G2 Revenue, Valuation, Funding & Investors

G2 is valued at $1.1B as of June 2021, a 20.0x multiple on its last reported $55M revenue.

See full G2 profile

Last G2 valuation

$1.1B

Series D · Jun 2021

Last G2 funding round

$157M

Series D · Jun 2021

G2 revenue

$55M

Series D · Jun 2021

Key investors in G2

  • Accel
  • Pritzker Group Venture Capital
  • Godard Abel
  • IVP
  • Emergence Capital
  • Hyde Park Venture Partners

G2 Overview

About G2

G2 is a Chicago-based B2B software review platform founded in 2012, aggregating peer insights on 150,000 products from Salesforce to Zoom. The site features Grid Reports comparing vendors on 1,000+ categories, aiding procurement teams at enterprises like Coca-Cola and Accenture. G2's marketplace connects buyers with sellers through verified reviews and intent data.


Founded

2012

HQ

United StatesChicago, IL

Website

g2.com

Status

Privately held

Customer focus

B2B

Revenue model

Advertising, Subscription

Revenue

$55M (Jun 2021)

Valuation

$1.1B (Jun 2021)

G2 Valuation

G2 is currently valued at $1.1B, based on its Series D in June 2021.

The $157M round was led by Permira and Salesforce Ventures, with participation from IVP, LinkedIn, Auren Hoffman, HubSpot Ventures, Emergence Capital and 3 other investors.

G2's valuation has grown 2.2x from $500M at its Series C in October 2018 to $1.1B in June 2021, across 2 priced rounds.

G2 valuation by funding round

Revenue multiple
G2 valuation by funding round
DateStageValuationRevenue Multiple
Jun 2021Series D$1.1B20.0x
Oct 2018Series C$500M9.1x

G2 Revenue

G2's latest recorded revenue is $55M, as of its Series D in June 2021. At a $1.1B valuation, that implies a 20.0x revenue multiple.

Revenue moved from $55M in October 2018 to $55M in June 2021, while the revenue multiple moved from 9.1x to 20.0x.

G2 revenue by funding round

G2 revenue and valuation multiple by funding round
DateRevenue *ValuationRevenue MultipleStage
Jun 2021$55M$1.1B20.0xSeries D
Oct 2018$55M$500M9.1xSeries C

* Revenue (or ARR) figures are the values recorded alongside each funding round. Typically run-rate revenue at the time of the deal, or a reported LTM (last 12 months) revenue.

G2 Funding History

G2 has raised a total of $258M across 7 funding rounds.

G2's first fundraising round was a $2M seed round in February 2013. The most recent completed round was a $157M Series D in June 2021.

G2 funding rounds

G2 funding rounds
DateStageInvestorsRaisedValuationDeal Summary
Jun 2021Series DPermira (lead); Salesforce Ventures (lead); IVP; LinkedIn; Auren Hoffman; HubSpot Ventures; Emergence Capital; Flex Capital; Accel; Thomas Lehrman$157M$1.1BG2 operates the world's largest software marketplace, providing reviews, comparisons, and data for B2B software buyers, with over 1.3 million verified reviews and 60 million annual visitors at the time of its Series D. The platform serves 2,000+ corporate partners including Adobe, Autodesk, HubSpot, Salesforce, and Zoom, who use G2's Marketing Solutions for reputation management, revenue growth, and customer insights, as well as G2 Track for optimizing software spend. On June 22, 2021, G2 raised $157 million in Series D funding led by Permira and Salesforce Ventures, with participation from Accel, Auren Hoffman, Emergence Capital, Flex Capital, HubSpot Ventures, IVP, LinkedIn, and Thomas Lehrman, achieving a post-money valuation of over $1.1 billion and unicorn status. The round brought total funding to $257 million. At the time, G2 reported $55 million in Annual Recurring Revenue (ARR), reflecting a 19x revenue multiple, with 40-45% growth in customers and ARR over the prior year. G2 added 700 paying customers for Marketing Solutions in the 12 months prior, representing the bulk of revenue, and saw 95% organic traffic growth. The company aimed to hit $100 million ARR by year-end 2021, fueled by strong international expansion in Europe and Asia. Funds were allocated to grow the team, enhance data and recommendation engines, expand market coverage, and scale globally amid $4 trillion software spend market. G2's competitive edge includes a comprehensive product taxonomy licensed to partners like ServiceNow and 50+ SaaS investors, second-party intent data, and a 50-person research team maintaining profiles amid 48% growth in listings. Nearly 60% of Forbes Cloud 100 companies are customers, positioning G2 as essential for software vendors reaching 7 million monthly buyers.
Oct 2018Series CIVP (lead); Pritzker Group Venture Capital; Emergence Capital; 50 South Capital; Accel$55M$500M-
May 2017Series BAccel (lead); Pritzker Group Venture Capital; LinkedIn; Mark Myers; Tim Handorf; Godard Abel; Matt Gorniak; Mike Wheeler$30M-G2 Crowd is a B2B review platform founded in 2012 that operates as a marketplace where businesses can source software and services while viewing extensive product reviews. The company was co-founded by Godard Abel, Tim Handorf, Mark Myers, Matt Gorniak, and Mike Wheeler, with several founders having prior exits including BigMachines (sold to Oracle for $400 million). In May 2017, G2 Crowd announced a $30 million Series B funding round led by Accel with participation from Pritzker Group Venture Capital, LinkedIn, and the company's founders, bringing total capital raised to over $45 million at that point. The round was used to accelerate the build-out of the review platform across B2B categories and grow the global community of contributors to offer buyers insights across tens of thousands of B2B products. By June 2021, the company had raised $157 million in Series D funding at a valuation exceeding $1.1 billion and had grown to serve 60 million software buyers with over 1.3 million verified reviews and 2,000+ corporate partners including HubSpot, Salesforce, Adobe, Autodesk, and Zoom.
Dec 2016Seed-$4M--
Jul 2015Series APritzker Group Venture Capital (lead); Chicago Ventures; High Alpha; Godard Abel; Hyde Park Venture Partners; Thomas Lehrman$7M-G2, founded in 2012 as G2 Crowd, operates an online marketplace where businesses source software and services, view product reviews, and connect with vendors. The company raised $7 million in a Series A funding round on July 29, 2015, led by Pritzker Group Venture Capital, with participation from Chicago Ventures, Hyde Park Venture Partners, Godard Abel, Thomas Lehrman, and High Alpha. Funds supported team expansion and platform enhancements. This followed a $2.3 million seed round in May 2014 led by Chicago Ventures. By January 2016, G2 reported over 400,000 monthly sessions across more than 400 product categories.
May 2014Series AChicago Ventures (lead); Andrew J. Filipowski; Greg Jones; Tim Kopp; Godard Abel; Hyde Park Venture Partners$2M--
Feb 2013Seed-$2M--

Who has invested in G2?

23 investors have backed G2 across its funding rounds, including Accel, Pritzker Group Venture Capital, Godard Abel, IVP, Emergence Capital and Hyde Park Venture Partners.

Lead investors include Permira, Salesforce Ventures, IVP, Accel, Pritzker Group Venture Capital and 1 other investor.


G2 Investors

Investors in G2 by funding rounds participated
InvestorHQRoundsRoleFirst check
Pritzker Group Venture CapitalUnited StatesChicago, IL3LeadJul 2015
Godard AbelUnited StatesBoulder, CO3ParticipantMay 2014
AccelUnited StatesPalo Alto, CA3LeadMay 2017
IVPUnited StatesSan Francisco, CA2LeadOct 2018
LinkedInUnited StatesSan Francisco, CA2ParticipantMay 2017
Chicago VenturesUnited StatesChicago, IL2LeadMay 2014
Emergence CapitalUnited StatesSan Francisco, CA2ParticipantOct 2018
Hyde Park Venture PartnersUnited StatesChicago, IL2ParticipantMay 2014
Thomas LehrmanUnited StatesNew York City, NY2ParticipantJul 2015
Salesforce VenturesUnited StatesSan Francisco, CA1LeadJun 2021
PermiraUnited KingdomLondon1LeadJun 2021
Andrew J. FilipowskiUnited StatesChicago, IL1ParticipantMay 2014
Greg JonesJapanTokyo1ParticipantMay 2014

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Acquisitions by G2

G2 has acquired 6 companies to date.

Last acquisition by G2 was on January 29th 2026. G2 acquired GetApp for undisclosed valuation.


Latest Acquisitions by G2

GetApp
Capterra
Software Advice
unSurvey
Description
GetApp is a software recommendation engine for small businesses. Part of Gartner Digital Markets and headquartered in London, it delivers tailored insights on categories like CRM, accounting, and HR tools to guide purchasing decisions.
Capterra is a Gartner-owned online marketplace for business software research founded in 1999 and headquartered in Arlington, Virginia. It aggregates validated user reviews across categories from accounting software to HR management systems. Monthly visitors compare vendors through independent research reports and pricing data. The platform covers thousands of products serving SMBs worldwide.
Software Advice is an Austin-headquartered service connecting businesses with software vendors. Acquired by Gartner in 2014, the platform offers free consultations where advisors match companies to tools like CRM, ERP, and HR software based on needs assessments. Software Advice publishes buyer guides and user reviews for over 1,100 categories, serving small businesses to enterprises evaluating solutions from Salesforce, QuickBooks, and ServiceNow.
unSurvey is a conversational AI platform for gathering feedback and conducting market research through natural dialogues. Berlin-headquartered, it deploys voice and chat agents on websites, apps, and WhatsApp for employee surveys, customer NPS, and consumer insights. Launched in 2022, the platform analyzes responses with sentiment detection and topic modeling to generate actionable reports. Integrations with Slack, Zendesk, and Typeform enable seamless data flow. It supports branching logic for follow-up questions based on prior answers, improving response rates over traditional forms.
HQ CountrySpainUnited StatesUnited StatesUnited States
HQ City
Barcelona
Washington, DC
Austin, TX
San Francisco, CA
Deal Date29 Jan 202629 Jan 202629 Jan 202610 Jun 2025
Valuationundisclosedundisclosedundisclosedundisclosed
EV/Revenue
EV/EBITDA

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G2 Competitors

G2 competitors include listed companies like GoodRx, QuinStreet and SMZDM.com, and private ones like CargoX, Healthcare.com and Omio.

Public and private companies comparable to G2
CompanyHQStatusRevenueEBITDAValuationRevenue Multiple
GoodRxUnited StatesUnited StatesPublicly listed$797M$173M$1.2B1.8x
QuinStreetUnited StatesUnited StatesPublicly listed$1.3B$61M$1B0.7x
SMZDM.comChinaChinaPublicly listed$192M$19M$1B4.7x
CargoXBrazilSão PauloPrivate--$1B-
Healthcare.comUnited StatesMiami, FLPrivate--$1B-
OmioGermanyBerlinPrivate--$1B-

G2 Public Comps

G2 is still privately-owned, but its public comps include GoodRx, QuinStreet, SMZDM.com, Alma Media, Mony Group, EverQuote, Moltiply Group, Hypoport, Nerdwallet and Turtlemint.

Last FYEV/RevenueEV/EBITDA
RevenueEBITDALast FYLTM2027ELast FYLTM2027E
GoodRx$797M$173M1.8x1.8x8.1x5.5x
QuinStreet$1.3B$61M0.7x0.7x15.8x7.9x
SMZDM.com$192M$19M4.9x4.7x47.8x42.1x
Alma Media$377M$110M3.8x3.7x13.1x11.6x
Mony Group$599M$184M2.3x2.3x7.5x7.1x
EverQuote$693M$62M0.9x0.8x9.9x5.5x
Moltiply Group$787M$148M2.4x2.3x13.0x8.6x
Hypoport$694M$78M0.8x0.8x6.9x6.8x

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Common questions about G2

When was G2 founded?G2 was founded in 2012.
Where is G2 headquartered?G2 is headquartered in Chicago, IL, United States.
Is G2 publicly listed?No, G2 is a private, VC-backed company.
What is G2's valuation?G2 was last valued at $1.1B in its Series D in June 2021.
How much funding has G2 raised?G2 has raised $258M across 7 funding rounds.
What was G2's last funding round?G2's last funding round was a $157M Series D in June 2021, led by Permira and Salesforce Ventures.
Who are G2's investors?G2's investors include Pritzker Group Venture Capital, Godard Abel, Accel, IVP, LinkedIn, Chicago Ventures, Emergence Capital, Hyde Park Venture Partners, Thomas Lehrman, Salesforce Ventures and 13 others.
What is G2's revenue?G2's latest recorded revenue is $55M (June 2021).
What is G2's revenue multiple?G2's latest valuation implies a 20.0x revenue multiple ($1.1B valuation on $55M of revenue).
Which companies are comparable to G2?Companies comparable to G2 include GoodRx, QuinStreet, SMZDM.com, CargoX, Healthcare.com and Omio.
How many companies has G2 acquired?G2 has acquired 6 companies, including GetApp, Capterra, Software Advice, unSurvey and Advocately.

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