Gartner $110M Sale of Digital Markets Division in Latest SEC Filing

When Gartner first disclosed that it had agreed to part with its Digital Markets business unit in early 2026, the announcement was forward-looking and economical with detail. It named the buyer and the assets involved, but it left out any financial specifics regarding the transaction. Now, a recent Securities and Exchange Commission (SEC) filing has shed light on the economic terms of the deal, revealing the Digital Markets division, which includes prominent software review platforms Capterra, GetApp, and Software Advice, was sold for a reported $110 million.

Key Takeaways

• Gartner's Digital Markets division, encompassing Capterra, GetApp, and Software Advice, was sold for $110 million.
• This financial detail was recently disclosed in a mandatory SEC filing, providing clarity on a transaction initially announced in early 2026 without specific monetary figures.
• The sale signifies a strategic shift for Gartner, divesting from a major B2B software review and lead generation segment.
• The platforms Capterra, GetApp, and Software Advice are key players in the software discovery ecosystem, connecting businesses with technology solutions.
• The disclosure underscores the importance of regulatory filings in providing transparency on significant corporate transactions.

What Happened

In a development that brings financial clarity to a previously announced strategic move, Gartner's latest SEC filing has revealed the sale price of its Digital Markets division. This business unit, a significant player in the B2B software landscape, was acquired for $110 million. The division comprises Capterra, GetApp, and Software Advice – three widely recognized platforms specializing in software reviews, comparisons, and buyer guides.

The initial disclosure regarding the divestiture came in early 2026. At that time, Gartner confirmed its agreement to sell the unit, identifying the acquiring entity and the specific assets involved. However, the financial terms of the deal remained undisclosed, prompting speculation about the valuation of these influential tech properties. The recent SEC filing now provides the missing piece, solidifying the transaction details for investors, analysts, and the wider tech community.

Why It Matters

This $110 million transaction holds significant implications for Gartner, the acquiring entity (though not named in the provided source), and the broader software review market. For Gartner, the divestiture of its Digital Markets division suggests a strategic re-evaluation, potentially signaling a sharper focus on its core research, advisory, and consulting services. Exiting the operational aspects of managing user-generated review platforms allows Gartner to streamline its portfolio and allocate resources toward other growth areas.

For the B2B software industry, Capterra, GetApp, and Software Advice are more than just websites; they are critical discovery engines for businesses seeking technology solutions. They serve as valuable lead generation channels for software vendors and trusted resources for buyers navigating complex purchasing decisions. A change in ownership for such prominent platforms can influence their future development, monetization strategies, and competitive positioning within the crowded market of software marketplaces and review sites.

Furthermore, the disclosure through an SEC filing reinforces the critical role of regulatory bodies in ensuring corporate transparency. Publicly traded companies are obligated to provide detailed financial information on significant events, offering stakeholders a clear picture of their operational and strategic decisions. This specific filing provides crucial data points for evaluating the health and direction of a major technology intelligence company.

Key Details / Context

The central detail of this report is the $110 million price tag associated with the sale of Gartner's Digital Markets division. This figure represents the agreed-upon value for a robust portfolio of software review assets, including:

• Capterra: One of the largest and most widely recognized platforms for business software reviews, comparisons, and online directories.
• GetApp: A cloud-based software marketplace offering app discovery, reviews, and detailed comparisons for business users.
• Software Advice: A service that provides personalized recommendations and expert insights to help businesses select the right software solutions.

These platforms collectively represent a formidable presence in the software buyer's journey, leveraging user reviews, expert analysis, and robust categorization to guide purchasing decisions across various industries and software categories. The initial agreement to sell the division was made public in early 2026, with the full financial picture only emerging recently via the SEC filing. Such filings are mandatory for public companies in the United States, designed to ensure that investors have access to material information that could influence stock prices or investment decisions. The timing of the financial disclosure, coming after the initial announcement, is standard practice as deal terms are finalized and legally required reporting periods are met.

What Happens Next

Following the financial disclosure and the completion of the sale, several developments are anticipated across the involved parties and the broader market. For the acquiring entity, the immediate focus will likely be on integrating Capterra, GetApp, and Software Advice into its existing operations. This could involve combining resources, aligning strategic visions, and exploring synergies that enhance the value proposition of these platforms.

Software vendors and users of Capterra, GetApp, and Software Advice will be keenly observing any potential changes under new ownership. While significant overhauls are not always immediate, new owners often introduce product enhancements, shifts in marketing strategies, or adjustments to review policies to align with their business objectives. The competitive landscape for software review sites will also continue to evolve, with this acquisition potentially intensifying competition or creating new opportunities for other players.

For Gartner, the proceeds from the $110 million sale will contribute to its financial reserves, potentially being allocated towards further strategic investments, debt reduction, or shareholder returns. The company will continue to build upon its foundational strengths in technology research, data analytics, and executive advisory services, solidifying its position as a leading authority in the global technology industry.

FAQ

Q: What is Gartner's Digital Markets division? A: Gartner's Digital Markets division comprised its major software review and marketplace platforms, specifically Capterra, GetApp, and Software Advice, which help businesses discover and evaluate technology solutions.

Q: How much was the Digital Markets division sold for? A: The Digital Markets division was sold for $110 million, a figure recently disclosed in a detailed SEC filing by Gartner.

Q: When was the sale initially announced? A: Gartner first publicly announced its agreement to sell the Digital Markets business unit in early 2026, though specific financial details were not revealed at that time.