Our mission and values
Why Serent
Our mission and values guide every decision. We strive to build a distinctive firm that delivers extraordinary results by partnering with outstanding executives to grow exceptional businesses
Performance
Performance
Demanding of excellence, unyielding in the search for truth, upholding the obligation to dissent, disciplined
Partnership
Partnership
Trust, support, and respect — both internally and with our portfolio executive teams and employees.
Our portfolio companies come first, Serent second, self third
Development
Development
High expectations, invest in the individual, reap the rewards as a firm
Entrepreneurship
Entrepreneurship
Valued across our firm, in our professionals, in our portfolio companies, and in their leadership
Principled
Principled
Fiercely protective of our reputation for professionalism and integrity with everyone in our universe: executives, employees, intermediaries, investors, and service providers
How We Partner
Founders choose Serent for trust built over time, market knowledge, and practical support
Trust & Shared Values
After partnering with 150+ founder-owned and operated businesses, we know strong partnerships depend on trust, respect, and candid communication.
We take time to understand each founder’s goals, leadership team, and values so we can work through important decisions together.
Deep Market Expertise
We focus on a defined set of markets, building conviction through research, industry relationships, and pattern recognition across founder-led businesses.
Across 75+ platform investments, that focus helps us bring relevant context to strategic decisions, pressure-test growth plans, and make useful introductions.
Hands-On Value Creation
Our 25+ person Growth Team works alongside portfolio companies on the priorities that matter most, including go-to-market, talent, operations, data, AI and technology, and strategic initiatives.
Founders get added capacity and experienced support, shaped by the needs of each company rather than a one-size-fits-all playbook.
EST. 2008
Our History
Our team of former founders, executives, and operators has partnered with 75+ founder-led B2B software companies to build category-defining businesses. Over 18 years, we have grown to more than $7 billion in AUM, two offices, and a 25+ person Growth Team providing hands-on operational support
2008
Founding with Purpose
Serent Capital redefines partnership for bootstrapped founders through hands-on operating expertise and a belief that choosing the right company is only one part of the equation. Strong outcomes are earned through the hard work that follows after the investment
2009 - 2013
Igniting Momentum
We partnered with ten founder-led companies, celebrated our first exit, and launched the Growth Team: a pioneering model embedding operating experts into the portfolio to accelerate growth
2014 - 2019
Scaling Impact
We surpassed $1B in commitments, convened 100+ executives to share best practices, and expanded to Austin. Our thesis deepened through sector focus and a belief that the best ideas come from those closest to customers
2020 - 2025
Expanding Reach
We reached 50+ portfolio companies, made our first global investment, and celebrated 15+ years of building category leaders. We advanced our expertise in SaaS, data, and AI, proving innovation is in our DNA
Today
Leading Growth
Serent is writing the next chapter of growth, where innovation meets intention. Our 25+ Growth Team professionals work shoulder-to-shoulder with founders to drive go-to-market excellence, harness AI, and scale enduring companies that shape the future of software
2008
Founding with Purpose
Serent Capital redefines partnership for bootstrapped founders through hands-on operating expertise and a belief that choosing the right company is only one part of the equation. Strong outcomes are earned through the hard work that follows after the investment
2009 - 2013
Igniting Momentum
Within five years, we partnered with ten founder-led companies, celebrated our first exit, and launched the Growth Team: a pioneering model embedding operating experts into the portfolio to accelerate growth
2014 - 2019
Scaling Impact
We surpassed $1B in commitments, convened 100+ executives to share best practices, and expanded to Austin. Our thesis deepened through sector focus and a belief that the best ideas come from those closest to customers
2020 - 2025
Expanding Reach
Serent grew to 50+ portfolio companies, made our first international investment, and celebrated 15 years of building category leaders. We advanced our expertise in SaaS, data, and AI, proving innovation is in our DNA
Today
Leading Growth
Serent is writing the next chapter of growth, where innovation meets intention. Our 25+ Growth Team professionals work shoulder-to-shoulder with founders to drive go-to-market excellence, harness AI, and scale enduring companies that shape the future of software
News & Insights
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