List of G2 Alternatives: Best B2B Software Marketplace Platforms in 2023

List of G2 Alternatives: Best B2B Software Marketplace Platforms in 2023
Imed Bouchrika, Phd by Imed Bouchrika, Phd
Chief Data Scientist & Head of Content

Product reviews are an essential part of today’s purchasing decision process. In fact, it was found that 91% of adults aged 18 to 34 years old trust online reviews as much as product recommendations from family, friends, and acquaintances (Pitman, 2020). No wonder then that popular review platforms continue to enjoy a surge in growth and popularity.

One of the most popular platforms out there today is G2. It is an easy-to-use product review site, complete with expert takes and real user reviews. There are, however, other review sites that match the functionalities of G2 and offer other useful unique features. In this article, we’ll list the best G2 Alternatives and give you an overview of what these platforms offer.

List of G2 Alternatives Table of Contents

Review sites are important not only to consumers. They also help businesses showcase their products and get crucial feedback from end-users. By and large, businesses have acknowledged this new arrangement. For best results, many adopt reputation management software solutions. They provide users with a 360-degree view of all pertinent review sites and social media channels. As well, they aggregate important data, such as impressions and sentiments, while allowing companies to proactively engage users.

With these, companies are able to mitigate negative impacts, influence perception, and even respond to constructive criticisms. This is very important as reviews are twice as likely to impact purchasing decisions and 7.4x more likely to be more effective than traditional marketing means (Podium, 2021).

impact of reviews

Whether you are searching for software or trying to list your product, review sites are great platforms to find what you are looking for or accomplish your marketing goals. Without further ado, here are some of the best review sites available today.

Overview of G2

G2 homepage

G2, formerly G2 Crowd, is one of the top peer-to-peer business software and professional services review sites today. The platform covers a wide range of software categories, from mobile development platforms to HR analytics. The website is known for encouraging unfiltered and unbiased user reviews—-giving reviewers incentives like gift cards and other perks.

Since its inception in 2012, it has been one of the go-to listing platforms for software vendors. It has published more than 1.7 million user reviews of more than 100,000 software products since then.

Authenticity is placed at a premium as reviewers are required to submit personal and professional information, including where they work, the size of their company, and screenshots of them using the product they are reviewing. The platform aggregates all of these reviews and automatically plots them onto the G2 Grid.

G2 predictive analytics

The G2 Grid has two dimensions: Satisfaction and Market Presence. It has four quadrants (counterclockwise from the top left): Contenders, Niche, High Performers, and Leaders. Moreover, it has both Live and Trending views. The Live view shows a current snapshot of the software rankings. This can also be split according to target markets (i.e. company size). On the other hand, the Trending view shows the G2 Momentum Grid Scoring that highlights the software products gaining traction.

The G2 Grid is most useful for a quick look at software rankings. With it, users can look for the products that potentially best fit them based on real user reviews with similar parameters. These include user role, company size, and industry.

G2 also operates a lucrative software listing service platform. It connects sellers to potential buyers and provides sellers with information on people and companies searching for their products. Also, they provide licensing options for software providers to use published G2 reports and reviews on their category and solutions.

1. FinancesOnline

FinancesOnline homepage

FinancesOnline is one of the top G2 alternatives available today. It is an independent review platform that comes highly recommended among software hunters and vendors alike. Just like G2, it provides real user reviews with over 51,000 logged to date. Also, the website has more than 2.5 million visitors a month; and is arguably the fastest-growing SaaS/B2B software and financial products review site today.

Aside from authentic user reviews, FinancesOnline offers detailed product reviews from experts in particular software fields. These expert reviews are then filtered by its patented SmartScore System, which evaluates how a particular product stands on the key features of the software category. These include customization capability, collaboration tools, ease of use, its main functionalities, mobility, security, integrations, and more. There are also free interactive tools for comparing software products side-by-side.

Moreover, it also uses a ranking system called CrowdRank. This ranks software products according to market position and the average between the Expert Score and User Score. Also, based on the score, it categorizes products into three tiers: Rising Stars, Contenders, and Front Runners or Leaders.

FinancesOnline CloudRank

FinancesOnline is also known for providing readers with informative and educational articles such as software reports, comprehensive studies, guides, and market statistics. These can be easily found in its Research Center database.

Both detailed expert reviews and its Research Center are the main things that set this platform apart from G2 and others. Thus, it quickly became a go-to resource for in-depth content for software hunters and B2B professionals. Hence, this does not only make it not a good G2 alternative but also a good supplementary information source for G2 users. By reading detailed FinancesOnline reports, users will get a better contextual understanding of where, why, and how particular software products are used.

Its Research Center is subdivided into Statistics, Trends, and Numbers, providing users with up-to-date industry data and insights that they can leverage for data-driven business decision-making. The articles and reports heavily incorporate visuals like charts and infographics to promote an intuitive understanding of complex data.

FinancesOnline employs its own Customer Satisfaction Algorithm based on traditional online shopping review methods. The proprietary algorithm aggregates real user reviews, comments, and opinions from popular social media sites to automatically produce a Customer Satisfaction Rating, which is basically a percentage rating based on the ratio of positive and neutral sentiments to negative ones.

The company is also a trusted listing platform for software providers across different software categories, from business intelligence solutions to project management tools. And, it is known to send a good amount of traffic to vendor sites with up to 70% conversion rate.

2. Software Advice

SoftwareAdvice homepage

Founded in 2005, Software Advice is another free software review platform with a unique twist. Aside from publishing reviews and aggregating scores, it also offers one-on-one help and personalized recommendations from real people. This serves to complement the information found on G2 through its advisory services. These can be useful during the later stages of making a purchase decision as it provides a warm authentic personal touch.

Software Advice, like other top software review sites, covers a wide range of software categories. These include popular ones like HR software, medical software solutions, and POS systems. Like the others on this list, it provides useful software and business articles as well. However, its main strength is its advisory services.

Software Advice advisory services

These take much of the self-service away from software hunting. It is easy to use too. All one has to do is fill out a form and Software Advice Advisors will get in touch with the person via phone or email. From there, advisors will extract key information that factors in the purchasing decision process. These include the potential buyer’s goals, business needs, preferences, and, of course, budget. Then, within 15 minutes, a personalized list of software recommendations will be forwarded via email. It is that simple.

Software Advice also has a proprietary scoring methodology called the FrontRunners. Just like the G2 Grid, it is a two-dimensional chart using Usability and Customer Satisfaction as variables. Also, like FinancesOnline, Software Advice aggregates user reviews, ratings, and other public data to pool impressions and sentiments. The process also incorporates data from technology vendors cross-checked with independent sources. In this way, scoring can remain fair and transparent.

Software Advice also offers listing services to vendors. For this service, it offers a lead generation service. It matches a software buyer with a vendor’s sales team’s requirements. It can even sync leads with the vendor’s CRM.

3. Capterra

Capterra homepage

Capterra Inc. has been helping businesses find the right solution for their software needs since 1999. The free software marketplace has over 800 software categories supported by more than 50,000 products. It has published and validated more than 1.5 million user reviews. The platform is always free for users as it is being paid by software vendors to connect them with potential buyers.

Capterra encourages end-users to write their reviews through incentives such as gift cards. Moreover, every review is also being reviewed by Capterra’s team of experts. Regardless, the platform has a strict code against fraudulent writeups. In fact, vendors are not allowed to take down a review if they don’t agree with it. Instead, Capterra encourages them to engage with reviewers who have posted negative comments in order to showcase great customer service. It is good to note, however, that Capterra is owned by the same company that owns Software Advice. Thus, vendor listing is also coursed through its affiliated platforms for validated reviews.

Capterra software grid system

Just like G2, Capterra uses a grid system for visualizing ranking. Its grid has two dimensions: Rating Score and Popularity Score. The Rating Score is a normalized rating based on the number and recency of reviews. It goes from highly rated to highest rated. Hence, it only includes the top software products in the category. Also, the same goes with the Popularity Score dimension where products listed are ranked from popular to most popular.

With this, products are divided into four quadrants (clockwise from the top left): Established Players, Top Performers, Emerging Favorites, and Noteworthy Products. With this system, software shoppers would only be exposed to the top products. Hence, for people who would like to create a quick shortlist, Capterra can be a great G2 alternative.

4. GetApp

GetApp homepage

GetApp is another free online platform for SaaS reviews. As with the others on this list, it offers interactive tools for users to compare particular software products side-by-side. This makes it one of the top comparative software platforms for shoppers, with over 1.5 million users. To date, GetApp has published 1.2 million user reviews on more than 14,000 software profiles.

The main software categories it features include the best political campaign software, CRM software, help desk software, email marketing software, HR software, and project management software. Like the other top review sites, it also lists niche-type platforms like church management software and non-profit management solutions.

GetApp review page

The platform also provides articles such as guides, reports, and other business resources. These range from articles concerning software products up to those about particular industries. Although it offers such resources, they are not that in-depth. Still, they are useful enough for quick informative reads to introduce readers to simple yet important concepts.

Lastly, it also offers listing services to vendors. However, it is good to remember that it is also part of the Capterra and Software Advice family. So, again, vendor listing and review data is shared with its sister sites. Thus, vendors can reach a wider audience.

5. GoodFirms

GoodFirms homepage

GoodFirms is a niche software review site for B2B tech companies. It showcases not only B2B software solutions but also service providers, including those for web development, mobile app development, blockchain technology, web design, and business intelligence. The main software categories being reviewed include project management software, CRM software, and marketing automation tools.

It also uses a two-dimensional ranking system for products. Core Competencies ratings are plotted on the horizontal axis while 360-Performance View ratings are on the vertical axis. The former ranks the core focus of a particular product or service while the latter rates the company’s overall performance. This includes various intangible metrics such as the ability of a firm to deliver. This ranking methodology is what makes GoodFirms a unique G2 alternative.

GoodFirms review page

Moreover, the website also features a growing body of informative resources. They range from blog posts to more in-depth tech articles. Also, it is known for its extensive ebooks and guides for entrepreneurs. These include materials from publishers such as Konstant, Segue Technologies, Enginess, and OpenXcell. These resources cover various topics, from digital marketing and ecommerce to web development and artificial intelligence.

The platform, again, has a strong focus on B2B tech companies. And, like other sites, it provides business and software listing services. As of now, there are more than 80,000 companies that signed up with GoodFirms, with over 30,000 software products registered. GoodFirms connects these businesses with software shoppers who now number a yearly average of 10 million on the site.

Should you stick to a singular platform?

So, these are the top G2 alternatives available on the internet today. But as explicitly mentioned, software shoppers can always use multiple review sites to get as much information about a product and a company. The approach should help them cross-check reviews for balanced purchase decision-making for their organizations. Thus, it is best for software end-users to be platform agnostic.

Another good reason to do so is that different review sites have different unique competencies. For instance, G2 is heavy on user-generated reviews. FinancesOnline, on the other hand, provides more in-depth analysis and resources that can help buyers make better-informed purchases. B2B tech businesses shouldn’t leave out GoodFirms as it specializes in their needs. Plus, it has a good service provider listing for them as well. But if shoppers want a personal touch, Software Advice can help. And as these are free for buyers, one can really take advantage of all of them.

The same goes for vendors. If they want to reach more people, it is best to get their products listed on all sites. In fact, if they sign up with one of the sister sites—Software Advice, GetApp, and Capterra—they will get listed on all three. This ensures they will have more eyes on their products. Also, it is best to get listed on independent review sites similar to G2 like FinancesOnline and GoodFirms. In this way, they can generate more sets of real user reviews while having their platforms reviewed by experts. As these sites have more in-depth articles, they are likely to give buyers better contexts about a software product.

Whether you are a software buyer or a vendor, it is really best to take advantage of all these review sites.



  1. Pitman, J. (2021, June 8). Local consumer review survey: How customer reviews affect behavior. BrightLocal.
  2. Podium. (2021). State of online reviews – Podium. Messaging Tools For Local Business. Podium.

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