What Bright Green Roof does

Bright Green Roof is a privately held North American roof preservation company founded in 2019 by Joel Lamont. The company develops and distributes a plant-based shingle preservation treatment that is a 100% active, USDA Certified Biobased product designed to replenish the bitumen within aging asphalt shingles, extending shingle life by up to ten years per application, restoring color, and improving moisture, UV, wind, and fire resistance. The treatment can be applied up to three times over the life of a roof and is positioned as a roughly 80% cheaper alternative to full roof replacement.

The company does not sell directly to consumers. Instead, Bright Green Roof operates an asset-light dealer model in which independent entrepreneurs purchase exclusive territorial rights and receive training, equipment, marketing materials, branded websites, and a digital advertising system to deliver the service to residential homeowners in their territory. The network had expanded to more than 60 dealerships across 100+ locations spanning six US regions and seven Canadian provinces by 2024, with no royalty fees charged to dealers and a stated path to dealer profitability sometimes within 30 days.

Bright Green Roof Inc. is incorporated in Ontario, Canada, with a regional sub-brand (Toit Vert Vif Inc.) operating in Quebec. The company is founder-controlled, has no disclosed institutional funding, and is led by Joel Lamont (Founder and Chief of Staff) and Rob Citron (President and CEO), supported by VPs covering dealer growth, sales operations, and information technology. The company partners with One Tree Planted to plant a tree for every roof preserved, an environmental positioning that underpins the brand's value proposition around reducing the 13 million tonnes of annual asphalt shingle landfill waste in North America.

Name

Bright Green Roof

Legal name

Bright Green Roof Inc.

Website

https://brightgreenroof.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Bright Green Roof distributes a USDA Certified Biobased shingle preservation treatment through an exclusive North American dealer network, serving residential homeowners as a low-cost alternative to asphalt roof replacement.

Ownership category

akta.pro rank

Product category

Roof Preservation Services

NAICS

Roofing Contractors (23816)

SIC

Services-Miscellaneous Repair Services (7600), Asphalt Paving & Roofing Materials (2950)

akta.pro primary industry

Shingle Roof Repair & Replacement (Asphalt/Composite) (HSAGAKAB)

Keywords

• Roof preservation services
• Shingle rejuvenation treatment
• Biobased roof coating
• Asphalt shingle restoration
• Roof maintenance solutions

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Shingle Preservation Treatment Services: Revenue is generated through one-time service applications of the shingle preservation treatment to residential homeowners. The service is sold and delivered through a network of independent dealers who operate in exclusive territories across North America. Each treatment can extend roof life by up to 10 years and can be applied up to three times per roof.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Bright Green Roof sells and applies a USDA Certified Biobased Shingle Preservation Treatment that is sprayed onto existing asphalt shingle roofs to replenish lost bitumen, extend roof life up to 10 years per application, restore original shingle color, and improve weather, UV, and fire resistance. The service is delivered by independent territorial dealers to residential homeowners across North America, and is positioned as an eco-friendly alternative costing roughly 80% less than full roof replacement.

Product overview

Bright Green Roof operates as a single unified product offering centered on its Shingle Preservation Treatment Solution, supplemented by a Dealer Program for franchise-style business expansion. The core product is a USDA Certified Biobased roof preservation treatment that replenishes asphalt shingle bitumen, extending roof life by up to 10 years. The company distributes through a dealer network across North America rather than selling directly to consumers.

Differentiator

Problem solved

Functional benefit

Brands

• Toit Vert Vif Inc. Regional dealer brand operating in Montérégie and Estrie regions of Quebec, Canada under the Bright Green Roof franchise model.

Quantifiable outcome

• Extends shingle life by up to 10 years per application
• +4 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• One Tree PlantedminorStrategic or Co-development Partner · 1 January 2022In 2022, Bright Green Roof partnered with One Tree Planted, a tree planting organization. The partnership aims to plant one tree for every roof preserved by the company each year. Bright Green Roof is proud to have sponsored the planting of over 1,000 trees in 2023. This environmental partnership reinforces the company's sustainability mission and provides tangible environmental impact for each service performed.

Scale indicators6 records

Recent moves3 records

Expansion highlights5 records

Others

• Angi (formerly Angie's List): A leading home-services lead-generation platform that connects homeowners with roofing and maintenance contractors; relevant as a customer acquisition channel for BGR dealers and as a competitive marketplace where homeowners compare service providers.

Broad incumbents

• Neighborly (formerly Dwyer Group): A large franchisor of home services brands with proven dealer recruitment and franchise support infrastructure that competes for the same entrepreneurial dealer talent BGR is recruiting.
• CertainTeed: A major asphalt shingle manufacturer (part of Saint-Gobain) with established contractor networks; could launch rejuvenation/coating programs that compete with BGR's dealer offerings.
• GAF: North America's largest asphalt shingle manufacturer with extensive contractor relationships and the resources to develop and distribute competing roof-treatment or rejuvenation products through its existing channels.
• Owens Corning: A leading asphalt shingle manufacturer with deep R&D resources and a national contractor base; a likely potential entrant into the shingle rejuvenation/coating category that competes with BGR.
• Bone Dry Roofing: A multi-state residential roofing contractor offering roof repair, replacement, and maintenance services across the Midwest and Southeast — directly adjacent services to BGR's preservation offering and a potential acquirer or competitor.
• ServiceMaster: A large franchisor of home services (restoration, cleaning, maintenance). Its franchise infrastructure and brand portfolio represent both a comparable GTM playbook for BGR and a potential aggregator of roofing-adjacent services.

Direct peers

• Shingle Rejuvenators of America: A national shingle rejuvenation franchise that applies treatment to extend asphalt shingle life, directly competing with Bright Green Roof for the same residential customer segment and franchise dealer pool.
• Roof Maxx: Roof Maxx is the most direct competitor to Bright Green Roof, offering a soy-oil-based shingle rejuvenation treatment applied by a national dealer network to extend asphalt shingle life. It competes head-to-head on the same value proposition (life extension, lower cost than replacement) and similar GTM (independent dealers).
• Rejuvenate Roof: An emerging regional shingle rejuvenation service that applies oil-based treatments to aging asphalt roofs, competing with Bright Green Roof's biobased approach in overlapping US markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC0-FcL2xeOQ20Cu1NW_17OQ
• Facebookfacebook.com/BrightGreenRoofNorthAmerica
• Instagraminstagram.com/brightgreenroofnorthamerica
• LinkedInlinkedin.com/company/bright-green-roof

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Bright Green Roof