Alert Management Systems

What Alert Management Systems does

Alert Management Systems (doing business as Alert Rental Software) is a privately-held, 100% women-owned software provider founded in 1976 and headquartered in Colorado Springs, Colorado. The company offers a cloud-based rental management platform to equipment, tool, construction, and event rental companies across the United States and Canada, serving thousands of users with installations ranging from single-user single-location operations to deployments exceeding 300 users. Equal co-presidents Mary Crosslin (COO) and Kara Longmire (CEO) acquired the company from its retiring owners in 2016 as a third-generation management buyout, and the business holds Certified Woman-Owned Small Business status from the US Women's Chamber of Commerce.

The core Alert Rental Software platform is a real-time, cloud- and on-premises-deployable system compatible with Windows and Linux. It is built as a core product plus modular add-ons covering inventory, contracts, dispatching, work orders, preventive maintenance, cycle billing, CRM, document management, and accounting integration. Differentiated modules include AlertSign (digital signature and secure payment processing, 2024 Rental Magazine Editor's Choice Award winner), Rover (mobile field application), LoadHub (real-time order fulfillment), WebSync (e-commerce integration), Job Costing, Commission Manager, and CAD/event-design integration. The platform connects with QuickBooks, Sage, NetSuite, Epicor, Zoho CRM, Rouse Analytics, SmartEquip, multiple GPS/telematics providers, and any AEMP-standard telematics, and it adopts the ARA Taxonomy industry standard that Alert co-developed with the American Rental Association.

Revenue is generated from three primary streams: monthly SaaS subscriptions (Starter at $200/month, mid-tier Subscription at $500/month with $50/user and $100/location add-ons), perpetual Summit licenses ($18,275 one-time), and recurring subscriptions for add-on modules (E-commerce, GPS/telematics, additional branches, CRM, Import/Export, Purchase Order Suite). The company employs 11-50 staff, with 400+ years of accumulated rental industry experience across the team. Customer acquisition combines consultative direct sales via Application Consultants and regional offices (Colorado Springs, Albany, San Ramon), industry trade shows, an annual user conference described as the longest-running in the rental industry, content marketing, podcasts, and earned media in industry publications. The combined approach produces high-tenure customer relationships, with longest-tenured customers exceeding 25 years.

Name

Alert Management Systems

Legal name

Interactive Management Systems Corp

Website

https://alertrental.com

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

11–50 employees

Short description

Alert Management Systems, dba Alert Rental Software, provides cloud-based rental management software for equipment, tool, construction, and event rental companies across the US and Canada, serving thousands of users with a modular, integration-rich SaaS and on-premise platform.

Ownership category

akta.pro rank

Product category

Rental Management Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Direct Booking Platforms & Booking Engines for Hosts/Managers (THAMALAE)

Keywords

• Rental management software
• Equipment rental software
• Event rental software
• Construction equipment tracking
• Rental dispatch software

Headquarters

HQ city

Colorado Springs

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Subscription (SaaS): Monthly subscription model with cloud-based hosting. Starting at $200/month for Starter tier. Includes secure cloud hosting, support, and regular updates.
2. Perpetual Software License: One-time purchase option for enterprise customers. Summit license at $18,275 with perpetual use rights. Includes 1 year of Summit support.
3. Additional User Licenses: Additional user licenses at $50/month beyond included allocation. Additional branch locations at $100/month.
4. Add-on Features: Optional modules including E-Commerce, GPS/telematics, additional branches, Import/Export, Purchase Order Suite, CRM integration, and more.
5. Professional Services: Training (in-person or remote), implementation, data migration, and consulting services included with purchase.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Alert Management Systems builds and sells Alert Rental Software, a unified cloud-based rental management platform for equipment, tool, construction, and event rental companies. The platform handles inventory tracking, rental contracts, dispatching, work orders, preventive maintenance, cycle billing, customer communications, CRM, e-commerce, GPS/telematics, and reporting, with both SaaS subscription and perpetual on-premise license deployment models.

Product overview

Alert Rental Software is a unified cloud-based rental management platform designed for equipment, tool, construction, and event rental companies. The platform operates on a core product plus modular add-on architecture, where the Alert Rental Software Core Platform provides foundational inventory, contracts, dispatching, maintenance, billing, and CRM capabilities. Users can customize their implementation with specialized industry suites (Equipment Rental Suite or Event Rental Suite) and add-on modules including AlertSign for digital signatures and payments, Rover for mobile field operations, LoadHub for order fulfillment, WebSync for e-commerce, Job Costing for project tracking, Commission Manager for sales compensation, Work Order and Preventive Maintenance for fleet servicing, EasyVault for backup, Report Writer for custom analytics, Dispatch Features for route optimization, Remote Asset Management for GPS/telematics tracking, Easy RFID for inventory scanning, and Document Center for centralized communications. The platform supports both cloud-hosted (SaaS subscription) and on-premise deployment options.

Differentiator

Problem solved

Functional benefit

Brands

• AlertSign: Digital product for electronic signatures and secure payment processing for rental operations.
• AlertSummit
• Alert Rover
• EasyVault
• LoadHub
• WebSync
• Alert Web Assistant

Products and services

• Alert Rental Software (Core Platform) Unified cloud-based rental management platform for equipment, tool, construction, and event rental companies. Manages inventory, contracts, dispatching, maintenance, billing, and customer relationships from a single system, with Equipment Rental Suite and Event Rental Suite editions. Supports both SaaS subscription and on-premise deployment.
• Starter SaaS Subscription Tier Entry-level SaaS subscription for startup and small rental businesses. $200/month + $1,000 deposit. Includes 1 user license, 1 location, GL integration, integrated credit card processing, Document Center, Help Desk access, Knowledgebase, EasyVault backups, and Industry Suite (Equipment or Event) available for additional modest monthly charge.
• Subscription Tier (Mid-Market) Mid-tier SaaS subscription for established rental companies with 3+ users and multiple locations. $500/month + $2,500 deposit. Includes up to 4 user licenses, 1 location, Full Equipment Suite or Full Event Suite, additional users at $50/month, additional locations at $100/month, recurring CC billing, sales tax entities, Document Center, and QuickBooks integration.
• Summit Perpetual License (Enterprise) Enterprise perpetual license for large multi-user/multi-location operators. $18,275 one-time purchase with 4 user licenses, Summit support for 1 year, and EasyVault subscription. Server can be on-premises or hosted by Alert for a monthly fee. 0% financing for 24 months available for credit-qualified customers.
• AlertSign Digital signature and secure payment processing solution that captures contracts electronically, collects full or partial payments, and provides terms and conditions on any device for paperless rental workflows. 2024 Rental Magazine Editor's Choice Award winner.
• Rover Mobile App Mobile field application bringing Alert Rental onto mobile devices for processing outgoing orders, managing incoming rentals from the yard, capturing photos, comments, signatures, and collecting payment in the field.
• LoadHub Real-time order fulfillment management providing data on orders by date range, location, department, and ticket type for managing outgoing orders and pull/load operations.
• WebSync E-commerce and web integration tool providing responsive rental product catalog, high-speed website presence, and web services connectivity including Web Developers Tool Kit (DTK) and sandbox environment.
• Alert Web Assistant Website development service providing a complete 3-page pre-designed professional website with scaling options for rental businesses, delivered by Alert's expert team.
• Cloud Hosting Secure co-located server hosting professionally managed by Alert, eliminating the need for expensive on-premise servers and in-house IT departments for customers preferring Alert-hosted deployments.
• Alert Virtual Accounting Outsourced bookkeeping and accounting service providing daily balancing to general ledger, invoice/statement sending, and customizable scope of work for rental businesses.
• EasyVault Backup Automated cloud-based backup service enabling data recovery from unintended data loss in minutes instead of days.
• Easy RFID RFID integration for tracking bulk and individual items including tents, inflatables, linens, and equipment with handheld scanner support, providing seamless inventory management within Alert.
• CAD Integration with 3D Event Designer Fully integrated CAD system partnership with 3D Event Designer for automating inventory visualization and creating realistic floorplans for event rental companies.

Quantifiable outcome

• 100+ user-driven enhancements per year based on customer feedback
• +3 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration25 records

AI capability4 records

Feature9 records

Partnerships

24 partnerships are on record, tiered core and minor.

• American Rental Association (ARA Taxonomy)coreStrategic or Co-development Partner · 18 October 2021Strategic partnership with ARA to adopt and implement the new standard equipment taxonomy for the rental industry, developed in collaboration with Alert.
• SmartEquip Network (Integration Partnership)coreStrategic or Co-development Partner · 4 December 2019Integration partnership with SmartEquip Network for equipment rental software connectivity to equipment parts and service information.
• GearFlow (Partnership Announcement)coreStrategic or Co-development Partner · 28 June 2019Announced partnership to provide integrated e-commerce solution to equipment rental businesses enabling online rental reservations and payments.
• QuickBookscoreTechnology or IntegrationNative integration with QuickBooks for seamless financial data synchronization including daily GL exports, invoice synchronization, and purchase order management.
• SagecoreTechnology or IntegrationDirect integration with Sage accounting software for automated financial workflows and reporting.
• NetSuitecoreTechnology or IntegrationIntegration with NetSuite for enterprise-level accounting and financial management synchronization.
• EpicorcoreTechnology or IntegrationIntegration with Epicor ERP system for manufacturing and distribution company accounting needs.
• Zoho CRMcoreTechnology or IntegrationIntegration with Zoho CRM for customer relationship management and sales tracking capabilities.
• SmartEquipcoreTechnology or IntegrationIntegration with SmartEquip for equipment parts ordering and management. Both Purchase Order and Work Order modules interface with SmartEquip.
• Rouse AnalyticscoreTechnology or IntegrationIntegration with Rouse Analytics for equipment rental analytics and fleet management insights.
• GearFlowcoreTechnology or IntegrationIntegration with GearFlow for e-commerce solutions enabling online sales and rental transactions for equipment businesses.
• Verizon ConnectcoreTechnology or IntegrationGPS fleet tracking integration for dispatch management and real-time vehicle/equipment location monitoring.
• SamsaracoreTechnology or IntegrationGPS and telematics integration for equipment tracking and dispatch optimization.
• FleetUpcoreTechnology or IntegrationFleet management and GPS integration for rental equipment tracking and route optimization.
• Approval CodecoreTechnology or IntegrationSecure credit card gateway integration for PCI-compliant payment processing within Alert.
• CardConnectcoreTechnology or IntegrationCredit card processing integration providing secure payment gateway options for rental transactions.
• PAYware ConnectcoreTechnology or IntegrationAdditional credit card gateway integration option for payment processing.
• IDScan.netcoreTechnology or IntegrationDriver's license scanning integration for quick customer identification and fraud prevention.
• 3D Event DesignercoreTechnology or IntegrationCAD integration for event rental companies to visualize floor plans and inventory layouts for client presentations.
• Vizion360coreTechnology or IntegrationIntegration with Vizion360 for telematics and equipment management in oil and gas rental operations.
• Easy RFIDcoreTechnology or IntegrationRFID integration for tracking tents, inflatables, linens, and equipment with handheld scanners for efficient inventory management.
• American Rental AssociationcoreOthersMember of ARA with Gold Sponsor status. Co-developer of ARA Taxonomy standard. Active participation in industry events and standards development.
• Canadian Rental AssociationminorOthersMember of CRA and participant in Canadian rental industry events and standards.
• MATRA, California Rental Association, IFAIminorOthersMember of multiple state and regional rental industry associations for networking and industry standards participation.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• EZRentOut: Equipment rental software targeting construction, tool, and party rental businesses with SaaS-based inventory, reservations, and invoicing functionality similar to Alert's core offering.
• Booqable: Cloud-based rental management software for SMB rental businesses, offering booking, inventory, and online storefront features that overlap with Alert's small business segment.
• Rentman: Event and production rental management software focused on AV, event, and party rental workflows - overlapping directly with Alert's Event & Party Rental segment on inventory, scheduling, and sub-rental.
• Rental Works: Equipment rental management software from Explorer Software targeting construction and industrial rental operators with similar workflow features including contracts, dispatch, and maintenance.
• Quipli: Cloud rental management platform for equipment rental operators with online booking, contracts, and dispatch features that compete for the same SMB-to-mid-market rental customer.
• MCS (Rental Software): Long-standing direct competitor in equipment rental software, serving construction and industrial rental companies with comparable dispatch, billing, and telematics capabilities.
• Point of Rental Software: Direct competitor offering rental management software for equipment and event rental businesses with comparable inventory, dispatch, and billing features serving the same vertical customer base.

Broad incumbents

• Jobber: Broader field-service management SaaS for SMB service businesses; competes for some rental-adjacent workflows (scheduling, invoicing, customer management) rather than deep rental inventory functionality.
• ServiceTitan: Large field-service management platform serving trades and rental-adjacent service businesses with scheduling, dispatch, and invoicing at a much broader scale, posing an enterprise-tier competitive threat.

Emerging players

• TrackAbout: Rental asset tracking and utilization platform focused on physical asset visibility, complementing and partially overlapping with Alert's Remote Asset Management/Telematics feature set.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/alertmanagement
• Facebookfacebook.com/AlertManagementSystems
• LinkedInlinkedin.com/company/alert-management-systems
• Instagraminstagram.com/alertrental
• Xx.com/alerteasypro

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Alert Management Systems