Roofr
Roofr is a vertical SaaS platform for roofing contractors that integrates CRM, aerial measurement reports, AI-driven instant estimating, proposals, material ordering, payments, and an AI-powered website builder in one workflow, serving over 12,000 roofing companies.
- Company typePrivate
- Founded2015
- HeadquartersSan Francisco, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Roofr does
Roofr is a vertical SaaS platform purpose-built for roofing contractors, founded in 2015 and headquartered in San Francisco. The company serves more than 12,000 roofing companies with an all-in-one workflow that combines a kanban-style CRM, AI-driven instant estimating, aerial roof measurement reports, digital proposals, native material ordering, invoicing, payments, and an AI-powered managed website product (Roofr Sites). The underlying platform integrates directly with leading distributors (ABC Supply, QXO, SRS Distribution), manufacturers (CertainTeed, Atlas, Decra), aerial imagery providers (Vexcel Imaging, NearMap), Verisk's Xactimate insurance-estimating tool, CompanyCam, and Stripe for payments, exposing the system through a mobile progressive web app rather than a native app store build.
Roofr monetizes through a layered model: tiered monthly subscriptions for the core CRM (Starter, Essentials, and Scale plans with 3, 5, and unlimited seats respectively), usage-based measurement report fees starting at $13 per report with paid expedited turnaround, a $99/month subscription for Roofr Sites, transaction fees on Stripe-routed payments, and an affiliate/referral relationship with GoodLeap for homeowner financing. Distribution is product-led via a free signup with no credit card required and a free first roof report, supplemented by inside sales for mid-market and enterprise tiers and an unusually deep channel ecosystem led by the ABC Supply partnership.
The company is venture-backed across multiple disclosed rounds totaling over $40M cumulatively, including a $12M Series A in September 2022, a ~$23.5M round in October 2023 led by Vertical Venture Partners, and a Series B in January 2025 led by TCV with strategic participation from ABC Supply. Roofr is privately held, operating at 101–250 employees, and has recently built out a senior leadership bench (COO from Yahoo/Quantcast, first CFO, and a CRO) consistent with a company preparing for the next stage of scale.
Roofr firmographics
Firmographics- Name
- Roofr
- Legal name
- ROOFR INC.
- Website
- https://roofr.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Roofr is a vertical SaaS platform for roofing contractors that integrates CRM, aerial measurement reports, AI-driven instant estimating, proposals, material ordering, payments, and an AI-powered website builder in one workflow, serving over 12,000 roofing companies.
- Ownership category
- akta.pro rank
Roofr industry classification
Industry- Product category
- Vertical SaaS for Roofing Contractors
- NAICS
- Roofing Contractors (23816), Roofing Contractors (238160)
- SIC
- Asphalt Paving & Roofing Materials (2950)
- akta.pro primary industry
- Roof Installation & Replacement (HSAPAKAA)
- akta.pro secondary industry
- Roof Inspection, Preventive Maintenance & Tune-Ups (HSAGAKAH)
Keywords
Where Roofr is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Roofr business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Subscription (CRM Plans): Recurring monthly subscription revenue from tiered CRM plans (Starter with 3 seats, Essentials with 5 seats, Scale with unlimited seats). Monthly plans only with auto-renewal, no contracts.
- Measurement Report Sales: Usage-based pricing per roof measurement report at $13 USD for 24-hour delivery; faster turnaround (3, 6, or 12-hour) available with guaranteed delivery for an additional fee. Free first report for new users.
- Payments Processing: Transaction-fee revenue from credit card and ACH payment processing handled via Stripe, allowing contractors to collect customer payments inside the Roofr dashboard.
- Roofr Sites Subscription: Monthly subscription of $99/month for AI-powered managed roofing contractor websites, including hosting and ongoing content updates.
- Financing Referral: Referral relationship with GoodLeap allowing contractors to offer direct customer financing, with Roofr facilitating the partner connection.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Starter Plan |
| Subscription | Monthly | Essentials Plan |
| Subscription | Monthly | Scale Plan |
| Unit Pricing | Pay-as-you-go | Roofr Measurement Reports |
| Subscription | Monthly | Roofr Sites |
| Freemium | Monthly | Free Sign-Up / Freemium |
Go-to-market motion5 records
Distribution channels5 records
Marketing channels10 records
Roofr product offering
Product offeringCore offering
Roofr is an all-in-one cloud-based SaaS platform purpose-built for roofing contractors, combining a CRM/job pipeline, AI-driven instant roof estimates, aerial roof measurement reports, digital proposals, material ordering, invoicing, payments, and an AI-powered managed website builder (Roofr Sites) under a single login. It replaces a stack of disconnected estimating, sales, production, and back-office tools with one integrated workflow from lead capture through paid invoice.
Product overview
Roofr offers a single, unified all-in-one roofing SaaS platform centered on the Roofr CRM that integrates multiple modules — Instant Estimator, Measurement Reports, Proposals, Payments & Invoicing, Material Ordering, Calendar, and the AI-powered Roofr Sites website builder — behind one login. The platform targets roofing contractors and consolidates lead capture, sales, measurement, ordering, and back-office workflows, complemented by a progressive web app (Roofr Mobile), the bi-annual/monthly Roofr Builds product update program, and the Roofr Academy training portal.
Differentiator
Problem solved
Functional benefit
Brands
- Roofr Builds: Bi-annual product drop series showcasing the latest features and updates from Roofr.
- Roofr Sites
- Roofr Academy
Products and services
- Roofr CRM End-to-end sales and job pipeline CRM with kanban board view, automations, customer communications, invoicing, and integrated material ordering for roofing businesses.
- Roofr Instant Estimator Embedded instant roof-estimate tool that lets homeowners receive immediate custom-priced quotes from a property address, routing qualified leads into the Roofr job board.
- Roofr Measurement Reports Detailed roof measurement reports ordered by address and delivered in as little as 2 hours, including roof area, facets, pitch, eaves, valleys, and hips; pricing starts at $13 with guaranteed-delivery options.
- Roofr Proposals Customizable digital proposal documents with multi-option formats, discounts, annotated images, and e-signature collection that contractors can send to homeowners to close deals faster.
- Roofr Payments & Invoicing Digital invoicing and online payment collection (credit card and ACH processing) tied directly to job details, with automated reminder workflows for outstanding invoices.
- Roofr Material Ordering Material ordering module that turns signed proposals into accurate supplier orders with real-time pricing from integrated suppliers (ABC Supply, QXO, SRS Distribution).
- Roofr Calendar Built-in scheduling tool for site visits, follow-ups, and team check-ins, with support for repeating events and Google Calendar sync to manage roofing jobs.
- Roofr Sites AI-powered managed website service that builds, hosts, and continuously updates a branded contractor website integrated with the Roofr dashboard; pricing $99/month with optional Instant Estimator embedding.
- Roofr Mobile (PWA) Progressive web app delivering app-like Roofr functionality in the mobile browser so roofers can check job details, send proposals, and follow up with leads from any device.
- Roofr Xactimate ESX Measurement File Add-on ESX-compatible roof measurement file add-on delivered through Roofr that contractors can upload directly into Verisk Xactimate without manual redrawing, supporting insurance-claim roofing jobs.
Quantifiable outcome
- Master Craft Roofing grew business by 2x in year two on Roofr.
- +5 more outcomes
Companies that use Roofr
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
Roofr technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration18 records
AI capability7 records
Feature11 records
Roofr partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered flagship, core and minor.
- Verisk AnalyticsflagshipIntegration enables contractors to order Xactimate ESX measurement file add-ons directly through Roofr and upload them into Xactimate without manual redrawing, streamlining insurance-claim estimating.
- ABC SupplyflagshipIntegrated Roofr Measurement Reports inside myABCsupply so contractors can order reports and materials in one workflow; also a participating investor in Roofr's Series B funding round. ABC Supply is featured prominently across Roofr's homepage partner banner.
- Vexcel ImagingcoreProvides aerial imagery content used in Roofr's measurement reports; named as an intended third-party beneficiary of Roofr's Terms of Use with rights to enforce the terms with respect to Vexcel's content.
- CertainTeedcoreManufacturing partner collaborating with Roofr to help contractors grow demand for and sales of CertainTeed materials through the Roofr platform.
- CompanyCamcoreIntegration partner enabling seamless connection between Roofr and CompanyCam's photo-documentation workflow for roofing contractors.
- QXOflagshipSupplier/distribution partner enabling real-time pricing and direct material ordering from within Roofr Proposals; QXO and Roofr integrated to streamline proposal creation and material ordering.
- SRS DistributionflagshipSupplier/distribution partner providing real-time pricing integration for material ordering directly inside the Roofr platform.
- NearMapcoreAerial imagery provider supporting Roofr's measurement and estimating workflows.
- GoodLeapcoreFinancing partner enabling Roofr contractors to offer direct customer financing options through GoodLeap.
- Atlas RoofingminorManufacturing partner collaborating with Roofr to support contractor demand for Atlas roofing materials.
- Decra Metal RoofingminorManufacturing partner listed in Roofr's partner ecosystem.
- Ventilation MaximumminorManufacturing partner listed in Roofr's partner ecosystem.
- RoofmartminorCanadian supplier/distribution partner listed in Roofr's partner ecosystem (roofmart.ca).
- Ascend DigitalminorPartner listed in Roofr's partner ecosystem (ascenddigitalexperts.com).
- Business 411minorPartner listed in Roofr's partner ecosystem (business411.com).
- Saenz GlobalminorPartner listed in Roofr's partner ecosystem (saenzglobal.com).
- StripecoreThird-party payment processor used by Roofr to bill customers for Paid Services via credit card and ACH. Stripe's Terms of Service and Privacy Policy apply to payment processing.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Roofr competitors and assessment
Company assessmentDirect peers
- AccuLynx: AccuLynx is a leading CRM and project management platform built specifically for roofing contractors, with deep insurance-claim workflow features. It is Roofr's most direct competitor in the roofing vertical SaaS category.
- JobNimbus: JobNimbus offers CRM and workflow software for roofing and exterior contractors, with strong adoption among residential roofers. It competes head-to-head with Roofr for the same SMB contractor segment.
Broad incumbents
- ServiceTitan: ServiceTitan is a large, established vertical SaaS platform serving home service contractors (HVAC, plumbing, electrical, and roofing). It competes for mid-market and enterprise roofers and represents a broader incumbent alternative to Roofr's all-in-one approach.
- Housecall Pro: Housecall Pro is a vertical SaaS platform for home service businesses offering scheduling, invoicing, payments, and customer management. It targets similar SMB contractor customers as Roofr, though with a less roofing-specific feature set.
- Salesforce: Salesforce is a broad CRM incumbent that some larger roofing operations use as a general-purpose alternative to Roofr. It does not specialize in roofing workflows but competes at the high end of the contractor market.
- HubSpot: HubSpot provides broad CRM and marketing automation tools used by some contractors as a general-purpose alternative. It competes indirectly with Roofr on CRM, marketing, and pipeline management features.
Emerging players
- CompanyCam: CompanyCam is a photo-documentation app widely used by roofing contractors and an official Roofr integration partner. It overlaps Roofr on jobsite documentation and field workflows but does not provide full CRM functionality.
- Hover (Hover.to): Hover provides 3D property measurement and visualization tools from aerial imagery for exterior contractors including roofers. It overlaps with Roofr's Measurement Reports and Instant Estimator offerings in the measurement category.
Others
- Verisk Xactimate: Verisk's Xactimate is the dominant estimating platform for property insurance claims, including roofs. Roofr integrates with Xactimate via ESX files, making Verisk a critical ecosystem partner and indirect stakeholder in the insurance-claim workflow Roofr enables.
- GoodLeap: GoodLeap is a home improvement financing platform that Roofr routes contractors to for customer financing. It is an adjacent ecosystem enabler rather than a direct competitor, but a key monetization and conversion lever inside the Roofr workflow.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks7 records
Key highlights7 records
Customer concentration
Roofr social profiles
Digital presenceRoofr compliance and trust
Trust signalCompliance4 records
Roofr financial estimates
Financial estimateRevenue estimate
Valuation estimate
Roofr leadership team
Management profileNumber of profiles
Profiles5 records
Roofr funding detail
Funding detailFunding overview
Funding rounds8 records
Investors19 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Roofr M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Roofr
What does Roofr do?
Roofr is an all-in-one cloud-based SaaS platform purpose-built for roofing contractors, combining a CRM/job pipeline, AI-driven instant roof estimates, aerial roof measurement reports, digital proposals, material ordering, invoicing, payments, and an AI-powered managed website builder (Roofr Sites) under a single login. It replaces a stack of disconnected estimating, sales, production, and back-office tools with one integrated workflow from lead capture through paid invoice.
Is Roofr a public or private company?
Roofr is a private company. It is classified as venture growth investor backed and is currently operating.
When was Roofr founded?
Roofr was founded in 2015. It employs 101 to 250 people.
Where is Roofr based?
Roofr is headquartered in San Francisco, United States, in the North America region.
How does Roofr make money?
Five revenue lines are on record. SaaS Subscription (CRM Plans) is the primary driver. The others are measurement Report Sales, payments Processing, roofr Sites Subscription and financing Referral.
Who are Roofr's main competitors?
Direct peers on record are AccuLynx and JobNimbus. Broad incumbents are ServiceTitan, Housecall Pro, Salesforce and HubSpot. Emerging players are CompanyCam and Hover (Hover.to). Others are Verisk Xactimate and GoodLeap.
Does Roofr have an API?
No public API is recorded for Roofr.
What industry is Roofr in?
Roofr's product category is Vertical SaaS for Roofing Contractors. Its primary akta.pro industry code is HSAPAKAA, Roof Installation & Replacement, with a secondary code of HSAGAKAH, Roof Inspection, Preventive Maintenance & Tune-Ups. Its NAICS code is 23816 and its SIC code is 2950.