From paper to platform: Five rental firms using digital platforms to drive efficiency

Today, the equipment rental industry is undergoing a digitalo transformation, shifting from a largely manual, paper-based sector to one that embraces data, automation and artificial intelligence.

As a result, rental companies are being called upon not just to supply equipment, but to become smarter, more responsive partners who can deliver real-time insight, seamless coordination, and digital self-service at scale.

Yet many rental companies are still underutilising technology.

A January report from US rental software provider Quipli found that while most independent operators have adopted some form of technology, only 16% have fully integrated systems. The majority still rely on disconnected tools, with 67% requiring manual input.

This inefficiency costs companies time: 70% of surveyed rental firms reported lost hours due to outdated systems. Firms that have adopted unified platforms, however, are seeing measurable gains: 57% report fewer missed rentals, 43% increased utilisation, and 64% reduced administrative workload. Quipli concludes that technology integration is increasingly a strategic necessity, not just a productivity booster.

IRN had a look at five major rental firms who are using digital platforms to see how they are doing it:

1. United Rentals

Over 70% of United Rentals’ revenue in the first quarter of 2024 came from customers using one or more digital tools to manage rentals, track deliveries, schedule service calls, take equipment off rent, and make payments. “Digital solutions have strengthened our customer partnerships,” says Paul Maddison, Director of Digital Innovation. “Our focus is on simplifying the customer experience and providing timely alerts throughout the rental process.”

2. Ashtead / Sunbelt Rentals

While some companies focus on customer-facing tools, Ashtead Group is targeting operational efficiency. Its Sunbelt 4.0 strategy aims to enhance performance through operational excellence programmes and digitally enabled solutions. Building on Sunbelt 3.0—which introduced dynamic pricing, order capture, and eCommerce tools—the company is investing in technologies such as asset telematics, logistics, and field service platforms.

Connected Solutions, Sunbelt’s telematics platform, monitors over 300,000 assets in real time, delivering alerts to identify equipment issues early, allocate resources efficiently, and maximise uptime. Customers will soon access this data directly to optimise site-level operations.

Sunbelt Rentals UK & Ireland is also partnering with Salesforce to implement AI-driven solutions. The Agentforce platform creates autonomous AI agents to support customers and employees, enabling faster decision-making, smarter engagement, and fully digital account opening. Future phases will expand CRM, quoting, order management, and billing tools to improve pricing accuracy and product configuration. Phil Parker, CEO, describes the integration as “a major step forward in how we operate and support our customers.”

3. BigRentz

BigRentz has deployed SiteStack, an AI-powered procurement intelligence platform trained on over $1 billion in historical rental data and 13 million supplier responses. SiteStack helps contractors optimise equipment rental, coordinate vendors, and streamline jobsite logistics. The system has cut procurement costs by 45%, reduced vendor response times by 40%, and saved more than 3,000 hours of manual work per week.

SiteStack supports 17 pricing structures and manages nearly 100,000 annual rental orders across 6,000 suppliers, fulfilling 90% of deliveries within 30 minutes of most jobsites. “While others focus on planning, we’re solving for procurement execution,” says CEO Scott Cannon.

4. Zeppelin Rentals

Zeppelin Rentals’ “Rental+” app lets customers book and unlock equipment via smartphone, with physical keys secured in on-machine safes. The app, inspired by car-sharing platforms like Zipcar and Turo, allows users to locate available machines, make payments online, and record pre- and post-rental conditions. Machines are stationed on or near construction sites for immediate access.

5. EquipmentShare

EquipmentShare recently opened a $18 million Advanced Solutions facility in Rockdale, Illinois. The 21,885 sq ft site provides technology-enabled rental solutions via the company’s T3 platform, including 10 service bays, an equipment showroom, parts department, and training facilities. The branch supports construction sites, events, municipalities, hospitals, and emergency operations.

“This new branch allows us to better serve our customers with the tools, technology, and support they need to succeed,” says CEO Jabbok Schlacks. The opening follows the launch of EquipmentShare’s Technology Development Center in Columbia, Missouri, which houses R&D, engineering, and learning teams to advance the T3 operating system.