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Serato
The largest DJ software in the world.
Based in Auckland, New Zealand.
Key facts
- Joined Tiny
- 2025held 1 years
- Founded by
- Steve West & AJ Bertenshaw
- Based in
- Auckland, New Zealand
- Website
- serato.com
About Serato
Serato was founded in Auckland, New Zealand in 1998 by Steve West and AJ Bertenshaw. The company's first product, Scratch Live, let DJs use traditional turntables to control digital audio files — a breakthrough that gave vinyl-trained DJs access to the convenience of digital libraries without abandoning the feel of their craft. It quickly became the industry standard.
Over the following 25 years, Serato grew into the largest DJ software in the world. Its flagship products — Serato DJ Pro and Serato Studio — are used by millions of DJs ranging from bedroom producers to headliners at the world's biggest festivals. Walk into a club almost anywhere on earth and there is a good chance Serato is what's running.
Tiny acquired Serato in 2025. The deal kept the company based in Auckland, retained its engineering and product teams, and preserved its long-running partnerships with hardware manufacturers including Pioneer DJ, Rane, and Numark. Serato continues to ship new releases and remains the platform DJs reach for when reliability matters most.
Why Serato fits Tiny
Serato is a textbook Tiny acquisition — a profitable, category-defining software business with a 25-year track record, deep customer loyalty, and a moat built from professional users who simply won't switch. The product wins on reliability rather than marketing, which is exactly the kind of compounding advantage that gets stronger with time.
Tiny's approach to a business like Serato is straightforward: keep the team, keep the product roadmap, and provide the long-term capital structure that lets the company invest in things that matter on a 10-year horizon rather than a quarterly one.