# GenAlpha Technologies

> GenAlpha Technologies is a Brookfield, Wisconsin software company that helps equipment manufacturers and parts distributors turn engineering data, ERP records, and old parts manuals into digital storefronts and self-service portals. Its configurable Equip360 SaaS platform combines commerce, interactive 2D and 3D parts catalogs, warranty and return workflows, product configuration, analytics, customer and dealer portals, and integrations designed for long-lived industrial equipment.

- **Founded:** 2011
- **Headquarters:** Brookfield, United States
- **Founders:** Kristina Harrington (CEO and Co-Founder), Scott Lombard (Co-Founder and former Executive Vice President)
- **Team size:** 11-50 employees on LinkedIn; the supplied company record lists 17 employees.
- **Products:** Equip360, Interactive Parts Manuals, B2B eCommerce, Product Configurator, Warranty, Product Registration, and RMA
- **Notable:** Founded in 2011 around digital, serial-specific parts identification for industrial equipment., Customer websites using GenAlpha's application recorded more than 1 million visits and processed $85 million in parts orders in 2021., Launched the expanded Equip360 platform in 2022 with warranty, RMA, and product-configuration capabilities.

## Products & services

- **Equip360** — Configurable industrial SaaS platform combining B2B eCommerce, serial-specific equipment support, interactive parts information, customer self-service, and analytics.
- **Interactive Parts Manuals** — Commerce-enabled 2D and 3D bill-of-materials catalogs that let users move through assemblies, identify a part visually, and add it to a cart.
- **B2B eCommerce** — Online ordering for parts and equipment with account rules, real-time price and availability, quote requests, order history, shipment tracking, and ERP integration.
- **Product Configurator** — Guided configuration for complex equipment with ERP calls for current pricing as options are selected.
- **Warranty, Product Registration, and RMA** — Digital workflows for registering equipment, submitting warranty claims, and managing return material authorizations.
- **Equip360 Insights** — Dashboards for performance, customer, and product analytics with customizable reporting.
- **Customer and Dealer Portals** — Role-aware self-service experiences for account information, pricing, orders, invoices, equipment, and support resources.
- **Implementation and Integration Services** — Discovery, data extraction and conversion, catalog preparation, ERP or DMS mapping, and launch support for complex manufacturing environments.

## Achievements

- Founded in 2011 around digital, serial-specific parts identification for industrial equipment.
- Customer websites using GenAlpha's application recorded more than 1 million visits and processed $85 million in parts orders in 2021.
- Launched the expanded Equip360 platform in 2022 with warranty, RMA, and product-configuration capabilities.
- Acquired in 2017 by Shore Points Capital in partnership with Greyrock Capital Group; transaction terms were not disclosed.
- Equip360 customer Grote Industries was a 2025 B2B eCommerce Awards finalist for Best B2B User Experience Design.
- Equip360 customer TICO was a 2025 B2B eCommerce Awards finalist for Mid-Market B2B eCommerce Manufacturer of the Year.
- Supports 16 languages in manufacturing deployments, with additional languages available according to the company's FAQ.

## Latest updates

- **2026-08** — Announced a strategic partnership with Joyn Collective to pair aftermarket technology work with business strategy and change enablement.
- **2026-07** — Named Aksibu as a strategic development and AI execution partner for Equip360 roadmap delivery and operational AI use.
- **2026-03** — Announced certified Karmak partner status and published new customer work involving Salford Group and Joe Johnson Equipment.
- **2026-01** — Published a customer success story on Humphrey Service Parts' launch of an Equip360 storefront integrated with Karmak Fusion and VIPAR product data.
- **2025-12** — Announced a payments partnership with Revolution Payments and highlighted B2B eCommerce award finalist recognition for customers Grote Industries and TICO.
- **2025-09** — Partnered with VIPAR Heavy Duty to offer digital commerce and product support tools to its distributor network.
- **2025-05** — Integrated VizSeek visual search so Equip360 users can search for parts with an image, drawing, or sketch.
- **2025-04** — Detailed an integration between Equip360 and Mavenoid's virtual AI assistant for conversational customer support.

## Links

- Website: https://www.genalpha.com/
- LinkedIn: https://www.linkedin.com/company/genalphatechnologies/
- Twitter/X: https://twitter.com/aftermarket_roi
- YouTube: https://www.youtube.com/user/aftermarketgenalpha
- Facebook: https://facebook.com/GenAlphaINC/

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Profile page: https://yespress.io/genalpha-technologies
Published by YesPress — https://yespress.io
Last updated: 2026-08-21