Werner Roofing

What Werner Roofing does

Werner Roofing is a privately held, founder-owned exterior remodeling contractor headquartered in Grand Haven, Michigan. Founded in 2007, the company installs and services residential roofing (asphalt and metal systems), siding (vinyl, fiber cement, engineered wood, brick, stucco, stone), seamless gutters and guards, and VELUX skylights for homeowners across West Michigan, with offices in Grand Haven, Grand Rapids, Holland, and DeWitt serving more than 50 communities. Differentiators include GAF Master Elite and President's Club status (held by roughly 3% of US roofers), a lifetime workmanship warranty on roof replacements, in-house (non-subcontracted) licensed crews, and certifications from the BBB, NRCA, and Good Housekeeping.

The core technical layer combines multiple top-tier manufacturer systems — GAF, CertainTeed, Owens Corning, and Malarkey shingles, plus VELUX skylights — together with the third-party Hover 3D Home Visualizer, which captures site photos during the estimate and generates a measured digital model that homeowners can use to preview shingle, siding, and window options before purchase. Operations are supported by Google Analytics and Mouseflow for site analytics, Google Ads and Bing Ads for paid acquisition, and a content hub of 50+ service-area pages for local SEO.

Werner operates a direct-to-consumer, project-based revenue model: free on-site estimates, in-house installation, and project billing supplemented by financing through Service Finance Company and PowerPay at APRs starting near 2.99%. Average project ASPs range roughly from $11,488 for entry-level asphalt replacements to over $28,000 for premium Presidents Club tiers. The company derives the bulk of revenue from residential roofing, with siding, gutters, skylights, and storm-damage repair serving as attach and add-on categories.

Name

Werner Roofing

Legal name

Werner Roofing

Website

https://wernerroofing.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Werner Roofing is a privately held West Michigan exterior remodeling contractor that installs asphalt and metal roofing, siding, gutters, and VELUX skylights for residential homeowners, operating from four Michigan offices using in-house licensed crews and GAF Master Elite-certified practices.

Ownership category

akta.pro rank

Product category

Residential Roofing Services

NAICS

Roofing Contractors (23816), Siding Contractors (23817)

SIC

Asphalt Paving & Roofing Materials (2950)

akta.pro primary industry

Roof Installation & Replacement (HSAPAKAA)

akta.pro secondary industries

Roof Repair & Leak Remediation (HSAPAKAB), Shingle Roof Repair & Replacement (Asphalt/Composite) (HSAGAKAB), Soffit, Fascia & Eaves Repair/Replacement (HSAPAKAH)

Keywords

• Residential roofing services
• Roof replacement
• Exterior remodeling
• Gutter installation
• Siding installation

Headquarters

HQ city

Grand Haven

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Roofing Services: One-time project-based revenue from roof repair, replacement, and installation services for residential homeowners. Revenue is generated per project with pricing based on roof size, material selection, and complexity.
2. Siding Installation: Project-based revenue from siding repair and replacement services including vinyl, fiber cement, engineered wood, brick, stucco, stone, and stone veneer installations.
3. Gutter and Skylight Installation: Revenue from seamless aluminum or steel gutter installation, gutter guards, and VELUX skylight installations. These are typically add-on services to roofing projects or standalone services.
4. Roof Financing Services: Through partnerships with Service Finance Company and PowerPay, the company facilitates financing for customers, providing flexible payment options that make projects more accessible while maintaining service revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

Werner Roofing is a West Michigan exterior remodeling contractor that installs, repairs and replaces residential roofing (asphalt and metal), siding, seamless gutters with guards, and VELUX skylights. Services are delivered through in-house licensed crews from offices in Grand Haven, Grand Rapids, Holland and DeWitt, with free estimates, roof inspections, storm damage repair, and financing options available.

Product overview

Werner Roofing is a residential exterior remodeling company offering a unified suite of services centered on roofing, siding, gutters, and skylights for homeowners across West Michigan. The core offering consists of asphalt and metal roofing installations, replacements, and repairs, complemented by siding installation (vinyl, fiber cement, brick, stucco, stone), seamless gutter systems with guards, and VELUX skylights. The company provides supporting services including roof inspections, storm damage repair, roof cost estimation tools, and financing options. The Hover 3D Home Visualizer technology tool enables customers to preview material options digitally. All services are delivered through in-house licensed crews across three Michigan office locations.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Roof replacement completed within 1-2 days for average-sized homes
• +2 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Seven partnerships are on record, tiered minor and core.

• Habitat for Humanity (Tri-Cities Area)minorStrategic or Co-development Partner · 1 January 2020Werner Roofing partnered with Tri-Cities Area Habitat for Humanity to install a new roof on a recent project in the Grand Haven area. Werner Roofing and GAF donated all materials and labor for this community project.
• Wood Radio and iHeart West MichiganminorGTM or Marketing Partner · 1 January 2020Media partners who facilitated the Rai$e the Roof charity auction to raise money for Ottawa Cares, distributing 100% of proceeds to three local organizations.
• GAF Materials CorporationcoreTechnology or IntegrationGAF is the largest roofing manufacturer in North America. Werner Roofing is a GAF Master Elite Contractor and President's Club Award recipient, allowing them to offer industry-leading warranties and premium GAF shingle products including their advanced layer locking and ventilation technologies. GAF also partners with Werner Cares initiative, donating materials for community charitable projects.
• VELUXminorChannel Partner/ Reseller/ DistributorWerner Roofing installs only VELUX skylights, the industry leader in performance and reliability. VELUX is described as the company's exclusive skylight brand partner.
• CertainTeedminorChannel Partner/ Reseller/ DistributorCertainTeed is a leading shingle manufacturer. Werner Roofing installs CertainTeed Landmark and NorthGate shingles known for premium impact resistance and dimensional styles suitable for high-wind zones.
• Owens CorningminorChannel Partner/ Reseller/ DistributorOwens Corning provides asphalt shingles with SureNail technology and wide color blend options. Werner Roofing installs these shingles with full manufacturer-backed warranties.
• Malarkey Roofing ProductsminorChannel Partner/ Reseller/ DistributorMalarkey shingles feature smog-reducing granules and rubberized asphalt for superior flexibility and performance in fluctuating Midwest temperatures.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Erie Construction: Residential exterior remodeling company offering roofing, siding, windows, and doors with in-house installation crews across the Midwest. Highly comparable multi-trade residential model with similar average-ticket pricing and direct-to-consumer motion.
• Bone Dry Roofing: Midwest-headquartered residential and commercial roofing contractor with offices across multiple states. Operates in overlapping Great Lakes geography serving homeowners with similar asphalt and metal roofing offerings, comparable in business model to Werner's in-house crew approach.
• Aspen Contracting: National residential roofing, siding, and gutter contractor specializing in storm damage restoration. Directly comparable to Werner on residential exterior services, insurance-driven restoration work, and project-based revenue model.
• Sherriff Goslin Roofing: Michigan-based residential roofing contractor with multiple statewide offices offering asphalt shingle and metal roof repair and replacement. Highly comparable to Werner in geography, customer base (residential homeowners), service mix, and multi-location operating model.
• Mr. Roof: Residential roofing and exterior remodeling company operating across the Midwest with bundled roofing, siding, and gutter packages. Comparable multi-trade offering and direct-to-consumer sales motion targeting homeowners.
• Long Roofing: Residential roofing specialist with Mid-Atlantic and Midwest presence offering asphalt and metal roof replacement, repair, and financing options. Closely mirrors Werner's project-based, single-trade-lead residential exterior model.
• DaBella: Residential exterior home improvement company specializing in roofing, siding, and windows with regional offices and in-house installation crews. Comparable direct-to-consumer sales motion, multi-trade offering, and project-based revenue model.

Broad incumbents

• Tecta America: Largest U.S. commercial roofing contractor with growing residential footprint. Operates broadly across the same roofing category but primarily commercial; relevant as the dominant scaled incumbent in the broader roofing services space Werner competes within.
• Roofing Corp of America: PE-backed national roofing platform consolidating regional residential and commercial roofing operators. Functions as both a competitor and potential acquirer of Werner, representing the larger-scale incumbent Werner would compete with in any expansion scenario.

Emerging players

• Power Home Remodeling: Large-scale residential exterior remodeler offering roofing, siding, windows, and doors across multiple U.S. regions. Adjacent multi-trade category leader with bundled exterior packages that compete with Werner's cross-sell strategy at greater scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/wernerroofing
• LinkedInlinkedin.com/company/werner-roofing

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Werner Roofing