Texas First Rentals
Texas First Rentals rents construction and industrial equipment — aerial platforms, earthmoving, material handling, power/air, tools, and trench safety gear — across 40+ Texas branches to contractors, facility managers, industrial crews, utilities, and public works departments.
- Company typePrivate
- Founded1933
- HeadquartersBelton, United States
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Texas First Rentals does
Texas First Rentals is a Texas-focused construction and industrial equipment rental company that rents aerial work platforms, earthmoving equipment, material handling equipment, power/air/lighting equipment, jobsite tools and pumps, trucks, containers, mobile offices, and trench safety equipment to contractors, facility managers, industrial crews, utility companies, and public works departments across more than 40 branch locations throughout Central, North, South, East, Hill Country, Coastal, and Rio Grande Valley Texas. The company monetizes through daily, weekly, and long-term rental subscriptions with quote-based pricing, delivery and 24/7 emergency service, optional Rental Protection Plan coverage for accidental damage and theft, used-equipment sales via Rental Purchase Option and HoltUsed.com, supplies sales (rebar, concrete stamps, custom safety vests), and credit-line financing to qualified account customers.
The technology stack centers on a self-serve online Customer Portal providing 24/7 real-time telematics, equipment location tracking, equipment relocation requests, service requests, and consolidated billing; payment processing runs through Billtrust, and web forms use Google reCAPTCHA. The customer-facing toolset blends direct enterprise field sales across physical branches, inside sales via a multi-line contact center (including dedicated billing, financial services, and Spanish-language support lines), and a product-led self-serve portal motion — a relatively modern tri-channel GTM for a regional rental operator. Trench safety equipment is differentiated by PE-certified OSHA-compliant shields delivered with tabulated data per unit, addressing a specific regulatory-expertise requirement for utility and public works customers.
Operationally, Texas First Rentals is a wholly-owned subsidiary of HOLT Texas, LTD. (d/b/a HOLT CAT, d/b/a HOLT Group), tracing back to William K. Holt's 1933 founding of a Caterpillar dealership in San Antonio, with current owners Peter J. Holt and Corinna Holt Richter as direct descendants of Benjamin Holt. The fleet exceeds 26,000 units across 40+ branches after the December 2022 acquisition of Rental One, a family-owned Texas rental business. No revenue, ARR, or financial-backstop data is publicly disclosed, and the company is privately held with no external institutional investor identified.
Texas First Rentals firmographics
Firmographics- Name
- Texas First Rentals
- Legal name
- HOLT Texas, LTD.
- Website
- https://texasfirstrentals.com
- Company type
- Private
- Founded year
- 1933
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Texas First Rentals rents construction and industrial equipment — aerial platforms, earthmoving, material handling, power/air, tools, and trench safety gear — across 40+ Texas branches to contractors, facility managers, industrial crews, utilities, and public works departments.
- Ownership category
- akta.pro rank
Texas First Rentals industry classification
Industry- Product category
- Construction Equipment Rental
- NAICS
- Construction, Mining, and Forestry Machinery and Equipment Rental and Leasing (532412)
- SIC
- Services-Equipment Rental & Leasing, Nec (7359)
- akta.pro primary industry
- Earthmoving & Excavation Equipment Rental/Leasing (TLABAFAA)
- akta.pro secondary industries
- Aerial Work Platforms (MEWPs) Rental/Leasing (TLABAFAE), Material Handling Equipment Rental/Leasing (Forklifts, Telehandlers, Reach Trucks) (TLABAFAF), Site Services & Temporary Infrastructure Rental/Leasing (Portable Toilets, Fencing, Storage Containers) (TLABAFAH)
Keywords
Where Texas First Rentals is headquartered
LocationHeadquarters
- HQ city
- Belton
- HQ country
- United States
- HQ region
- North America
Offices34 records
Markets served
Texas First Rentals business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Personnel, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Equipment Rental: Core revenue stream from renting construction and industrial equipment on daily, weekly, and long-term basis. Includes delivery services and 24-hour emergency service options.
- Equipment Supplies Sales: Sale of construction supplies including rebar, concrete stamps, custom safety vests, and related consumables.
- Rental Protection Plan: Optional protection plan providing coverage for accidental damage and equipment theft, offered as an add-on to rental agreements.
- Used Equipment Sales: Rental Purchase Option (RPO) allows customers to apply rental payments toward equipment purchase. Also sells used equipment through HoltUsed.com/TexasFirst.
- Credit Lines: Provides credit lines to qualified customers through credit applications during account opening.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Daily Rentals |
| Subscription | Pay-as-you-go | Weekly Rentals |
| Subscription | Multi-year contract | Long-term Rentals |
| Other | Monthly | Rental Protection Plan (RPP) |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Texas First Rentals product offering
Product offeringCore offering
Texas First Rentals rents construction and industrial equipment on daily, weekly, and long-term terms from more than 40 branches across Texas. Its inventory of 26,000+ units spans aerial work platforms, earthmoving and civil works equipment, material handling machines, power/air/lighting, jobsite tools and pumps, trench safety systems, and containers and mobile offices. The offering is delivered with equipment delivery, 24-hour emergency service, a telematics-enabled online customer portal, PE-certified OSHA-compliant trench safety, an optional Rental Protection Plan, and construction supplies retail.
Product overview
Texas First Rentals operates as a construction equipment rental company offering daily, weekly, and long-term rentals across more than 40 Texas locations. The core offering centers on Equipment Rental of construction machinery including aerial work platforms (scissor lifts, boom lifts), earthmoving equipment (excavators, dozers, skid steers, backhoes, wheel loaders), material handling equipment (forklifts, telehandlers), power/air/lighting equipment (generators, light towers, compressors), jobsite tools and pumps, and trucks. Supporting services include Containers & Mobile Offices, Decorative Concrete Rentals, Trench Safety Equipment (with PE-certified OSHA-compliant shields, hydraulic shoring, road plates, confined space equipment), Equipment Delivery, and 24-hour Emergency Service. The Customer Portal provides digital access to real-time equipment telematics and billing management. HOLT Industrial Rentals extends offerings to industrial power generation, temperature control, and compressed air solutions. The company also offers Supplies (rebar, safety vests, etc.) and an optional Rental Protection Plan for damage and theft coverage. All operations are backed by the HOLT family of companies.
Differentiator
Problem solved
Functional benefit
Products and services
- Equipment Rental Daily, weekly, and long-term rental of construction equipment for Texas contractors and industrial customers, with delivery, pickup, and 24-hour emergency service across more than 40 branches.
- Trench Safety Equipment Rental Rental of sliding rail systems, trench boxes, hydraulic vertical shoring, road plates, confined space entry equipment, and pipe testing equipment, all shields PE-certified to meet OSHA standards and delivered with engineered tabulated data.
- Containers and Mobile Offices Rental Rental of containers and mobile offices for jobsite storage and workspace needs, surfaced as a dedicated equipment category with a dedicated product page on texasfirstrentals.com.
- Construction Supplies Sale of construction and jobsite supplies including rebar, concrete stamps, custom safety vests, and related consumable materials through a dedicated supplies page.
- Equipment Delivery and 24-Hour Emergency Service Equipment delivery, pickup, and 24-hour emergency service available across all Texas locations to support contractors and industrial customers with project continuity.
- Customer Portal Online portal providing 24/7 self-service access to real-time equipment information, telematics tracking, billing, invoices, payments, equipment relocation requests, and service requests.
- Rental Protection Plan (RPP) Optional financial protection plan covering accidental damage to rented equipment and equipment theft, with additional coverage for customers lacking rental insurance, billed monthly.
- Used Equipment Sales (Rental Purchase Option) Sale of used equipment via HoltUsed.com/TexasFirst combined with a Rental Purchase Option that applies rental payments toward ownership of the rented equipment.
- HOLT Industrial Rentals Sub-brand offering industrial power generation, temperature control, and compressed air solutions for large-scale industrial operations and facility needs.
- Decorative Concrete Rentals Rental of decorative concrete application equipment including concrete stamps and related specialized tools for decorative concrete projects.
Quantifiable outcome
- Expanded to 40 locations through Rental One acquisition
- +1 more outcomes
Companies that use Texas First Rentals
Customer profileSegments5 records
Ideal customer profiles3 records
Texas First Rentals technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature3 records
Texas First Rentals partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- HOLT Texas, Ltd.coreTexas First Rentals is a subsidiary of HOLT Texas, Ltd., operating as Texas First Rentals and d/b/a HOLT CAT and d/b/a HOLT Group. Parent company has roots dating to 1883 with Benjamin Holt's first combine harvester. Current owners Peter J. Holt and Corinna Holt Richter are direct descendants of Benjamin Holt. HOLT CAT is the largest Caterpillar dealer in the US, serving 118 counties in Texas.
Scale indicators4 records
Recent moves7 records
Expansion highlights6 records
Texas First Rentals competitors and assessment
Company assessmentDirect peers
- H&E Equipment Services: Mid-sized equipment rental and dealer company operating in similar earthmoving, aerial, and material handling categories. Closest direct peer in scale and segment mix, competing in overlapping Texas and Sunbelt geographies.
Emerging players
- WillScot: Leading North American provider of mobile offices, modular space, and storage containers. Direct product overlap with Texas First Rentals' Containers & Mobile Offices category for jobsite workspace needs.
- Aggreko: Global leader in temporary power generation, temperature control, and compressed air rentals. Direct overlap with Texas First Rentals' HOLT Industrial Rentals line of power, temperature, and air solutions for industrial customers.
- McGrath RentCorp: Rents mobile offices, modular buildings, and electronic test equipment across the US. Competes in the same jobsite/containers segment as Texas First Rentals' mobile offices offering.
- Nesco Rentals: Specialty rental provider focused on aerial platforms, boom lifts, and specialty equipment. Comparable niche product mix to Texas First Rentals' aerial work platform line for elevated work applications.
Others
- HOLT CAT: Parent operating company and largest US Caterpillar dealer serving 118 Texas counties. Sister entity providing parts, service, and sales infrastructure that is itself a customer channel and ecosystem complement for Texas First Rentals.
Broad incumbents
- Sunbelt Rentals: Second-largest US equipment rental company with a broad fleet across construction, industrial, and trench safety categories. Comparable core offering and multi-channel GTM (direct, online portal, telematics) to Texas First Rentals.
- Herc Rentals: National equipment rental operator with significant aerial, earthmoving, and industrial fleet. Competes head-to-head with Texas First Rentals for mid-market and enterprise contractor accounts in overlapping Texas markets.
- United Rentals: Largest US equipment rental company with ~1,500 locations nationwide. Direct overlap with Texas First Rentals across aerial, earthmoving, material handling, and trench safety rentals, but at vastly larger national scale.
Regional players
- Altec: Provider of equipment for electric utility, telecommunications, and tree care markets, including bucket trucks and aerial devices. Comparable to Texas First Rentals' utility and service-body truck offerings for utility/field service customers.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Texas First Rentals social profiles
Digital presenceTexas First Rentals financial estimates
Financial estimateRevenue estimate
Valuation estimate
Texas First Rentals leadership team
Management profileNumber of profiles
Profiles4 records
Texas First Rentals funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Texas First Rentals M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Texas First Rentals
What does Texas First Rentals do?
Texas First Rentals rents construction and industrial equipment on daily, weekly, and long-term terms from more than 40 branches across Texas. Its inventory of 26,000+ units spans aerial work platforms, earthmoving and civil works equipment, material handling machines, power/air/lighting, jobsite tools and pumps, trench safety systems, and containers and mobile offices. The offering is delivered with equipment delivery, 24-hour emergency service, a telematics-enabled online customer portal, PE-certified OSHA-compliant trench safety, an optional Rental Protection Plan, and construction supplies retail.
When was Texas First Rentals founded?
Texas First Rentals was founded in 1933. It employs 101 to 250 people.
Where is Texas First Rentals based?
Texas First Rentals is headquartered in Belton, United States, in the North America region.
How does Texas First Rentals make money?
Five revenue lines are on record. Equipment Rental is the primary driver. The others are equipment Supplies Sales, rental Protection Plan, used Equipment Sales and credit Lines.
Who are Texas First Rentals's main competitors?
H&E Equipment Services is listed as a direct peer. Emerging players are WillScot, Aggreko, McGrath RentCorp and Nesco Rentals. HOLT CAT is listed as an others. Broad incumbents are Sunbelt Rentals, Herc Rentals and United Rentals. Altec is listed as a regional player.
Does Texas First Rentals have an API?
No public API is recorded for Texas First Rentals.
What industry is Texas First Rentals in?
Texas First Rentals's product category is Construction Equipment Rental. Its primary akta.pro industry code is TLABAFAA, Earthmoving & Excavation Equipment Rental/Leasing, with a secondary code of TLABAFAE, Aerial Work Platforms (MEWPs) Rental/Leasing. Its NAICS code is 532412 and its SIC code is 7359.