G2 Is Acquiring Capterra — Try Getting Your Capterra Badges Now

Update (February 5, 2026): This deal appears to have closed. The advice below still stands — get your Capterra badges while you can.

TL;DR

• G2 is acquiring Capterra, GetApp, and Software Advice from Gartner — expected to close Q1 2026
• What G2 really gets: reviews, vendors, and buyer traffic
• What they probably won't keep: Capterra's taxonomy and badge programs
• Our speculation: G2 may discontinue Capterra badges, making this your last window to earn free-to-display badges
• The play: Get your Capterra badges in 2026 while you still can

What Just Happened

On January 29, 2026, G2 announced it's acquiring Capterra, Software Advice, and GetApp from Gartner. The deal is expected to close in Q1 2026. (For the full breakdown, see our analysis of the consolidation.)

If you're a SaaS company that cares about how you show up on directories, this raises an immediate question: where should you focus your review collection efforts right now?

What G2 Is Actually Acquiring

Let's think about this from G2's perspective. What are they really buying?

What G2 gets (and will keep):

• Reviews — Capterra has 2.5+ million verified reviews. That's training data for G2.ai, and social proof that feeds AI search recommendations.
• Vendors — Companies already paying for listings on the Gartner Digital Markets platforms. Some will migrate to G2's paid tiers.
• Traffic — 200+ million annual software buyers across the combined platforms.

What G2 probably doesn't need (our speculation):

• Capterra's taxonomy — It's rigid and hasn't kept up with how software categories actually work today. We know this from dealing with frequent rejections of absolutely legitimate products from our customers (see our Capterra rejection and appeal guide). G2's category system is more flexible. They've already promised a "unified taxonomy" — which almost certainly means G2's taxonomy wins.
• Capterra's badge programs — G2 has its own badge system. And unlike Capterra's badges, G2's badges require a paid subscription ($3,000-6,000+/year) to display since Summer 2025.

See where this is going?

The Badge Opportunity

Here's what we think is about to happen — and why it matters.

Capterra badges are free to display. You earn them based on reviews and ratings. If you qualify, you can use them in marketing, on your website, in sales decks. No paywall.

G2 badges are not free to display. Since June 2025, G2 requires a paid subscription to publicly use badges from quarterly reports. Free profiles can still earn badges, but can't display them. (The "Users Love Us" badge remains free, but that's the entry-level one.)

When G2 absorbs Capterra, they have two options:

1. Keep running two parallel badge programs with different rules
2. Sunset Capterra's badges and push everyone toward G2's paid model

We're betting on option 2.

Our Prediction (Wild, but Not Crazy)

G2 will probably discontinue Capterra's badge programs starting in 2027. Here's why:

• It simplifies operations. Why maintain two badge systems when you're trying to unify everything?
• It encourages self-migration. Vendors who want badges will need to move to G2's ecosystem — they'll have limited options left (see our badge guides for G2 and Capterra).
• It's consistent with G2's monetization strategy. G2 already decided badges are a paid feature. Why would they keep a competing free option? And making Capterra's badges paid would mean complicating operations even more.

But here's the thing: they probably won't take away badges you've already earned.

G2's own policy says free profiles retain access to "previously earned badges." That principle likely carries over.

The Blastra Play: Get Your Capterra Badges in 2026

So here's what we'd do:

If you don't have Capterra badges yet (yes, easier said than done, but doable — especially since most vendors will probably rush to G2 already):

1. Check if your category is still open for 2026 — Capterra rolls out badges in groups throughout the first half of the year, with different review cutoff dates per group. Group 3 categories have until March 31, 2026.
2. Collect 20 verified reviews with 4.5+ ratings on key attributes
3. Qualify for the Star Rating badge, Capterra Shortlist badge, and "Best of" badges

If you already have Capterra badges:

• Keep them. Display them. They're yours.
• Make sure they're embedded on your website with the official embed code

Why this matters:

• Buyers don't actually know the difference. A "Best Ease of Use 2026" badge from Capterra looks just as credible as one from G2.
• AI systems are increasingly using review platforms as data sources. Your 2026 Capterra badges will likely carry the same weight as G2 badges when AI recommends software — because AI will eventually learn that Capterra = G2.

It's a bit of a gamble. But the downside is limited (you either get free badges or reviews that will be moved to G2), and the upside is potentially years of displaying credibility that would cost thousands once G2 takes ownership.

What This Acquisition Doesn't Change

Reviews still matter. Whether they live on Capterra or G2, reviews feed buyer decisions and AI recommendations. Keep collecting them.

Directory presence still matters. G2 controlling more of the market doesn't mean you should abandon directories. It means your presence matters more — there's less redundancy now, so getting it right is more important than ever.

Diversification still matters. TrustRadius, SourceForge, industry-specific directories — they're not G2, but they're also not controlled by G2. Consider them. Our platform includes a directory database that can help you find the best fit for your product.

What Blastra Is Watching

Q1 2026: Will the deal actually close? Regulatory approval isn't guaranteed.

Late 2026: G2's first moves on the Capterra ecosystem. Watch for announcements about "unified" anything — taxonomy, badges, dashboards. (We analyzed G2's hiring patterns to understand what they're actually building.)

2027 badge season: This is when we'll know if Capterra badges continue or sunset. Plan accordingly.

The Bottom Line

G2 acquiring Capterra is consolidation. Consolidation means less competition, which usually means higher prices for vendors.

But in the short term, there's an opportunity: Capterra badges are still free to earn and display. G2's are not. If you can qualify for Capterra recognition in 2026, you get free third-party validation that might not be available — at least not for free — in 2027.

This is not investment advice. It's a gamble. (Full disclosure: we've been channeling our customers toward G2 for reviews, and now we need to reconsider. It's a bummer for us too.)

Appendix: Group 3 Categories Still Eligible (March 31, 2026 Deadline)

These categories have their review cutoff on March 31, 2026 for badges published in July 2026. If your product is listed in any of these categories, you still have time. If you're not listed but think you may fit, see our Capterra Badges Guide to learn how to request to be added to a category.

Source: GDM Badge Publication Schedule 2026 (Published January 23, 2026)

Already missed the cutoff? Group 1 (September 30, 2025) and Group 2 (December 31, 2025) deadlines have passed. If your category was in those groups, focus on building toward 2027 — and watch what G2 does with the badge programs post-acquisition. The reviews you gather on Capterra will most likely be live on G2 as well — G2 will probably start syndicating Capterra reviews across their combined ecosystem, including to partner marketplaces like AWS and Azure. If they continue with the Capterra badges program you may benefit from that. But we wouldn't bet on it.

Related Reading

• Capterra Badges Guide: How to Earn Badges in 2026
• G2 Is Buying Capterra, GetApp, and Software Advice. That's... Interesting.
• G2's Hiring After the Capterra Announcement: What They're Building
• How to Get Ranked on G2: The Complete Guide
• Directory Strategy as a Competitive Moat
• G2 Badges Guide: How to Earn Badges in 2026