G2 review: how its verified B2B software reviews and Grids work, how vendors claim a free profile, and what paid plans like Starter at $299/month include.
Researched and fact-checked by Bartu Cavusoglu · Updated November 12, 2026
G2 is a B2B software marketplace built around verified user reviews. Buyers browse categories, read reviews, compare products and see G2's Grid reports, which place products by customer satisfaction and market presence. Profiles typically include an overview, screenshots, pricing information, integrations and reviews.
For vendors, G2 says access to a basic profile will always be free. A new product is submitted through a request form, checked by G2's research team (G2 cites about 3-5 business days) and can then be claimed. Paid plans add review collection campaigns, custom calls to action and visitor data, and add-ons include Buyer Intent data, advertising, verified leads and market intelligence. Coverage is strongest in established B2B categories; young or niche products often have few reviews.
In January 2026 G2 announced it had agreed to acquire Capterra, Software Advice and GetApp from Gartner. A June 2026 G2 post says the acquisition took place in early 2026 and refers to the three sites as G2 Digital Markets.
Key Features
Verified user reviews — Reviews of business software from users, with filters such as company size and industry.
Grid reports — Category reports that place products by customer satisfaction and market presence.
Comparisons and categories — Category pages and side-by-side comparisons of products buyers are evaluating.
G2.ai recommendations — AI-driven software recommendations based on G2's review data.
Free profile — Claim a basic product profile with company and product information, screenshots and basic review collection.
Review collection — Paid plans add review campaigns, gift card review credits and review management.
Custom CTAs and content — Add demo links, scheduling and gated content to a profile on paid plans.
Buyer Intent — See which companies are researching your profile, category or competitors, now across G2, Capterra, Software Advice and GetApp.
Advertising and Verified Leads — Paid ads across G2 marketplaces and leads qualified through phone and chat conversations.
Badges — 'Users Love Us' and report-based badges vendors can display, depending on plan.
Market intelligence and MCP — Market and competitor data, plus a G2 MCP server for using buyer signals in AI tools.
Pros & Cons
Pros
Large base of verified B2B user reviews
Free, editable vendor profile
Published price for the entry Starter plan
Buyer Intent data now spans four marketplaces
Cons
Thin coverage for new or niche products
Professional, Enterprise and add-ons are quote-based
A profile only pays off with steady review collection
Less relevant for consumer software
Pricing
Free $0 month
Starter $299 month
Professional / Enterprise Contact sales custom
Frequently Asked Questions
Is G2 free?
Yes for buyers and reviewers. Vendors can claim a basic profile for free; G2 says access to a basic profile will always be free.
How much does G2 cost for vendors?
G2's plans page lists Starter at $299 per month or $2,999 per year for net new vendors. Professional and Enterprise plans and add-ons are priced through sales.
How do I add my product to G2?
Submit G2's request form. G2's research team verifies the product, which G2 says takes about 3-5 business days, and you can then claim and edit the profile.
Does G2 own Capterra and GetApp?
G2 announced in January 2026 that it had agreed to acquire Capterra, Software Advice and GetApp from Gartner, and a June 2026 G2 post refers to them as G2 Digital Markets.
What is a G2 Grid?
A G2 report that places products in a category by customer satisfaction and market presence, based on reviews and other data.
What is G2 Buyer Intent?
A paid data product that shows which companies are researching your profile, category or competitors. G2 says it now includes activity from Capterra, Software Advice and GetApp.