When G2 acquired Capterra, Software Advice, and GetApp from Gartner in February 2026, something shifted for vendors managing review profiles. Three previously independent platforms suddenly operated under one parent company. Your first instinct might be to consolidate effort, shut down one profile, and move on. But that instinct is probably wrong.
The real question isn't whether to stay on both G2 and Capterra. It's whether the platforms matter at all for your specific customer segments, and if they do, where your money actually moves deals. I've spent enough time with product and marketing teams navigating this change to know that the answer depends entirely on how your buyers actually discover and evaluate you.
Here's what we know right now: domains with profiles on G2, Capterra, or Trustpilot have roughly 3 times higher probability of being cited by AI systems compared to vendors without any review platform presence. That's not hype. That's discovery. But the cost of maintaining profiles on every platform isn't zero, and neither is the cost of being absent from the ones that matter most to your buyers.
The single biggest change: G2 and Capterra are now operationally linked
Before the acquisition, maintaining presence on both G2 and Capterra meant managing two separate vendor profiles, two separate customer request pipelines, two different review collection workflows. They were competitors. Now they're siblings under one roof.
In practice, this changes less than you'd think in the short term. The profiles are still separate. Your G2 reviews don't automatically populate Capterra. You can't log in once and manage both. But the underlying economics have shifted. G2 now owns all the reviews on both platforms. The incentive structure for consolidating data, cross-promoting profiles, or even deprecating Capterra altogether exists internally. Whether that happens is still uncertain.
What this means for your team: you shouldn't assume Capterra will exist as a distinct platform forever. But you also shouldn't abandon it tomorrow. The practical move is to treat Capterra as a secondary investment for now, not a co-equal priority. If you're currently splitting review collection efforts 50/50 between G2 and Capterra, shift to something closer to 70/30, with G2 as the main focus. You'll preserve the Capterra presence without the organizational burden.
TrustRadius and Trustpilot solve different problems than G2 does
This is where most vendors make their mistake. They think of TrustRadius and Trustpilot as alternatives to G2. They're not. They're complements that serve different buyers and reveal different truths about your product.
TrustRadius is a platform for enterprise IT buyers and procurement teams. If your customer base is large companies with formal evaluation processes, TrustRadius matters. The reviews there tend to come from technical users and buyers involved in selection, so they focus on integration capability, vendor stability, and contract terms. Your G2 rating might be 4.8, but your TrustRadius score tells you what enterprise buyers actually think about implementation risk.
Trustpilot is the opposite. It collects reviews from end users. Actual people who log in daily, hit bugs, get frustrated with onboarding. A product can score well on G2 because decision-makers focus on features and vendor relationships. The same product might have mediocre Trustpilot reviews because daily users experience poor UX or fragile performance. If you're selling to mid-market or SMB, where the person buying is often close to the person using, Trustpilot surfaces competitive vulnerabilities that G2 won't show you. A competitor might look unbeatable on G2 but look fragile on Trustpilot. That's valuable intelligence.
Allocate budget by where your buyers actually make decisions
The framework is simple, but executing it requires honesty about your customer segments.
Start by asking: who decides to buy, and where do they look? An enterprise SaaS vendor selling to Fortune 500 companies has different decision-makers than a mid-market HR tool. A workflow automation platform might be evaluated by procurement teams, but an end-user collaboration tool gets vetted by the people who'll use it every day.
For enterprise deals, the priority is G2 and TrustRadius. These platforms drive RFP inclusion and formal evaluations. Buyers at that level check multiple references, and they absolutely check third-party reviews. A strong presence on both keeps you in contention. Capterra gets deprioritized unless you're seeing actual pipeline from it. For mid-market and SMB, prioritize G2 and Trustpilot. Your buyers are less formal about evaluation, but they're also more influenced by authentic user feedback. Trustpilot's end-user focus is your competitive moat here.
The math becomes clearer when you track it. Pull your analytics from the past year. For each major deal that closed, trace the buying process back. Did G2 appear in the evaluation? Did TrustRadius? Did the buyer ever mention Trustpilot? Most vendors I work with find that 60 to 75 percent of their enterprise deals involved G2, but only 30 to 40 percent involved TrustRadius, and Trustpilot barely registers. That difference is your allocation signal. You're not spreading effort evenly. You're concentrating where actual deals happen.
Review platform presence now affects AI discoverability directly
There's a second-order effect happening that most teams ignore. Buyers increasingly rely on AI tools to surface vendor options. Those tools read reviews. Domains with established profiles on G2, Capterra, or Trustpilot are cited by AI systems at roughly 3 times the rate of vendors without them.
This isn't because the reviews themselves are inherently trustworthy. It's because AI models use review platform presence as a proxy for legitimacy. A vendor with 200 reviews on G2 signals to an LLM that this is a real company that real users have evaluated. A vendor with no reviews signals obscurity or newness. As more buyers use AI to shortlist options before formal evaluation, this signal becomes harder to ignore.
The implication is that even platforms where you see minimal direct pipeline value still deserve some baseline investment, just to exist. You might not close ten deals a year from Trustpilot reviews, but if not being on Trustpilot cuts your AI citation probability in half, you've lost something more valuable than ten deals. It's the slow erosion of discoverability that hurts.
This argues for a minimum viable presence on G2, TrustRadius, and Trustpilot, even if your direct ROI tracking shows weak signals from some of them. The AI discovery benefit is real but diffuse. Capture it by maintaining profiles and actively collecting reviews, but don't over-invest in segments where you don't see direct traction.
The practical allocation framework
Here's what this looks like in action. Assume you're a B2B SaaS vendor with a sales team and a marketing budget for review platform outreach.
Allocate 60 percent of review collection effort and paid promotion budget to G2. This is non-negotiable. G2 is the dominant platform for software evaluation. Buyers expect you to be there. Competitors are there. The data you'll gather from G2 reviews informs your product roadmap.
Allocate the remaining effort based on your segment. If you sell primarily to enterprise, put 25 percent into TrustRadius and 15 percent into Trustpilot. If you sell to mid-market, flip it: 15 percent to TrustRadius and 25 percent to Trustpilot. Run this allocation for 12 months. Track which platform actually generates pipeline. Then adjust.
Capterra gets a minimum presence because it exists and because G2 owns it. But don't treat it as co-equal to G2 unless your data shows otherwise. Most vendors find that Capterra reviews are largely redundant with G2. The effort to maintain both is only worth it if you see actual buyer behavior justifying it.
One more thing: 47 percent of B2B buyers report lower trust in online resources in 2026 compared to 2025. AI content saturation and vendor messaging have eroded faith in traditional channels. This makes authentic, specific positioning on the right platforms more critical than ever. Being everywhere matters less. Being credible where your buyers actually look matters more.