The Wire
G2 buys Capterra, Software Advice and GetApp from Gartner
Four of the websites where associations start their software shortlists are about to have one owner. G2 has agreed to acquire Capterra, Software Advice and GetApp from Gartner, in a deal announced on 29 January 2026 that Gartner’s subsequent SEC filings valued at around $110 million.
G2 is acquiring Capterra, Software Advice and GetApp from Gartner, putting four of the largest B2B software review and discovery platforms under single ownership. Gartner had run the three sites as its Digital Markets division since 2015. The deal reflects software buying's shift toward AI-driven search, and it concentrates the shortlisting layer most associations use in one company.
What was announced?
G2, the Chicago-based software marketplace, announced on 29 January 2026 that it had formally agreed to acquire the three Gartner-owned discovery platforms, saying it would incorporate their data and offerings into its own platform (G2 newsroom). Gartner had owned Capterra, Software Advice and GetApp since 2015, operating them under the internal name Gartner Digital Markets. Gartner’s SEC filings on 12 February put the sale price at approximately $110 million.
The stated logic is scale in an AI-shaped market: the two companies’ announcements frame the deal as combining audiences and review datasets as software buying shifts toward AI-driven search and recommendation.
Why does it matter for association buyers?
Because the shortlisting layer just consolidated. An association starting an AMS search today will, in practice, meet one of these four sites first: they dominate the search results for “best association management software” and its variants. After the deal closes, the reviews, ratings and category grids behind all four answers will belong to a single company.
None of this makes the data bad. It does mean the scepticism a buyer applies to any single source should now apply to the whole layer at once, because the layer has one owner. Our analysis of how to read the review sites sets out what these rankings measure, what they miss for UK professional bodies, and how to use them without being used by them.
What happens next?
The acquisition moves through completion during 2026, with integration of data and offerings to follow; the combined company has said the four brands continue operating. For associations the practical step is unchanged and was overdue anyway: treat review-site shortlists as a longlisting tool, and weight sector-specific evidence (deployments at bodies like yours, UK compliance, ownership stability) above aggregated star ratings. Our AMS market briefing and ownership map cover both.