G2 Raises $157M at a $1.1B Valuation

June 22, 2021

G2’s mission has always been to bring transparency and trust to B2B software and to make discovering and buying the best solutions as easy as possible.

Today more than 60M buyers annually use G2 to make software decisions, and we have become the world’s largest software marketplace. 

But we’re truly just getting started.

I’m excited to share that we have raised $157M in Series D funding at a $1.1 billion valuation.

We have you to thank. Our community of 60 million software buyers and 2,000+ corporate partners, including great companies like HubSpot, Salesforce, Adobe, Autodesk, and Zoom. Your feedback, reviews, and partnership have made the global G2 software community what it is today.

Building the Largest, Most Trusted Software Community

With this funding, we’re doubling down on solutions to make software buying easier and more transparent, including on G2.com and with G2 Track, which helps nearly 1,000 companies manage and optimize their software spend. 

As the largest destination for software, we will continue growing our platform, which already includes 100,000+ software and services companies in 2,000+ categories and 1.3M+ trusted user reviews. 


We’re also committed to expanding G2’s Marketing Solutions, to help software companies increase revenue, manage and grow their reputation, and gain insights from their customers. We’re lucky to count more than 60 percent of the Forbes Cloud 100 as G2 customers and to have added 700 customers in the past 12 months.


Why Raise?

We didn’t need to raise right now, but we found the right strategic partner in Permira. Paired with our existing investors, which include Accel, Emergence, and IVP, we will grow our global software community even further. 


The Future of Software

$4 trillion. That’s how much enterprises will spend on IT, including software, this year alone. The pandemic has accelerated digital transformation as nearly all businesses suddenly shifted to digital collaboration and remote work. Now more than ever, consumers expect reliable, trusted reviews for everything they shop for. For software buyers at companies making big digital shifts, complexity is at an all-time high and trust is low. G2 is solving these obstacles, one trusted review at a time. 

For businesses to reach their potential, they need product recommendations built upon data they can trust – and we take that responsibility seriously. We publish our community guidelines and our scoring methodologies so that our processes are always transparent.

The Future of G2

I’ve never been more excited for G2’s future. We’re grateful to all of you, the software buyers, customers, and partners around the world that have joined our journey. 

To the growing G2 community, thank you. Thank you for believing in our mission and movement. Thank you for helping build the largest global software marketplace. 

Our story has had many chapters, and we’re thrilled to step into the next one with you. To learn more, read all the details below and attend our Customer Town Hall where we’ll be sharing more about what’s on the horizon for G2. 

Godard Abel
CEO and Co-Founder

G2 Raises $157 Million in Series D Financing to Continue Accelerating Growth of the World’s Most Trusted Software Marketplace

Leading software review site now valued at over $1 billion, with over 1.3 million verified reviews and 2,000+ customers

Chicago--June 22, 2021 -- G2, the largest software marketplace, today announced $157 million in Series D funding at a valuation of more than $1.1 billion, bringing its total funding to $257 million.

G2’s Series D round is led by Permira’s growth fund, which makes minority investments in leading, scaling, tech-enabled and digital businesses, and proudly supported by existing investors including Accel, Emergence, and IVP. New strategic investors include HubSpot Ventures and Salesforce Ventures, who join prior strategic investor LinkedIn, as well as individual investor-entrepreneurs Auren Hoffman (LiveRamp and SafeGraph founder) and Thomas D. Lehrman (GLG founder via Teamworthy Ventures). Permira Partner Tom Eggemeier will join the G2 Board of Directors as part of the transaction. 

G2 is the definitive online destination to discover, review, and manage the technology that businesses need to reach their potential. The platform is set to reach 60 million software buyers annually, with 100,000+ software and services companies in 2,000+ categories and over 1.3 million trusted user reviews. Nearly 60 percent of the Forbes Cloud 100 are G2 customers, including over 2,000 software customers such as Adobe, Autodesk, HubSpot, Salesforce, and Zoom. These companies utilize G2’s Marketing Solutions to increase revenue, manage and grow their reputation, and gain valuable customer insights. In addition, nearly 1,000 companies use G2 Track to manage and optimize their annual software expenditures.

“Software spending will top $4 trillion this year, and is growing quickly with the need for digital transformation. Customers expect reliable, trusted reviews for everything they shop for and this is increasingly true for B2B software purchases where complexity is at an all-time high and trust is low,” said G2 CEO and Co-Founder Godard Abel. “This funding will be a catalyst for G2 to expand our community and products, grow our team, and continue investing in our vision to be the place for software online.”

“During my time at Genesys, I saw first-hand how the power and utility of authentic reviews influence enterprise software buyers to make more informed buying decisions. The G2 platform serves as an objective, real-time alternative to analyst reports, and with this investment, will be well-positioned to continue to grow and support more customers around the world,” said Tom Eggemeier, Partner and Head of the Menlo Park office at Permira. “We are thrilled to be backing G2 and look forward to leveraging our extensive experience in backing and growing enterprise software and best-in-class technology platforms to further its market leading position.” 

Today, G2 is the largest, most trusted destination for software, with more visitors than all other software reviews sites combined. The company added 700 paying customers for its Marketing Solutions in the past 12 months and saw a 95 percent increase in organic traffic from software buyers. 

“As a longtime investor in G2, we have seen how vital the company’s marketplace is as software buyers face increasing pressure to answer the demands for digital transformation in their businesses,” said Jules Maltz, General Partner at IVP. “We’re bullish on the future for G2 and look forward to seeing the additional growth and success this fundraising round helps G2 achieve.”

"At HubSpot, we believe that delivering a great customer experience is the key to growing better. So naturally, we're delighted to invest in G2 — a platform that's powered by authentic reviews and dedicated to helping customers find the best solutions available in today's crowded software market,” said Andrew Lindsay, SVP of Corporate and Business Development, HubSpot (for HubSpot Ventures).

To learn more about G2’s platform offering or explore career opportunities, access the following resources:

G2 Raises $157M at a $1.1B Valuation G2, the largest software marketplace, today announced $157 million in Series D funding at a valuation of more than $1.1 billion, bringing its total funding to $257 million. https://learn.g2.com/hubfs/blog-post-featured-image-v3_1@2x.png
Godard Abel Godard Abel is the co-founder and CEO of G2. He previously built cloud CPQ pioneers BigMachines (acquired by Oracle) and SteelBrick (acquired by Salesforce). https://learn.g2.com/hubfs/Vendor%20Microsite/landing/headshot-godard@2x.png https://www.linkedin.com/in/godardabel/