Serent Capital Announces Acquisition of Portfolio Company Motility Software By Reynolds and Reynolds

Serent Capital Announces Acquisition of Portfolio Company Motility Software By Reynolds and Reynolds

July 11, 2022

Motility Software, a leader in end-to-end dealer management software for specialty dealerships and backed by Serent Capital, announced today it has been acquired by The Reynolds and Reynolds Company, a leading provider of automobile dealership software and services. The two companies are joining forces to drive operational excellence at specialty dealerships across the country.

In 2018, Motility entered a partnership with Serent Capital, a growth-focused private equity firm. Motility has experienced record-breaking growth during this time with the addition of 125+ dealers. That growth was bolstered by the acquisition of location-based inventory management solution, Lot Metrix in 2021. In addition, Motility introduced three new products to its portfolio over the course of Serent’s investment: MotilityAnywhere, MotilityPay, and MotilityConnect.

“Serent has been an exceptional partner to us and helped augment our offerings to customers and increase our growth rate,” said Brad Rogers, CEO of Motility Software. He continued, “We are delighted to be joining the Reynolds family. Reynolds’ successful history is undeniable, and this positions us to leverage the advancements they’ve made in automotive and apply them to the specialty dealership market.”

“It has been an honor to have been a partner for Motility and see their remarkable growth over the last few years,” said Kevin Frick, Partner at Serent Capital. “The Motility team has been able to add three new products and increase their reach through a meaningful strategic acquisition. We look forward to seeing their continued growth and success.”

For 150+ years, Reynolds’ has helped dealers transform every aspect of their business and customer experience. Having an already strong presence in the specialty vehicle market with businesses such as AppOne®, Open Dealer Exchange, and Reynolds Document Services, the transaction will create excellent synergies allowing for a dealer and consumer experience not yet seen in the industry.

“Further movement into the specialty vehicle dealership space is a natural extension for our approach to technology and helping retailers succeed,” said Rudolph Nieto, SVP at Reynolds. “Incorporating Motility’s technology will open a new arena to share our auto retailing expertise. I’m delighted to explore the commonalities and ensure we are bringing immense value to dealers in the specialty market.”

With Reynolds’ backing, Motility will build on its unparalleled support and service to better assist its customers. Motility’s support team adopts Net Promoter Score (NPS) to track customer loyalty and satisfaction. In June, the team had a score of 84, which is considered world-class.

Serent Capital invests in growing businesses that have developed compelling solutions that address their customers' needs. As those businesses grow and evolve, the opportunities and challenges that they face change with them. Principals at Serent Capital have firsthand experience at capturing those opportunities and navigating these difficulties through their experiences as CEOs, strategic advisors, and board members to successful growing businesses. By bringing its expertise and capital to bear, Serent seeks to help growing businesses thrive. Learn more about our portfolio companies.


Nothing presented herein is intended to constitute investment advice, nor sales material, and no investment decision should be made based on any information provided herein. Information provided reflects Serent's views as of a particular time and are subject to change without notice. Any forward looking statements or forecasts are based on assumptions and actual results are expected to vary from any such statements or forecasts. While Serent has used reasonable efforts to obtain information from reliable sources, we make no representations or warranties as to the accuracy, reliability, or completeness of third party information presented herein. Past performance is not indicative of future results. There can be no guarantee that any investment strategy employed by Serent will be successful. A full list of portfolio holdings is available on Serent's website.