Gartner Digital Markets

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.

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

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

• Software review platforms
• B2B software discovery
• Lead generation services
• Software comparison tools
• Buyer review marketplaces

Headquarters

HQ city

Arlington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. 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.
2. 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

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core 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

Named customers3 records

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• G2majorStrategic or Co-development Partner · 5 February 2026G2 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

Direct 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

• Xx.com/gartner_dm
• YouTubeyoutube.com/user/Gartnervideo
• Facebookfacebook.com/GartnerInc
• LinkedInlinkedin.com/company/gartner
• Instagraminstagram.com/gartner_inc

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Gartner Digital Markets