Serent Capital Named in Inc.’s 2021 List of Founder-Friendly Investors

Serent Capital Named in Inc.’s 2021 List of Founder-Friendly Investors

For three consecutive years, Serent has been recognized for its founder-friendly approach to partnering with founder-led companies

October 6, 2021

Serent Capital, a growth-focused private equity firm that invests in founder-led enterprise software and tech-enabled services companies, announced today it has been recognized on Inc.’s Founder-Friendly Investors list for the third consecutive year. The list honors the private equity and venture capital firms with the best track record of success backing entrepreneurs. The final list recognizes 146 firms that entrepreneurs can trust and collaborate with while receiving the financial support they need to help accelerate growth. All 146 have a successful track record of remaining actively involved in the businesses after their investment.

“Supporting an entrepreneur’s vision and driving growth is more than just a financial investment. It’s about building a relationship and supporting the founders beyond that initial year. These private equity firms treat the founders like partners,” says Scott Omelianuk, editor-in-chief of Inc. media.

Serent was founded in 2008 with the vision of building a truly different firm that prioritizes partnering with founders to help them scale their companies faster. The firm provides the resources to help founders and their companies achieve their growth goals by providing hands-on business-building and operational support, growth-oriented organizational design and recruiting assistance, and thoughtful strategic guidance.

“When we founded Serent, we set out to build a values-driven firm that supports founders and their companies through every step of their growth journey,” stated Kevin Frick, Partner at Serent Capital. He continued, “We are humbled by the trust our founders have put in us for more than thirteen years, and we are truly honored to be recognized by Inc. for our purpose-driven partnership approach.”

Since 2008, Serent has invested in more than 50 founder-led B2B software and tech-enabled services companies across a variety of industries including education, healthcare, government, field services, construction, and hospitality.

Stewart Lynn, Partner at Serent Capital, added, “Founders often wear many hats, but as their companies grow, they face new, unfamiliar challenges. At Serent, we spend a tremendous amount of time deeply understanding our founders and the markets in which they operate so that we can be a knowledgeable and experienced partner, help them quickly navigate those challenges, and identify new opportunities.”

To help founders scale their companies, Serent has built an in-house Growth Team that includes over a dozen former operators and management consultants. Serent’s Growth Team members work shoulder-to-shoulder with founders and their companies to create value by identifying and executing strategic initiatives in areas such as sales & marketing strategy, payments integration, M&A, executive recruiting, and organizational design.

“Surrounding our founders and their companies with the resources they need to move quickly in their markets has been a core to Serent from the beginning,” said Lance Fenton, Partner at Serent Capital. “We have top-tier experts continuously uncovering and executing on bespoke initiatives that can drive tremendous amounts of long-term value for the founder, their company, their employees, and their customers.”

Learn more about how Serent works with founders by visiting:

To compile the list, Inc. went straight to the source: entrepreneurs who have sold to private equity. Founders filled out a questionnaire about their experiences partnering with private equity firms and shared data on how their portfolio companies have grown during these partnerships.

To see the complete list, go to:

The October 2021 issue of Inc. magazine is available online now at and will be on newsstands beginning October 5, 2021.

Learn More About Why Founders Choose Serent



The Top Founder-Friendly Investors recognition presented herein is awarded by Inc., a third-party that is not affiliated with Serent Capital. Inc.’s recognition is not indicative of Serent’s future performance and does not reflect the experience of, or any rating by, Serent’s investors. Serent Capital paid an application fee to participate in this process.



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.


This publication is for informational purposes only, and nothing contained herein constitutes an offer to sell or a solicitation of an offer to buy any interest in any investment vehicle managed by Serent Capital or any company in which Serent Capital or its affiliates have invested. An offer or solicitation will be made only through a final private placement memorandum, subscription agreement and other related documents with respect to a particular investment opportunity and will be subject to the terms and conditions contained in such documents, including the qualifications necessary to become an investor. Serent Capital does not utilize its website to provide investment or other advice, and nothing contained herein constitutes a comprehensive or complete statement of the matters discussed or the law relating thereto. Information provided reflects Serent Capital’s views as of a particular time and are subject to change without notice. You should obtain relevant and specific professional advice before making any investment decision.
Executive endorsements of Serent Capital are for illustrative purposes, designed to attract business development contacts, and should not be construed as a client or investor testimonial of Serent Capital's investment advisory services. All such endorsements are from current or former portfolio company leadership about Serent Capital’s ability to provide services to their companies. Certain executives are also investors in Serent Capital’s investment vehicle(s), and as such, there is an inherent conflict in that those executives have an incentive to provide favorable reviews of Serent Capital’s business practices for the benefit of the investment vehicles that they hold a personal ownership interest in. Serent Capital has not, directly or indirectly, paid any compensation to such individuals for their endorsements.
Certain information on this Website may contain forward-looking statements, which are subject to risks and uncertainties and speak only as of the date on which they are made. The words “believe”, “expect”, “anticipate”, “optimistic”, “intend”, “aim”, “will” or similar expressions are intended to identify forward-looking statements. Serent Capital undertakes no obligation to update publicly or revise any forward-looking statements, whether as a result of new information, future developments or otherwise. Past performance is not indicative of future results; no representation is being made that any investment or transaction will or is likely to achieve profits or losses similar to those achieved in the past, or that significant losses will be avoided.