Serent Capital

What Serent Capital does

Serent Capital is a growth-focused private equity firm founded in 2008 and headquartered in San Francisco with a regional office in Austin. The firm invests in founder-led B2B software and technology-enabled services companies, having partnered with over 70 portfolio companies and executed 150+ platform and add-on investments across more than 18 years. Serent's stated differentiation is its 25+ person in-house Growth Team, a bench of specialized operators who embed into portfolio companies across go-to-market, product and AI innovation, recruiting and org design, payments and embedded finance, and M&A execution.

The firm's core operating model combines flexible capital (minority or majority) with hands-on operational support. Serent maintains a curated network of 1,000+ proven software executives used for portfolio leadership recruitment, and runs shared programs including AI Summits, SerentHack hackathons, and CEO/CXO Summits to facilitate cross-portfolio learning. Reported AI activity includes 30+ AI products launched or in development across the portfolio, though no proprietary firm-level AI/ML models or patents are disclosed.

Serent generates revenue through two primary streams: recurring management fees on assets under management and performance-based carried interest from successful portfolio exits. With $6B+ AUM concentrated in SaaS and tech-enabled services, the firm competes in the lower-middle-market growth equity segment where its founder-friendly positioning and operator-led value creation thesis are its primary differentiators. Notable 2024-2026 activity includes investments in Edulog, Saisystems Health, Autire, The Edge, PhotoDay, PlotBox, Casino Cash Trac, GovWorx, and StockIQ, plus exits of Landscape Management Network (to SingleOps), Davisware (to ECI), and CallRevu (to Astira).

Name

Serent Capital

Legal name

Serent Capital

Website

https://serentcapital.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Private Equity / Growth Equity Investing

NAICS

Other Investment Pools and Funds (5259)

SIC

Investment Advice (6282)

akta.pro primary industry

Equity Capital Advisory (Private Equity Placements, Growth Capital) (BPAHAOAE)

Keywords

• Growth equity capital
• Private equity investing
• B2B SaaS investment
• Portfolio operations support
• Founder-led investment

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Management Fees: Private equity management fees charged on assets under management from institutional investors and limited partners.
2. Carried Interest: Performance-based carried interest from successful portfolio company exits and investments, representing a share of profits above a specified return threshold.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Serent Capital is a private equity firm that partners with founders of B2B software and tech-enabled services companies, providing flexible capital (minority or majority investments) alongside a 25+ person in-house Growth Team of seasoned operators. The firm delivers hands-on functional support across go-to-market, product and AI innovation, recruiting and org design, payments and embedded finance, and mergers and acquisitions to help portfolio companies scale from founder-led growth to organizational growth.

Product overview

Serent Capital is a private equity and growth investment firm that partners with founders of B2B SaaS and technology-enabled services companies. The firm does not develop or sell its own software products; rather, it provides flexible capital, hands-on AI expertise, and a 25+ person Growth Team to help scale portfolio companies. Serent Capital's portfolio includes companies across various verticals including legal practice management (Actionstep), healthcare technology (Saisystems Health, Raintree, EZDERM), education technology (Edulog, LinkIt!, Progress Learning), field service software (Davisware, WorkWave), hospitality technology (Book4Time, Revinate), financial services (BirchStreet Systems, ePayPolicy), and public safety technology (First Due, GovWorx, Traumasoft), among others. The firm's investment focus areas include go-to-market excellence, product and AI innovation, recruiting and org design, payments and embedded finance, and mergers and acquisitions.

Differentiator

Problem solved

Functional benefit

Products and services

• Growth Equity Investment with Growth Team Operational Support

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Hg Capital:
• Insight Partners: Insight is a growth equity firm investing across software stages from venture to control buyouts, with deep operating expertise — directly comparable to Serent's growth-equity-plus-operating-support model in B2B SaaS.
• JMI Equity: JMI is a growth equity firm focused on B2B SaaS and vertical-market software companies, frequently leading or participating in minority and majority rounds — directly comparable to Serent's check size, stage, and software thesis, and a co-investor in First Due.
• Accel-KKR: Accel-KKR is a technology-focused PE firm investing in middle-market B2B software and tech-enabled services companies, with both control and minority structures — directly comparable to Serent on stage, sector, and deal structure.
• PSG Equity: PSG is a growth equity firm focused on lower middle-market software and tech-enabled services companies, often partnering with founder-led businesses — directly comparable to Serent on stage, sector, and founder-friendly positioning.
• Resurgens Technology Partners: Resurgens is a software-focused PE firm investing in founder-led B2B SaaS companies with a hands-on operating approach — directly comparable to Serent on stage, sector, and operating-value-creation model.
• Mainsail Partners: Mainsail is a growth equity firm focused exclusively on founder-led B2B SaaS companies, providing operational resources alongside capital — directly comparable to Serent's vertical focus, founder-friendly brand, and operating-team value proposition.

Broad incumbents

• Vista Equity Partners: One of the largest software-focused PE firms, Vista pursues majority buyouts of enterprise software companies — directly comparable to Serent's B2B SaaS focus but at significantly larger scale and with a control-oriented operating model.
• TPG (TPG Growth): TPG Growth is the growth and middle-market arm of TPG, investing in software and tech-enabled services with operating support — directly comparable to Serent's growth equity strategy, but with a larger fund and broader sector mandate.
• Thoma Bravo: Thoma Bravo is one of the largest software-focused PE firms, executing take-private transactions in B2B SaaS — comparable to Serent's software thesis but at a much larger scale and with a more operationally intensive, control-oriented model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/serent-capital

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A7 records

Investments83 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Serent Capital