Serent Capital is a San Francisco–based private equity firm that invests in founder-led business-to-business software and tech-enabled services companies. Founded in 2008, it typically backs bootstrapped or lightly funded companies as their first institutional investor, in sectors such as education, financial services, healthcare, and business services.
Serent pairs its capital with an in-house growth team that works alongside portfolio company management on sales, marketing, talent, and operations. As of 2026, the firm reports about $7 billion in assets under management and more than 150 platform investments and add-on acquisitions. In 2015 it recapitalized 📝Commissions Inc., the residential real estate marketing platform, and sold the company to Fidelity National Financial about sixteen months later.
I was a founding board member of Commissions Inc. After Serent bought the company in 2015, it recruited me back to the board, and at the first meeting I laid out the plan to sell; we sold to Fidelity National Financial sixteen months later.