G2 Crowd is a peer-to-peer, business software review platform headquartered in Chicago, Illinois. It was known as G2 Labs, Inc. until 2013. The firm was launched in May 2012 by former BigMachines employees, with a focus on aggregating user reviews for business software. Competitors include TrustRadius, Gartner, Inc., Capterra and Crozdesk. Reviewers sign in with a LinkedIn account and can review the products they use. To encourage reviewers to participate, some users are compensated by G2 Crowd with gift cards, contest rewards and reputation points on the website. G2 Crowd attempts to identify fraudulent user reviews through an algorithm that identifies employees at companies reviewing their own products. In addition, reviews are manually screened and voted on by the community to discourage spam and unhelpful comments. G2 Crowd also requests screenshots of the reviewer using the product for verification purposes. Information from reviews is aggregated to score business software products on The GridSM, which acts as a competitor to Gartner’s magic quadrant review model. Satisfaction and market presence ratings are generated based on product reviews and market presence data, which are then used to plot products onto a quadrant. The four quadrants in a G2 Crowd Grid are contenders, niche, leaders and high performers.