Gartner acquired Software Advice in 2014 as part of its efforts to build out its so-called Digital Markets business. At the time it seemed like a smart move. SMB software buyers could rarely afford Gartner’s research and advisory services, instead relying on peer review sites and comparison tools to guide their purchasing decisions.
But the fit was always a little uncomfortable. Gartner built its core business on high-quality, independent research and advisory services. The Digital Markets department, on the other hand, functioned more like a media company – driven by paid placements, lead generation and SEO tactics.
You also cannot ignore the influence of the changing search landscape and social media on all of this. Gartner’s analysts are well aware of the impact AI and LLMs are having (and will continue to have) on web traffic patterns and buyer research behavior.
Marketers were drawn to review and comparison platforms because they offered access to the early stages of customers’ purchasing journeys. Today, a simple AI prompt can instantly generate software comparison lists.
Social platforms like Reddit and LinkedIn also offer buyers new ways to connect with colleagues and compare notes.
A renewed focus on Gartner’s core activities
For Gartner, the sale of Software Advice, Capterra and GetApp to G2 means a renewed focus on its core activities. At the time of writing, Gartner shares have fallen more than 60 percent in the past twelve months as contract growth and renewals have slowed. Looks like it’s time to circle the wagons and get back to what made Gartner Gartner.
It’s worth noting that Gartner isn’t leaving the peer review space entirely – at least not for a while. The company retained its homegrown Peer Insights offering, which is aimed more at corporate buyers than the assets it sold to G2.
G2 takes a big piece of the pie
For G2, this acquisition conquers a substantial market share. It consolidates the fragmented ratings and comparison market and positions G2 to combine intent data from all acquired properties, ultimately packaging it for B2B software marketers. The scale here is significant.
“By combining our complementary global audience and data sets, we are building a future-proof foundation for the entire software ecosystem. Together, this network of marketplaces will reach more than 200 million software buyers annually and have nearly 6 million verified customer reviews,” wrote G2 co-founder and CEO Godard Abel in the announcement of the deal.
Dig deeper: Marketing learned to grab attention, but forgot what to do with it
Who’s left in the B2B software review market?
Although G2 is now the market leader, a number of players remain active in the rating and comparison space. Among them is TrustRadius, which was acquired by HG Insights in June 2025 and remains an important player.
PeerSpot continues to focus more on business buyers than SMEs. The company’s founder and CEO, Russell Rothstein, shared his views on the acquisition on LinkedIn:
It remains to be seen how B2B software marketers will respond to this consolidation. Will their investments in what is now the G2 portfolio deliver better returns? And will Gartner restore its mojo – and its stock price – by doubling down on its core strengths?
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