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G2 vs Capterra for Software Vendors in 2026: Same Owner, Different Listings
G2 vs Capterra for software vendors after G2 bought Capterra in 2026: what changed, how to list on each, which to prioritise by business type, review incentive rules, PPC vs subscriptions, and common mistakes.
G2 and Capterra are now owned by the same company. G2 agreed to buy Capterra, GetApp and Software Advice from Gartner in a deal announced on 29 January 2026, and its vendor login (my.G2) now covers all four sites. They're still separate listings, though, with separate review counts, audiences and paid models. Both offer a free listing, so for most vendors the answer is: list on both, then concentrate early reviews on one.
Here's how they compare for a software vendor in late 2026, which one to prioritise, and what changed with the acquisition.
What the acquisition changes, and what it doesn't
Changed:
- One vendor login. my.G2 describes itself as managing your brand "across G2 marketplaces: G2, Capterra, Software Advice, and GetApp". Validate once, via LinkedIn or a business email.
- One owner for reviews and buyer data. G2 says the combined platforms hold about 6 million verified reviews and reach over 200 million annual software buyers.
Not changed (yet):
- Separate profiles and review counts. A review on G2 doesn't appear on Capterra, and vice versa.
- Different paid models. Capterra still sells pay-per-click Sponsored Profiles. G2 sells profile and buyer-intent subscriptions.
- Different audiences. Capterra, GetApp and Software Advice skew towards small and medium businesses searching by category. G2 skews towards mid-market and enterprise buyers comparing shortlists.
Listing on each
G2: search first, then fill in the Product Submission Form. B2B only, with no B2C, alpha or beta products. The research team verifies eligibility and category, and you claim the approved profile (1–3 business days). Full walkthrough: how to get listed on G2.
Capterra: a free Basic Listing is "a free-of-charge product or service listing", per Capterra's own glossary. Capterra lists all providers, not just paying ones. Paying vendors upgrade to Sponsored Profiles and run pay-per-click campaigns for traffic and leads. The free tier also includes vendor portal access and review collection tools. One Capterra listing typically appears across GetApp and Software Advice too.
Reviews, incentives and links on each
| G2 | Capterra | |
|---|---|---|
| Review incentives | Gift cards, charity donations or your own non-profit, through G2 review campaigns; for honest reviews only | Gift cards in Capterra's review campaigns; reviewers can't be employees, affiliates or competitors |
| When reviewers get paid | 3–5 business days after approval | Within about two weeks of publication |
| Link to your site from a free profile | None clickable on the profile we checked | Not verified by us; Capterra sends vendor traffic mainly through paid Sponsored Profiles |
| Paid model | Profile upgrades and buyer-intent subscriptions | Pay-per-click Sponsored Profiles |
| Audience | ~2.25M visits/month on g2.com (SimilarWeb, our catalog) | SMB buyers browsing categories |
Neither is an SEO link source. Both are where buyers check you before a demo. For review collection, see how to get your first software reviews.
Which to prioritise
| If you are… | Prioritise | Why |
|---|---|---|
| Self-serve SMB SaaS (under ~$100/month) | Capterra | SMB buyers browse its categories, and PPC can be tested with a small budget |
| Sales-led, mid-market or enterprise | G2 | Shortlists, reports and badges carry weight in procurement |
| Early, with fewer than 10 reviews | Pick one and concentrate | 10 reviews on one site beats 3 on each, because rankings reward volume and recency |
| In a niche category | Whichever has the smaller, relevant category | Rank in the top 5 of a small category rather than #200 of a huge one |
Paying: PPC vs subscription
- Capterra PPC: you pay per click to your site from category pages. It's measurable and starts small, so you can test it with a few hundred dollars and track signups with UTM tags.
- G2 subscriptions: profile features plus buyer-intent data (which companies are researching your category). Valuable only if you have sales reps to act on it.
Neither replaces reviews. A paid profile with 2 reviews converts poorly on both.
Our recommendation
- Create or claim both free listings in the same afternoon. With one my.G2 login, that's easier than it used to be.
- Concentrate your first 10–20 review requests on the site that fits your buyer (table above). See how to get your first software reviews.
- Test paid options only after you have reviews, and measure them with UTM-tagged links.
One login for all four sites
The practical change for vendors is account management. Validate once in my.G2 with LinkedIn or a business email, and you're working inside one vendor system rather than two separate companies' portals. Expect G2 to keep integrating the products, but plan as if the listings and reviews stay separate.
What might change next
G2 has said the combined business brings together roughly 6 million verified reviews and 200 million annual software buyers. Things to watch, without assuming any of them:
- Whether reviews or ratings start to be shared or cross-displayed between sites
- Whether paid products get bundled across G2 and Capterra
- Whether category structures converge
For now, the advice holds: list on both, concentrate early reviews on the one that fits your buyer, and recheck how your profiles look every quarter.
Mistakes vendors make with G2 and Capterra
- Spreading the first reviews across both. Rankings reward volume and recency on each site separately.
- Paying for Capterra PPC with no reviews. Clicks land on an empty profile.
- Claiming G2 with a Gmail address. Use a work email or LinkedIn.
- Offering incentives for positive reviews. Both platforms only allow incentives for honest reviews, and the FTC's 2024 rule bans sentiment-conditioned incentives in the US.
- Assuming the merger merged the reviews. It didn't, at least not yet.
Related
- B2B software review sites: the wider list
- TrustRadius, SoftwareSuggest, SaaSworthy
- AgentLaunch's catalog covers the review sites alongside launch platforms, with each one's eligibility and link type
FAQ
Are G2 and Capterra the same company? Yes, since G2 agreed to acquire Capterra, GetApp and Software Advice from Gartner (announced 29 January 2026). The listings and reviews are still separate.
Is Capterra free for vendors? Yes. The Basic Listing is free. Sponsored Profiles are pay-per-click.
Should I list on G2 or Capterra first? SMB self-serve products: Capterra. Sales-led mid-market and enterprise: G2. Either way, concentrate early reviews on one.
Do reviews transfer between G2 and Capterra? Not as of October 2026. Each site has its own reviews.
Does G2 or Capterra give a backlink? Not a useful one. The G2 profile we checked had no clickable link to the vendor. Capterra sends traffic to vendors mainly through paid Sponsored Profiles.
Can I offer gift cards for G2 or Capterra reviews? Yes, through each platform's own review campaigns, for honest reviews only.