Software program consumers flip to G2 for 2 key causes: to entry unbiased peer suggestions from over 3 million opinions and to grasp the precise value of software program options they’re evaluating.
But, an inside audit of G2’s market exhibits that solely 4% of G2 product profiles explicitly checklist costs and that’s nonetheless over 9,300 profiles as of March 2025. Moreover, greater than 2,300 G2 product profiles embrace non-numerical USD pricing, with CTAs like “contact us.”
Think about if all distributors shared pricing data. Consumers may lastly escape the countless “contact gross sales” loop, scale back deserted tabs, and make quicker choices with out unclear value expectations slowing them down.
Based on G2’s 2025 Purchaser Conduct Report, 57% of consumers anticipate their organizations to extend software program spending over the following 12 months. That’s a major majority, and so they want clear, upfront pricing to confidently justify these investments.
Why worth transparency drives belief and conversions in B2B SaaS
Pricing acts as a gatekeeper for shortlisting merchandise, a belief sign for consumers, and a catalyst or blocker for inside approvals. When software program prices are seen and clear, consumers can rapidly decide match, loop in finance groups, and construct credible enterprise circumstances. With out pricing, evaluations stall, belief erodes, and distributors danger being excluded from consideration.
- Builds purchaser confidence. Consumers start their journey with constraints: finances ceilings, inside approvals, and procurement necessities. If a product would not present pricing, it could by no means be critically evaluated. Transparency helps consumers transfer ahead with out hesitation.
- Helps with mobilizing inside help. Immediately’s shopping for committees are cross-functional by default. Finance groups anticipate upfront numbers to validate the finances, mannequin ROI, and approve spend. Even high-intent consumers can’t mobilize inside help with out clear pricing. Worth transparency accelerates stakeholder alignment, reduces inside friction, and helps construct robust enterprise circumstances early.
- Hidden prices delay offers. Purchaser confidence breaks down after they encounter pricing too late or when the primary quote contradicts their expectations. Lack of pricing readability provides back-and-forth, prolongs determination cycles, and forces further approval loops.
- Clear pricing builds belief and momentum. Consumers equate transparency with credibility. When distributors clearly talk pricing, consumers really feel revered. That sense of belief retains them on the web page, strikes them by way of the funnel, and lowers friction throughout the journey.
Sadly, pricing stays one of the opaque components of the B2B SaaS shopping for journey.
Why software program pricing transparency continues to be so uncommon in B2B
Not like shopper merchandise and even most SMB software program, B2B SaaS hardly ever comes with a visual price ticket. In truth, many distributors do not explicitly share pricing on their web sites. Whereas this frustrates consumers, it typically displays inside logic on the seller aspect.
1. B2B software program pricing fashions are complicated by design
Software program costs rely upon a number of variables: variety of seats, utilization quantity, characteristic entry, integrations, help tiers, and even infrastructure utilization like information storage or AI token consumption.
For instance, generative AI instruments typically invoice by token or API name, making it troublesome to publish a predictable month-to-month charge with out countless footnotes. Distributors typically use this technique to supply value-based pricing, or to allow them to simply adapt to altering infrastructure prices.
ERP software program pricing can also be notoriously opaque.
A purchaser may see an inexpensive worth vary for an ERP resolution solely to later uncover six-figure implementation prices. Some ERP platforms don’t publish pricing in any respect, requiring gross sales calls to get a baseline quote. This lack of transparency makes early-stage budgeting almost inconceivable and places consumers at an obstacle from day one.
2. Sticker shock can derail a deal earlier than gross sales groups can clarify ROI
Software program could be costly, particularly once you add in onboarding, coaching, integration, and inside change administration. Distributors fear that publishing a full estimated value with out context could scare off potential consumers who don’t but perceive the product’s worth. That is very true for instruments with excessive upfront prices however long-term ROI.
Take HR software program pricing: whereas Gusto presents clear flat pricing at $59/month plus $8 per worker, different platforms within the house could tack on implementation charges that may attain 20% of the annual contract, a element not seen till deeper within the gross sales course of.
3. Aggressive issues maintain pricing backstage
Many distributors view their pricing as a strategic asset. In the event that they put up it on-line, they concern giving rivals a bonus or triggering pricing stress from prospects who uncover cheaper alternate options.
The pricing grid itself can grow to be a part of the sport in extremely aggressive classes like advertising automation or staff collaboration. Not exhibiting your hand is a type of protection.
For instance, in chatbot pricing, platforms like Tidio (Lyro AI) publish clear month-to-month charges ($68/month), making it simpler for SMBs to guage. In the meantime, different platforms focusing on enterprise customers reveal nothing upfront. The intent is evident: management the worth dialog earlier than exhibiting the price.
This strategic withholding of pricing isn’t restricted to aggressive head-to-heads. It additionally performs out behind the scenes. Distributors that promote by way of resellers or implementation companions typically keep away from publishing costs to stop undercutting their channel or exposing inconsistent presents throughout areas.
What occurs when consumers can’t see software program pricing
Lack of clear software program pricing introduces friction all through the shopping for journey. It slows down analysis, will increase gross sales cycle lengths, and undermines purchaser belief. What may look like a wise gross sales tactic on the seller aspect typically turns into a blocker for consumers making an attempt to make quick, knowledgeable choices.
Right here’s how an absence of pricing transparency creates real-world purchaser friction:
- Countless analysis loops and abandonment: Consumers who encounter “contact gross sales” CTAs are sometimes pressured to leap between vendor web sites, third-party opinions, and even Reddit threads simply to estimate value.
- Longer, costlier gross sales cycles: Unclear pricing results in extra inside approvals, finances clarifications, and stakeholder alignment conferences.
- Lack of first-mover benefit: When pricing isn’t seen, distributors typically miss out on early shortlist inclusion.
- A belief penalty for the seller: Distributors who cover pricing usually tend to face elevated scrutiny, longer proof-of-value phases, and extra reference checks.
That is precisely the hole G2 is closing by sharing pricing on its product pages. By letting consumers unlock actual pricing ranges in change for a verified electronic mail, G2 makes it simpler for consumers to match software program, construct belief, and transfer ahead quicker.
G2 now exhibits product worth ranges: See what software program actually prices
Starting this 12 months, G2 is doing what evaluate websites hardly ever try: share an estimated worth vary backed by stay contract information. This expertise will stay on in nearly 9,000 paid and free product profiles on G2.
So, right here’s what you’ll get to see:
- Time to implement: How lengthy it takes for a buyer to arrange, configure, and begin utilizing the software program after shopping for it.
- Return on funding: When consumers begin to see measurable enterprise worth post-purchase.
- Common low cost: The proportion of low cost a purchaser can anticipate from the seller.
- Perceived value: It isn’t the precise value. As a substitute, it exhibits how costly a product feels to the client based mostly on its worth, worth, and comparability to alternate options.
- How a lot a product prices: The value vary of a software program product.
G2 has partnered with SaaS operations administration platform BetterCloud to assist consumers unlock worth ranges for merchandise they’re concerned with. To see the pricing vary, guests merely have to pop in a verified work electronic mail.
How will the clear pricing on G2 profit consumers?
The brand new pricing part on G2’s product pages will give consumers a finances anchor with out forcing a discovery name. It can assist software program shopping for committees:
- Discard out-of-range choices early: Spot sticker shock early, shrink the lengthy checklist of potential distributors, and de-risk stakeholder conferences.
- Conduct finances checks: Consumers can see a bracket grounded in precise invoices as a substitute of guessing whether or not a instrument is $5K or $50K.
- Reinforce inside enterprise circumstances: A worth vary together with G2 opinions is ammo for CFO approval decks.
- Centralize all analysis in a single place: With all the knowledge consumers want (opinions, product options, alternate options, execs and cons) now in a single place, G2 turns into a single supply of reality. This eliminates the necessity to search throughout vendor blogs, boards, and on-line communities.
Bought questions? G2 is right here to assist.
Discover solutions to questions you’ll have.
Q1. How does the brand new pricing part on G2 product pages assist with software program value transparency?
The brand new pricing part exhibits estimated software program pricing on product pages, serving to consumers see actual value ranges while not having a gross sales name.
Q2. Why do I have to confirm my work electronic mail to view software program pricing on G2?
To guard delicate pricing information and enhance accuracy, G2 requires a fast electronic mail verification earlier than exhibiting estimated software program prices.
Q3. The place does G2 get its software program pricing information from?
Pricing ranges are pulled from anonymized contract information supplied by way of G2’s partnership with BetterCloud, protecting insights throughout 85,000+ distributors.
This fall. Which software program merchandise present pricing estimates on G2?
G2 shows worth ranges on about 9,000 B2B software program profiles which have personal pricing and sufficient verified contract information.
Q5. What occurs to my electronic mail after I unlock pricing on G2?
Your electronic mail could also be shared with the software program vendor as a verified lead, serving to them comply with up with tailor-made pricing or reply any questions you’ll have.
Q6. Will G2’s clear product pricing vary assist distributors?
Sure, clear worth brackets let consumers see whether or not a instrument suits their finances, to allow them to shortlist your product and attain out with confidence.
As a result of nobody needs to ‘request a quote’
Getting pricing readability is lastly frictionless.
Search for the brand new “get worth estimate” button on G2 product pages. One electronic mail, one click on, and also you’ll have a reputable ballpark determine to take into your subsequent finances assembly.
For distributors, that is your probability to satisfy consumers the place they’re. Changing imprecise “request a quote” buttons with actual pricing ranges reduces bounce charges, captures high-intent leads, and shortens gross sales cycles. With G2, transparency turns into a conversion instrument.
Find out how G2’s Purchaser Intent will help you discover prospects primed to buy.
