Point of Rental rebrands to highlift shift to ‘rental performance’

Point of Rental Software has unveiled a new brand identity and logo to capture its shift from rental management software to what it calls a Rental Performance System (RPS).

The Fort Worth, Texas-based company said traditional rental software records what has happened - tracking fleets, recording transactions and running reports – but RPS “does something about it.”

Wayne Harris, CEO of Point of Rental, based in Fort Worth, Texas, said; “Performance is about real-time visibility, proactive issue flagging, and making decisions based on market insights and future predictions, not just history.”

The new Point of Rental brand logo. (Image: Point of Rental)

The company said today’s customers expect real-time availability, real-time rates and delivery within an hour of ordering, a standard that rental businesses cannot meet with reporting alone.

Three pillars to performance

The software firm said it defined rental performance across three pillars: operation performance, decision performance and execution performance.

Operation performance covers the real-time, day-to-day running of a rental business, with software agents monitoring the operation and acting when something is needed.

Decision performance covers key decisions such as what to buy, what to sell, when and at what price.

Execution performance measures how much of that work shifts from people to software. Point of Rental said a team of 20 employees can do the work that once took 30.

“Those three pillars are the differentiation between a management system and a rental performance system”, said Harris.

The rebrand includes a new company logo. The design keeps a green similar to that of the original logo and retires the blue, orange, and red used in earlier versions.

The company’s has offices in the US, UK, Australia and Canada.