Where to list B2B software: G2, Capterra and other review sites, what's free and what's paid

Most software review sites give a vendor a free profile, and sell visibility on top of it: a better profile, review campaigns, pay-per-click or leads. So a startup can get listed on most of them without paying. The bigger change is ownership. Since February 2026, G2 owns Capterra, GetApp and Software Advice, and new listings on all four now start at G2.

This guide covers the B2B software review sites on our list: which give a free profile, what the paid plans cost, how long verification takes where a site says so, and what the G2 deal changes for a vendor. Every price is the site's own, read on the date shown, and each name links to the place's page on the list. We take no money from the places we list.

01The review sites side by side

The table shows what each poster on the list shows: the kind, the cost, the approval time (or the link type, when a site states no time) and the date of our last check. Hover a value to see the full text we read. A blank cost means the site's own pages give no price for a listing. That is the case for Capterra, GetApp and Software Advice: what they sell is pay-per-click promotion, and none of the three states a price for a basic listing on the pages we could read.

They hang in room 01. Alternatives sites such as AlternativeTo, which shares their shelf, and SaaSHub are covered in SaaS directories and alternatives sites.

02G2, Capterra, GetApp and Software Advice are one company

Many "G2 vs Capterra" comparisons still treat them as rivals. They are not any more.

• On 29 January 2026, G2 announced (opens in a new tab) that it "has formally agreed to acquire the software discovery and recommendation platforms Capterra, Software Advice, and GetApp from Gartner", and that "G2 will incorporate data and offerings from Capterra, Software Advice, and GetApp into its market-leading platform."
• Gartner's annual report for 2025 (opens in a new tab), filed with the SEC in February 2026, says: "On February 5, 2026, we completed the sale of Digital Markets for approximately $110.0 million, prior to customary purchase price adjustments." The report calls the business it sold Digital Markets and does not name the sites; the announcement above does.
• G2's seller sign-in page (opens in a new tab) now offers to "grow your brand across G2 marketplaces: G2, Capterra, Software Advice, and GetApp", and says "You must be validated through LinkedIn or business email to proceed".

What it changes for you:

• One place to start. Capterra's vendor page (opens in a new tab) now sends you to G2 to create a product listing. We read it on 30 September 2026 through a fetching tool, because the site blocks our checker. Treat the four as one submission and one account, not four.
• Paid promotion is pay-per-click. The service description for Capterra, Software Advice and GetApp (Software Advice's copy (opens in a new tab), also read through a fetching tool) describes campaigns where buyers "can click on Vendor's sponsored profile", with fees based on your set budget and the clicks you get. We found no price for a basic listing on any of the three.
• No waitlist-only products. Software Advice's listing guidelines (opens in a new tab) say: "We will not list products or services when, at our sole discretion, the only call to action is to 'join a waitlist' or something similar." In the version we could read, a product must be publicly available, with something on offer such as a trial, a demo or a request for more information. So list once people can try or buy the product, not before.

We could not read the Capterra, GetApp and Software Advice pages word for word with our own checker. If a detail matters to you, open the page yourself before you rely on it.

03Review sites G2 doesn't own

Since the deal, "G2 alternatives" and "Capterra alternatives" are the same search: a review site outside the four. G2's seller sign-in page (opens in a new tab), which we read again on 2 October 2026, names its marketplaces as "G2, Capterra, Software Advice, and GetApp", and no others. Every other review site on our list sits outside that group:

In short:

• Most give a free profile: TrustRadius, Gartner Peer Insights, SaaSworthy, Software Suggest, Spotsaas, FeaturedCustomers, Software Finder, Crozdesk, OMR Reviews and Techjockey. Each one's words are in what a free profile gets you and regional and enterprise sites.
• Tekpon charges for the profile itself, a one-time fee; see what paid plans buy.
• SourceForge, FinancesOnline, SelectHub and SoftwareReviews state no price on the pages we read.
• Trustpilot is a review site for any business, mostly consumer-facing ones.

Outside G2 doesn't mean independent. TrustRadius has belonged to HG Insights since June 2025, by HG Insights' announcement (opens in a new tab), read on 2 October 2026. Gartner Peer Insights is Gartner's own and lives on gartner.com.

How to use this: a listing on any of the four G2 marketplaces now starts with one G2 account, so add one or two sites outside the group where your buyers look: OMR Reviews for Germany, Austria and Switzerland, Techjockey for India, Gartner Peer Insights or SelectHub for larger companies and IT buyers, FeaturedCustomers once you have named customers.

04What a free profile gets you

G2's plans page lists a free plan, and a paid Starter plan above it:

D047G2·Cost

“Starter For small businesses* establishing their G2 presence who are ready to grow. $299/month (no contract, cancel anytime) or $2,999/year (save 16%) Buy now Talk to an Expert Everything in Free, plus:”

Our reading: Free plan; Starter $299/month or $2,999/year

Its profile page (opens in a new tab) says "You can claim your profile for free", and sets out the wait: "Our G2 research team verifies your product or service—in about 3-5 business days— before placing it in the right category." Once the profile is live you claim it, and the team reviews the claim "within 1-3 business days".

The other free profiles on the list, in each site's words:

• TrustRadius offers a free profile ("Get in front of 1M+ buyers quickly") and a Premium profile whose price it doesn't publish.
• Gartner Peer Insights says it "is a complimentary enterprise review platform. Vendors can create a profile, list their products, read and submit reviews without a Gartner license."
• SaaSworthy: a free basic profile with organic review capture; premium is "Talk to Us".
• Software Suggest: "Get Free listings, customer reviews, enhanced brand value, and increased visibility for vendors".
• Spotsaas: "Free to list", with "No credit card required"; you apply against its listing criteria.
• FeaturedCustomers: a free verified vendor profile, with a paid Premium tier. It is built around customer references and case studies, so it helps most once you have named customers.
• Software Finder: "Build Your Free Profile", with pay-per-lead and pay-per-click as paid extras.
• Crozdesk:

D045Crozdesk·Cost

“List your software products on Crozdesk free of charge and talk to our friendly vendor team to boost your reach with our flexible and modular campaigns.”

Our reading: Free

Where a site states no price, as on SourceForge, FinancesOnline, SelectHub and SoftwareReviews, we leave the cost blank rather than guess. SelectHub checks ownership before you can edit a listing: "We are careful who we let speak for a company, and have some basic rules to keep your product listing safe."

05What paid plans buy

Paid plans on review sites buy reach and review collection, not the listing itself.

• G2 Starter, as above: $299 a month or $2,999 a year, for companies of 1–100 employees. Its plans page lists "$100 Gift Card Review Credits" and review campaigns among the extras.
• Trustpilot is a review site for any business, mostly consumer-facing, with a free plan and paid plans per domain:

D046Trustpilot·Cost

“Compare all plans Free Start for free Starter from $99 per month, per domain, billed annually”

Our reading: Free plan; paid plans from $99/month per domain, billed annually

• Capterra, GetApp and Software Advice sell pay-per-click, as above.
• Software Finder sells pay-per-lead and pay-per-click.
• Tekpon is the exception on this shelf: the profile itself is paid. "For a one-time fee of $249, your software will gain a fully optimized profile on Tekpon".

Before you pay for any of these, get a handful of real reviews on the free profile. A paid plan sends buyers to a page; the reviews are what they read when they get there.

06Regional and enterprise sites

Some review sites serve one market. Pick them if that is where your buyers are.

• OMR Reviews serves buyers in Germany, Austria and Switzerland. Its vendor page (opens in a new tab) says it "puts your solution wherever software buyers in DACH search, compare, and prepare buying decisions", and claims "97% DACH traffic". Listing is free, and it confirms by email once your product is listed:

D186OMR Reviews·Cost

“List your software for free”

Our reading: Free

• Techjockey calls itself a "trusted software selling website in India" on its home page (opens in a new tab), and tells vendors "List for Free".
• Gartner Peer Insights, SelectHub and SoftwareReviews lean toward larger companies and IT buyers. They are worth a profile once you sell to that market.

07Getting your first reviews

A profile with no reviews does little. The honest way to get the first ones is to ask the customers you already have, and to stay inside the rules on incentives.

In the US, the FTC's rule on consumer reviews allows incentives with a condition. Its Q&A (opens in a new tab) says: "The rule does not prohibit giving incentives for reviews, as long as there isn't an express or implied requirement that the reviews have to express a particular sentiment. But remember that failing to disclose incentives could be a violation of the FTC Act." Asked whether a business can pay incentives for 5-star reviews on third-party review platforms if the reviewers disclose it, the answer is "No."

So:

• Ask every customer, not only the happy ones.
• If you offer a gift card, offer it for a review, never for a good one, and make sure it is disclosed.
• Read each site's review guidelines before you run a campaign; each sets its own.

08Review sites vs SaaS directories

A review site is where a buyer compares you with a shortlist. A SaaS directory or an alternatives site is where they find the shortlist. Both are worth doing, in that order of effort: alternatives sites early, review sites once you have customers who will write a review. SaaS directories and alternatives sites covers the first. The startup launch plan puts review sites after launch, with the listings that stay.

09How we checked

Prices and approval times come from each site's own pages, with the page and the exact words, read on 29 and 30 September 2026. G2's plans, profile and seller pages, G2's announcement, Gartner's annual report and the FTC's Q&A were read on 30 September 2026. Capterra, GetApp and Software Advice block our checker; we read their pages through a fetching tool and say so where we quote them. We don't submit products and don't measure traffic or leads. Nobody pays to be listed or to appear in a guide. Read how we check for the details.

10Questions

01

Is Capterra free for vendors?

We found no price for a basic Capterra listing on the pages we could read. Capterra's vendor page now sends you to G2 to create a listing, and Capterra, GetApp and Software Advice sell paid promotion as pay-per-click. Check the current terms on G2's and Capterra's own pages before you commit to a budget.

02

Who owns Capterra now?

G2. G2 announced on 29 January 2026 that it had agreed to buy Capterra, Software Advice and GetApp from Gartner, and Gartner's annual report says the sale of that business closed on 5 February 2026. G2's seller page now calls all four G2 marketplaces.

03

Is G2 free for startups?

Yes, G2 has a free plan: you can claim a profile and collect reviews without paying. Its paid Starter plan, for companies with up to 100 employees, adds review campaigns, gift-card credits and an upgraded profile. The receipt in this guide shows the price.

04

How long does G2 take to approve a new product?

G2's profile page says its research team verifies a new product in about three to five business days before placing it in a category. After that you claim the profile, and G2 says it reviews the claim within one to three business days.

05

Can I pay customers to leave reviews?

In the US, the FTC's rule allows incentives for reviews only if you don't require, openly or by implication, that the review be positive, and the incentive should be disclosed. Paying for five-star reviews is not allowed, even with a disclosure. Each review site also has its own guidelines.