SROA Capital is a vertically integrated private equity real estate investment and asset management firm specializing in self-storage acquisitions, development, and operations. The firm was founded in 2013 by real estate entrepreneur Benjamin Macfarland in partnership with Sidney Kohl, co-founder of Kohl's Department Stores, and James Jenkins, co-founder of Alliant. The firm operates properties in the United States under the Storage Rentals of America brand and in the United Kingdom under the Kangaroo Self-Storage brand. SROA Capital began with Benjamin Macfarland Holding Company managing and acquiring self-storage facilities in 2006 and 2010, respectively, before formally establishing SROA Capital in 2013 with its first Florida portfolio acquisition in 2014. The firm targets secondary and tertiary markets across the Midwest, Northeast, and Southeast United States, focusing on undercapitalized and mismanaged self-storage assets. SROA Capital's investment strategy centers on acquiring properties that benefit from in-house physical plant improvements, proprietary revenue management software, real-time lease pricing, centralized customer care, and e-commerce capabilities. In 2025, SROA acquired 55 facilities totaling more than 2 million net rentable square feet and entered two new metropolitan markets: Dallas, Texas and Charlotte, North Carolina. The firm completed two ground-up development projects and eight expansion initiatives in 2025 in Bozeman, Montana, Vero Beach, Florida, and West Palm Beach, Florida.