Point of Rental

What Point of Rental does

Point of Rental is a privately held vertical software company that provides rental and inventory management solutions to the global rental industry. Founded in 1982 and headquartered in Fort Worth, Texas, the company sells two tiered platforms: Essentials, a cloud-native product aimed at small and growing rental businesses with built-in eCommerce, and Elite, an enterprise-grade rental management system available in cloud-hosted and self-hosted forms with ERP-grade workflow customization and embedded CRM. The platform serves a documented 5,000+ rental businesses across nine verticals, including heavy equipment, event and tent rental, general tool, aerial and access, dealership, recreational, portable sanitation, trench and shoring, and specialty rental, with operations spanning the United States, United Kingdom, Australia, South Africa, and continental Europe.

The underlying technology combines a centralized codebase supporting both cloud and on-premise deployment with mobile-first architecture (POR One app with offline capability), RFID and double-blind barcode scanning, telematics and geofencing integrations (Hapn, Matrix iQ, AEMP standards), and a growing AI layer that includes the Rental Intelligence Suite (natural-language analytics, predictive insights, portfolio benchmarking), the Intelligent Phone Agent (NLP-driven call handling), and Smart Suggestions recommendation engine. Point of Rental has expanded the product portfolio through six disclosed acquisitions, including PartyCAD (event design, 2018), RentalTrax (2018), Rental Hosting (2020), Record360 (inspection, 2024), and The Owl (rental data analytics, 2026).

The business model is subscription-based, quote-priced, and billed annually, with revenue derived primarily from Essentials and Elite licenses plus add-on modules (POR One, eCommerce, PartyCAD, Record360, Rental Intelligence Suite). Go-to-market combines enterprise field sales, inside sales, and product-led self-serve eCommerce channels, supported by a global footprint and a partner ecosystem that includes integrations with QuickBooks, Sage, Xero, Salesforce, Stripe, DocuSign, Microsoft Dynamics, SmartEquip, Intacct, and Vertex. The company secured institutional capital from Susquehanna Growth Equity in 2021, is led by CEO Wayne Harris, and self-reports 700+ years of combined in-store rental experience on staff.

Name

Point of Rental

Legal name

Point of Rental

Website

https://point-of-rental.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

101–250 employees

Short description

Point of Rental is a privately held vertical SaaS provider offering rental management software (Elite and Essentials tiers) plus add-on modules in mobile, eCommerce, event design, inspection, and AI analytics, serving 5,000+ rental businesses across nine verticals globally.

Ownership category

akta.pro rank

Headquarters

HQ city

Grand Prairie

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription Software Licenses: Subscription-based rental management software licenses for Essentials (small business) and Elite (enterprise) tiers, with cloud and on-premise deployment options.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels13 records

Core offering

Point of Rental provides rental and inventory management software for rental businesses of all sizes, including heavy equipment, event, general tool, aerial & access, recreational, specialty, portable sanitation, and trench & shoring operations. Its core offerings are Elite, a full-featured enterprise rental software available in cloud-hosted and self-hosted forms, and Essentials, a cloud-native solution for small to growing rental businesses, complemented by mobile (POR One), eCommerce, event design (PartyCAD), inspection (Record360), and AI analytics (Rental Intelligence Suite, Intelligent Phone Agent) modules.

Product overview

Point of Rental offers a comprehensive rental management software platform with two core products: Elite (enterprise-grade for equipment, event, general, and specialty rentals with cloud and on-premise options) and Essentials (cloud-native solution for small to growing rental businesses). The platform is complemented by add-on modules including POR One (mobile app for field operations), eCommerce (online storefront and consumer portal), PartyCAD (2D/3D event design), and Rental Intelligence Suite (AI-powered analytics). The company has expanded through acquisitions including Record360 (inspection app, 2024) and The Owl (rental data platform, 2026), plus launched Intelligent Phone Agent (AI phone handling, 2026). All products are supported by integrations with major accounting, CRM, payment, and telematics platforms.

Differentiator

Problem solved

Functional benefit

Brands

• Rental Intelligence Suite: AI-powered analytics solution that transforms rental data into actionable insights for rental businesses.
• Essentials
• Elite
• POR One
• eCommerce
• PartyCAD
• Record360

Products and services

• Elite Full-featured enterprise-grade rental management software available in cloud-hosted and self-hosted forms for equipment, event, general, and specialty rental companies of all sizes, offering ERP-grade workflow customization, embedded CRM, mobile-first operations, and deep enterprise integrations.
• Essentials Easy-to-use, cloud-native rental management software designed for small to growing rental businesses, covering inventory management, automated reservations, billing, and an integrated online storefront with eCommerce functionality.
• POR One Mobile application that brings rental management to mobile devices, enabling drivers and yard staff to perform inspections, capture condition photos, update delivery routes, manage work orders, and sync data in real time with offline capability.
• eCommerce Integrated online storefront and consumer portal solution with SEO-friendly websites that allow customers to browse inventory, book rentals, and make payments 24/7, including a consumer portal for self-service and WebServices for website design and catalog integration.
• PartyCAD Industry-leading event design and planning software for creating and customizing floor plans using 2D and 3D modeling, with a library of 1,500+ rentable items, video walkthroughs, branding tools, and one-click export to Point of Rental for instant quoting.
• Record360 Rental inspection app for heavy equipment, truck & trailer, and auto industries, enabling users to reduce damage disputes by recording before and after images and video, capturing e-signatures, and completing inspection checklists.
• Rental Intelligence Suite AI-powered analytics solution that transforms Point of Rental data into actionable insights, featuring natural language data querying, role-specific visualizations, AI Insights for pattern detection, performance benchmarking, and asset lifecycle decision support.
• Intelligent Phone Agent AI-powered phone solution designed to ensure rental businesses never miss a call, using natural language processing for intelligent call handling.
• The Owl Rental data insights platform founded by industry veterans Anthony Durante and John Feliciano, acquired by Point of Rental and being integrated into the Rental Intelligence Suite to enhance analytics capabilities with industry benchmarking.

Quantifiable outcome

• 95% reduction in time to sell an asset with click of a button (using Rental Intelligence Suite)
• +2 more outcomes

Named customers13 records

Segments11 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration16 records

AI capability9 records

Feature10 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• The OwlcoreStrategic or Co-development Partner · 1 March 2026Acquired The Owl, a rental data insights platform founded by industry veterans Anthony Durante and John Feliciano. The Owl will be integrated into Point of Rental's Rental Intelligence Suite to expand analytics capabilities with insights shaped by real-world operational experience. Both founders retain key roles in advancing analytics strategy.
• Record360coreStrategic or Co-development Partner · 11 February 2024Acquired Record360, a rental inspection software company based in California. The acquisition aims to enhance product development, increase global reach, and integrate Record360's inspection capabilities into Point of Rental's suite of solutions. Record360 operates as a standalone business unit within Point of Rental.
• Matrix iQcoreTechnology or IntegrationPartnership with Matrix iQ providing Syrinx 365 customers access to telematics, asset tracking, and theft recovery solutions. Point of Rental announced new fleet intelligence capabilities through this partnership.
• HapncoreTechnology or IntegrationPartnership with Hapn for equipment visibility and GPS tracking integration. Elite RMS users can access location of assets through Hapn's platform with open model supporting AEMP, OEM, and third-party tracking solutions.
• QuickBookscoreTechnology or IntegrationNative integration with QuickBooks Online for accounting automation, invoicing, and financial sync.
• SagecoreTechnology or IntegrationNative integration with Sage accounting platforms for automated billing and financial synchronization.
• SalesforcecoreTechnology or IntegrationNative CRM integration with Salesforce for customer lifecycle visibility and sales automation.
• SmartEquipcoreTechnology or IntegrationParts ordering integration with SmartEquip's parts diagrams and catalogs for accurate ordering and receiving tracking.
• AEMP TelematicscoreTechnology or IntegrationAEMP standards telematics integration for heavy equipment tracking, meter readings, and fleet management data.
• StripecoreTechnology or IntegrationPayment processing integration with Stripe for credit, debit, and ACH transactions with competitive rates.
• Syrinx 365coreTechnology or IntegrationSyrinx 365 customers gain new fleet intelligence, asset tracking, and theft recovery capabilities through Matrix iQ partnership.
• The CowshedminorOthersCommunity partnership with The Cowshed, a Berkshire-based charity supporting individuals and families facing hardship. Point of Rental reinforces commitment to community engagement through hands-on partnership activities.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Quipli: Modern cloud rental software targeting equipment rental operators with a focus on e-commerce and customer experience. A newer entrant in the equipment rental RMS space competing with both Essentials and Elite.
• TrackAbout: Asset tracking and rental management software for portable equipment rental (containers, tanks, etc.). Comparable in the Portable Sanitation and Specialty Rental segments where Point of Rental also competes.
• Tenna: Asset tracking and telematics platform for construction and rental fleets. Overlaps with Point of Rental's telematics/geofencing capabilities and competes for the same equipment operator buyer.

Broad incumbents

• Procore: Construction management platform increasingly used by general contractors and equipment rental operators. Represents the larger incumbent threat that could absorb rental workflows into horizontal construction software.
• RentalMan (MRI Software): Rental management software within MRI Software's broader real estate and asset management portfolio. Directly competes in the enterprise equipment rental segment where Point of Rental Elite plays.

Direct peers

• Booqable: SMB-focused rental management software for event and general rental businesses with online booking and inventory tracking. Comparable to Point of Rental's Essentials tier in the lower-end of the market.
• Rentman: Cloud-based rental management software focused on event, AV, and production rental companies. Closely comparable to Point of Rental's Event & Tent segment, including inventory, scheduling, and crew management.
• EZRentOut: Cloud rental and equipment management software for SMBs handling tools, equipment, and AV rentals. Comparable to Point of Rental Essentials for the small-business equipment rental segment.
• AlertRental: Enterprise rental management software serving equipment, event, and general rental operators with a comparable feature set including contracts, dispatch, and inventory. Direct competitor to Point of Rental's Elite tier in the same core RMS category.

Others

• Rouse Services: Rental industry data, benchmarking, and analytics services provider that integrates with Point of Rental. Comparable as an adjacent rental-industry data/analytics player serving the same buyer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC7ZSCydDJon2E7NQzhnbQrw
• Facebookfacebook.com/pointofrentalsoftware
• LinkedInlinkedin.com/company/point-of-rental-software
• Instagraminstagram.com/pointofrental
• Xx.com/pointofrental

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 records

Funding overview

Funding rounds1 record

Investors1 record

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

M&A6 records

Investments

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

Frequently asked questions about Point of Rental