One owner, one cabinet arriving, four separate listings, and new G2 reviews that now reach all four.
TL;DR for vendors
- G2, the largest B2B software review platform, acquired Capterra, GetApp, and Software Advice from Gartner. All three now sit under "G2 Digital Markets" (GDM), the rebrand of Gartner Digital Markets. The deal closed February 5, 2026.
- The vendor side is merging into my.G2. As of September 2026, my.G2 lists all four sites on one Listings page with a shared product profile, and the submission flow offers to publish to Capterra, GetApp, and Software Advice in one go. G2 says my.G2 becomes the single platform in November 2026, with existing reviews, intent data, and active campaigns moving on November 10. Details in the second milestone below.
- The listings themselves stay separate, and buyers and AI assistants see four sites. Reviews have started to cross: since early November 2026, a new review published on G2 also appears on Capterra, GetApp, and Software Advice. Older reviews have stayed where they were so far. Details in the third milestone below.
- Both ecosystems are scanned by AI assistants (ChatGPT, Claude, Perplexity) answering buyer questions. The AI-visibility case applies to whichever lane you pick.
- The current strategy for vendors: be present on all four and collect new reviews on G2, where one review now reaches four sites.
- The trade-off: replying to reviews, which Capterra offered for free, has moved to my.G2, where it needs a paid G2 plan.
This guide covers directories and user reviews across the G2 / GDM ecosystem. Cabinet here means the vendor-side back office where you log in and manage your listing. There were two of them until September 2026; my.G2 is now absorbing the second.
What actually changed in February 2026 (and what didn't)
Changed:
- Owner. Capterra, GetApp, and Software Advice moved from Gartner (the IT research firm) to G2. Public reporting puts the price around $110M (per Gartner's 10-K).
- Vendor cabinet domain.
digitalmarkets.gartner.comnow 301-redirects toapp.g2digitalmarkets.com. Same accounts, new URL, new G2 logo. - Brand name. It's "G2 Digital Markets" (GDM) now. The Gartner name may still appear on email communications. Don't be confused; it's now G2 Digital Markets.
Didn't change:
- Reviews already published have stayed where they were so far. Older G2 reviews live on G2.com (plus G2's marketplace syndication network, covered below), and older GDM reviews are shared across all three GDM sites. New G2 reviews are the exception, covered in the third milestone.
- Two commercial models. The cabinets are merging (see the September 2026 milestone) and ad campaigns are following them, but G2's own submission flow still labels G2 a "subscription-based listing" and Capterra a "pay-per-click model".
- Pricing models stay structurally different. G2 is subscription-based; GDM is performance-based. See our pricing comparison for the full breakdown.
- Each site keeps its own taxonomy. The unified taxonomy referenced in the acquisition announcement hasn't yet shipped. The shared my.G2 profile has one Categories & Features tab feeding all four sites; nothing on the page says the trees have been aligned, so we read it as one form in front of several category trees.
- Awards and badges are separate.
For more on G2's plans behind the scenes, see our analysis of what they're actually hiring for and our tour of what G2 is building at G2.ai.
First integration milestone: unified Buyer Intent (June 2026)
On June 3, 2026, G2 expanded Buyer Intent to pull buyer-research signals from all four properties — G2, Capterra, Software Advice, and GetApp — into a single view inside the G2 profile. G2 reports up to 2x more signals and 36% more accounts showing as in-market, with the expanded data landing automatically for existing Buyer Intent customers and nothing to configure.
For a vendor with a sales-led motion, this is a powerful upgrade: a single, fuller view of who's actively researching your category across four of the biggest software-discovery sites, surfacing in-market accounts you'd otherwise miss. If you already run Buyer Intent, it's a strong update; if you don't, it's a reason to consider giving it a try.
This is also one of the moves we'd been expecting — we flagged it under "what we're watching" below and read the asymmetry as likely to widen. It's the first piece of the two backends actually merging, rather than a rebrand or a redirect. Our read: an early sign that G2's backend becomes the primary one over time, with the GDM sites increasingly feeding data into G2-side products. Taxonomy and badges are still separate. Buyer Intent was the first to converge.
The vendor catch is pricing. The unified signals only come free if you already pay for Buyer Intent. It isn't included in the basic Brand Professional package; it's a separate paid add-on, and G2 doesn't publish its price. To find what it costs for your account, ask your G2 account manager.
Second integration milestone: one cabinet for four listings (September 2026)
On September 20, 2026, we logged into my.G2 and found the vendor side of all four sites in one place. Our post on what we saw has the screenshots; the short version:
- A Listings page ("Manage your product listings across Marketplaces") shows G2, Capterra, GetApp, and Software Advice as four cards, each with its own Published status and completion meter. G2's card opens the G2.com editor; the other three link out to the live site.
- A shared profile, called Cross-Marketplaces, holds "core product information used across all Marketplaces unless overridden": Product Information, Packages & Pricing, Categories & Features, Integrations, and Target Buyers. Each site can override it.
- The submission flow cross-publishes. "Add your Product to G2 Marketplaces" always publishes to G2 and offers Capterra, GetApp, and Software Advice as checkboxes (all three were ticked when we reached the step), provided you are logged in with a business email belonging to the product.
- A banner dates the rest. In November, it says, my.G2 "will be your single platform to manage your presence across G2, Capterra, GetApp, and Software Advice."
What had not merged at that point: the listings themselves, the review pools, and the pricing models. A Capterra buyer still sees a Capterra listing, and an AI assistant reading the four sites reads four listings. The review pools changed next, as the third milestone describes. G2's own submission copy keeps the two commercial models apart ("Subscription-based listing" for G2, "Pay-per-click model" for Capterra).
Two things we saw were rough. A listing marked Published on Capterra inside my.G2 did not yet appear on capterra.com, so treat the cabinet's status as the cabinet's opinion until you have checked the live site. And nothing in the cabinet hinted at review syndication between G2 and the other three, and new G2 reviews had started reaching those sites by early November. Whether the old GDM cabinet at app.g2digitalmarkets.com keeps working past November, and whether Capterra's catalog review still gates a cross-published listing, G2 has not said. As of October 4, 2026, G2's 2026 release notes still did not mention the change, though G2's public add-product page describes managing your product profile "across G2 marketplaces: G2, Capterra, Software Advice, and GetApp", and the old GDM get-listed URL now redirects to it.
Update (September 28, 2026): The consolidation is producing glitches, and G2 support has confirmed there are issues related to the consolidation work: Capterra profiles missing from capterra.com, Capterra logins landing on G2, and G2 listings that cannot be claimed. New vendors are sent to G2 to submit; vendors with a G2 listing and no Capterra listing had no way yet to add Capterra (they now enable it from within my.G2, per the third milestone); vendors with both look unaffected until the November migration. For listings created through G2, which have no login to the GDM cabinet, we have not found a way to launch Capterra PPC. What is happening and what to do.
Third integration milestone: G2 reviews reach all four sites (November 2026)
Since early November 2026, we have seen new reviews published on G2 appearing on Capterra, GetApp, and Software Advice, so one review sits on four sites. Reviews published before the change have stayed where they were so far: older G2 reviews remain on G2, and older Capterra reviews remain on the three former Gartner sites. We have not found a public G2 notice about this, and its 2026 release notes did not mention it when we checked on November 5. We expect G2 to say more when the new my.G2 launches on November 10.
G2's October 27 email to vendors sets a date for the rest. On November 10, it says, existing reviews, intent data, and active ad campaigns move into the new my.G2 automatically, with nothing for vendors to do. The email promises one consolidated feed for managing reviews across all four sites, one place for ad campaigns, Verified Leads for pay-per-lead campaigns, and unified conversion tracking. We read the review part as a change to the vendor's view: the email does not say older reviews will be republished across sites. We will check after the 10th.
What one review reaches. AI assistants read and cite G2, Capterra, GetApp, and Software Advice as separate sites, and the same new G2 review now sits on all four. That makes G2 the place to put new review effort, and collecting there is free: a free G2 profile can collect reviews. All four sites belong to one company, and we cannot say how each AI model weighs a repeated review, so the review directories G2 does not own still matter alongside them.
Replying now needs a paid plan. Capterra let any vendor reply to reviews for free. Review replies have moved to my.G2, and G2 does not offer replies on free profiles. The entry plan is Starter, for companies of 1-100 employees, at $299/month or $2,999/year in the first year and $6,000/year after that. The wider reach applies to critical reviews too: a harsh G2 review now shows on four sites, and answering it publicly takes a paid plan.
Reviews do not create listings. Capterra, GetApp, and Software Advice listings are not created automatically: a company without them has to enable each one from within my.G2 and fill it out separately. A G2 profile on its own stays a G2 profile.
What we have not confirmed yet, as of November 5:
- Whether a review left on Capterra reaches G2. We have only seen reviews travel from G2 to the other three.
- Whether a review arriving from G2 counts toward Capterra's badges and rankings. We expect that to be announced around November 10.
- Whether a reply written in my.G2 shows on all four sites. We expect it to, and have not checked yet.
G2 and G2 Digital Markets 101 for Vendors
Vendor backofficeWhere you manage the listing
All four sites
One my.G2 Listings page for all four sites since September 2026, fed by a shared Cross-Marketplaces profile that each site can override. The listings themselves stay separate: one per site, each with its own category placement.G2 says my.G2 becomes the single platform in November 2026. Until then the GDM cabinet still exists alongside it.Vendor login
G2 Digital Markets
app.g2digitalmarkets.com/loginThe same three listings are also managed from my.g2.com since September 2026.Site for buyersPublic-facing destination
LLM visibility
G2 Digital Markets
Unique per site.G2
Unique per site.TaxonomyCategorization
G2 Digital Markets
Unique per site.Shared taxonomy was promised but is not yet implemented as of the latest update. The my.G2 profile has one Categories & Features tab feeding all four sites; nothing there says the trees have been aligned. Blastra keeps monitoring.G2
Unique to G2.Reviews
G2 Digital Markets
Shared across all three sites — a review left on any GDM site is shown on all three.New G2 reviews also appear here since early November 2026. Older reviews have stayed where they were so far. Listings are not created automatically: enable each one in my.G2 and fill it out. Replies have moved to my.G2 and need a paid G2 plan.G2
New reviews also appear on Capterra, GetApp and Software Advice.Since early November 2026, where those listings exist. Older G2 reviews have stayed on G2 so far. Replies need a paid plan, starting with Starter.Awards
G2 Digital Markets
Single effort, three distinct awards — one submission earns awards on Capterra, GetApp and Software Advice independently.G2
Unique to G2.Paid servicesPromotion programs
G2 Digital Markets
Shared PPC (Pay Per Click) and PPL (Pay Per Lead) programs. G2 says active campaigns move into my.G2 on November 10, 2026.G2
Subscription & PPC. New G2 Ads Clicks campaigns run across all four sites.Buyer intent
All four sites
Unified across all four sites — available via G2 only, as a paid add-on.As of June 2026, G2 Buyer Intent pulls signals from G2, Capterra, GetApp and Software Advice into one feed in the G2 profile. Not part of the basic plan; pricing isn't public.Free listing
G2 Digital Markets
Shared free listing across the three sites — but each must be requested separately from the vendor cabinet.G2
Stand-alone. G2-only free listing.
Capterra
GetApp
Software Advice
G2The two cabinets, explained
G2
One vendor profile on G2.com. Free to claim, free to receive reviews. Responding to reviews, displaying badges, accessing analytics, and running customer success workflows are part of a paid plan.
The G2 directory page covers what buyers see.
G2 reviews syndicate via G2's review syndication network to AWS Marketplace, Microsoft Azure (AppSource and Portal), Ramp (a corporate spend management platform), and roughly a dozen other procurement surfaces. That's the strongest argument for a G2-first strategy if your buyer evaluates software through cloud marketplaces or procurement tools. Since early November 2026, new G2 reviews also appear on Capterra, GetApp, and Software Advice (see the third milestone), so review syndication now runs inside the family as well.
G2 Digital Markets (Capterra + GetApp + Software Advice)
The Capterra directory page covers what buyers see on the largest of the three.
The three sites have shared one cabinet since the Gartner era, and each of the three is its own listing. Until September 2026 you claimed Capterra, GetApp, and Software Advice separately from within that cabinet; the my.G2 submission flow now offers all three as checkboxes on one form, and the shared Cross-Marketplaces profile feeds them with per-site overrides for descriptions and screenshots. Pay-Per-Click (PPC) campaigns have run from the GDM cabinet, and G2 says active campaigns move into my.G2 on November 10. G2's documentation now describes G2 Ads Clicks, run from my.G2, as placing new campaigns across all four sites. That looks like the route for vendors whose Capterra listing was created through my.G2 and who have no GDM login, the gap we flagged on September 28. We have not tested it yet.
One review submitted to any of the three sites appears on all three automatically. One PPC budget runs across all three (Engaged Buyers, GDM's PPC program); a separate program runs pay-per-lead (Qualified Leads, GDM's lead-generation product).
GDM has no standalone Buyer Intent product. As of June 2026, GDM's buyer signals feed G2's Buyer Intent instead (see the milestone note above). Buyer Intent is G2's paid data feed showing which buyers are actively researching your category. Buyers can request advisor-led introductions on Software Advice (telephone-qualified). Capterra is the broad small-business and category-shopping front door. The my.G2 login now reaches all three (see the September 2026 milestone), and G2 says review management and ad campaigns join it on November 10.
What this means for your strategy
Collect new reviews on G2. A new G2 review now appears on all four sites where you have listings, so one collection effort covers the whole family, and a free profile can do it. Reviews are the triage filter on these platforms, and a partially-built profile fails that filter. Neither side imports external reviews, and older reviews have stayed where they were so far, so a strong Capterra history stays on Capterra and new G2 reviews add to it.
This replaces our earlier advice to concentrate on either G2 or Capterra, with Capterra as the default for small-business buyers. That advice was right while the two sides were separate review pools. Our vendor-strategy take covers how we got here.
How this plays out from where you are:
You already have momentum on G2 → keep going.
- Audit current review velocity. If it's stalling, ask why collection has slowed.
- Decide on a paid plan only if you need replies, badges, analytics, or Buyer Intent. Free profiles still collect reviews.
You have momentum on Capterra and little on G2 → send new review requests to G2.
- Your existing Capterra reviews stay on the three GDM sites, and we have not confirmed that a new Capterra review reaches G2.
- Capterra badges are free to display, and we have not confirmed that a review arriving from G2 counts toward them. If you are close to a badge, check its criteria before you move all your requests.
No momentum → start with G2, whoever your buyer is.
- One review collection effort now reaches all four sites where you have listings, including Capterra's small-business and category-shopping audience.
- Capterra Best Of, Shortlist, FrontRunners, Best Customer Support, and Most Recommended badges are free to display with attribution. See our Capterra badges guide for current criteria. G2 equivalents require a paid plan.
- Capterra reviews are also being scanned by AI assistants answering small-business software questions, so a G2 review that reaches Capterra can reach those answers too.
- G2 has Buyer Intent productized; GDM does not. The January 29 acquisition announcement promised "up to 3x more Buyer Intent signals." As of June 2026 this shipped: G2's Buyer Intent now pulls from all four properties (G2 reports up to 2x more signals), confirming GDM data flows into G2's product rather than the reverse. The asymmetry is structural and widening. Buyer Intent is a paid add-on, not part of the basic package.
- G2 reviews syndicate to AWS Marketplace, Azure, Ramp, and the rest of G2's procurement network (covered above). That matters if your ICP evaluates via cloud marketplaces.
- G2 has the larger AI-answer-economy surface today. LLM citations, MCP (Model Context Protocol) integration with Claude, and AEO (Answer Engine Optimization) traffic data are all G2-side. See our G2 badges guide for the paid-plan tiers.
Budget framing. Minimum cost path: free G2 profile plus organic review collection, with no public replies. Adding replies starts at G2's Starter plan. Maximum cost path: G2 Enterprise plus ads across all four sites.
Awards / badges note. GetApp Category Leaders rankings still update through 2026; whether downloadable badges return for the 2026 cycle is unclear.
What this guide doesn't cover: TrustRadius, SourceForge, PeerSpot
Whether to also list on TrustRadius, SourceForge, PeerSpot, or vertical directories is a separate question, driven by gatekeeper risk and ICP fit. The acquisition itself doesn't change the answer. For depth, see alternatives outside the G2 ecosystem and the Capterra alternatives ranked by monthly traffic.
FAQ
Is Capterra owned by G2?
Yes. G2 acquired Capterra, GetApp, and Software Advice from Gartner in early 2026; the deal closed February 5, 2026. Before the acquisition, all three were owned by Gartner under the "Gartner Digital Markets" umbrella. They're now grouped under the rebranded "G2 Digital Markets." Since September 2026, G2's vendor cabinet, my.G2, also manages all three listings, and G2 plans to make my.G2 the single platform for all four sites in November 2026.
What is G2 Digital Markets?
G2 Digital Markets is the rebranded name for what used to be Gartner Digital Markets. It's the wrapper that runs Capterra, GetApp, and Software Advice, which share one review pool and one PPC program. GDM kept its own vendor cabinet (app.g2digitalmarkets.com) after the acquisition. Since September 2026, my.G2 also manages all three listings, and G2 says my.G2 becomes the single platform in November 2026; until then, a vendor with existing listings on both sides can still have two logins.
Why isn't my G2 listing showing on Capterra?
Because the four sites are still four listings, and a G2 listing does not create a Capterra listing by itself. Capterra, GetApp, and Software Advice listings are not created automatically: a company without them has to enable each one from within my.G2 and fill it out separately. Since September 2026 the my.G2 submission flow offers to publish a new product to Capterra, GetApp, and Software Advice alongside G2, so a listing can be created in one pass; we have not tested what happens to an existing G2-only listing, and nothing in the flow says Capterra's catalog review has been switched off for listings that arrive this way, so assume it still decides whether your product fits a category. When we checked, a listing marked Published on Capterra inside my.G2 had not yet appeared on capterra.com, so verify on the live site.
Will my G2 reviews show up on Capterra now that they're the same company?
Yes, for new reviews, if you have listings on those sites. Since early November 2026, a new review published on G2 also appears on Capterra, GetApp, and Software Advice. Reviews published before the change have stayed where they were so far. G2's email to vendors says reviews move into one my.G2 feed on November 10, and it does not say older reviews will be republished across sites. Reviews collected on any GDM site appear automatically on all three GDM sites; we have not confirmed that they reach G2.
Can I still respond to Capterra reviews for free?
No. Replying to reviews has moved to my.G2, and G2 does not offer replies on free profiles. The entry plan is Starter, for companies of 1-100 employees, at $299/month or $2,999/year in the first year and $6,000/year after that. Collecting reviews and keeping a listing stay free.
Why am I getting emails from Gartner if I'm a G2 customer?
The branding is in transition. Capterra, GetApp, and Software Advice were sold to G2 in February 2026 and are now part of G2 Digital Markets. Some support emails and password-reset flows still reference "Gartner Digital Markets" because the rebrand appears to be rolling out in stages.
Can I run one PPC budget across G2 and Capterra?
Yes, going by G2's documentation. New G2 Ads Clicks campaigns run across all four sites automatically, with no way to opt out of individual ones and a $500 minimum monthly budget. Campaigns that predate this can opt in or out of the marketplaces they are not already on. G2 says active campaigns move into my.G2 on November 10. G2's own submission flow still labels the two sides differently ("subscription-based" for G2, "pay-per-click" for Capterra), so expect the subscription to remain a separate purchase.
Is the taxonomy shared between G2 and Capterra yet?
No. Each site retains its own categorization. The acquisition press release referenced "aligned taxonomy" as a future state, but it hasn't shipped. The shared my.G2 profile does have a single Categories & Features tab feeding all four sites; nothing on the page says the trees have been aligned, so we read that as one form feeding several trees.
Should I focus on G2 or Capterra?
See "What this means for your strategy" above. Short version: be listed on both and collect new reviews on G2, because a new G2 review also appears on Capterra, GetApp, and Software Advice. Older reviews have stayed where they were so far, and replying to reviews now takes a paid G2 plan.
Can I submit and manage my product across all G2 sites from one place?
Since September 2026, largely yes. my.G2's Listings page shows all four sites, the Cross-Marketplaces profile feeds them, and the submission flow publishes to all four in one pass. New G2 reviews reach all four sites as well, and G2 says review management and ad campaigns join my.G2 in November 2026. Blastra gives you a single dashboard across G2, Capterra, GetApp, Software Advice, and 20+ other directories, and keeps each listing accurate as G2 moves the cabinet underneath it.
What we're watching next
Here's what would change our recommendation:
- Reviews crossing in the other direction, from Capterra to G2, or older reviews being republished.
- Whether a review arriving from G2 counts toward Capterra's badges and rankings, which we expect to be announced around November 10.
- The November 2026 my.G2 release: whether it retires the GDM cabinet, and what happens to existing PPC budgets and billing. (Cabinet unification itself started shipping in September 2026; see the milestone above.)
- Shared taxonomy across G2 and the GDM sites.
- Capterra free badge display moving to paid.
- G2 launching a Pay-per-Lead product. (The GDM Buyer Intent question resolved in June 2026 — its signals now feed G2's Buyer Intent rather than a standalone GDM product.)
- Any 2027 awards or badge policy change on either side.
Where Blastra fits
In-house teams typically handle directory presence as a side task. One cabinet in front of four listings changes the shape of that task without shrinking it: one shared profile that has to be right four times over, per-site overrides to keep straight, two commercial models, two awards calendars, and a cabinet that is being rebuilt underneath you this month.
We run directory submissions and ongoing listing management across both ecosystems for SaaS companies. We claim listings, keep descriptions accurate and current across all four sites and the shared profile, request reviews from real customers, monitor and respond, track which awards you're eligible for, and reconcile changes as G2 ships them. Think of it as adding a person to your team. We hold the intelligence half (what to claim, where to be, how to respond, what each cabinet needs); the strategic calls stay with you.
Manage G2 and Capterra in one place
Blastra manages your presence across G2, Capterra, GetApp, Software Advice, and dozens of other B2B software directories. One team, one workflow, both ecosystems.
Last verified: November 5, 2026. We refresh this guide monthly.
Related Reading
- How to Get Reviews on G2 and Capterra — Verification rules, character minimums, and incentive options that stay within policy
- How to Get Ranked on G2 — Satisfaction and Market Presence, review thresholds, and how Grid placement is scored