List of G2 Alternatives: Best B2B Software Marketplace Platforms for 2025

by Imed Bouchrika, Phd

Co-Founder and Chief Data Scientist

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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.

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).

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, formerly G2 Crowd, is one of the top peer-to-peer business software and professional services review sites today. G2 software 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 G2 customer reviews and automatically plots them onto the G2 Grid.

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 is one of the best B2B marketplace software and 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 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, marketplace software comparison, 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

Founded in 2005, Software Advice is one of the best software marketplace 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.

Among one of the best marketplace software, this one takes 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 Inc. has been helping businesses find the right solution for their software needs since 1999. Like most free B2B software review sites, this 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 marketplace software providers.

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 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.

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.

How do review platforms secure user data and validate review authenticity?

Review platforms implement strict security measures to protect both user data and the integrity of submitted reviews. They rely on advanced encryption methods, multifactor authentication, and routine security audits to ensure data is safeguarded against unauthorized access. At the same time, automated verification processes and real-time anomaly detection help filter out fraudulent or biased content, maintaining a trustworthy environment. In addition, employing rigorous data backup protocols—including solutions like cloud backup software—further minimizes the risk of data loss and reinforces overall resilience.

5. GoodFirms

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.

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.

5. BetB2B

BetB2B is a leading B2B (business-to-business) provider in the iGaming industry, specializing in offering a comprehensive and customizable platform for online betting and gaming operators. With its state-of-the-art technology and extensive industry experience, Bet-B2B com review enables its clients to establish and manage their own online gambling businesses with ease. The platform encompasses a wide range of products and services, including sports betting, casino games, virtual sports, and more, providing operators with a diverse portfolio to cater to their target audience.

If you’re looking for “Bet-B2B com review", many users say that BetB2B stands out for its focus on customization and flexibility. The platform is designed to be highly adaptable, allowing operators to tailor their online gambling offerings to suit their specific brand identity and market requirements. Additionally, BetB2B provides comprehensive support services, including licensing assistance, payment processing, risk management, and customer support, ensuring operators have a reliable and seamless operational experience. With its commitment to innovation and reliability, BetB2B has become a trusted partner for operators in the iGaming industry, empowering them to thrive in the competitive online gambling market.

What role does AI play in enhancing review platforms and improving user experience?

AI is becoming an integral tool for enhancing the functionality and user experience of review platforms. Here are some ways AI can elevate review platforms:

• Sentiment Analysis: AI algorithms can analyze reviews for positive or negative sentiment, allowing platforms to aggregate overall impressions and generate summary ratings. This helps users understand the general consensus quickly without reading each review in detail.
• Review Authenticity Checks: AI can detect patterns of fake or misleading reviews by identifying unusual posting behaviors or repetitive phrases, ensuring more genuine feedback for consumers.
• Personalized Recommendations: AI-driven platforms can analyze a user’s previous interactions and preferences to suggest products or services with reviews that closely match their interests.
• Smart Summaries and Highlights: AI can create concise summaries or highlight the most relevant points from lengthy reviews, making it easier for users to grasp key information efficiently.
• Improved Search and Filtering: AI allows for smarter, more precise search capabilities, enabling users to filter reviews by specific factors, such as product features, industry, or customer demographics.

Integrating AI in review platforms enhances both efficiency and trustworthiness, ultimately creating a more valuable experience for users seeking reliable insights.

The Role of Marketing Software Platforms in Leveraging Product Reviews

To maximize the value of product reviews and drive customer engagement, businesses increasingly turn to best marketing software companies. These platforms streamline the process of managing, utilizing, and amplifying customer feedback across various channels, ensuring that businesses not only meet their audience's expectations but also build lasting relationships.

How Marketing Software Platforms Enhance Review Management

• Centralized Review Monitoring. Marketing software platforms aggregate reviews from multiple channels, such as G2, Capterra, and GoodFirms, into a single dashboard. This allows businesses to monitor feedback in real-time, identify trends, and respond to customer reviews quickly and efficiently.
• Automated Engagement. These platforms enable businesses to automate responses to reviews, especially for recurring queries or standard acknowledgments. Personalized engagement, powered by AI, can also address customer concerns in a timely and meaningful way, fostering trust and loyalty.
• Sentiment Analysis for Insights. Advanced marketing software leverages sentiment analysis tools to categorize reviews based on customer sentiment. This enables businesses to pinpoint areas of improvement, capitalize on positive feedback, and better align their offerings with customer expectations.
• Integration with Campaigns. Positive reviews can be seamlessly incorporated into marketing campaigns. Testimonials and star ratings can be featured on websites, landing pages, or digital ads, boosting credibility and influencing potential buyers.
• ROI-Driven Review Utilization. Marketing software platforms help businesses analyze the impact of customer reviews on conversion rates and ROI. By identifying which platforms or feedback types drive the most value, businesses can allocate resources more effectively.

Why Businesses Should Use Marketing Software Platforms

In an era where 93% of consumers say reviews impact purchasing decisions, leveraging the best marketing software companies is no longer optional. These platforms empower businesses to take control of their online reputation, improve customer experience, and convert feedback into actionable growth strategies.

Whether you're a software vendor aiming to amplify product visibility or a business seeking to enhance customer trust, integrating marketing software into your strategy ensures you stay competitive in an increasingly review-driven market.

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. Bet-B2B com reviews focus on online betting and gaming operators. 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, or looking for general betting platforms and searching “Bet-B2B com reviews", then it is really best to take advantage of all these review sites.

Key Insights

• High Trust in Online Reviews: 91% of adults aged 18 to 34 trust online reviews as much as personal recommendations, highlighting the crucial role of review platforms in purchasing decisions.
• G2's Popularity: G2 is a leading review platform with over 1.7 million user reviews on more than 100,000 software products, known for its authenticity and comprehensive grid ranking system.
• Alternative Review Platforms: Other notable review sites include FinancesOnline, Software Advice, Capterra, GetApp, and GoodFirms, each offering unique features and strengths in software reviews and recommendations.
• In-depth Analysis and Expert Reviews: FinancesOnline stands out for its detailed expert reviews and educational articles, providing deeper insights and contextual understanding of software products.
• Personalized Recommendations: Software Advice offers a unique service with personalized recommendations from real advisors, adding a personal touch to the software selection process.
• Strict Review Validation: Capterra, along with its sister sites Software Advice and GetApp, emphasizes strict validation of reviews to ensure authenticity and reliability.
• Specialized Focus: GoodFirms specializes in B2B tech companies and service providers, offering extensive resources and rankings based on core competencies and performance.
• Flexibility in Usage: Utilizing multiple review platforms can provide a balanced and comprehensive view, aiding in more informed decision-making for both software buyers and vendors.

FAQ

1. What makes G2 a popular review platform? G2 is popular due to its comprehensive user review system, which includes over 1.7 million reviews on more than 100,000 software products. It emphasizes authenticity by requiring reviewers to submit personal and professional information, and it uses a detailed grid ranking system to help users quickly identify top software products.
2. What unique features does FinancesOnline offer compared to G2? FinancesOnline provides detailed expert reviews and educational articles, which offer deeper insights into software products. It uses a patented SmartScore System to evaluate products and has a Research Center that provides up-to-date industry data and insights, making it a valuable resource for in-depth analysis.
3. How does Software Advice assist users in selecting software? Software Advice offers personalized recommendations from real advisors. Users can fill out a form and receive a customized list of software recommendations based on their business needs, preferences, and budget, adding a personal touch to the selection process.
4. What is the review validation process on Capterra? Capterra validates each review through a team of experts to ensure authenticity. Vendors are not allowed to remove negative reviews but are encouraged to engage with reviewers, showcasing their customer service. This strict validation process maintains the reliability of the reviews.
5. Why is it beneficial to use multiple review platforms? Using multiple review platforms provides a balanced and comprehensive view of software products. Different platforms offer unique insights, validation processes, and features, helping users make more informed decisions. It also allows for cross-checking reviews to ensure accuracy and reliability.
6. How does GoodFirms differentiate itself from other review platforms? GoodFirms focuses on B2B tech companies and service providers, offering rankings based on core competencies and overall performance. It provides extensive resources, including ebooks and guides for entrepreneurs, and connects businesses with a specialized audience.
7. What are the advantages of personalized recommendations from Software Advice? Personalized recommendations from Software Advice save users time and effort in searching for the right software. By receiving tailored suggestions based on specific needs and preferences, users can quickly identify the best options for their business.
8. How do review platforms benefit software vendors? Review platforms provide software vendors with increased visibility and credibility. Listings on multiple sites allow vendors to reach a wider audience, generate more user reviews, and receive expert evaluations. This can lead to higher conversion rates and improved customer trust.
9. What is the significance of e-invoicing in the business landscape? E-invoicing is becoming mandatory in many countries to improve compliance and streamline processes. It enhances operational efficiency, reduces costs, and accelerates cash flow management, making it a crucial component of modern business strategies.
10. How does the G2 Grid help users in making purchasing decisions? The G2 Grid provides a visual representation of software rankings based on user satisfaction and market presence. It allows users to quickly identify top-performing products and make informed decisions based on real user reviews and industry-specific parameters.

References:

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.