What Greenroofs.com does

Greenroofs.com is a privately held, founder-owned online media company and niche industry portal serving the green roof, green wall, and living architecture sectors. Founded in 1999 by Linda Velazquez and headquartered in the Greater Atlanta, Georgia area, the platform operates as a WordPress-based content hub and B2B directory connecting architects, landscape architects, designers, contractors, manufacturers, government entities, students, and researchers across more than a dozen countries. Its core products include an international Projects Database with over 1,800 documented green roof and wall project profiles, a tiered Industry Directory of vendors and service providers, an Events calendar, a free CEU Education section, a Joblinks job board, a Press Releases section, an Amazon-powered Bookstore, and a video library. The platform also co-promotes industry conferences such as CitiesAlive and Grey to Green.

The company's business model is built on diversified B2B media revenue streams. The primary engine is paid directory listings organized into Flagship Sponsor, Elite, and Premium tiers, supplemented by banner advertising, sponsored press releases distributed across the website and social channels, and targeted email blasts to approximately 10,000 opt-in newsletter subscribers. Secondary income is generated through the Amazon Associates affiliate program in the Bookstore section. Go-to-market is community-led and event-driven, leveraging a 25+ year archive of original content, an active social media presence across LinkedIn (including a ~1,000-member industry group), Twitter/X, Facebook, YouTube, and Pinterest, plus partnerships with industry bodies such as Green Roofs for Healthy Cities and manufacturer sponsors who contribute CEU courses and co-branded content.

The organization is lean, with 1-10 employees (only two named principals — Founder/Publisher/Editor Linda Velazquez and CEO/Chief Everything Officer Aramis Velazquez) and is bootstrapped with no institutional funding, acquisitions, or parent company. The previous flagship event series, the biennial Greenroofs & Walls of the World Virtual Summits (held 2011-2019), was discontinued after the global proliferation of virtual events, and the company continues to operate as a focused, independent niche media property.

Name

Greenroofs.com

Legal name

Greenroofs.com, LLC

Website

https://greenroofs.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

Greenroofs.com is a bootstrapped, founder-owned online media platform and B2B directory serving the global green roof and green wall industry since 1999. It connects architects, manufacturers, contractors, and researchers via a 1,800+ project database, tiered vendor directory, CEU education, and event coverage.

Ownership category

akta.pro rank

Product category

Green Infrastructure Media & Online Directory

NAICS

Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210), Web Search Portals, Libraries, Archives, and Other Information Services (519)

SIC

Miscellaneous Publishing (2741), Services-Membership Organizations (8600)

akta.pro primary industry

Sustainable/Green Building & LEED Consulting (BPAHAKAG)

akta.pro secondary industry

Creator-Led Course Hosting & Monetization Platforms (EDAFAIAC)

Keywords

• Green infrastructure media
• Online industry directory
• Continuing education listings
• Digital advertising services
• Project database platform

Headquarters

HQ city

Alpharetta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Others

Revenue model

1. Directory Listings & Advertising: The primary revenue stream. Companies pay for featured listings in the Greenroofs.com Directory, which is organized into tiers (Sponsor, Elite, Premium). Listings provide a dedicated company profile page, visibility to a highly targeted professional audience, and inclusion in press releases and social media posts. Contact sales for pricing via Media Kit.
2. Banner Advertising: Banner ad placements throughout the website and across multiple content pages. Advertisers reach the site's professional audience through display advertising on high-traffic pages including the homepage, news, projects, and directory sections.
3. Press Releases: Companies submit press releases which are posted on the Homepage, Directory Profile, Press Releases page, and all relevant content pages, as well as shared across all social media channels. This is a key GTM mechanism for directory members and industry companies.
4. Targeted Email Blasts: Purchase of targeted email campaigns sent to the company's ~10,000 opt-in subscribers. Available as an individual purchase option or bundled with other advertising products.
5. Bookstore (Amazon Associates): The bookstore section lists books and magazines related to living green architecture, green infrastructure, and sustainable design, powered by Amazon.com. Greenroofs.com earns affiliate commissions on qualifying purchases as a participant in the Amazon Associates Program.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels9 records

Core offering

Greenroofs.com is an online news media organization and information portal serving the global green roof and green wall (living architecture) industry since 1999. It operates a content platform built around a searchable international Projects Database with 1,800+ profiles, a categorized Industry Directory of green infrastructure companies, free CEU-accredited Education content, an Events calendar, a job board, an Amazon-powered Bookstore, a Press Releases hub, a Videos library, and the biennial Greenroofs & Walls of the World Virtual Summits. Paid offerings include tiered directory listings (Sponsor, Elite, Premium), banner advertising, press release publishing, and targeted email blasts sold to green infrastructure companies seeking visibility to a niche professional audience.

Product overview

Greenroofs.com is an online media company and comprehensive resource platform that serves the green roof and living architecture industry. The platform operates as a content hub connecting professionals through multiple integrated features: a Projects Database (with 1,800+ project profiles), a Directory (for finding companies/products/services), an Events calendar, Videos library, Joblinks job board, Education (free CEU courses), Bookstore, and Press Releases section. The company also produces the biennial Greenroofs & Walls of the World Virtual Summits and offers paid advertising/directory listing services for businesses. The platform functions as an informational resource rather than a software product, serving architects, landscape architects, contractors, government entities, and other stakeholders in the living architecture field.

Differentiator

Problem solved

Functional benefit

Products and services

• Directory Advertising & Listings Paid directory memberships (Sponsor, Elite, Premium tiers), banner ad placements, press release publishing, and targeted email blast services sold to green infrastructure companies seeking visibility to a niche professional audience. Sold via a Media Kit acquired through direct outreach to the sales team.
• Greenroofs & Walls of the World Virtual Summits Biennial virtual conferences that create a global online experience for learning, networking, and thought leadership in the green roof and green wall industry, with session programming contributed by international speakers and industry partners.
• Press Release Publishing Service Paid distribution of company-submitted press releases across the Greenroofs.com Homepage, Directory Profile, Press Releases page, and relevant content pages, combined with social media amplification to the platform's audience.

Quantifiable outcome

• The Directory is described as the 'go-to source for all things greenroofs & greenwalls,' generating quality leads and prospects for listed companies.
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

14 partnerships are on record, tiered supporting, core, flagship sponsor, elite and premium.

• Legacy Emilio Ambasz Foundation (LEAf)supportingStrategic or Co-development PartnerThe Legacy Emilio Ambasz Foundation (LEAf) supported the website redesign of Greenroofs.com, demonstrating a shared commitment to advancing living architecture and green design. Emilio Ambasz was a pioneering figure in green architecture, and the foundation's support underscores Greenroofs.com's historical connection to the design community.
• Green Roofs for Healthy Cities (GRHC)coreStrategic or Co-development PartnerGreen Roofs for Healthy Cities is a non-profit industry association and a key co-promotion partner. Greenroofs.com serves as a media partner for GRHC's CitiesAlive conference series (celebrating its 20th anniversary in 2026) and shares GRHC's conference news, professional development programs (GRIMP training, Green Roof Professional accreditation), and publications (The Living Architecture Monitor magazine, Green Pages Directory) with its audience.
• LiveRoof Global LLCflagship sponsorGTM or Marketing PartnerLiveRoof Global LLC is a Sponsor of the Greenroofs.com Directory. As a sponsor, LiveRoof receives prominent logo placement, a dedicated directory profile, and inclusion in press releases, educational content, and homepage features. LiveRoof contributes free CEU courses (AIA-approved) including 'Green Roof Best Practices and Common Mistakes to Avoid' and 'Bio-Solar Roofs' Lunch & Learn programs.
• roofliteflagship sponsorGTM or Marketing Partnerrooflite is a Sponsor of the Greenroofs.com Directory. rooflite contributes free CEU courses including 'Green Roof Soil Systems Simplified' and 'Using Planters to Create a Dynamic Amenity Space for a Lasting Design' to the Education section. The company receives prominent sponsorship placement and co-branded educational content.
• Sika Hydrotech (American Hydrotech Inc.)flagship sponsorGTM or Marketing PartnerSika Hydrotech (operating as American Hydrotech Inc.) is a Sponsor of the Greenroofs.com Directory. The company contributes free CEU courses on green roofs and protected membrane roof assemblies through Sika Roofing's continuing education program, with courses eligible for AIA, CEU, HSW, and RCI credits.
• GSky Plant SystemseliteGTM or Marketing PartnerGSky Plant Systems holds Elite status in the Greenroofs.com Directory. The company contributes the CEU course 'Vertical Living Green Walls: Designing for Sustainability' and is featured in project showcases and press releases.
• Tremco RoofingeliteGTM or Marketing PartnerTremco Roofing holds Elite status in the Greenroofs.com Directory. The company contributes Tremco University, an online education platform offering AIA-approved courses, product installation training, and building science content, available on-demand, live, online, or in-person.
• SOPREMAeliteGTM or Marketing PartnerSOPREMA holds Elite status in the Greenroofs.com Directory. The company contributes continuing education and Lunch & Learn programs through its Learning Centre, with experts providing technical expertise on science, technology, and innovation in green infrastructure.
• Fytogreen AustraliapremiumGTM or Marketing PartnerFytogreen Australia holds Premium status in the Greenroofs.com Directory. The company has been featured with award-winning projects including the Boronggook Drysdale Library (which won awards at the World Green Infrastructure Congress 2024) and contributes educational webinars and white papers on green infrastructure through the Education section.
• Jakob Rope SystemseliteGTM or Marketing PartnerJakob Rope Systems holds Elite status in the Greenroofs.com Directory. The company contributes complimentary Lunch & Learn sessions for architectural firms including technical specifications, engineering support, and custom solution development. The company also exhibits at international trade fairs promoted through Greenroofs.com events.
• New York Green RoofseliteGTM or Marketing PartnerNew York Green Roofs holds Elite status in the Greenroofs.com Directory. The company is featured in press releases including participation in AIA NY panels about green roofs and contributes to the CitiesAlive 2026 sponsor roster.
• Bioroof Systems Inc.eliteGTM or Marketing PartnerBioroof Systems Inc. holds Elite status in the Greenroofs.com Directory. The company receives enhanced listing visibility, featured placement, and participation in industry promotional activities.
• Green Roof SolutionseliteGTM or Marketing PartnerGreen Roof Solutions holds Elite status in the Greenroofs.com Directory, receiving enhanced visibility and directory placement alongside other Elite tier members.
• Green Roofs for Healthy Cities - Living Architecture AcademycoreStrategic or Co-development PartnerGreenroofs.com promotes GRHC's Living Architecture Academy, a free online professional development platform offering courses on green roof installation, maintenance, biodiversity, and green wall design. This partnership provides free professional development content to Greenroofs.com's audience.

Scale indicators5 records

Recent moves2 records

Expansion highlights5 records

Direct peers

• Green Roofs for Healthy Cities (GRHC): The flagship North American green roof and wall industry association, publisher of The Living Architecture Monitor and operator of CitiesAlive. Direct peer and co-promotion partner with overlapping audience of green infrastructure professionals.
• BuildingGreen: Publisher of Environmental Building News and green building information services for architects and designers. Comparable as a green building-focused online media and information platform serving design professionals.
• World Green Infrastructure Network (WGIN): Global network promoting green infrastructure worldwide, organizing the World Green Infrastructure Congress. Comparable as a green roof/wall-focused organization producing educational content and events for the same professional community.
• Landscape Architecture Magazine (ASLA): The flagship publication of the American Society of Landscape Architects, covering landscape architecture including green infrastructure. Comparable as a professional society media outlet reaching the same design professional audience.

Broad incumbents

• Architect's Newspaper: Major architecture industry media outlet covering design, practice, and sustainability. Comparable as a broad architecture media platform that covers green building topics within a wider editorial scope.
• ArchDaily: The largest online architecture media platform globally, covering projects, products, and sustainability. Comparable as a high-traffic architecture media destination that overlaps with Greenroofs.com on green building project coverage.
• GreenBiz: Major sustainability and green business media outlet covering corporate ESG, climate, and green buildings. Comparable as a sustainability-focused media brand with overlapping B2B advertiser base.

Others

• TreeHugger: Popular sustainability media outlet covering green building, design, and environmental topics. Adjacent peer covering overlapping green infrastructure and sustainable design themes with a broader consumer reach.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/greenroofs
• YouTubeyoutube.com/@Greenroofscom
• Facebookfacebook.com/greenroofs
• LinkedInlinkedin.com/company/greenroofs.com-llc.

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Greenroofs.com