G2 Pricing for Vendors and What Each G2 Plan Really Costs

G2 prices are easy to find for the bottom tier and hard to find for everything above it. G2 publishes an external pricing guide, updated in February 2026, that lists the Starter price and then says "Contact Sales" for the two packages most vendors end up negotiating. The real numbers above Starter come from procurement data, and they are a lot larger than most founders expect when they first search for G2 pricing.

This page pulls both sources together: what G2 itself publishes, what buyers report paying, and what each tier unlocks that the free profile does not. We run a software review directory ourselves, so we also say where G2 is worth the money and where a cheaper profile does the same job.

Compare G2 alternatives by price

G2 pricing by plan

G2 sells four brand packages and a set of paid add ons. The table below uses G2's own FY26 guide for the published columns and Vendr's buyer data for the quoted tiers. Vendr's figures come from real purchases, not list prices, so treat them as the range you are likely to negotiate inside.

Two lines in the guide's footnotes matter more than the table. First, Starter is "only available to new G2 customers with 1-100 employees and <7 profiles", and the monthly option runs with no contract. Second, the $2,999 is labeled as the price "for the first year". The guide does not publish the renewal price, so ask for it in writing before you sign.

How much does G2 cost per year for a typical vendor?

A typical G2 vendor pays about $27,800 a year. That is the median across 313 G2 deals Vendr analyzed, with contracts running from roughly $12,000 to $73,500. The median sits well above Starter because most companies that buy G2 are past 100 employees or sell several products, which pushes them into Professional or Enterprise plus add ons.

For a small SaaS company the realistic first year figure is the Starter price. Vendr reports Starter deals landing between $2,700 and $3,000, with the best negotiated deals near $2,300. So if a G2 rep quotes you exactly $2,999, there is usually a little room.

What costs extra on top of a G2 plan

The package is the entry ticket. Most of the spend that makes G2 expensive sits in four add ons, and three of them can only be bought on top of Professional or Enterprise.

• Buyer Intent. Shows which companies are researching your category, your profile and your competitors on G2, and pushes that data into your CRM or ad platforms. Add on for Professional and Enterprise only.
• Content Subscription. A license to use G2 report metrics and badges in your own ads and social posts. Also Professional and up.
• Paid Promotions. Fixed ad slots across G2, bought quarterly or yearly, limited to three spots per placement.
• G2 Clicks. Pay per click ads with a monthly budget you set. This is the one add on available on every tier, including the free profile.

Vendr puts the full range for Enterprise deals with add ons at $17,000 to more than $95,000 a year. It also reports renewal uplift of 7 to 12 percent and common discounts of 15 to 25 percent below the median, with another 5 to 10 percent for multi year terms.

Is G2 free for vendors?

Yes. G2 is free for vendors at the basic level: you can claim a profile, add three admins, collect reviews and license the "Users Love Us" badge without paying. The catch is that on a free profile, competitors can be shown on your own page. Removing them is a paid feature starting at Starter, which is the most common reason small vendors upgrade.

Does G2 charge for reviews?

No. G2 does not charge vendors per review and does not let vendors buy reviews. What the paid tiers buy is help collecting them: G2 managed review campaigns and gift card credit to thank reviewers, from $100 on Starter to $1,000 on Enterprise. You can collect reviews on the free profile yourself by sending customers your review link.

If you mainly want social proof for your own site, you do not need a G2 package for that. You can collect video and text testimonials from your customers directly and embed them on your pricing page, then point your happiest users at your G2 profile as a second step.

Is G2 worth the money for a small SaaS?

G2 is worth paying for when your buyers already ask for it. That usually means mid market deals, security questionnaires and RFPs that request a G2 profile link, or a crowded category where G2's grid reports shape the shortlist. In those cases Starter at $2,999 is cheap next to one lost deal.

It is usually not worth it before product market fit. A small SaaS with a few dozen customers gets most of G2's value from the free profile and ten honest reviews. The money is better spent on channels that also rank for your own brand name. Our G2 alternatives comparison prices every realistic option side by side, and the software review sites breakdown covers who owns which catalog after G2 bought Capterra, GetApp and Software Advice in February 2026.

G2 pricing compared with other review sites

If you are comparing G2 with Capterra on cost per customer rather than list price, the Capterra PPC math walks through a real click to trial to paid funnel. And if your budget question is broader than review sites, SaaS advertising costs by channel puts G2 next to Google, LinkedIn, Reddit and directory placements.

How to negotiate a G2 contract

1. Start on the free profile. Collect ten or more reviews first. G2 reps price partly on how much you have to gain, and a live profile with reviews gives you a baseline to judge whether upgrades move anything.
2. Ask for the renewal price up front. Starter's $2,999 is a first year price. Get the year two figure and the uplift cap in the order form.
3. Buy add ons last. Buyer Intent is the expensive one. Run a quarter without it and check whether your sales team would actually act on the data.
4. Use timing. Vendr reports 15 to 25 percent below median as common, and more near quarter end or on multi year terms.
5. Count competitor removal. If the only thing you need is your own page without rivals on it, say so. That is a Starter feature and should not pull you into Professional.

G2 pricing FAQ

How much does G2 cost?

G2 costs $0 for a basic vendor profile and $299 a month or $2,999 for the first year on the Starter package, according to G2's February 2026 pricing guide. Professional and Enterprise are quoted by sales. Buyers report paying $13,500 to $17,700 a year for Professional and $21,300 to $28,300 for Enterprise.

How much does it cost to be listed on G2?

Being listed on G2 costs nothing. Any vendor can claim a free product profile with three admins, collect reviews and appear in category pages. Money comes in when you want competitors removed from your profile, managed review campaigns, badge licensing, visitor data or ads, which start at the $2,999 Starter package.

How much does G2 Buyer Intent cost?

G2 does not publish a Buyer Intent price. It is sold as an add on only on top of Professional or Enterprise packages, so the real entry cost is a Professional contract plus the add on. Vendr reports Professional deals with add ons at $15,000 to $20,000 a year, which is a fair floor to plan around.

Can you cancel G2 Starter monthly?

Yes, on the monthly option. G2's pricing guide describes the Starter monthly plan as "no contract, cancel anytime" at $299 a month. The $2,999 yearly option is an annual subscription. Professional and Enterprise are annual contracts, and multi year terms are where the bigger discounts come from.