The self-storage industry doesn't have one technology problem. A single-facility owner, a multi-site operator, and a renter searching for a unit online are solving very different problems.

That split was clear during a recent PropTechBuzz panel, where leaders from 6Storage, Cubby, and storabble discussed how technology is changing the self-storage business. Their perspectives point to a simple reality: operators need better ways to run their businesses, renters need better ways to find and book storage, and markets need better ways to connect available space with demand.

Independent Operators Need Simplicity and Automation

Michelle Otto, president and CEO of 6storage, still owns and operates three facilities. She started in 2007 with 60 units, a home equity loan, and a paper ledger.

"I did not start with a software. I did it with paper and pen," Otto said, recalling how she once mailed a green postcard to collect rent.

What changed her business was automation. Auto payments, invoices, and late notices removed repetitive administrative work without requiring another employee.

"It's super important to operate your facility with auto payments, auto invoices, auto late notices," Otto said. "It really streamlines your position as an owner. And it also increases the NOI because you're not missing those late fees."

For an independent storage facility, that's the practical value of self storage management software. The goal isn't to add another complicated system. It's to make routine tasks easier and protect revenue.

Otto also emphasized flexibility. She sees software, websites, and access control as connected tools, but operators shouldn't be forced into one technology stack.

"I am not closing the door. If an operator wants to come in and use those core products or just one or two of those products, they can go to other vendors."

That approach matters because smaller storage companies often don't have the staff or resources to replace everything at once.

Multi-Site Storage Companies Have a Different Problem

Running one facility is very different from managing a portfolio. Once an operator reaches multiple locations, consistency becomes harder to maintain.

Michael Brevdeh, sales director at Cubby, sees this across roughly 400 operators and 4,000 locations. Speaking on a PropTechBuzz panel, he explained that "a lot of things change at 10 facilities that don't exist at one," particularly complexity and revenue management.

At one location, an owner can stay involved in almost every decision. Across a growing portfolio, that approach becomes difficult to sustain.

Brevdeh described the questions operators face as they scale: "How do I answer my customers 24-7 without hiring a ton of people? How do I ensure that my website is converting at a clip?"

This is where centralized storage units software and portfolio management become valuable. Operators need consistent pricing, communication, reporting, and customer service across locations without creating more manual work.

The technology challenge also changes as storage companies grow. A system that works well for one property may not provide the visibility needed across 10, 20, or 100 locations.

Renters Don't Care About the Technology Stack

The renter sees none of this.

Someone searching for self-storage facilities usually wants a nearby storage facility, a suitable unit size, a reasonable price, and availability. They aren't comparing software platforms or access-control integrations.

They are comparing options.

That's why discovery has become such an important part of the storage experience. A renter doesn't want to visit several websites, enter the same information repeatedly, and compare prices manually.

They want easy storage solutions that reduce the work involved in finding the right unit.

Marketplaces Are Changing Storage Discovery

Oliver Meyer, co-founder of European marketplace storabble, works on that problem from the marketplace side.

"We simply aggregate all the traffic and send it to the providers," Meyer said. "We do not discriminate at all. We include every single self-storage provider that has a professional web presence onto the marketplace."

For operators, this creates another consideration beyond day-to-day operations: visibility.

A storage business can have excellent operations and still struggle if potential customers can't find it. Marketplaces bring multiple providers together, giving renters a simpler way to compare supply.

Meyer also highlighted another shift: AI-driven search. He said his team works to make sure large language models "learn about you in the proper manner that you would like to be mentioned."

That matters because search behavior is changing. Some renters will continue to use Google, while others are increasingly asking AI tools to recommend businesses or narrow down options. Being discoverable across both channels can become an important part of the customer acquisition strategy.

This adds another layer to how storage unit software supports a business. Operational technology handles the customer after they arrive. Discovery technology helps bring them through the door in the first place.

Europe and the U.S. Have Different Storage Challenges

The technology conversation also looks different across markets.

The U.S. has a mature self-storage industry with high facility density and large operator portfolios. European markets often have a more fragmented supply base.

Meyer described spaces that sit inside larger properties but aren't necessarily marketed as traditional storage. These can include small rooms and unused areas controlled by institutional owners, banks, insurers, cities, and other property owners.

"It's pension funds, large institutional real estate owners, cities, real estate shares, banks, insurances that cross their portfolio," he said.

The opportunity is to organize that fragmented supply and make it easier for customers to discover nearby options.

In that sense, the European challenge isn't simply building more self storage facilities. It's making existing space visible and usable.

Flex Space Extends the Model

The same technology infrastructure is also moving beyond traditional storage.

Contractors, e-commerce sellers, and small manufacturers may need space with 24-hour access, loading docks, or roll-up doors. These customers have different requirements from someone storing household furniture, but the operational foundation can be similar.

That creates an expanding role for self-storage software. Access control, payments, customer communication, reservations, and property management can support both traditional storage and business-focused flex space.

The distinction between storage and flex isn't disappearing, but the technology supporting both categories is becoming increasingly connected.

What Operators Should Expect From Technology

The panel's different perspectives point to several priorities.

Independent owners need automation that removes repetitive work without taking control away from them. Multi-site operators need centralized systems that can handle complexity and revenue management. Renters need faster discovery and a simple booking experience.

Marketplaces need to connect fragmented supply with customer demand. Technology providers need systems that can work with other platforms instead of creating isolated ecosystems.

PropTechBuzz co-founder Inioluwa Karunwi summed up another major challenge facing the sector. Strong products already exist, but "it's very difficult, or many people don't know about them or don't know how to find them."

That problem extends beyond software. The industry needs better connections between operators, technology providers, marketplaces, and customers. Technology is already reshaping Self-storage and moving from manual operations to an automated real estate business.

The next phase of self-storage technology will therefore be less about finding one perfect platform and more about making the entire ecosystem easier to operate and easier to navigate.

FAQ

What does self-storage software do?

Self-storage software automates tasks such as payments, invoices, late notices, reservations, customer communication, and access management.

What should I look for in self-storage management software?

Independent operators should prioritize automation and ease of use. Larger operators should also consider portfolio reporting, centralized controls, revenue management, and integrations.

Why are storage marketplaces important?

Marketplaces help renters compare multiple facilities in one place. They can also give storage operators another channel for customer acquisition and online visibility.