A "roll-up" is a business strategy where a company acquires and merges multiple smaller companies in the same industry to create a larger, more competitive entity. This approach can help streamline operations, reduce costs, and increase market share. In the context of finance, roll-ups are often used in private equity to consolidate fragmented markets. By combining resources and expertise, the newly formed company can achieve economies of scale and enhance profitability, benefiting both investors and customers.