Gartner Digital Markets
Gartner Digital Markets was a Gartner, Inc. division operating software review platforms Capterra, GetApp, and Software Advice to help B2B software buyers research and compare solutions via verified peer reviews. The division was sold to G2 in February 2026 for approximately $110 million.
- Company typePublic
- Founded1979
- HeadquartersArlington, United States
- Headcount5,001–10,000
- GTM typeB2B
- OfferingDigital Commerce or Content
What Gartner Digital Markets does
Gartner Digital Markets was a business unit of Gartner, Inc. (NYSE: IT) that operated a portfolio of software discovery and review platforms — Capterra, GetApp, and Software Advice — designed to help B2B software buyers research, compare, and select solutions. The division served two distinct customer sets: software buyers (with primary focus on SMBs and mid-market organizations searching for B2B SaaS) and software vendors seeking lead generation, profile placement, and review-driven social proof through paid placements and lead capture. The business was positioned horizontally across software categories, contrasting with Gartner's parent-level analyst research and advisory subscriptions for enterprise IT leaders.
The platforms' underlying technology was built around verified user reviews, ratings, and comparison interfaces collected at scale, with Gartner citing that more than 815,000 vetted peer reviews feed into the ecosystem. Capterra operated as the flagship horizontal review platform; GetApp focused on cloud-software discovery for small and medium businesses; Software Advice delivered more personalized software recommendations. Gartner data cited that 90% of software buyers are influenced by social proof during research and comparison, and over half of companies reported regret from a recent technology purchase — both tailwinds for peer-review-driven platforms.
The revenue model centered on software vendor subscriptions for premium listings, lead generation, and profile enhancements (recurring B2B SaaS-style revenues), distributed via self-serve web platform discovery rather than direct enterprise sales. On February 5, 2026, Gartner completed the sale of the entire Digital Markets business unit to G2 for approximately $110 million, as disclosed in Gartner's Form 10-K filed February 12, 2026, subject to customary working capital and balance sheet adjustments. The divestiture ended Gartner's direct ownership of the three platforms.
Gartner Digital Markets firmographics
Firmographics- Name
- Gartner Digital Markets
- Legal name
- Gartner, Inc.
- Website
- https://gartner.com
- Company type
- Public
- Founded year
- 1979
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Gartner Digital Markets was a Gartner, Inc. division operating software review platforms Capterra, GetApp, and Software Advice to help B2B software buyers research and compare solutions via verified peer reviews. The division was sold to G2 in February 2026 for approximately $110 million.
- Ownership category
- akta.pro rank
Gartner Digital Markets industry classification
Industry- Product category
- Software Review Platforms
- NAICS
- Marketing Research and Public Opinion Polling (541910)
- SIC
- Retail-Computer & Computer Software Stores (5734)
- akta.pro primary industry
- Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH)
- akta.pro secondary industry
- Comparison Shopping & Price Discovery Portals (BPAMAAAJ)
Keywords
Where Gartner Digital Markets is headquartered
LocationHeadquarters
- HQ city
- Arlington
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Gartner Digital Markets business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Software Review Platform Services: Gartner Digital Markets operated software review platforms (Capterra, GetApp, Software Advice) that connect software buyers with vendors. The business was sold to G2 for approximately $110 million in February 2026.
- Enterprise Research and Advisory Services: Gartner's core business providing actionable, objective business and technology insights to enterprise clients through subscriptions, expert guidance, and advisory services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise subscription-based advisory services |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Gartner Digital Markets product offering
Product offeringCore offering
Gartner Digital Markets operated software review and comparison platforms (Capterra, GetApp, Software Advice) that connected software vendors with in-market buyers through verified user reviews, ratings, and lead generation services. The platforms aggregated peer reviews and social proof to help B2B software buyers research and select solutions.
Product overview
Gartner Digital Markets was a portfolio of software discovery and review platforms consisting of Capterra, GetApp, and Software Advice. These platforms operated as a unified software buyer engagement ecosystem — Capterra served as the flagship review platform, GetApp targeted SMB software discovery, and Software Advice provided personalized software recommendations. On February 5, 2026, Gartner completed the sale of the entire Digital Markets business unit (containing all three platforms) to G2 for approximately $110 million, as disclosed in Gartner's Form 10-K filed February 12, 2026.
Differentiator
Problem solved
Functional benefit
Products and services
- Capterra Capterra is a software reviews and ratings platform that helps businesses research, compare, and select B2B software solutions through verified user reviews. It targets B2B software buyers seeking peer-driven insights during purchase evaluation.
- GetApp GetApp is a software discovery platform focused on helping small and medium-sized businesses find and evaluate cloud-based software applications. It targets SMB buyers needing curated software recommendations.
- Software Advice Software Advice is a software recommendation service providing personalized guidance and comparison tools to help buyers select the right software for their needs. It targets buyers seeking tailored software recommendations.
Quantifiable outcome
- 90% of buyers are influenced by social proof during software research and comparison stage
- +1 more outcomes
Companies that use Gartner Digital Markets
Customer profileNamed customers3 records
Segments1 record
Ideal customer profiles2 records
Gartner Digital Markets technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Gartner Digital Markets partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- G2majorG2 acquired Gartner Digital Markets division from Gartner on February 5, 2026, for approximately $110 million. The division included Capterra, GetApp, and Software Advice - software review platforms. The sale was disclosed in Gartner's Form 10-K filed February 12, 2026, with the price subject to customary post-closing purchase price adjustments tied to working capital and balance sheet items.
Scale indicators5 records
Recent moves4 records
Expansion highlights3 records
Gartner Digital Markets competitors and assessment
Company assessmentDirect peers
- Software Advice: Software Advice is a Gartner Digital Markets property (now part of G2) providing personalized software recommendations. Same identity as a constituent brand of the subject.
- GetApp: GetApp is a Gartner Digital Markets property (now part of G2) focused on cloud/SMB software discovery. It is the same property as the subject and is included for completeness as a constituent brand.
- G2: G2 is the largest B2B software review and comparison marketplace. It is the most direct peer because it acquired Gartner Digital Markets (Capterra, GetApp, Software Advice) in February 2026, absorbing the subject's core offerings into its own platform.
- TrustRadius: TrustRadius is a B2B software review platform with verified user reviews, buyer intent data, and vendor profiles. It competes head-to-head with Capterra for mid-market and enterprise software buyers and vendors.
- PeerSpot (formerly IT Central Station): PeerSpot is an enterprise technology review platform focused on IT/enterprise software with verified peer reviews and comparisons. It is functionally analogous to Capterra but skewed toward larger enterprise IT buyers.
- SoftwareReviews (Info-Tech Research Group): SoftwareReviews is a B2B software review and comparison platform owned by Info-Tech Research Group, providing vendor reviews, scorecards, and buyer-research tools directly comparable to Capterra's offering.
- Capterra: Capterra is the flagship Gartner Digital Markets review platform (now part of G2). Same identity as the subject's primary brand; listed for completeness.
Broad incumbents
- Gartner Peer Insights: Gartner Peer Insights is Gartner Inc.'s enterprise-focused software review platform retained after the Digital Markets sale. It serves a similar buyer-research function but is targeted at enterprise IT, complementing (rather than directly competing with) the SMB-oriented Capterra/GetApp properties.
Emerging players
- Crozdesk: Crozdesk is a B2B software discovery and comparison platform with verified reviews. It is a smaller, emerging player in the same category as Capterra and G2.
- SaaSworthy: SaaSworthy is a SaaS marketplace and review platform. It functions as an emerging peer in the software comparison and discovery category, with similar B2B SaaS buyer-research mechanics.
Market position
Strengths3 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Gartner Digital Markets social profiles
Digital presenceGartner Digital Markets financial estimates
Financial estimateRevenue estimate
Valuation estimate
Gartner Digital Markets leadership team
Management profileNumber of profiles
Gartner Digital Markets subsidiaries and ownership
Company hierarchySubsidiaries3 records
Gartner Digital Markets funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Gartner Digital Markets M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Gartner Digital Markets
What does Gartner Digital Markets do?
Gartner Digital Markets operated software review and comparison platforms (Capterra, GetApp, Software Advice) that connected software vendors with in-market buyers through verified user reviews, ratings, and lead generation services. The platforms aggregated peer reviews and social proof to help B2B software buyers research and select solutions.
Is Gartner Digital Markets a public or private company?
Gartner Digital Markets is a public company. It is classified as corporate owned and is currently operating.
When was Gartner Digital Markets founded?
Gartner Digital Markets was founded in 1979. It employs 5,001 to 10,000 people.
Where is Gartner Digital Markets based?
Gartner Digital Markets is headquartered in Arlington, United States, in the North America region.
How does Gartner Digital Markets make money?
Two revenue lines are on record. Software Review Platform Services are the primary driver. The others are enterprise Research and Advisory Services.
Who are Gartner Digital Markets's main competitors?
Direct peers on record are Software Advice, GetApp, G2, TrustRadius, PeerSpot (formerly IT Central Station), SoftwareReviews (Info-Tech Research Group) and Capterra. Gartner Peer Insights is listed as a broad incumbent. Emerging players are Crozdesk and SaaSworthy.
Does Gartner Digital Markets have an API?
No public API is recorded for Gartner Digital Markets.
What industry is Gartner Digital Markets in?
Gartner Digital Markets's product category is Software Review Platforms. Its primary akta.pro industry code is BPAMAGAH, Price Comparison, Deals, Cashback & Loyalty Shopping Platforms, with a secondary code of BPAMAAAJ, Comparison Shopping & Price Discovery Portals. Its NAICS code is 541910 and its SIC code is 5734.