Point of Rental unveils new brand
Rental software company introduces the Rental Performance System, a new category built to act on data instead of just reporting it, sources report.
Point of Rental Software today introduced a new brand identity, moving the company beyond rental management software and into a category it calls the Rental Performance System, or RPS. The rebrand carries a new tagline: Performance is the point.
For more than 40 years, Point of Rental has helped rental and hire businesses track fleets, record transactions and run reports, the core work of rental management software (RMS). The new brand positions the company's technology a step beyond that. An RMS records what happened; RPS does something about it.
"Rental management shows what has happened. It's looking at reports that show what we did in the past," says Wayne Harris, CEO of Point of Rental. "Performance is about real-time visibility, proactive issue flagging, and making decisions based on market insights and future predictions, not just history."
The rebrand also addresses a gap Harris said he has noticed in conversations with prospective customers, many of whom associate Point of Rental with only one segment of the rental industry.
"The Point of Rental that they knew a decade ago, or maybe even five years ago, is not who we are today," Harris says. "We have grown, we have matured, and we have brought so many more products and so much more value to our customers."
Harris traces the shift back to his early years working at his parents' rental store, when inventory was tracked on index cards and rates were written by hand. Today's customers expect real-time availability, real-time rates and delivery within an hour of ordering, he says, a standard rental businesses cannot meet with reporting alone.
Point of Rental defines 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. Rather than a fixed workflow that fires on a set rule, software agents monitor the full operation and act when something slips, whether that is an idle asset, overdue maintenance, a missed follow-up, or demand running out of balance across locations.
Decision performance covers the larger, less-frequent calls that shape a business, including what to buy, what to sell when and at what price. Point of Rental said these recommendations are built on machine learning and market-wide rental data, with the reasoning behind each one shown to the customer.
Execution performance measures how much of that work shifts from people to software, a share the company said can let a team of 20 employees do the work that once took 30 without adding headcount.
"Are we getting more from every asset and every workflow? Are customers making better business decisions every day? Are we executing continuously to outperform competitors?" Harris says. "Those three pillars are the differentiation between a management system and a rental performance system."
Point of Rental is offering rental businesses a three-question test to evaluate any rental software, including its own: Does it act without being asked? Does it tell you what's coming? Does it do work on behalf of your team? A platform needs a yes on all three questions to qualify as a rental performance system, according to the company.
The rebrand includes a new company logo, effective September 1, 2026. The design keeps a green similar to that of Point of Rental's original logo and retires the blue, orange, and red used in earlier versions. Point of Rental said the visual update is a small part of a broader shift in how the company defines its role for rental and hire businesses.
"Rental performance transforms the industry," Harris says. "It's no longer an elusive target. It's where we're at, and we're not chasing that target. We're setting the standard. We're building tomorrow's expectations, and we're helping our customers perform better every day. Performance is the point."
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