Company Overview
About G2
G2 is the world's largest software marketplace and peer review platform, providing over 3 million verified reviews across more than 2,000 software categories to help businesses make informed technology purchasing decisions. Founded in 2012 and headquartered in Chicago, G2 attracts over 3.5 million monthly visitors — buyers actively researching software — making it the highest-intent audience in B2B software marketing. For software vendors, G2 provides review collection, buyer intent data, competitive intelligence, and demand generation tools that connect their products with in-market buyers at the moment of research.
Business Model & Competitive Advantage
G2's business model serves two sides of the market: buyers receive free access to authentic peer reviews, comparative grids, and research reports, while software vendors pay for enhanced presence, intent data subscriptions, and lead generation programs. In 2025, G2 surpassed 3 million reviews and launched G2.ai — an AI-powered platform allowing buyers to use natural language prompts to discover and compare software across complex multi-criteria needs. The company also introduced Voice Reviews and AI-Led Custom Research as new capabilities for the AI era.
Competitive Landscape 2025–2026
In January 2026, G2 announced the acquisition of Capterra, Software Advice, and GetApp from Gartner's Digital Markets portfolio — a landmark consolidation of the B2B software review market. By integrating these platforms, G2 will command a combined audience of over 200 million annual software buyers globally, establishing a dominant position across all major software research touchpoints. This positions G2 as the definitive source of truth for B2B software buying decisions worldwide.
Key Differentiators
Market Leader
G2 is recognized as a market leader in the Marketing Technology sector, demonstrating strong industry presence and customer trust.
Frequently Asked Questions
Estimated Visibility Trend (Beta)
Simulated 8-week rolling score
Based on estimated brand signals. Historical tracking coming soon.
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