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

ByLance T. Lee

Jul 11, 2022

AUSTIN, Texas and SAN FRANCISCO–(BUSINESS WIRE)–Motility softwarea leader in end-to-end management software for specialty dealerships and backed by Serente capitalannounced today that it has been acquired by The Reynolds Company and Reynolds, a leading provider of automotive dealership software and services. The two companies are joining forces to drive operational excellence at specialty dealerships across the country.

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

“Serent has been an exceptional partner for us and has helped increase our customer offerings and increase our rate of growth,” said Brad Rogers, CEO of Motility Software. He continued: “We are delighted to join the Reynolds family. The success story of Reynolds is undeniable, and it allows us to take the advancements they have made in the automotive industry and apply them to the specialty dealership market.

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

For more than 150 years, Reynolds’ has helped dealerships transform every aspect of their business and the customer experience. Have an already strong presence in the specialist vehicle market with companies such as AppOne®Open Dealer Exchange and Reynolds Document Services, the transaction will create excellent synergies enabling a dealer and consumer experience never before seen in the industry.

“The continued movement into the specialty vehicle dealership space is a natural extension of our approach to technology and helps retailers succeed,” said Rudolph Nieto, SVP at Reynolds. “The integration of Motility’s technology will open a new arena to share our automotive retail expertise. I’m excited to explore commonalities and ensure we bring immense value to dealers in the specialty market.

With the backing of Reynolds, Motility will leverage its unparalleled support and service to better assist its customers. Motility 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.

About Serent Capital

Serent Capital invests in growing businesses with compelling solutions that exceed client needs. As businesses grow and evolve, the opportunities and challenges they face change with them. Directors of Serent Capital have direct experience of growth through their experiences as CEOs, strategic advisors and board members of successful companies. Serent leverages its expertise and capital to help growing businesses thrive. For more information about Serent Capital, visit

About motility

For nearly 40 years, Motility has provided the best Dealer Management Software (DMS) to over 7,000 users and nearly 600 rooftops in the specialty market. Motility’s comprehensive software offers an end-to-end solution to increase the efficiency of every critical dealership function, including inventory management, CRM, quotes, accounting and service scheduling, and more. The company is headquartered in Maitland, Florida. More information can be found at

About Reynolds

Reynolds and Reynolds is a leading provider of automotive dealership software, services and forms to help dealerships achieve better business results and transform the customer experience. The company is headquartered in Dayton, Ohio, with major US operations in Houston and College Station, Texas, and Celina, Ohio, as well as operations in Canada, the United Kingdom and Europe. (

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