What Armada Dynamics does

Armada Dynamics AS is a privately held Norwegian software firm that develops and sells EQM 365 Rental, an equipment rental management solution built natively on the Microsoft Dynamics 365 Business Central ERP platform. The company is the original developer and owner of EQM 365 Rental, with approximately 25 years of accumulated experience serving rental companies across verticals including construction, oil field services, containers, medical equipment, scaffolding and formworks, and show and events rental. It is a Microsoft Gold Partner and member of both the European Rental Association and the American Rental Association.

The product combines asset, service, and rental management into a single integrated package layered on Business Central, with design, implementation, and ongoing support services tailored to each rental operator's operational requirements. Armada Dynamics operates a dual distribution model — direct sales engagement alongside a growing global network of EQM 365 Rental Partners — and runs a dedicated Americas subsidiary (Armada Dynamics Inc.) covering the USA, Canada, Mexico, and Caribbean. The firm exhibits at major industry events including Directions EMEA, Directions NA, Directions ASIA, The ARA Show, and APEX-IRE.

Revenue is generated through subscription-style software licensing of EQM 365 Rental and from associated implementation and support services, with quote-based pricing and multi-year contracts. The company is private, founder/management-controlled, with no disclosed external funding rounds and an employee base of 11-50, consistent with a focused vertical ISV operating within the Microsoft Dynamics ecosystem.

Name

Armada Dynamics

Legal name

Armada Dynamics AS

Website

https://armadadynamics.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Armada Dynamics is a Norwegian software firm that develops and licenses EQM 365 Rental, an equipment rental management solution built on Microsoft Dynamics 365 Business Central, serving rental companies across construction, oil field, container, medical, scaffolding, and events verticals globally.

Ownership category

akta.pro rank

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. EQM 365 Rental Software Licensing: Armada Dynamics sells and implements their proprietary EQM 365 Rental solution built on Microsoft Dynamics 365 Business Central. As the original developer and owner of EQM 365 Rental, they generate revenue through software licensing to rental companies.
2. Implementation and Support Services: Provides design, implementation and ongoing support services for Microsoft Dynamics 365 Business Central and EQM 365 Rental, tailored to specific operational requirements of rental companies.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Armada Dynamics develops, licenses, and supports EQM 365 Rental, a fully integrated equipment rental management solution built on the Microsoft Dynamics 365 Business Central ERP platform that helps rental companies manage assets, service operations, and rental workflows in one system. The company also provides design, implementation, and ongoing support services, delivering solutions tailored to the specific operational requirements of rental companies across multiple industry verticals including construction, oil field services, containers, medical equipment, scaffolding, and events.

Product overview

Armada Dynamics offers a unified rental management solution combining EQM 365 Rental (the company's original equipment rental management software) with Microsoft Dynamics 365 Business Central (the underlying ERP platform). The product portfolio is designed as a complete package for rental companies worldwide, providing design, implementation, and ongoing support services. EQM 365 Rental serves as the core product while Business Central provides the foundational ERP capabilities, with the company tailoring solutions to specific operational requirements across industries including construction, oil field services, containers, medical equipment, scaffolding, and events rental.

Differentiator

Problem solved

Functional benefit

Brands

• EQM 365 Rental: Industry-leading equipment rental management solution developed by Armada Dynamics, running on Microsoft Dynamics 365 Business Central platform. A fully integrated software package designed to help rental companies reduce costs, increase productivity, and provide a holistic view into their rental enterprise.

Products and services

• EQM 365 Rental

Segments5 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• MicrosoftcoreTechnology or IntegrationArmada Dynamics is a Microsoft Gold Partner and authorized Microsoft Dynamics 365 Business Central implementation partner. They provide rental software solutions built on the Microsoft Dynamics 365 platform. This is the core technology partnership underpinning their entire product offering.
• EQM 365 Rental PartnerscoreChannel Partner/ Reseller/ DistributorArmada Dynamics has a large, growing network of EQM 365 Rental Partners who resell and implement their solution globally. Partners include US-based specialists in verticals such as Oil field services, Events, Medical, and Construction. Partners extend Armada Dynamics' reach and capabilities across different geographies and industry segments.
• European Rental AssociationminorOthersMember of the European Rental Association, the trade association representing the equipment rental industry in Europe.
• American Rental AssociationminorOthersMember of the American Rental Association, serving the equipment rental industry in North America.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Fleetio: Fleetio is a fleet management software platform focused on vehicle fleets and maintenance operations. While broader than rental-specific ERP, it overlaps with Armada Dynamics in fleet lifecycle, asset, and service management use cases for fleet-based customers.

Direct peers

• MCS Rental Software: MCS (Microcomputer Systems) provides rental management software for equipment rental companies across multiple verticals, including construction and industrial. It competes directly with Armada Dynamics for the same rental operator customer segment.
• inspHire: inspHire is a UK-based rental software vendor serving equipment, tool, and plant rental companies globally. It targets the same rental operator customer base as Armada Dynamics with comparable asset, service, and rental management functionality.
• RentalMan (Argenta): RentalMan is an enterprise rental management software suite serving equipment rental and supply companies across multiple verticals. It competes directly with Armada Dynamics' EQM 365 Rental for large rental operators looking for an end-to-end rental ERP platform.
• Wynne Systems (Rentar): Wynne Systems provides Rentar, a rental management software platform widely used by equipment rental companies. It is a direct comparable to EQM 365 Rental in functionality, target customer (rental operators), and delivery model (integrated ERP-style system).
• Point of Rental Software: Point of Rental is a long-standing direct competitor in equipment rental management software, serving general, construction, and event rental companies with comparable asset and rental management functionality. Both firms compete head-to-head for the same rental operator customers with integrated rental ERP-style solutions.

Others

• Hilti ON!Track: Hilti ON!Track is a tool and equipment management/asset tracking platform with strong overlap into equipment rental fleet visibility. It is an adjacent offering that competes for some of the same asset tracking and lifecycle management use cases Armada Dynamics addresses.
• Trackunit: Trackunit provides telematics and IoT connectivity for construction equipment fleets, integrating with rental management platforms. It is an adjacent/ecosystem participant whose data feeds into rental management software like EQM 365 Rental.

Broad incumbents

• Oracle NetSuite ISV partners for rental: Oracle NetSuite and its SuiteApp partners offer rental and asset management extensions targeting mid-market rental operators. It represents a broad incumbent cloud ERP alternative for the same customer base that Armada Dynamics serves via Microsoft Dynamics 365 Business Central.
• SAP Business One ISV partners for rental: SAP and its partner ecosystem offer rental management add-ons and vertical solutions for equipment rental operators on SAP Business One/S/4HANA. It is a broad incumbent ERP competitor for the same rental verticals Armada Dynamics targets, though SAP is generally positioned at larger enterprise customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/ArmadaDynamics

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 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 Armada Dynamics