers have implemented one. Delays stem from waiting for quotes, security reviews, and budget approvals. Buyers express willingness to handle routine transactions, including those over $25,000, through self-service, indicating a clear gap between buyer expectations and seller capabilities.
- Over 80% of B2B software buyers used AI chatbots for software recommendations in the past two years (G2).
- 80% of AI users bought from their initial shortlist in at least three of five purchases, versus 65% of non-AI users (G2).
Paubox Tops G2 Fall 2026 in Email Encryption, HIPAA Messaging
Email & Newsletter · Recorded impact score: 1/5
Paubox was named G2’s highest-rated vendor for email encryption and HIPAA-compliant messaging in G2’s Fall 2026 reports. Paubox recorded customer satisfaction scores of 99/100 for email encryption and 100/100 for HIPAA-compliant messaging, ranked #1 in 49 of 127 Fall 2026 reports, and earned 120 badges across nine software categories. The company holds a 4.95 out of 5 rating from 633 verified customer reviews. In category breakdowns, Paubox ranked first across multiple subreports (including Secure Email Gateway, Cloud Email Security, and Email Archiving) and has sustained a #1 ranking for 25 consecutive G2 seasons, a run the article says began in Fall 2020.
- Paubox holds the highest customer satisfaction score on G2 in email encryption (99 out of 100) and in HIPAA compliant messaging (100 out of 100).
- In G2’s Fall 2026 Reports Paubox ranked first in 49 of the 127 reports and earned 120 badges across nine software categories.
How G2 Is Bringing Accountability to AI Software Claims in 2026
Recorded impact score: 4/5
G2’s software marketplace features over 2,000 categories and more than 200,000 products and services....
Upland Earns 43 Badges in G2 Fall 2026
Marketing Technology · Recorded impact score: 1/5
Upland Software, Inc. announced it earned 43 badges in G2’s Fall 2026 market reports, driven by customer reviews of its AI-powered solutions. Upland RightAnswers and Upland Panviva led the results among Upland products. Other recognized offerings included Upland BA Insight and Upland Qvidian. The announcement was published via Business Wire and carried by MarTech Series on August 26, 2026.
- Upland Software, Inc. earned 43 badges in G2’s Fall 2026 market reports.
- Upland RightAnswers and Upland Panviva secured the most badges among Upland products.
Explore company relationships
Questions about G2
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.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
16 publicly documented primary sources and citations linked across the market graph.
Continue your research on G2
Explorer includes additional company details, a Watchlist for up to 25 companies and your personal Strategic Intelligence Agent. It monitors your market daily and delivers tailored briefings with clear strategic context whenever relevant news occurs.
Free, with no time limit.