Goodwill and Intangible Assets

9 Months Ended

Sep. 30, 2020

Goodwill And Intangible Assets Disclosure [Abstract]

NOTE 11. GOODWILL AND INTANGIBLE ASSETS

The following table details amounts related to our goodwill and intangible assets as of September 30, 2020 and December 31, 2019.

		September 30, 2020				December 31, 2019
	Estimated Useful Life	Gross Carrying Amount		Accumulated Amortization		Gross Carrying Amount		Accumulated Amortization
Amortizing intangible assets
Customer relationships	2-20 years	$	198.1	$	124.8	$	188.9	$	114.9
Developed technology	15 - 19 years		91.4		76.4		85.0		72.1
Trademarks and brand names	5-10 years		3.9		1.1		3.9		0.6
Non-compete agreements	5 years		3.5		0.2		0.2		-
Other	Various		1.5		0.5		0.1		0.1
Total		$	298.4	$	203.0	$	278.1	$	187.7
Non-amortizing intangible assets
Trademarks and brand names	Indefinite		332.8				321.5
Total intangible assets		$	631.2			$	599.6

Goodwill	Indefinite	$	108.2			$	53.0

	Nine Months Ended
	September 30,
	2020		2019
Amortization expense	$	15.4	$	14.7

The increase in goodwill and other intangible assets as of September 30, 2020 resulted from the acquisitions of Moz and Turf. See Note 4 to the Condensed Consolidated Financial Statements for additional details.