Systems and methods are included for causing a computing device to request ownership information and configure itself based on which tenant is associated with the computing device. During launch of an operating system, such as WINDOWS, the computing device can contact a server that tracks ownership information. The server can be identified in firmware or an operating system image of the computing device. The server can determine which operating system image and applications to install at the computing device. The server can provide addresses that the computing device can contact to retrieve portions of the operating system or applications.