Two cabinets, one owner, separate review pools.
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.
- G2 is still operationally separate from the acquired assets. Not much has changed for vendors.
- 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 both, concentrate review collection on one.
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 are two of them.
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:
- For now, reviews stay siloed. G2 reviews live on G2.com (plus G2's marketplace syndication network, covered below). GDM reviews are shared across all three GDM sites. Blastra expects reviews to start syndicating between G2 and GDM during 2026.
- Two cabinets, two logins, two billing relationships.
- Pricing models stay structurally different. G2 is subscription-based; GDM is performance-based. See our pricing comparison for the full breakdown.
- Each GDM site keeps its own taxonomy. The unified taxonomy referenced in the acquisition announcement hasn't yet shipped.
- Awards and badges are separate.
For more on G2's plans behind the scenes, see our analysis of what they're actually hiring for.
G2 and G2 Digital Markets 101 for Vendors
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. G2 reviews don't yet appear on Capterra, GetApp, or Software Advice; review syndication between G2 and the GDM sites is an expected next milestone but hasn't shipped.
G2 Digital Markets (Capterra + GetApp + Software Advice)
The Capterra directory page covers what buyers see on the largest of the three.
The cabinet is shared, but each of the three sites is its own listing. You claim Capterra, GetApp, and Software Advice separately from within the cabinet, and you can maintain separate descriptions and screenshots per site. Pay-Per-Click (PPC) is managed from the same cabinet.
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).
There's no Buyer Intent product on GDM. (Buyer Intent is G2's data feed showing which buyers are actively researching your category.) Buyers can request advisor-led introductions on Software Advice (telephone-qualified). GetApp skews slightly more European and slightly more technical, in our experience. Capterra is the broad small-business and category-shopping front door. No single sign-on (SSO), no shared billing, no shared review pool with G2.
What this means for your strategy
Concentrate review collection on one ecosystem (G2 or GDM-via-Capterra). Don't split. Reviews are the triage filter on these platforms; a partially-built profile fails that filter, and splitting 50/50 produces two weak profiles instead of one credible one. Neither side imports external reviews.
This holds as long as G2 and GDM stay separate review pools. If syndication ships between them, the calculus changes; our vendor-strategy take goes deeper on the timing question.
How to pick which ecosystem:
You already have momentum somewhere → keep going. Switching forfeits sunk effort.
- Audit current review velocity. If it's stalling, ask why collection has slowed before considering a switch.
- Decide on a paid plan only if you need badges, analytics, or Buyer Intent. Free profiles still collect reviews.
- Don't open a parallel GDM track to "test it."
No momentum + small-business or category-shopping buyer → start with Capterra (GDM).
- 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.
- One review collection effort populates all three GDM sites. One PPC budget runs across all three. Effort-to-surface ratio is 1:3.
- Capterra reviews are also being scanned by AI assistants answering small-business software questions. The AI-citation case for GDM stands on its own; it doesn't require G2's productized AI surface.
No momentum + technical or SaaS-fluent buyer → start with G2.
- G2 has Buyer Intent productized; GDM does not. The January 29 acquisition announcement promised "up to 3x more Buyer Intent signals." Our reading: G2 is absorbing GDM data into G2's existing Buyer Intent product. The asymmetry is structural and likely to widen.
- 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 profile plus organic review collection on the chosen ecosystem. Maximum cost path: G2 Enterprise plus GDM PPC.
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.
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," still operated as a separate cabinet from G2.com.
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 from a single vendor cabinet. The GDM cabinet is operationally separate from G2's vendor cabinet. Same parent company, two logins.
Why isn't my G2 listing showing on Capterra?
Because G2 and the GDM trio (Capterra, GetApp, Software Advice) maintain separate cabinets and separate review pools. A G2 listing does not auto-create a Capterra listing, and a G2 review does not appear on Capterra. To appear on Capterra, GetApp, and Software Advice, register with G2 Digital Markets and claim each site separately from inside the cabinet. Each site can have its own descriptions and screenshots.
Will my G2 reviews show up on Capterra now that they're the same company?
Not yet. G2 hasn't announced a date for review syndication between G2.com and the GDM properties. We expect this to be the next major integration milestone, but it hasn't shipped. Reviews collected on G2 stay on G2; reviews collected on any GDM site appear automatically on all three GDM sites.
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?
No. The two cabinets bill separately. One PPC budget on G2 (G2 Clicks) covers G2.com only. One PPC budget in the GDM cabinet (Engaged Buyers) covers Capterra, GetApp, and Software Advice together. There's no unified PPC product across both ecosystems.
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.
Should I focus on G2 or Capterra?
See "What this means for your strategy" above. Short version: continue where you have momentum; if starting from zero, default to Capterra (GDM) for small-business or category-shopping buyers and G2 for technical or SaaS-fluent buyers. Concentrate on one; don't split.
Can I submit and manage my product across all G2 sites from one place?
Not from G2 directly. The G2 cabinet and the GDM cabinet are separate, and within GDM each site (Capterra, GetApp, Software Advice) has to be claimed separately. Blastra gives you a single dashboard to manage your presence across G2, Capterra, GetApp, Software Advice, and 20+ other directories. One workflow, both ecosystems.
What we're watching next
Here's what would change our recommendation:
- G2 ↔ GDM review syndication shipping (in either direction).
- Cabinet unification (a single login bridging both surfaces).
- Shared taxonomy across G2 and the GDM sites.
- Capterra free badge display moving to paid.
- G2 launching a Pay-per-Lead product, or GDM productizing Buyer Intent.
- Any 2027 awards or badge policy change on either side.
Where Blastra fits
In-house teams typically handle directory presence as a side task. With two cabinets to maintain, the side-task model breaks faster: two logins, two billing cycles, two awards calendars, two sets of reviewer outreach to run.
We run vendor presence across both ecosystems for SaaS companies. We claim listings, keep descriptions accurate and current across both cabinets, 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: May 9, 2026. We refresh this guide monthly.