What SOFTRITE Technology does

SOFTRITE Technology, Inc was a privately held, founder-owned custom software development and IT services firm based in Orlando, Florida, that operated for nearly 40 years from 1985 until concluding operations in 2023. Founded by Denny Johnson, an IBM Marketing Representative alumnus, the company built a portfolio of niche database and workflow products including the Homebuilder Backlog Management Database (licensed corporate-wide by Lennar Homes in 1989), Contract Preparation Software (deployed across Yamaha, John Deere Credit, Allegro Acceptance, Greentree Financial, and Bank of America dealer/retail finance networks), Ambassador Database Marketing Software, Job Tracking Software, Buyer Website Portals, and various bespoke corporate websites and self-service kiosks.

The firm served primarily two verticals: homebuilders and real estate developers, and financial services/dealer financing networks. It operated as a direct-to-client services company with no external investors, no published pricing, and a go-to-market model built entirely on referrals and repeat business — customers maintained relationships spanning 10, 20, and in one case 30 years. The technology stack centered on custom relational databases and web portals tailored to individual client workflows, with no documented AI/ML, SaaS, or platform components.

SOFTRITE's narrow vertical focus and concentration in cyclical industries (homebuilding and finance) proved fatal during the 2008-2013 recession, which erased 90% of revenue. Founder Denny Johnson pivoted briefly to management consulting for Voxeo (later acquired by Aspect in 2013), began semi-retirement in 2014, and wound the business down as remaining clients migrated to other platforms, with full cessation in 2023.

Name

SOFTRITE Technology

Legal name

SOFTRITE Technology, Inc

Website

https://softrite.com

Company type

Private

Founded year

1985

Operating status

Closed

Headcount range

11–50 employees

Short description

SOFTRITE Technology was a Florida-based custom database software and IT services firm that served homebuilders and dealer finance networks with bespoke applications for nearly 40 years before concluding operations in 2023 following founder Denny Johnson's retirement.

Ownership category

akta.pro rank

Product category

Custom Software Development

NAICS

Custom Computer Programming Services (541511)

SIC

Services-Computer Programming Services (7371), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

DevOps, SRE & Platform Engineering Consulting (BPAHAEAK)

Keywords

• Custom database software
• Software development services
• IT consulting services
• IT support services
• Dealer network software

Headquarters

HQ city

Maitland

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations

Distribution channels1 record

Marketing channels1 record

Core offering

SOFTRITE Technology provided custom database software development and IT services to enterprise and mid-market clients, primarily in the homebuilding and dealer financial services industries. Its core offerings included the Homebuilder Backlog Management Database (licensed corporate-wide by Lennar Homes), Contract Preparation Software for dealer financing networks (adopted by Yamaha, John Deere Credit, Greentree Financial, Allegro Acceptance, and Bank of America), and supporting IT and consulting services. The company concluded operations in 2023.

Product overview

SOFTRITE Technology was a small technology consulting and software development firm that operated for nearly 40 years (1985-2023), providing custom software solutions and IT services nationwide. The company offered a portfolio of database and software products including the Homebuilder Backlog Management Database (core product for tracking home construction projects), Contract Preparation Software (for retail finance contracts, distributed through dealer networks), Ambassador Database Marketing Software, Job Tracking Software, Buyer Website Portal, Collaboration Database, and Service Billing/A/R Systems. Additional services included corporate website development, IT support services, and self-service kiosk solutions. The product portfolio also included specialized software for Logitech (Customer Survey Database, Quote Request Software) and Truthful Acting Studios (Class and Student Management). In its later years, the company developed TinyTowable.com as a consumer-facing website project. The company was wound down in 2023 after serving clients for nearly four decades.

Differentiator

Problem solved

Functional benefit

Products and services

• Homebuilder Backlog Management Database Database software for homebuilders to track construction project backlog, timelines, and management. Originally developed for Richmond American Homes in 1985, later licensed corporate-wide by Lennar Homes in 1989, and subsequently implemented for Park Square Homes and Engineered Homes.
• Contract Preparation Software Software for preparing and processing retail finance contracts, originally developed for Yamaha dealer network distribution in 1992 and later deployed at Greentree Financial, John Deere Credit, Allegro Acceptance, and Bank of America, with an online Internet-based version released in 2006.
• Ambassador Database Marketing Software Database marketing software developed in 1991 and distributed by Concepts in Sales; implemented for Digital Equipment Corp in 1992 and later deployed across 5 divisions of Lennar Homes in 1997.
• Buyer Website Portal Customer-facing web portal developed in 2002 for Park Square Homes to give buyers access to their project information and transactions.
• Customer Self-Service Kiosks Software and hardware solution developed in 2016 for Viera Builders to display floorplans and elevations through customer-facing kiosks.
• Online Credit Application Processing Online credit application processing website developed for Allegro Acceptance's dealer network in 2004 to enable online submission and processing of credit applications.
• Corporate Website Development Custom corporate website development service including sites for Lennar Homes (1997), Columbia Data Products (2000), and Viera Builders (2007, integrated with the Homebuilder Backlog Management Database), plus the TinyTowable.com project in 2016.
• IT Support and Consulting Services Ongoing IT support, onsite services, and management consulting offered to clients including Sales Office Automation and IT support for 10 Lennar Homes divisions in Florida, and management consulting for Voxeo during the 2008-2013 recession.

Quantifiable outcome

• Customers did repeat business with SOFTRITE for over 10, 20, and in one case 30 years
• +2 more outcomes

Named customers15 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered minor.

• Concepts in SalesminorChannel Partner/ Reseller/ Distributor · 1 January 1991Ambassador Database Marketing Software was distributed by Concepts in Sales starting in 1991.
• SCOREminorStrategic or Co-development PartnerSOFTRITE founder Denny Johnson volunteers with SCORE (non-profit affiliated with SBA) to mentor small business founders and startups. Denny started volunteering in 2016.
• Startup StudiominorStrategic or Co-development PartnerDenny started volunteering in 2017 to provide start-up business mentoring for Startup Studio startup accelerator.

Scale indicators3 records

Recent moves10 records

Expansion highlights1 record

Direct peers

• Constellation HomeBuilder Systems: Specialized vertical software provider for the homebuilding industry — directly comparable to SOFTRITE's Homebuilder Backlog Management Database in serving homebuilder workflows such as project tracking, sales, and operations.
• BuilderMT (Procore): Construction management software acquired by Procore, focused on homebuilder workflows including scheduling, work orders, and back-office automation — overlapping directly with SOFTRITE's homebuilder backlog and operations software.
• TOPS Software: Vertical software for homebuilders, HOAs, and community management — comparable to SOFTRITE in targeting small-to-mid homebuilders with custom databases for project, sales, and customer workflows.
• Newstar Solutions: Enterprise software vendor for homebuilders and real estate developers — closely comparable to SOFTRITE's Homebuilder Backlog Management Database and Builder-focused custom solutions.
• Dealertrack (Cox Automotive): Dealer finance and F&I software platform — directly comparable to SOFTRITE's Contract Preparation Software developed for Yamaha, John Deere Credit, and Bank of America's dealer networks.

Broad incumbents

• Sage Construction and Real Estate: Broader construction and contractor software suite from Sage — overlaps with SOFTRITE's homebuilder and contractor software, but covers a much wider portfolio across construction accounting, project management, and estimating.
• MRI Software: Real estate and homebuilder software platform that acquired Constellation HomeBuilder Systems — a broader incumbent targeting the same homebuilder vertical as SOFTRITE with a full SaaS suite.
• Wolters Kluwer: Large incumbent in financial services compliance, lending documentation, and regulatory software — adjacent to SOFTRITE's Contract Preparation Software for retail finance contracts.
• Jonas Software: Vertical software acquirer operating across many niche industries including construction and dealer services — comparable in delivering custom-tailored vertical software to specialized industries, similar to SOFTRITE's niche approach.

Emerging players

• Custom Software Developer Inc. Small custom software development firm similar in size and model to SOFTRITE, providing bespoke database and IT solutions to mid-market and enterprise clients across niche verticals.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/softrite-technology-inc

Revenue estimate

Valuation estimate

Number of profiles

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 SOFTRITE Technology