What Bluebird Auto Rental Systems does

Bluebird Auto Rental Systems, L.P., founded in 1982 and spun off as an independent entity in 1993, provides end-to-end car rental management software for independent rental operators, franchise rental brands, and car dealerships offering loaner or rental services. Its flagship product, RentWorks, is a modular platform built on the Progress Software stack (WebSpeed programming language and Progress database) and runs on Windows, Mac, or browser-based clients; a cloud-hosted variant is delivered via Amazon Web Services in PCI-DSS-compliant data centers with PA-DSS-certified payment handling and stated GDPR compliance. The portfolio spans the rental lifecycle from reservation planning (Res Planner) and mobile field service (RentWorks Mobile on iOS/Android with EMV card support and license scanning) through fleet operations (Fleet Tracker), eCommerce (Erez), dealership loaner workflows (LoanerTrack), and a broad add-on catalog covering claims management, credit card processing, signature capture, ID scanning, credit checks, SMS texting, time clock, accounting exports, and custom reporting via CyberQuery.

The company operates a hybrid revenue model combining one-time perpetual on-premises licenses (with optional monthly support), cloud/hosted subscriptions with per-user startup fees plus per-transaction or flat recurring fees, modular add-on subscriptions, professional training services (on-demand webinars, three-day classroom sessions at the Parsippany training academy, and onsite installation), and outcome-based damage recovery services billed on a No-Recovery-No-Fee basis. Go-to-market is sales-led with phone/email/direct demo requests, supplemented by a strong indirect channel through certified DMS partnerships (CDK, Reynolds, DealerTrack, Auto/Mate, LightYear) and an exclusive front-counter/back-office/reservation arrangement with International Franchise Systems (parent of Rent-A-Wreck, Priceless Car & Truck Rental, and Next Car). Bluebird has 11-50 employees, headquarters in Dover, NJ, a UK regional office in Bishops Stortford, and serves customers in nearly 40 countries; it has been a wholly-owned portfolio company of Valsoft Corporation Inc. since 2018.

Name

Bluebird Auto Rental Systems

Legal name

Bluebird Auto Rental Systems, L.P.

Website

https://barsnet.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

11–50 employees

Short description

Bluebird Auto Rental Systems provides end-to-end car rental and dealership loaner management software (RentWorks) for independent rental operators, franchise brands, and dealerships in nearly 40 countries, with cloud and on-premises deployments.

Ownership category

akta.pro rank

Product category

Car Rental Management Software

akta.pro primary industry

Car Rental & Mobility Booking Platforms (Carshare/Rideshare/Micromobility) (THALAFAE)

akta.pro secondary industry

Car Rental & Mobility Reservation Engines (THALADAE)

Keywords

• Car rental software
• Rental management systems
• Fleet management software
• Dealer loaner software
• Automotive rental technology

Headquarters

HQ city

Dover

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, Infrastructure, Operations, Marketing or Sales

Revenue model

1. On-Premises Software Licenses: Customers purchase 'right to use' license from Bluebird for appropriate number of users with optional monthly support fee for technical assistance and free periodic service pack updates.
2. Cloud/Hosted Subscription: Hosted solution with non-refundable startup fee per user plus ongoing flat or per-transaction fee. Includes monthly hosting infrastructure fee, Bluebird support, nightly backups with 28-day retention, and free service pack updates.
3. Add-On Modules: Optional modules including Claims Manager, Credit Card Processing (CCPRO), Signature Pads, Driver License Cameras, Equifax Credit Check Interface, RentWorks Mobile, RWTexting, TimeClock, Reservation Links, TimeHighway, Ericom AccessNow, and CyberQuery Report Writer.
4. Recovery Services: Damage recovery specialists handling repair costs, loss of use, administrative fees, and diminished value claims. Flat fee structure with No Recovery - No Fee policy. Integrated to RentWorks with Claims Manager module.
5. Training Services: Professional training including live webinars, on-demand sessions, formal classroom training (3-day RentWorks class at HQ), and onsite training/installation services.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Bluebird Auto Rental Systems develops, sells, and supports the RentWorks suite of car rental management software used by independent rental operators, franchise networks, and car dealerships. The platform spans the full rental lifecycle — reservations, fleet management, counter check-in/check-out, EMV credit card processing, claims management, and back-office accounting — with optional cloud or on-premises deployment, a mobile field-operations app, an eCommerce booking platform, a dealership loaner module, and adjacent professional services (damage recovery, training).

Product overview

Bluebird Auto Rental Systems provides a comprehensive car rental software ecosystem centered on its flagship RentWorks platform, a modular, scalable solution that handles the complete rental lifecycle from reservation planning through vehicle checkout/return to back-office accounting and reporting. The portfolio includes complementary sub-products (RentWorks Mobile for field operations, LoanerTrack for dealership courtesy vehicles, and Erez/ErezMobile for eCommerce), a rich catalog of add-on modules addressing specific operational needs (credit card processing, claims management, driver's license scanning, SMS texting, time tracking, accounting interfaces, and custom reporting via CyberQuery), hosted cloud deployment options, professional recovery services for damage claims, and industry training programs. These products are designed to work independently or as an integrated suite, with the core RentWorks PowerSuite serving as the foundation for both rental operations and the LoanerTrack dealership module.

Differentiator

Problem solved

Functional benefit

Brands

• RentWorks: Full-suite car rental software providing rental management from reservations to check-out/check-in, fleet operations, and over 100 reports. The company's flagship product.
• RentWorks Mobile
• Erez
• LoanerTrack

Products and services

• RentWorks Flagship full-suite car rental software platform providing end-to-end management of rental operations from reservations through check-in/check-out to back-office accounting, with over 100 built-in reports, customizable features, fleet management, and corporate customer processing. Target users are independent car rental companies, franchise rental operators, and dealerships.
• RentWorks Cloud Cloud-hosted deployment option for RentWorks providing 24/7 internet access with data stored on Amazon Web Services, offering lower startup costs with per-transaction pricing, monthly hosting infrastructure fee, Bluebird support, and nightly backups with 28-day retention.
• RentWorks Mobile Native iOS and Android mobile application enabling rental agents to service customers at the vehicle location with cellular connectivity, EMV credit card transactions, driver license scanning, fast check-out, and vehicle fleet management.
• LoanerTrack Car dealership loaner service application built on the RentWorks PowerSuite platform offering complete loaner management including customer data import, reservation planning, and integration with dealer management systems (CDK Drive, Auto/Mate, Reynolds, DealerTrack, LightYear).
• Erez eCommerce Platform eCommerce platform and online reservation system enabling customers to research real-time rental rates and availability, choose coverages, make reservations, and pay directly from the rental company's website, with 100+ payment gateways and Google Analytics integration.
• ErezMobile Mobile-optimized version of the Erez eCommerce platform with screens designed for mobile devices to check rates, availability, and make reservations on-the-go.
• NetRent Legacy rental management system offering flexibility and smooth communication among multiple locations with Rez Planner and Display Daily Planner features, still deployed for selected enterprise customers including Thrifty.
• Recovery Services Damage recovery specialist service helping rental companies recover repair costs, loss of use, administrative fees, and diminished value through seamless integration with RentWorks Claims Manager, billed on a flat-fee basis with a No Recovery - No Fee policy.
• Training Services Professional training programs including live webinars, on-demand sessions, three-day formal classroom training at the Parsippany NJ headquarters, and onsite training/installation services delivered by auto rental industry experts.

Quantifiable outcome

• Customers report significant time savings with direct QuickBooks integration and internet-connected operations
• +2 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration49 records

AI capability4 records

Feature9 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Self InspectioncoreTechnology or Integration · 8 April 2025AI-powered vehicle inspection platform integrated with Bluebird's rental management software. Enables AI to detect damage and wear in seconds, generates standardized timestamped reports, and syncs results directly into Bluebird's system for automated documentation and claims processing.
• CDK GlobalcoreTechnology or IntegrationCDK's Dealer Services Group offers industry-specific computing and consulting services for auto and truck dealers. RentWorks and NetRent are certified by CDK to interface with their dealer systems.
• DealerTrackcoreTechnology or IntegrationLeading provider of web-enabled technology solutions in North America's retail auto industry. Bluebird is a Certified Provider for their DMS OpenTrack Integration.
• Reynolds & ReynoldscoreTechnology or IntegrationHelps dealers generate more sales, retain more profit, and improve the car ownership experience. Integration partnership for dealership software solutions.
• Progress SoftwarecoreTechnology or IntegrationInternationally recognized provider of robust programming language and database, which is the platform used by Bluebird Auto Rental Systems.
• WorldpaycoreTechnology or IntegrationLeading payments technology company processing over 40 billion transactions annually, supporting more than 300 payment types across 146 countries and 126 currencies. Integrated payment processing for RentWorks.
• International Franchise SystemscoreStrategic or Co-development PartnerParent company of Rent-A-Wreck, Priceless Car & Truck Rental, and Next Car. Bluebird is their exclusive provider for front counter, back office, and reservation systems for all three brands.
• CRX Group (Car Rental Express)minorChannel Partner/ Reseller/ DistributorProvides independent car rental industry with millions of online reservations through multiple channel programs using their powerful CRX Booking Engine.
• LiberkeecoreTechnology or IntegrationPhone-as-a-key digital access system bringing key-free and digital future to rental cars and fleet vehicles. Includes encrypted digital key management, software applications, programming interfaces and hardware. Enables contactless rentals, remote renting, staff-free 24/7 operations.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Bitco Software: Provider of car rental and leasing software (Bitcar, Bitlease) targeting independent operators and corporate fleets — comparable to Bluebird in the independent/midsize rental software space with both on-prem and hosted deployments.
• Thermeon: UK-based provider of car rental and mobility software (including Reservation Plus and car sharing modules) targeting independent operators, franchises, and corporate fleets — the closest direct competitor to Bluebird's RentWorks in the independent/midsize rental software segment.
• Navotar: Cloud-native car rental management software for independent and franchise operators, with reservation, fleet, billing, and online booking capabilities — a direct modern SaaS competitor to Bluebird's RentWorks Cloud.
• Maxxton: Provider of cloud-based rental, holiday park, and car rental management software with reservation, pricing, and channel-management modules — directly comparable to Bluebird's Erez and RentWorks offerings for rental operators.
• CarPro Systems: Car rental management software vendor serving independent and franchise rental operators with reservation, fleet, contract, and accounting functionality — overlapping directly with RentWorks' core counter-to-back-office workflow.

Broad incumbents

• CDK Global: Large incumbent dealer-management-system vendor that is also a Bluebird partner/integrator; provides DMS, CRM, and back-office software to dealerships, which overlaps with Bluebird's LoanerTrack segment at much greater scale.
• Reynolds and Reynolds: Established dealer-management-system incumbent and Bluebird integration partner; provides dealership software, document services, and retail management that overlap with LoanerTrack and the DMS integration layer of RentWorks.

Emerging players

• RentalMatics: In-car telematics and analytics provider for the car rental industry; both a Bluebird partner and an emerging player offering fleet tracking, mileage, and utilization data that compete with parts of Bluebird's Fleet Tracker functionality.
• Move Mee: Car-sharing and rental app that competes with Move Mee's own brand for one-time registration, validation, booking, and key handover; adjacent to Bluebird's Mobile and Erez product lines in the contactless/mobile-first rental experience.
• Self Inspection: AI-powered vehicle inspection platform integrated with Bluebird (April 2025) and competing in the automated damage-detection space that Bluebird's Claims Manager and Fleet Tracker modules partially address; an emerging player whose product roadmap is now coupled to Bluebird's go-to-market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Bluebird Auto Rental Systems