G2 Revenue: From a $55M Run Rate to an Estimated $162.9M

G2, the Chicago-based software review marketplace Godard Abel co-founded in 2012, generates an estimated $162.9 million in annual revenue as of 2024, according to GetLatka's live company profile (last updated August 2026). That figure is an estimate — G2 is private and does not publish audited revenue. The last number the CEO put on the record himself came in July 2022, when Abel told Nathan Latka that G2 would “definitely break through $100 million ARR” by year-end 2022, growing off the roughly $55 million run rate the company carried into its June 2021 Series D — the $157 million round, led by Permira's growth fund, that set G2's $1.1 billion valuation.

G2 revenue, year by year

Here is every revenue marker GetLatka can date and source, with the estimates labeled as such.

G2 has never published audited revenue. The 2023 and 2024 rows are GetLatka estimates; the 2024 figure is consistent with the profile's other numbers — roughly 3,500 customers at an average ACV of $46,500 multiplies out to about $163 million.

The July 2022 exchange is worth quoting precisely, because it is the closest thing to a confirmed number G2's CEO has given since the Series D. Asked whether he had raised more capital since that round, Abel said no — “I don't think now would be a great time to raise capital” — and then volunteered the milestone unprompted:

“We are growing well. I think this year we'll definitely break through $100 million ARR.”

— Godard Abel to Nathan Latka, July 2022

Latka then did the arithmetic out loud: if G2 was at a $55 million run rate in mid-2021 and would cross $100 million by December 2022, it had to be sitting somewhere around $80–85 million in ARR that summer. That range is the host's math, not the guest's claim — Abel's exact response was “I'm not gonna confirm that, but we will get through a hundred this year.” He was more expansive about what the milestone meant:

“Last year, becoming a unicorn was probably easier than breaking through $100 million ARR. As you know, not that many SaaS vendors hit that milestone. That's rare.”

— Godard Abel to Nathan Latka, July 2022

The two new lines of business, actually named

The July 2022 episode was titled around G2's “two new lines of business,” and on the tape Abel is specific about what they are. Neither is “adding more vendors to the marketplace.”

G2 Track: SaaS spend management

G2 Track connects by API to a company's financial and identity systems — NetSuite, Intacct, QuickBooks, Okta — parses its software spend, and benchmarks it against G2's database to flag duplicate apps, savings, and gaps in the stack. Abel told Latka in July 2022 that a few hundred companies had connected, about 100 of them on the paid tier, which he called “a big milestone because in some ways Track is a SaaS startup within the greater G2.” Paid plans gate the enterprise API connections and include a contract concierge service that tracks renewal dates and price-uplift clauses. The product line traces back to G2's acquisition of Siftery, which Abel said (at a Latka founder event in March 2022) brought G2 Track and G2 Stack into the company.

Licensing the taxonomy itself

The quieter business is data licensing. G2's taxonomy — over 100,000 software products sorted into more than 2,000 categories, maintained by a research team of about 50 people — turns out to be sellable on its own. “That's also spawned a new business for us where we do license our taxonomy to partners,” Abel said in the July 2022 interview, naming ServiceNow, which uses the G2 taxonomy inside its IT asset management tool. On top of that sits an investor data solutions business: about 50 of the world's leading SaaS investors were licensing G2 data as of that interview, using it to map competitors and adjacent markets in deals.

What feeds it: the marketplace flywheel

The numbers Abel put on the core marketplace in July 2022: listings had grown 48 percent in the prior year, and about 7 million software buyers were visiting g2.com each month. At the March 2022 founder event he said G2 worked with 3,000 paying software vendors, on a freemium model where any vendor can list free and pay for marketing tools — with one telling exception:

“Slack has been number one on G2 for many years. They've never paid us a penny, to my frustration.”

— Godard Abel, Latka founder event, March 2022

G2's reviews also syndicate beyond its own site. Abel said in the March 2022 talk that G2 powers reviews on the AWS, Microsoft Azure, and IBM Red Hat marketplaces — “three of the four largest cloud marketplaces in the world.”

Valuation and funding

G2's $1.1 billion valuation dates to June 22, 2021, when the company announced a $157 million Series D led by Permira's growth fund (per the company's PR Newswire release). GetLatka's profile records the round as selling about 14 percent of the company, and puts total funding at $257.6 million across seven rounds, from a $2 million seed in 2013 through the Series D. The multiple checks out against the revenue history: Latka put it to Abel that a $1.1 billion price on a ~$55 million run rate was roughly 19x — the host's arithmetic again — and Abel didn't dispute it, saying, “I don't think we raised at some crazy multiple.” No funding round has been announced since.

Why Abel's $100M call carried weight

G2 is Abel's third SaaS company, and the March 2022 event talk is largely the story of the first two. Big Machines, the CPQ company he started in 2000, burned through $19 million of its $21 million raised by 2003, cut to 20 people, rebuilt cash-flow positive, and eventually sold to Oracle in 2013. SteelBrick, started in early 2014 on Max Rudman's roughly $1 million ARR product, scaled to $16 million ARR in two years and was acquired by Salesforce — it became the core of Salesforce CPQ. G2 itself nearly died of a cold start: Abel described handing out $5 Starbucks cards at Dreamforce to collect the first thousand reviews, then checking Google Analytics to find one visitor on the site — followed by a second, who turned out to be his father.

What nobody outside G2 can yet confirm is the shape of the curve since 2022. Abel said on the July 2022 tape that G2 would announce the $100 million crossing when it happened, but no CEO-confirmed revenue figure newer than the 2022 target exists on the record. Until one does, the honest answer to “what is G2's revenue” is: an estimated $162.9 million for 2024, anchored to a $100 million year-end-2022 target its CEO called on tape.