Heavy equipment financing and rental solutions for dealers and distributors


Lift It Rentals, LLC is a leading asset-light, turnkey provider of material handling equipment fleet management and Equipment-as-a-Service (“EaaS”) solutions.

We provide equipment renting, financing, and management services solutions for specialized, European-manufactured equipment to a wide range of end-markets, including agriculture, construction, energy, and general manufacturing. Our operations rely on a LEAN business model that drives high-returns on capital and profit margins, minimizes inventory, and yields much higher utilization rates than our competitors.

Our model is to

Buy Right

Buy machines at wholesale prices leveraging our strong supplier relationships

Rent Right

Rent equipment to credit-worthy customers in diverse industries

Sell Right

Maximize the residual value of equipment at end of rental term through the sale of equipment in our dealer network or at auction

Our Partners

Lift It Rentals is the preferred financing and fleet rental partner to AMS Merlo, providing rental management and financing services for Merlo products in United States.

AMS Merlo is the master dealer for heavy equipment from Merlo, Aero, and Venieri in the United States serving customers in over 25 states in the construction, energy, industrial, agricultural, engineering, and municipality industries.

Merlo is a global leader in industrial telehandler manufacturing, with primary facilities in Turin, Italy.  They are internationally recognized for their quality and an unparalleled level of safety, efficiency, and maneuverability. Merlo’s continuous focus on research and development ensures it always produces technologically advanced machines that increase productivity and lower operating costs.

Our Performance and Progress

Founded in 2013 by Paul Adkison, Lift It Rentals has steadily grown to , managing over $25 Million in heavy equipment assets with over 125 machines under management.

Lift it Rentals has successfully partnered with financial institutions across the country (over $50 Million in capital ) to deploy capital strategically and efficiently. Key to its success is purchasing high quality machines at wholesale direct from the manufacturer, ensuring a smooth rental experience with regularly scheduled preventative maintenance, and retiring equipment at strategic intervals. Buy right. Rent right. Sell right. Lift it also adopts a just-in-time approach to equipment management by letting product demand drive capital deployment. Streamlined internal business processes together with strong professional relationships, promote lean operations. Today, Lift It Rentals manages machines in a variety of industries including, Energy, Construction, Real Estate, Transportation, Municipal, Agriculture, and Engineering.

Today, Lift It Rentals manages machines in a variety of industries including:
Real Estate

We have redefined the standard for heavy equipment financing. Our innovative approach has departed from traditional brick and mortar, capital intensive rental companies, to an asset-light model where equipment is purchased and deployed on-demand. At Lift It, we are disrupting the way the industry manages heavy equipment and transforming what it means to be an equipment rental and finance company. Our revenues have steadily grown, year over year and with the help of our strong strategic partnerships, we continue to exceed expectations and make headlines. -Paul Adkison, Founder