Platinum Storage Group

What Platinum Storage Group does

Platinum Storage Group is a privately held, vertically integrated commercial real estate investment and management firm specializing exclusively in self-storage assets. Founded in 1999 by Daniel "Skip" Elefante and headquartered in Newport Beach, California, the company operates across three core service lines: third-party property management, acquisitions, and ground-up development. It owns or manages more than 30 operating self-storage facilities across 8 U.S. states (with experience in 22 states and 150+ sub-markets), representing approximately 3–4 million square feet of storage space, plus 20 facilities in the acquisitions and development pipeline. Customers are primarily independent self-storage owners, SMB operators, and financial institutions seeking professional management for assets they own.

The company's platform combines proprietary, data-driven sub-market identification and dynamic pricing with a vertically integrated technology stack, including Yardi for property management, Tenant Inc. for the tenant-facing experience, Nokē smart-entry locks from Janus International, HubSpot CRM, CallRail for call attribution, Qlik for BI, and an IMS-powered investor portal. Its Storelocal sub-brand anchors institutional Class A facilities featuring climate-controlled units, Bluetooth/smartphone gate and unit access, and fully automated online rental, move-in, and account management via storelocal.com. Platinum is a founding member of the StoreLocal Self-Storage Co-op, and COO Dane Elefante sits on the Tenant Inc. board, providing direct influence over the technology deployed at managed facilities.

Revenue is generated through percentage-of-gross-income management fees (5–6% per site, billed monthly), asset-management and "Investment Optimization" services for third-party owners, acquisition and disposition transaction fees, and development/construction-management fees. The firm is self-funded (no institutional rounds disclosed) and led by an executive team with 100+ years of combined real estate experience and 65 years specifically in self-storage. The company is actively expanding through both greenfield development (Brentwood, Gallatin, Oakland, Dickson, Bellevue) and tuck-in acquisitions (Spring Hill, TN).

Name

Platinum Storage Group

Legal name

Platinum Storage Group

Website

https://platinumstorage.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

51–100 employees

Short description

Platinum Storage Group is a Newport Beach-based, privately held firm that acquires, develops, and third-party manages self-storage facilities across 8 U.S. states via its Storelocal sub-brand, serving independent owners, SMB operators, and financial institutions seeking tech-enabled, vertically integrated management.

Ownership category

akta.pro rank

Product category

Self-Storage Real Estate Management

NAICS

General Warehousing and Storage (493110), General Warehousing and Storage (49311), Warehousing and Storage (493)

SIC

Public Warehousing & Storage (4220)

akta.pro primary industry

Self-Storage Facility Management & Operations (Third-Party Managed) (HSAKAGAI)

akta.pro secondary industry

Standard/Non-Climate Self-Storage (HSAKAGAB)

Keywords

• Self-storage management
• Commercial real estate investment
• Property acquisition services
• Self-storage development
• Asset management services

Headquarters

HQ city

Newport Beach

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Third-Party Property Management Fees: Management fees calculated as a percentage of gross income at each site. Fees range from 5-6% depending on the size of the site, multiplied by total income collected each month. Paid at month-end when total income is calculated for the previous month.
2. Asset Management and Investment Optimization Services: Comprehensive property management including day-to-day operations, marketing and pricing, personnel management, legal and compliance, financial reporting, budgeting, capital expenditure planning, and distribution management for third-party owners. The company positions this as 'Investment Optimization' rather than passive property management.
3. Acquisition and Disposition Services: Platinum acquires self-storage facilities and creates value through operational repositioning, deploying technology and marketing platforms, or acquiring properties with expansion potential. The company also helps owners sell facilities and find replacement properties.
4. Development and Construction Management: Platinum provides development services including land acquisition, entitlement, building design and construction oversight, and lease-up velocity maximization for new self-storage developments. Services include consulting on facility design and build to optimize long-term income potential.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Platinum Storage Group is a fully integrated self-storage commercial real estate firm that provides third-party property management, acquires and repositions self-storage facilities, and develops new institutional-grade self-storage assets. Its services span day-to-day operations, marketing and pricing, personnel management, legal and compliance, financial reporting, capital planning, and investor distributions for third-party owners. The company operates facilities under its Storelocal brand and equips them with smart entry, online rental, and digital account management technology.

Product overview

Platinum Storage Group operates a vertically integrated self-storage platform with three core service lines: Property Management, Acquisition, and Development. The company manages over 35 operating self-storage facilities nationwide and has 20 facilities in its acquisitions and development pipeline. Its primary brand, Storelocal, represents facilities featuring smart technology including Nokē Smart Entry systems and climate-controlled units. The company also operates the Storage Direct brand and provides proprietary tools like Investment Dashboards and Online Tenant Portal for property owners and customers. The platform enables tenants to rent online and manage accounts digitally without site manager interaction.

Differentiator

Problem solved

Functional benefit

Brands

• Storelocal: Sub-brand for self-storage facilities operated by Platinum Storage Group. Includes both operating facilities (e.g., Storelocal Brentwood, Storelocal Gallatin, Storelocal Oakland) and new developments across multiple US states.

Products and services

• Third-Party Property Management Comprehensive third-party self-storage property management for independent owners and operators, including day-to-day operations, marketing and pricing, personnel management, legal and compliance, financial reporting, budgeting, capital expenditure planning, and tenant account management through an online portal.
• Self-Storage Acquisition Services Acquisition and disposition services for self-storage properties, using a proprietary data-driven approach to identify facilities where technology, marketing, and operational repositioning can create upside. Includes helping owners sell facilities and find replacement properties.
• Self-Storage Development Services End-to-end development of next-generation smart self-storage facilities designed for automated systems, keyless entry, and IoT devices. Services include land acquisition, entitlement, building design and construction management, and lease-up velocity maximization for new developments in underserved U.S. sub-markets.
• Storelocal Self-Storage Facilities Consumer-facing self-storage rental brand operated by Platinum Storage Group, featuring Nokē Smart Entry Bluetooth access, climate-controlled units, and fully automated online rentals, move-ins, and payments via mobile app or self-serve kiosks.

Quantifiable outcome

• Top Operator ranking by Mini Storage Messenger
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature5 records

Partnerships

Ten partnerships are on record, tiered core, major, standard and minor.

• Storelocal Self Storage Co-opcoreStrategic or Co-development PartnerPlatinum Storage Group is a founding member of StoreLocal, described as the nation's first Self-Storage Co-op. As a founding member, Platinum helps shape the direction of new product releases and technology advances in the industry. The co-op enables Platinum to stay on the cutting edge of self-storage technology and provides a network for sharing best practices and industry relationships.
• Tenant InccoreTechnology or IntegrationDane Elefante, COO of Platinum Storage Group, serves as a Board Member with Tenant Inc, a vertically integrated self-storage proptech company. Platinum implements Tenant Inc's full technology suite at acquired and managed properties, creating seamless user experiences for customers including online rentals, payments, and smart access.
• Nokē (Janus International)coreTechnology or IntegrationPlatinum's Storelocal facilities feature the Nokē Smart Entry system by Janus International, enabling tenants to access facility gates, entry points, elevators, and individual storage units via Bluetooth on a mobile phone. This technology is a key component of the smart storage experience at Platinum's Class A facilities.
• YardimajorTechnology or IntegrationYardi provides property management software infrastructure for Platinum's operations, enabling financial reporting, accounting, and operational management across the portfolio.
• HubSpotmajorTechnology or IntegrationHubSpot provides CRM, web chat, marketing communications, and related tools for Platinum's marketing and customer relationship management. Used for web chat, communications management, interaction tracking, and marketing campaigns.
• Google AnalyticsstandardTechnology or IntegrationGoogle Analytics is used to understand website traffic and usage patterns, collecting information such as IP address, device identifiers, and on-site activity to support marketing optimization.
• CallRailstandardTechnology or IntegrationCallRail provides call tracking, attribution, and (where enabled) call recording and transcription functionality. Used to attribute calls and leads to marketing sources and website sessions, supporting lead attribution and quality assurance.
• IMS (Investor Management Portal)standardTechnology or IntegrationIMS provides the investor management portal (investors.platinumstorage.com) used by Platinum to deliver investment dashboards, automated monthly narratives, and at-a-glance analytics reports to third-party property owners.
• Inside Self Storage (ISS)minorGTM or Marketing PartnerIndustry partner and media organization serving the self-storage sector, included among Platinum's strategic partners.
• California Self Storage Association (CSSA)minorGTM or Marketing PartnerState-level self-storage industry association in California, included among Platinum's strategic industry partnerships.

Scale indicators12 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• CubeSmart: Large public self-storage REIT that also runs one of the biggest third-party management platforms, competing broadly with Platinum for management contracts and acquisitions at greater scale.
• Extra Space Storage: One of the largest U.S. self-storage REITs with an extensive third-party management program, overlapping Platinum's management and ownership activities but with national scale and lower cost of capital.
• Public Storage: The largest self-storage owner-operator in the U.S., competing in the same asset class and acquisition markets Platinum targets, though as a far larger, brand-dominant incumbent.

Regional players

• StorageMart: Large privately held self-storage owner-operator competing in overlapping U.S. markets with a similar owner-operator model, though with a broader multi-country footprint.

Direct peers

• SmartStop Self Storage: Internally managed self-storage owner-operator and third-party manager offering investors direct access to storage assets, closely mirroring Platinum's integrated ownership-plus-management-plus-investment model.
• Storage Asset Management: A dedicated third-party self-storage property management firm serving independent owners, directly overlapping with Platinum's core third-party management fee business.
• Prime Storage Group: Vertically integrated self-storage owner, operator, and developer targeting acquisitions and repositioning of facilities, matching Platinum's acquisition and development strategy.
• National Storage Affiliates: A REIT built by consolidating independent regional storage operators with a management platform, directly comparable to Platinum's roll-up of mom-and-pop facilities and third-party management approach.

Others

• Tenant Inc: Vertically integrated self-storage proptech provider whose software suite Platinum deploys; an enabling technology partner rather than a competitor, relevant to Platinum's tech-forward positioning.

Emerging players

• Merit Hill Capital: Self-storage-focused acquisition and asset-management firm aggregating facilities for investors, comparable to Platinum's acquisition and investment-optimization business.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/platinumstorage

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Platinum Storage Group