Serent Capital invests in cloud-based management company

Book4Time, a cloud-based business-management offering for the hospitality, spa, and wellness industries, has received a "significant" investment from Serent Capital, a "growth-focused" firm that invests in technology and tech-enabled services companies.

Founded in 2004, Book4Time manages the end-to-end guest experience, from booking to inventory management to payment processing. Book4Time is a global cloud-based providers with products purpose-built to serve the wellness and recreation markets in more than 85 countries.  Additionally, with more than 50 ready-to-use integrations, Book4Time's interoperability lets it seamlessly plug into customers' existing systems and applications. 

"Roger [Sholanki, founder of Book4Time] and the Book4Time team have developed a phenomenal platform that customers love," said Lance Fenton, partner at Serent Capital. "When Roger shared his vision for Book4Time, we knew that our experience growing sales and marketing teams, driving product innovation, and executing M&A could help him expand upon that vision."

The company recently announced one of its largest multichannel platform upgrades to its product, including adding an end-to-end contactless guest experience and robust multilocation/ currency business intelligence reporting. Book4Time also recently was recognized as a top growing company by The Globe and Mail.

Book4Time is Serent Capital's seventh platform investment in the hospitality space. Some of Serent's other recent hospitality investments include BirchStreet Systems and SHR.