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

AUSTIN, Texas & SAN FRANCISCO–(BUSINESS WIRE)–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.

About Serent Capital

Serent Capital invests in growing businesses with compelling solutions that exceed customer needs. As businesses grow and evolve, the opportunities and challenges they face change with them. The principals at Serent Capital have firsthand experience navigating growth through their experiences as CEOs, strategic advisors, and board members to successful businesses. Serent leverages their expertise and capital to help growing businesses thrive. For more information on Serent Capital, visit

About Motility

For nearly 40 years, Motility provides best-in-class dealer management software (DMS) to over 7,000 users and nearly 600 rooftops in the specialty market. Motility’s comprehensive software delivers an end-to-end solution to increase the efficiency for every critical function in a dealership, including inventory management, CRM, quoting, accounting, and service scheduling, and more. The company is headquartered in Maitland, FL. More information can be found at

About Reynolds

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


Kathleen Rochard

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