Roof Chief

What Roof Chief does

Roof Chief, now operating under the Exterio brand, is a vertical-SaaS company that provides an AI-native CRM and business management platform purpose-built for roofing and exterior contractors. Founded in 2021 and headquartered in Chicago, Illinois, the company consolidates lead capture, contact management, aerial-measurement-based estimating, proposal generation with eSignature, job scheduling, production tracking, invoicing, and payment processing into a single cloud-based system. The platform also exposes a mobile experience for field use and a customer portal for homeowners. Notable technical components include native integrations with EagleView and GAF QuickMeasure (which feed the "Instant Property Insights" feature that returns estimated square footage, roof pitch, and aerial imagery when an address is entered), two-way calendar sync with Google and Outlook, QuickBooks Online financial sync, and embedded consumer financing through Wisetack.

The product is sold to small and scaling roofing and exterior contractors (siding, windows, gutters, decks, maintenance) primarily in the U.S. and Canada. Roof Chief earns revenue through SaaS subscriptions (starting at $199/month, billed monthly), transactional payment processing (3.2% + $0.30 per credit card transaction; 1% capped at $50 for ACH), and a revenue-sharing arrangement tied to embedded Wisetack financing. Distribution is a hybrid direct sales and product-led motion: prospects can either self-serve a 14-day free trial or book a personalized demo via HubSpot scheduling, with inside sales handling conversion and U.S.-based white-glove onboarding. The company markets through a content/SEO-led funnel, a referral program, and direct demo CTAs, and claims a customer base in the "hundreds" of contractors.

Roof Chief operates as Roof Chief Inc. (Illinois corporation) with no disclosed outside institutional investment, no parent company, and no subsidiaries. The team is reported at 1–10 employees, and the CEO is Brian Kuske. No funding rounds, acquisitions, M&A, or external capital events are documented in the source material.

Name

Roof Chief

Legal name

Roof Chief Inc.

Website

https://roofchief.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Roof Chief, now rebranded as Exterio, is an AI-native vertical-SaaS CRM for roofing and exterior contractors, combining lead management, aerial-measurement estimating, proposals, job scheduling, payments, and embedded financing into a single cloud platform serving SMB contractors across the U.S. and Canada.

Ownership category

akta.pro rank

Product category

Roofing CRM Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518), Roofing Contractors (23816)

akta.pro primary industry

Roof Installation & Replacement (HSAPAKAA)

akta.pro secondary industry

Lead Generation & List Building Services (Prospecting, Data Sourcing) (BPAFAKAE)

Keywords

• Roofing CRM software
• Construction estimating software
• Contractor project management
• Exterior contractor platform
• Roofing business management

Headquarters

HQ city

Santa Monica

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription: Monthly or annual subscription plans starting at $199/month, priced based on team size and business needs. No hidden fees for core features like estimating, job management, and payments.
2. Payment Processing: Built-in payment processing with credit card fees of 3.2% + 30 cents per transaction and ACH fees of 1% capped at $50. Included in every plan at no additional cost.
3. Financing Integration: Embedded financing through Wisetack partnership; Wisetack handles approvals and terms while Exterio embeds pre-qualification and rates in the proposal flow, with 0% APR options available.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Roof Chief (now operating as Exterio) sells a cloud-based, AI-native CRM and business management platform built specifically for roofing and exterior contractors. The platform unifies lead management, estimating, proposal generation, job scheduling, production tracking, invoicing, built-in payment processing, and embedded consumer financing in a single subscription product. It targets small to scaling roofing and exterior service businesses across the U.S. and Canada.

Differentiator

Problem solved

Functional benefit

Products and services

• Exterio CRM Platform (formerly Roof Chief) Cloud-based SaaS platform that combines lead and pipeline management, estimating, professional proposals, job scheduling and tracking, crew coordination, customer communications, invoicing, payment processing, and embedded consumer financing for roofing and exterior contractors ranging from small teams to scaling companies.

Quantifiable outcome

• 2x job win rate
• +3 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability4 records

Feature6 records

Partnerships

Four partnerships are on record, tiered core.

• EagleViewcoreTechnology or IntegrationEagleView provides aerial measurement reports that integrate directly with Exterio. Contractors can order and import EagleView reports directly through the platform; once received, Exterio automatically fills in report details and pre-populates sections, creating detailed estimates in seconds. Also provides AI data for Instant Property Insights feature.
• GAF QuickMeasurecoreTechnology or IntegrationGAF QuickMeasure integration allows contractors to import roof measurement reports directly into Exterio, enabling quick and accurate estimating without manual data entry.
• QuickBookscoreTechnology or IntegrationQuickBooks Online integration keeps financial systems aligned. Invoices and payment statuses sync directly with QuickBooks, eliminating double entry and ensuring accurate bookkeeping.
• WisetackcoreTechnology or IntegrationWisetack provides embedded financing capabilities in Exterio proposals. Homeowners can pre-qualify instantly with no paperwork directly within the proposal flow. Wisetack handles approvals and terms; Exterio embeds pre-qualification and rates. Includes 0% APR options to help homeowners say yes faster.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• JobNimbus: JobNimbus is a CRM and project management platform built specifically for roofing and exterior contractors, offering lead management, estimating, job tracking, and workflows. It is one of the closest direct competitors to Exterio, serving the same SMB roofing/exterior vertical with substantially overlapping functionality.
• AccuLynx: AccuLynx is a leading roofing-specific business management platform serving exterior contractors with CRM, estimating, production tracking, and material ordering. It is one of the largest direct competitors in the roofing software vertical with significantly more capital and a much larger customer base than Exterio.
• Roofr: Roofr is a roofing CRM and estimating software that combines aerial measurements, proposal generation, and project management for roofing contractors. It competes head-to-head with Exterio in the same roofing vertical with a similar product-led, measurement-centric positioning.

Broad incumbents

• ServiceTitan: ServiceTitan is a large, well-funded field service management platform serving HVAC, plumbing, electrical, and other home services trades. While it does not specialize in roofing today, its broad capabilities, deep capital, and stated expansion ambitions make it a credible long-term threat or potential acquirer in the roofing/exterior vertical.
• Jobber: Jobber is a field service management platform serving home service businesses including HVAC, plumbing, landscaping, and cleaning. While it does not specialize in roofing, its SMB-focused CRM, scheduling, and invoiting capabilities overlap with parts of Exterio's offering for smaller contractors considering a general-purpose tool.

Emerging players

• Buildertrend: Buildertrend is a construction project management and CRM platform serving residential builders and remodelers. While it focuses more on homebuilding than roofing specifically, its project management, customer portal, and scheduling capabilities overlap meaningfully with Exterio's job management module for larger remodel and exterior projects.
• CompanyCam: CompanyCam is a photo and project documentation app designed for contractors, including roofing and exterior trades. While not a full CRM, its job site documentation capability directly overlaps with Exterio's project site documentation feature, making it a partial competitor and a possible acquisition target or integration partner.
• Hover: Hover provides 3D property models and measurements from smartphone photos for exterior contractors, including roofers. Its property data capabilities intersect with Exterio's measurement-driven workflows, making it both a potential integration partner and a partial competitor in the property intelligence layer.

Others

• EagleView: EagleView is a leading provider of aerial imagery and property measurement data used across insurance, construction, and government. It is a critical data partner for Exterio's Instant Property Insights feature and a potential competitor as it continues to expand into workflow software for contractors.
• GAF: GAF is one of the largest North American roofing materials manufacturers and provides GAF QuickMeasure—a roof measurement report service integrated into Exterio. As a strategic partner and dominant industry player, GAF shapes the ecosystem in which Exterio competes and could itself enter software.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Roof Chief