At Serent Capital, we pride ourselves on being approachable and we are always keen to meet entrepreneurs, intermediaries, and executives who share our passion for building great businesses.


Serent Capital Portfolio Company Knowland Acquires Strategic Data Resources

San Francisco, CA – February 20, 2018 - Serent Capital, a San Francisco-based private equity firm focused on investing in fast-growing software and services businesses, announced that its portfolio company Knowland has acquired Strategic Data Resources (“SDR”), a provider of data and industry reporting to hotels and Convention and Visitor Bureaus (“CVBs”). SDR is best known for its TAP Report product, which helps CVBs track and benchmark sales performance against peers.

Knowland’s acquisition of SDR solidifies its entrance into the CVB market. “SDR’s experience in working with CVBs allows Knowland to take a larger role within the ecosystem,” said Tim Hart, CEO of Knowland. “SDR has a presence in every major CVB in the US and Canada, and the partnership with Knowland will serve to further expand this footprint.”

SDR’s data and analytics are also complementary with Knowland’s product offerings. “We are excited to partner with Knowland to bring a more comprehensive and robust product offering to our customers in the hospitality space,” said Jeff Eastman, CEO of SDR. “By leveraging our market data, we see an opportunity to improve Knowland’s lead generation and hotel property analytics.”

“We also anticipate revenue synergies from the cross-sell opportunity of hotel-oriented SDR products into the Knowland customer base of over 3,300 hotels,” said Tim Hart. TAP Hotel Report and TAP Data Source are the SDR products that target other players in the hospitality ecosystem outside of CVBs.

“The strong strategic fit makes Knowland a natural partner of SDR,” shared Serent Capital Partner Lance Fenton. “We look forward to the future growth prospects of the combined business.”

This is Knowland’s second acquisition in 2018 and fourth acquisition in the last two years. Knowland acquired Meeting Intelligence (formerly known as HIS) from Amadeus in July 2016, Philadelphia Reader Board in June 2017, and Competitive Marketing Exchange in February 2018.

SDR represents Serent’s ninth investment in the Restaurant and Hospitality Technology space — including Knowland (2012), FranConnect (2014), Compeat (2015), Meeting Intelligence (2016), Philadelphia Reader Board (2017), Ctuit (2017), BirchStreet Systems (2017), and Competitive Marketing Exchange (2018).

About Knowland
Knowland Group provides technology, data and analytics to the hospitality industry. Knowland's cloud-based sales and catering solution and its competitive intelligence tools help hotels to maximize revenue from meeting and conference space. Knowland's technology is powered by an extensive database of events, of organizations that hold these events, and of the key contacts who book them.

About Serent Capital
Serent Capital invests in growing businesses that it believes have developed compelling solutions that address their customers' needs. As those businesses grow and evolve, the opportunities and challenges that they face change with them. Principals at Serent Capital have firsthand experience at capturing those opportunities and navigating these difficulties through their experiences as CEOs, strategic advisors and board members to growing businesses. By bringing its expertise and capital to bear, Serent strives to help growing businesses thrive. For more information on Serent Capital, visit


This information is intended exclusively for the use of the person to whom it was delivered on behalf of Serent Capital Management Company, L.L.C. ("Serent") and may not be reproduced or used for any other purpose. It does not constitute an offer to sell or the solicitation of an offer to buy interests in any private investment vehicle managed by Serent (collectively, the "Funds"). Offers and sales will be made only pursuant to a confidential private placement memorandum (the "Memorandum"), which describes the terms and risks of an investment. Nothing presented herein is intended to constitute investment advice, nor sales material, and no investment decision should be made based on any information provided herein. Information provided reflects Serent's views as of a particular time and are subject to change without notice. Any forward looking statements or forecasts are based on assumptions and actual results are expected to vary from any such statements or forecasts. While Serent has used reasonable efforts to obtain information from reliable sources, we make no representations or warranties as to the accuracy, reliability, or completeness of third party information presented herein.

Past performance is not indicative of future results. There can be no guarantee that any investment strategy employed by Serent will be successful. An investment in the Funds managed by Serent is speculative, illiquid, and involves a high degree of risk, including possible loss of principal.

The portfolio companies highlighted do not necessarily represent all of the investments made or recommended by Serent, and it should not be assumed that the specific investments identified and discussed herein were or will be profitable. It should be specifically noted that not all transactions entered into by Serent will be profitable or will equal the performance of the companies described herein. No guarantee of investment performance is being provided and no inference to the contrary should be made. A full list of portfolio holdings is available on Serent's website.