What Roofing Insights does

Roofing Insights, LLC is a private media and education platform serving the U.S. roofing industry, founded by Dmitry Lipinskiy and headquartered in Brooklyn Park, Minnesota. The company operates a content-first business built around independent product reviews, industry news, investigative reporting (including scam alerts), and homeowner-focused guidance. Its owned distribution includes a YouTube channel (147,000 subscribers), Facebook (96,000 followers), Instagram (37,000 followers), TikTok, a weekly newsletter, and a syndicated radio program ("Morning Brew with Homeowners" on AM1280 in Minnesota). Adjacent founder-built properties extend the ecosystem: Roofing School delivers hands-on contractor training, the Roofing Process Conference runs as an annual industry event, and Directorii operates a vetted-contractor marketplace backed by a $30,000 guarantee. A free Roof Cost Calculator supports top-of-funnel lead capture.

The business model is best characterized as media-plus-marketplace with adjacent services. Homeowners access roofing guidance and contractor recommendations at no cost, while monetization comes from (1) paid one-on-one consultations with the founder (30- and 60-minute sessions booked via Calendly), (2) paid 2-day in-person workshops for contractors (processed via Stripe), (3) affiliate and referral revenue from a network of roughly 15 partner brands and service providers (including BEM Direct, JobNimbus, HOOK Agency, Work Ninjas, GoNano, and IKO), and (4) content sponsorship from roofing manufacturers, claimed to be independent of editorial coverage. Two customer segments are explicitly served: homeowners seeking trustworthy contractors and roofing materials, and roofing contractors seeking business education, product information, and lead generation. A third, lower-priority segment consists of roofing brands and manufacturers seeking visibility through editorial coverage and sponsorships.

The company is founder-operated with no disclosed institutional funding, no parent company, and no subsidiaries. Reported employee count is 11–50, and leadership consists of a single named executive (Dmitry Lipinskiy). Revenue is not publicly disclosed. Operationally, Roofing Insights functions as a niche vertical media brand with an integrated marketplace and event layer, dependent on its founder's personal brand and production capacity as both creative engine and primary revenue channel for higher-value services.

Name

Roofing Insights

Legal name

Roofing Insights LLC

Website

https://roofinginsights.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Roofing Insights is a private U.S. media and education platform serving the roofing industry, founded by Dmitry Lipinskiy in Minnesota. It provides independent product reviews, contractor-vetting services via Directorii, contractor education through Roofing School, and the annual Roofing Process Conference for homeowners and roofing contractors.

Ownership category

akta.pro rank

Product category

Roofing Industry Media and Education

NAICS

Roofing Contractors (23816), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)

SIC

Asphalt Paving & Roofing Materials (2950), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Roofing (EDAOAAAD)

akta.pro secondary industries

Roofing Materials Retail (Shingles, Underlayment, Flashing) (CRAIAEAC), Roof Installation & Replacement (HSAPAKAA)

Keywords

• Roofing industry media
• Contractor verification
• Roofing product reviews
• Homeowner roofing guidance
• Roof cost estimation

Headquarters

HQ city

Brooklyn Park

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Paid Consultations: 30-minute and 60-minute consultation calls with founder Dmitry Lipinskiy for business advice
2. Workshops: 2-day hands-on workshops for contractors looking to grow their businesses
3. Referral/Partner Revenue: Revenue from recommending roofing brands, contractors on Directorii platform, and partner affiliations
4. Advertising/Sponsorship: Content sponsorship from roofing manufacturers while maintaining editorial independence

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Roofing Insights operates a roofing-industry media and education platform that publishes product reviews, news, investigative reports, and how-to content for contractors and homeowners. It offers a free Roof Cost Calculator, a free homeowner service that recommends vetted contractors, and paid founder consultations and workshops; it also operates affiliated ventures (Roofing School, Roofing Process Conference) and the Directorii contractor-matching platform backed by a $30,000 guarantee.

Product overview

Roofing Insights operates as a unified media and education platform for the roofing industry, combining content, tools, and marketplace services. The core offering includes editorial content (product reviews, news, investigative reports) delivered through the Roofing Insights Platform, complemented by practical tools like the Roof Cost Calculator. Related ventures extend the ecosystem: Roofing School provides contractor education, the Roofing Process Conference facilitates industry events, Directorii connects homeowners with vetted contractors backed by a $30,000 guarantee, and Morning Brew with Homeowners delivers radio/podcast content. Together these products serve both roofing professionals seeking business growth resources and homeowners requiring guidance on products and contractor selection.

Differentiator

Problem solved

Functional benefit

Products and services

• Roofing Insights Media Platform A media content platform providing roofing product reviews, industry news, investigative reporting, scam alerts, how-to guides, and business guidance for roofing contractors and homeowners.
• Roof Cost Calculator A free web-based tool that analyzes a homeowner's address and local market data to deliver a personalized roofing cost estimate in minutes, with no sign-up or sales calls required.
• Directorii A platform connecting homeowners with vetted, pre-screened contractors (with background and credit checks), backed by a $30,000 guarantee on every project.
• Roofing School A hands-on educational program for contractors seeking to grow their roofing businesses through practical, in-person training and guidance.
• Roofing Process Conference An annual industry conference bringing together roofing professionals for networking, education, and business development opportunities.
• Morning Brew with Homeowners A weekly radio program on AM1280 The Patriot in Minnesota, hosted by Dmitry Lipinskiy, covering roofing topics for homeowners.
• Contractor Matching Service A free service that connects homeowners with recommended contractors based on Roofing Insights' evaluation process (not paid placement), with no obligation to use the recommended roofer.
• Paid Founder Consultations (30-minute and 60-minute) Paid one-on-one consultation calls with founder Dmitry Lipinskiy, offered in 30-minute and 60-minute durations and booked via Calendly, for contractors seeking business advice.
• 2-Day Workshop A pay-as-you-go, in-person 2-day workshop for contractors looking to grow their roofing businesses, purchased via Stripe checkout.

Quantifiable outcome

• Trusted by 10,000+ homeowners nationwide
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

14 partnerships are on record, tiered minor.

• Raindrop Pro Gutter GuardminorGTM or Marketing PartnerRecommended brand for gutter guard systems. Raindrop allows micro debris into the gutter along with water, which flushes through the system.
• The Catch-All SystemminorGTM or Marketing PartnerJobsite branding and protection system for debris and property damage during roof replacement. Becoming industry standard.
• IKOminorGTM or Marketing PartnerGlobal roofing and related products manufacturer. Pioneer and leader in the industry. Participated in shingle testing events.
• BEM DirectminorGTM or Marketing PartnerDirect marketplace for roofing accessories creating supply channels between factories and roofing contractors. Referenced for purchasing supplies.
• HOOK AgencyminorGTM or Marketing PartnerGoogle-specialized marketing agency for roofers. 30+ person team with 4.9 rating and 150+ five-star reviews.
• Salty's MediaminorGTM or Marketing PartnerFacebook ads and lead generation services for home improvement businesses.
• Work NinjasminorGTM or Marketing PartnerVirtual staffing services specifically for contractors. Supports lead management, supplements, production, estimating, accounting, CRM, collections, and customer communication.
• GoNanominorGTM or Marketing PartnerNanotechnology-based roof preservation product designed to extend shingle roof lifespan by 10-15 years.
• Chad T. Wilson Law FirmminorGTM or Marketing PartnerLaw firm fighting for property owners facing denied or underpaid insurance claims. Handles residential and commercial claims on no recovery, no fee basis.
• The Roof StoreminorGTM or Marketing PartnerOnline bulk roofing supplies with warehouses in Texas, California, and Georgia.
• Estimate ExpertsminorGTM or Marketing PartnerNationwide estimates for insurance claims and construction projects, both commercial and residential.
• Contractor Supplement SolutionsminorGTM or Marketing PartnerStorm damage repair consultants helping contractors with insurance supplements and claims.
• Blue Collar Media GroupminorGTM or Marketing PartnerVideo production services tailored for businesses looking to elevate their brand and online presence.
• DOPE MarketingminorGTM or Marketing PartnerAll-in-one print and marketing solutions SaaS company with in-house print shop for direct mailing across the US.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• BuildZoom: Online marketplace that matches homeowners with general contractors using permit and background data. Comparable to Directorii as a vetted-contractor marketplace, with a similar emphasis on quality screening rather than paid placement.
• RoofingCalc.com: Online roofing cost estimation resource for homeowners. Directly comparable to Roofing Insights' Roof Cost Calculator, addressing the same top-of-funnel question of 'how much will my roof cost?' with a tool-first experience.
• Roofing Contractor Magazine: The leading trade publication serving professional roofing contractors, with editorial coverage of products, business management, and industry trends. Most direct trade-media peer to Roofing Insights for the contractor-facing content side of the business.

Broad incumbents

• Angi (formerly Angie's List): A national home-services marketplace connecting homeowners with vetted contractors across categories including roofing. Highly comparable to Roofing Insights/Directorii because both monetize the homeowner-to-roofer matching flow, though Angi operates at vastly larger scale and across many trades.
• Thumbtack: Marketplace connecting consumers with local professionals across many categories, including roofing. Overlaps with Directorii as a contractor-discovery platform, though Thumbtack's breadth dilutes its roofing-specific authority compared to Roofing Insights.
• Houzz: A home design and remodeling platform with a pro directory, marketplace, and editorial content. Overlaps with Roofing Insights as both a homeowner education/destination brand and a marketplace that connects consumers with contractors.
• HomeAdvisor: A leading home-services lead-generation platform owned by Angi Inc. Comparable to Directorii as a contractor-matching marketplace, with overlapping audiences of homeowners seeking roofing and other home-improvement services.
• BobVila.com: Long-standing home-improvement media brand with product reviews, how-to content, and contractor guidance. Comparable to Roofing Insights as a content-driven trust authority that influences homeowner purchasing decisions in the home-services space.
• This Old House: Iconic home-improvement media brand spanning editorial, video, and a contractor referral network. Directly comparable to Roofing Insights' media-plus-referral model, though it covers all home categories rather than specializing in roofing.

Emerging players

• HOOK Agency: A digital marketing agency specialized in roofing contractors (Google, SEO, lead-gen). Comparable as a partner and adjacent service in the same roofing-prosumer ecosystem that Roofing Insights serves, and explicitly listed as a Roofing Insights partner.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCnmkHtZ2BKVutgi2Ogk9RIQ
• Facebookfacebook.com/roofinginsights
• Instagraminstagram.com/roofinginsight
• TikToktiktok.com/@dmitrylipinskiy
• Xx.com/roofinginsights

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 Roofing Insights