Point of Rental Software, a global leader in rental management solutions, has officially acquired The Owl, a rental data insights platform founded by industry veterans Anthony Durante and John Feliciano.
While The Owl brings advanced analytics capabilities, the real story goes deeper. This acquisition brings decades of real-world rental leadership into the heart of Point of Rental’s innovation strategy.
Durante, co-founder of The Owl and former CEO of Durante Rentals, has long been recognized for his focus on operational excellence, benchmarking, and industry collaboration. A longtime contributor to the American Rental Association, Durante has built his career around helping rental companies measure what matters and improve performance.
Feliciano adds extensive hands-on rental experience and a shared commitment to helping operators use data in practical, meaningful ways.
Together, they created The Owl to bridge a critical gap in the industry, transforming raw performance metrics into actionable insight for rental operators.
“It’s about bringing industry knowledge into the heart of our innovation strategy,” said Point of Rental CEO Wayne Harris. “Anthony and John understand rental businesses because they’ve led them. Their experience and commitment to advancing the industry align perfectly with our mission.”
Why Data Alone Is Not Enough for Rental Businesses
If you are a rental business owner or operations leader, you already know this challenge.
You can have dashboards filled with utilization rates, revenue metrics, and cost reports. But without context, benchmarking, and operational understanding, those numbers can raise more questions than answers.
Rental companies often struggle with:
- Understanding how their performance compares to industry benchmarks
- Identifying which metrics truly drive profitability
- Turning reporting data into clear operational changes
- Gaining visibility across multiple locations or divisions
The Owl was built to solve exactly these problems. And now, those insights will be integrated into Point of Rental’s Rental Intelligence Suite.
Strengthening the Rental Intelligence Suite
With this acquisition, The Owl’s capabilities will enhance Point of Rental’s Rental Intelligence Suite, delivering:
- More meaningful benchmarking rooted in real-world rental operations
- Clearer visibility into performance drivers
- Actionable insights shaped by operators who understand day-to-day challenges
- Scalable analytics tools designed for growing rental companies
For heavy equipment, event and tent, general tool, aerial and access, specialty, dealership, recreational, trench and shoring, and portable sanitation businesses, the opportunity is significant. Better analytics does not just improve reporting. It supports smarter purchasing decisions, more effective fleet management, and stronger financial outcomes.
“We built The Owl because we saw firsthand how powerful data could be when it’s presented in a way operators can truly use,” Feliciano explained. “Joining Point of Rental gives us the scale to continue that mission, helping more rental companies turn information into impact.”
Investing in People, Not Just Technology
Technology evolves quickly. Leadership and industry expertise are harder to replicate.
Point of Rental will retain The Owl’s core team, with both Durante and Feliciano playing key roles in advancing analytics strategy and continuing to contribute their industry knowledge.
“They’ve consistently evolved, innovated, and raised the standard for what technology can do for rental businesses,” Durante said. “Together, we have an opportunity to combine deep industry experience with best-in-class technology to deliver even greater value to rental companies worldwide.”
This reflects a broader commitment. Point of Rental is not simply expanding its product offering. It is reinforcing its long-term investment in the rental industry itself.
What This Means for Rental Leaders
For rental executives and operations managers, this acquisition signals a clear direction:
- A stronger focus on actionable business intelligence
- Analytics shaped by operators, not just developers
- A commitment to raising the standard for performance visibility
If you are leading a rental business and looking for greater clarity in your numbers, the combination of Point of Rental’s comprehensive management software and The Owl’s operational insight creates a powerful advantage.
Because better data is not the end goal. Better decisions are.
Learn More
Find out more about Rental Intelligence Suite here.
