Point of Rental Acquires Rental Data Platform The Owl
- Meagan Wood
- Mar 2
- 4 min read
30-Second Takeaway
Rental management software provider Point of Rental Software has acquired The Owl, a rental data insights platform founded by industry veterans Anthony Durante and John Feliciano. The platform will be integrated into Point of Rental’s Rental Intelligence Suite, strengthening analytics capabilities and providing rental companies with improved benchmarking, performance visibility and operational insights.
Point of Rental Expands Analytics Capabilities with The Owl Acquisition
Point of Rental Software has announced the acquisition of The Owl, a rental data insights platform created by industry professionals Anthony Durante and John Feliciano.
The Owl was developed to bridge the gap between raw rental data and real-world operational decision-making, transforming performance metrics into practical information that rental companies can use to improve operations.
Following the acquisition, The Owl will be integrated into Point of Rental’s Rental Intelligence Suite, enhancing the platform’s analytics capabilities with insights derived from real-world rental business experience.
Strengthening Rental Intelligence and Industry Insights
Point of Rental said the acquisition represents more than a technology expansion, describing it as a strategic investment in industry expertise and leadership within the rental sector.
By integrating The Owl’s data capabilities into its software ecosystem, the company aims to provide customers with:
More meaningful industry benchmarking
Improved operational performance visibility
Data tools designed for real-world rental management
Point of Rental stated that the platform’s value comes from being built by professionals with direct experience running rental companies.
Customers are expected to benefit from improved insights into fleet performance, utilisation trends and operational efficiency.
Founders Join Point of Rental to Lead Analytics Development
As part of the acquisition, The Owl’s core team will remain in place, including founders Anthony Durante and John Feliciano.
Both will play a key role in advancing Point of Rental’s analytics strategy and expanding the company’s data-driven tools for rental operators.
Point of Rental Chief Executive Wayne Harris said the addition of Durante and Feliciano strengthens the company’s innovation strategy.
“This acquisition is about more than technology. It’s about bringing industry knowledge into the heart of our innovation strategy.”
“Anthony and John understand rental businesses because they’ve led them. Their experience and commitment to advancing the industry align perfectly with our mission.”
Rental Industry Experience Behind The Owl
Anthony Durante and John Feliciano launched The Owl to help rental companies turn operational data into actionable insights.
Durante has spent decades in the equipment rental industry.
He worked with Durante Equipment from 1991 until the company was acquired by United Rentals in 2000, remaining with the business for a period after the acquisition.
In 2002 he founded Gotham Equipment & Supply in New York, later merging the company into Durante Rentals in 2009 alongside Christopher Jones.
Durante Rentals continued expanding, acquiring Quality Rent All of Carmel, New York in 2015 and Iron Source in 2023 before being acquired by Herc Rentals in 2024.
Following that acquisition, Durante partnered with John Feliciano to launch The Owl.
Combining Industry Experience with Rental Technology
John Feliciano also brings extensive rental industry experience.
He worked with Durante Rentals from 2017, focusing on operational data and analytics before joining Point of Rental in 2021.
Feliciano also conducted data consulting work within the rental industry, helping companies better understand performance metrics and operational efficiency.
Durante said joining Point of Rental presents an opportunity to combine rental expertise with advanced technology.
“I have long respected Point of Rental as the true leader in rental software. They have consistently evolved, innovated, and raised the standard for what technology can do for rental businesses.”
“Together, we have an opportunity to combine deep industry experience with best-in-class technology to deliver even greater value to rental companies worldwide.”
Feliciano added that the goal of The Owl was always to make data more useful for rental operators.
“We built The Owl because we saw firsthand how powerful data could be when it’s presented in a way operators can truly use.”
“Joining Point of Rental gives us the scale to continue that mission: helping more rental companies turn information into impact.”
About Point of Rental Software
Point of Rental Software is a global provider of rental management software solutions, serving equipment rental companies across construction, access, tool and specialty equipment sectors.
The company develops software platforms designed to help rental businesses manage fleet operations, contracts, inventory and analytics.
Website: https://www.pointofrental.com
Frequently Asked Questions
What is The Owl rental platform?
The Owl is a rental data insights platform designed to transform operational data into practical analytics for rental businesses.
Who founded The Owl?
The platform was founded by Anthony Durante and John Feliciano, both experienced professionals in the equipment rental industry.
How will The Owl be used by Point of Rental?
The Owl will be integrated into Point of Rental’s Rental Intelligence Suite to enhance analytics, benchmarking and operational insights for rental companies.
Will the founders remain involved after the acquisition?
Yes, both Anthony Durante and John Feliciano will remain with the company and will help lead Point of Rental’s analytics strategy.
What does Point of Rental Software do?
Point of Rental provides rental management software that helps equipment rental companies manage fleet operations, contracts, inventory and performance analytics.
