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Capterra

Capterra is an online directory and review platform that helps businesses discover, compare, and purchase software and services tailored to their needs, featuring millions of verified user reviews and detailed comparisons across thousands of products. Founded in 1999 by Michael Ortner and Rakesh Chilakapati in Arlington, Virginia, Capterra pioneered the concept of a dedicated website for business software recommendations, initially bootstrapped without external funding to focus on user-generated content and objective insights. In 2015, the company was acquired by Gartner, Inc., a leading research and advisory firm, for an undisclosed amount, aligning with Gartner's strategy to expand its software evaluation tools and reach a broader audience of IT decision-makers. As part of , Capterra operates as the "#1 destination" for software discovery, serving millions of users annually by providing free access to over 2.5 million verified reviews, feature-by-feature comparisons, pricing information, and one-on-one consultations from industry advisors. The platform covers more than 1,000 and emphasizes through rigorous processes, including checks for and incentives disclosure, to ensure unbiased guidance for buyers. For vendors, Capterra offers marketing and lead-generation services, enabling software providers to showcase their offerings to targeted business audiences and accelerate sales growth. Capterra's impact extends to influencing business decisions worldwide, with its research and data cited in major publications such as , , and the , and it has assisted over 1 million organizations in selecting solutions. By integrating proprietary methodologies like buyer surveys and analyst insights, the platform continues to evolve, supporting trends in and helping companies save time while boosting productivity.

Overview

Founding and headquarters

Capterra was founded in 1999 by Michael Ortner and Rakesh Chilakapati as an online directory designed to connect software buyers with vendors, providing a centralized resource for discovering business software solutions. The company established its initial headquarters in Arlington, Virginia, USA, where it operated from inception. Capterra's original business model centered on forging partnerships with software vendors, enabling users to locate, rent, or purchase products directly through the platform. The company was acquired by in 2015, which broadened its global reach.

Ownership and acquisition

Capterra, founded in 1999 as an independent company, underwent a significant ownership transition when it was acquired by , Inc. on September 25, 2015. The acquisition, which included the purchase of Nubera eBusiness S.L. (operating as Software Advice), was completed for an aggregate cash price of $206.2 million, with net cash paid of $195.5 million after accounting for cash acquired. This deal marked Capterra's shift from standalone operations to integration within 's ecosystem, enhancing the latter's capabilities in software advisory and market intelligence. Following the acquisition, Capterra was incorporated as a subsidiary under Digital Markets, a division of focused on B2B software and services platforms. This structure allows Capterra to operate with relative autonomy, preserving its independent branding as the flagship site within a network that includes GetApp and Software Advice. At the same time, it leverages 's extensive research methodologies, proprietary algorithms, and global insights to refine its review processes and buyer recommendations, thereby bolstering credibility and reach across over 70 localized sites. As of 2025, Capterra remains a privately held, wholly-owned of , Inc., with no reported changes in ownership since the 2015 acquisition. This stable structure continues to support its role in Gartner's broader digital markets , emphasizing sustained growth in software discovery and vendor engagement without further corporate transitions.

Products and services

Buyer resources

Capterra's core directory encompasses thousands of software products across more than 1,000 categories, such as (HR), , and (CRM), enabling buyers to discover solutions aligned with specific business requirements. This comprehensive catalog serves as a foundational resource for software evaluation, organized by functionality and industry relevance to streamline the initial research phase. A key feature for buyers is the collection of verified user reviews, exceeding 2.5 million as of 2025, which provide authentic insights into product performance. These reviews include detailed ratings on and , feature-by-feature comparisons, and breakdowns of structures, helping users assess real-world applicability and avoid common in software selection. Verification processes ensure reviews come from genuine users, enhancing trustworthiness and aiding informed decision-making. Beyond reviews, Capterra offers side-by-side comparisons that juxtapose multiple software options based on features, pricing, and user ratings, facilitating quick evaluations of alternatives like versus for needs. Buyers can also access free 1-on-1 consultations with industry experts, typically 15-minute sessions, where advisors provide personalized recommendations tailored to company size and goals. To support strategic purchasing, Capterra publishes trend reports derived from surveys and , such as the 2025 Project Management Software Trends Report, which explores integration based on responses from over 2,500 global users and highlights emerging priorities like and . These resources, funded indirectly through a model for vendors, remain accessible at no cost to buyers.

Vendor tools

Capterra enables software vendors to utilize a (PPC) model, where providers bid on categories to secure prominent placement in search results and product listings across the . This auction-based system operates on a second-price model, allowing vendors to set monthly budgets and adjust bids manually or through automated optimization to maximize from in-market buyers. Sponsored profiles generated through PPC drive qualified , with over 2,000 vendors participating as of the mid-2010s, enhancing visibility on the Digital Markets network including Capterra, GetApp, and Software Advice. Vendors manage comprehensive profiles to showcase their offerings and capture leads, including detailed product descriptions, , screenshots, videos, information, and with demos or forms for direct buyer . These profiles serve as customizable landing pages that highlight key features and encourage inquiries, helping providers build among millions of monthly visitors. Case studies and additional content can be incorporated to demonstrate real-world applications, facilitating without upfront costs for basic listings. The platform provides and insights tools to monitor performance, including reports detailing by and date, tracking via snippets to measure leads within 30 days, and billing summaries for assessing campaign efficiency. These features allow vendors to evaluate (ROI) from spend and profile interactions, with data supporting optimizations for better engagement. Following Gartner's 2015 acquisition of Capterra, these tools integrate with broader Gartner Digital Markets data, offering enhanced market insights and intent signals from over 10 million active monthly buyers. Vendors may also respond to buyer reviews to manage reputation and foster trust.

History

Early years (1999–2009)

Capterra was founded in 1999 by Michael Ortner and Rakesh Chilakapati in Arlington, Virginia, as a bootstrapped online directory designed to help businesses discover and compare software solutions. The platform operated as a resource for buyers, emphasizing vendor partnerships to facilitate and opportunities for software providers, rather than direct sales or rentals. Initial growth was gradual, with the first vendor signing on after 1.5 years and the second after an additional 13 months, amid the challenges of the post-dot-com era. By the early 2000s, Capterra gained traction as more vendors joined the directory, expanding its listings across various categories. The company's focus on impartial comparisons and vendor visibility drove steady adoption, culminating in significant recognition in 2007 when it ranked #463 on Inc. magazine's inaugural Inc. 5000 list of the fastest-growing private U.S. companies. That same year, by year's end, nearly 10,000 software vendors were advertising on the platform, underscoring its establishment as a key marketplace intermediary. In late 2007, Capterra introduced user-generated reviews following internal discussions initiated earlier that year, aiming to boost credibility and user engagement by providing authentic feedback on software products. The feature launched after a decision in October 2007, marking a pivotal shift toward community-driven insights. By 2009, the directory had grown to list over 20,000 software products, solidifying its role in the ecosystem while maintaining operations from its headquarters.

Expansion and acquisition (2010–2015)

During the early 2010s, Capterra maintained its momentum by securing consecutive spots on Inc. magazine's 5000 list of fastest-growing private companies, ranking No. 2154 in 2010, No. 3222 in 2011, No. 3162 in 2012, No. 4861 in 2013, and No. 2940 in 2015. This recognition underscored the company's expanding vendor base, which grew through enhancements to its (PPC) advertising model introduced earlier and the integration of user-generated reviews to build trust and drive traffic. By refining these mechanisms, Capterra attracted more software vendors seeking qualified leads, solidifying its position as a key for discovery. The company's growth accelerated significantly in the mid-2010s, achieving profitability on a per-employee basis of approximately $1 million. This expansion was fueled by the maturing review ecosystem, which provided validated user feedback and helped vendors optimize their listings, while the PPC model ensured scalable without upfront costs for advertisers. Capterra's focus on these core elements enabled it to scale operations while remaining bootstrapped, demonstrating efficient growth in the competitive software advisory space. In 2015, Capterra entered acquisition talks, culminating in its sale to on September 25 for $206.2 million. The deal, advised by Vista Point Advisors, was driven by 's strategy to bolster its digital offerings in software selection and market intelligence, integrating Capterra's platform to enhance client in the rapidly evolving sector. This transaction represented an 80x return for early seed investors and aligned with Capterra's evolution into a high-value asset for enterprise research.

Post-acquisition era (2016–present)

Following its acquisition by in 2015, Capterra integrated more deeply into the , leveraging the parent's capabilities to enhance its software and . This period marked a phase of accelerated growth, with the company focusing on expanding , responding to global market disruptions, and incorporating advanced analytics to support business decision-making. The onset of the in 2020 prompted Capterra to launch targeted surveys assessing the impact of the crisis on usage. In one such initiative, the company surveyed more than 500 small-business leaders to evaluate shifts in digital strategies, revealing accelerated adoption of tools for and operational resilience. These efforts informed comprehensive trend reports that highlighted how SMEs globally rushed into , with software implementations surging to address pandemic-induced challenges like disruptions and workforce adaptations. By 2025, Capterra advanced its offerings through enhanced AI-driven insights in industry-specific reports, particularly in (HR) and sectors. For instance, the 2025 HR Software Trends report emphasized 's role in streamlining hiring processes and mitigating risks associated with , drawing from surveys of HR professionals to outline priorities like upskilling and . Similarly, the 2025 Project Management Software Trends report, based on a survey of over 300 project managers, identified as the primary driver for software investments, enabling features such as predictive and security enhancements to tackle complex projects under budget constraints. These developments underscored deeper synergies with , facilitating global expansion through verified data integration and broader market reach across international audiences.

Recognition and impact

Awards and rankings

Capterra has earned recognition for its rapid growth and contributions to the software marketplace through several prestigious industry awards and rankings in its early years. The company was listed on Inc. magazine's Inc. 5000, an annual ranking of the fastest-growing private companies in the United States, in 2007 at No. 463, in 2008 at No. 1348, and in 2009 at No. 1722. These placements highlighted Capterra's significant revenue expansion during a period of bootstrapped operations. In 2007, Capterra was also ranked No. 25 on the Virginia Chamber of Commerce's Fantastic 50 list, which honors the state's 50 fastest-growing companies based on four-year revenue growth; the company achieved 282.06% growth with reported revenues of $3,604,391. Following its acquisition by in 2015, Capterra's integration into a leading research and advisory firm has enhanced its credibility among enterprise buyers and vendors in the technology sector.

Milestones and contributions

Capterra introduced user reviews for in 2008, marking a pivotal shift toward community-driven evaluations that empower buyers to make informed decisions based on peer experiences. By 2025, the platform had amassed over 2.5 million verified reviews across more than 1,000 software categories, providing comprehensive insights that have significantly influenced purchasing choices for small and medium-sized businesses (SMBs). This growth in review volume underscores Capterra's role in democratizing access to authentic feedback, reducing the risk of suboptimal software selections and fostering trust in the digital marketplace. In addition to reviews, Capterra's advisory services have delivered over 1 million recommendations to businesses seeking tailored software solutions, leveraging expert consultations to align tools with specific operational needs. These consultations draw from an extensive database of over 100,000 solutions, enabling advisors to guide organizations through complex selection processes and optimize technology investments. Capterra has further contributed to the software industry by publishing annual trend reports that analyze emerging patterns and guide adoption strategies, such as the 2025 reports on AI integration in project management software and HR technology trends. These publications highlight key shifts, like AI-driven improvements in recruitment efficiency (with 49% of organizations reporting improved outcomes), influencing how businesses prioritize and implement new tools. The platform's research has been cited in prominent media outlets, including The New York Times and BBC, amplifying its impact on industry discourse. As part of Gartner Digital Markets, Capterra integrates with Gartner's research framework to provide deeper, more authoritative insights for global users.

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