What ICON Restoration Services does

ICON Restoration Services is a privately held, full-service disaster restoration and reconstruction company headquartered in Rochester Hills, Michigan, founded in 2005 (described as serving Southeast Michigan for 15+ years). The company provides 24/7 emergency response and end-to-end recovery for residential and commercial property owners facing fire, water, storm, and mold damage across Southeast and Mid-Michigan, anchored by three physical locations (Rochester Hills HQ, Rockwood/Downriver, and Lansing). Its service portfolio spans Fire & Smoke Restoration, Water Damage Restoration & Mold Remediation, Storm Damage Repair, Contents Restoration, Insurance Claims Consulting, and Custom Building & Reconstruction, and it reports 5,000+ completed projects, 20+ fire department referral partnerships, and $50M+ in cumulative managed insurance claims.

ICON's operational platform is built around IICRC-certified technicians using industrial-grade equipment (truck-mounted extractors, commercial dehumidifiers, HEPA filtration, ozone/hydroxyl deodorization systems) and the Xactimate insurance estimating platform. Distinctive technical components include HAAG-certified drone roof inspection, infrared thermal imaging moisture detection, a climate-controlled contents restoration facility with barcoded inventory, and IICRC S500-conformant structural drying workflows. Work is delivered under IICRC, HAAG, Infrared, and Licensed Michigan Builder credentials, with the company claiming a 98% supplemental claim approval rate and 30-day average claims resolution time.

The business model is professional services revenue billed primarily to homeowners insurance carriers, with customers typically paying only their deductible. Distribution is event-driven and multi-channel: 24/7 phone-driven intake (844-677-FIRE), programmatic local SEO across 50+ Michigan communities, fire-department referral partnerships, and direct insurance carrier billing via Xactimate. The company is led by partners Luke Micakovic (CEO) and Samantha LaMacchia (COO) with Sam Mada as Operations Manager, and is privately funded with no external investors disclosed.

Name

ICON Restoration Services

Legal name

ICON Restoration & Construction

Website

https://iconrestores.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

51–100 employees

Short description

ICON Restoration Services is a Southeast and Mid-Michigan disaster restoration company providing 24/7 fire, water, storm, mold, and contents restoration plus custom rebuilding and insurance claims consulting for residential and commercial property owners, billed directly to insurance carriers across three Michigan offices.

Ownership category

akta.pro rank

Product category

Disaster Restoration Services

NAICS

Services to Buildings and Dwellings (5617)

SIC

Services-Miscellaneous Repair Services (7600)

akta.pro primary industry

Emergency Mitigation & Site Stabilization (Board-Up, Tarping, Water Extraction) (HSAPAOAA)

akta.pro secondary industries

Interior Rebuild & Finishing (Drywall, Flooring, Paint, Trim) (HSAPAOAI), Code Compliance, Permitting & Inspections (Rebuild) (HSAPAOAK), Insurance Claims Estimation, Documentation & Managed Repair (HSAPAOAL), Mechanical, Electrical & Plumbing (MEP) Restoration & Replacement (HSAPAOAJ), Post-Disaster Reconstruction Cleaning (After Repairs) (HSAEADAI), Post-Incident Recovery, Damage Assessment & Restoration Coordination (BPABANAL)

Keywords

• Disaster restoration services
• Water damage restoration
• Fire damage restoration
• Mold remediation services
• Storm damage repair

Headquarters

HQ city

Rochester Hills

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance-Funded Restoration Services: Core revenue stream comes from restoration work (fire, water, storm, mold, contents, custom rebuild) billed directly to homeowners insurance carriers. Customers typically pay only their deductible for covered losses; ICON bills the insurer directly.
2. Insurance Claims Consulting: Claims consulting is provided FREE when ICON performs the restoration work; the consulting fee is embedded in the insurance settlement rather than charged separately to the homeowner. Supplemental claims secured roughly $50M+ in total managed claims value.
3. Emergency Board-Up & Mitigation Services: 24/7 emergency board-up, roof tarping, and property securing billed as a line item within the broader insurance claim. Typical costs range from $75–$200 per window to $500–$3,000+ for full-house board-up after fire, plus $150–$300 after-hours surcharges.
4. Custom Building & Reconstruction: Licensed Michigan builder providing full reconstruction, custom carpentry, and insurance-funded upgrades beyond pre-disaster condition. Generates revenue through construction contracts tied to insurance settlements.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels6 records

Core offering

ICON Restoration Services provides 24/7 emergency disaster recovery for residential and commercial properties across Southeast and Mid-Michigan, including fire and smoke restoration, water extraction and structural drying, mold remediation, storm damage repair, contents restoration, and full custom rebuild. The company operates a one-company delivery model that bundles emergency board-up, mitigation, contents pack-out, structural drying, mold prevention, claims consulting, and licensed builder reconstruction under a single accountable vendor, billing directly to the homeowner's insurance carrier.

Product overview

ICON Restoration Services is a single integrated disaster recovery provider — not a modular software platform — whose offering is delivered as a coordinated service portfolio rather than discrete products. The portfolio centers on six interlocking service lines: Fire & Smoke Damage Restoration, Water Damage Restoration & Mold Remediation, Storm Damage Repair, Contents Restoration Services, Insurance Claims Consulting, and Custom Building & Renovation, supplemented by Emergency Board Up Services available 24/7 through fire-department partnerships. All services are wrapped in a unified claims-consulting layer (Xactimate-certified, included free with restoration work), so that one company executes emergency board-up, contents pack-out, structural drying, mold remediation, full rebuild, and insurance advocacy end-to-end. Operations are anchored at three physical locations (Rochester Hills HQ, Rockwood/Downriver, Lansing) serving Oakland, Macomb, Wayne, Monroe, Ingham, and surrounding Southeast/Mid-Michigan counties.

Differentiator

Problem solved

Functional benefit

Products and services

• Fire & Smoke Damage Restoration 24/7 emergency fire restoration service covering board-up, smoke and soot cleanup, structural repair, deodorization (thermal fogging, ozone, hydroxyl systems), and contents pack-out for fire-damaged residential and commercial properties across Southeast Michigan.
• Water Damage Restoration & Mold Remediation 24/7 emergency water extraction, structural drying to IICRC S500 standards, infrared moisture mapping, and EPA-compliant mold remediation for burst pipes, basement floods, and category 1-3 water damage events.
• Storm Damage Repair 24/7 emergency storm response including roof tarping, HAAG-certified hail and wind damage inspection via drone, complete roof replacement, structural reinforcement, gutter and siding repair, and insurance scope preparation.
• Contents Restoration Services Professional pack-out, climate-controlled storage, specialized cleaning, deodorization (thermal fogging/ozone), and barcoded inventory tracking for furniture, electronics, documents, photos, and personal belongings damaged by fire, water, or mold.
• Insurance Claims Consulting Xactimate-certified adjuster inspections, scope of loss preparation, infrared/drone documentation, supplemental claim filing, and direct adjuster coordination with all major insurance carriers. Free when bundled with restoration work; bills through insurance settlement.
• Custom Building & Renovation Licensed Michigan builder offering full structural restoration, foundation/framing repair, MEP rough-in, custom carpentry, premium finish work, and post-disaster rebuilds coordinated by dedicated project managers.
• Emergency Board Up Services 24/7 same-day property securing service covering plywood window/door covering, roof tarping, structural bracing, debris clearing, and padlocking. Delivered through partnerships with Southeast Michigan fire departments and billed through insurance as a loss-mitigation expense.

Quantifiable outcome

• 100% claims success rate
• +7 more outcomes

Named customers2 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

Feature6 records

Partnerships

Eight partnerships are on record, tiered flagship, core and minor.

• Southeast and Central Michigan Fire DepartmentsflagshipGTM or Marketing PartnerICON Restoration is the emergency board-up partner for 20+ fire stations across Southeast and Central Michigan. Firefighters contact ICON via a dedicated 24/7 Fire Department Board-Up Line (844-677-FIRE) for after-hours property securing immediately after fires are extinguished. The partnership is publicly highlighted on the homepage and fire-restoration service page as a primary trust signal.
• IICRC (Institute of Inspection, Cleaning and Restoration Certification)coreStrategic or Co-development PartnerICON's water and fire restoration technicians hold active IICRC certifications, positioning ICON as a credentialed industry participant. IICRC's S500 drying standard is the framework ICON applies to structural drying work.
• HAAG EngineeringcoreStrategic or Co-development PartnerICON's inspectors are HAAG-certified for roof and exterior damage assessment, recognized by insurance carriers as the industry authority for hail and wind damage documentation.
• Infrared Thermal Imaging Certification BodycoreStrategic or Co-development PartnerICON is Infrared Certified for thermal imaging moisture detection, enabling hidden water-damage identification behind walls and under floors for insurance documentation.
• Insurance Carriers (4,950 partners; 30+ named)coreChannel Partner/ Reseller/ DistributorICON accepts all insurance providers and bills carriers directly so customers typically pay only their deductible. Works with all major insurance carriers as Xactimate-certified claims specialists, coordinating with adjusters and filing supplemental claims.
• Better Business Bureau (BBB)minorOthersICON is a BBB Accredited Business with an A+ rating, used as a customer-trust signal in website badges and on the reviews page.
• Rochester Hills Fire DepartmentflagshipGTM or Marketing PartnerICON maintains direct partnership with the Rochester Hills Fire Department, supporting faster on-scene coordination and after-hours emergency response within the city.
• Angie's ListminorOthersICON holds Angie's List Super Service recognition and uses the platform as a customer review and lead-generation channel.

Scale indicators18 records

Recent moves9 records

Expansion highlights7 records

Direct peers

• Servpro of Oakland County / Metro Detroit franchisees: Local SERVPRO franchise owners operating within ICON's core Southeast Michigan territory. These franchisees compete with ICON in fire, water, and storm response, and represent the most direct local competitors in Oakland, Macomb, and Wayne counties.
• Rainbow International Restoration: Neighborly brand franchise providing water, fire, and mold restoration services with insurance coordination. Overlaps directly with ICON's core services, customer base (residential and commercial property owners), and event-driven acquisition model.
• PuroClean: National franchise system focused on property damage restoration and remediation, with a heavy emphasis on water, fire, mold, and biohazard services. Competes with ICON for insurance-driven emergency restoration jobs, especially in suburban Michigan markets.
• 911 Restoration: Regional-to-national restoration franchise offering water, fire, mold, and sewage cleanup with insurance claim assistance. Direct comparable to ICON in service scope, response-time marketing, and direct-to-insurer billing approach.
• Steamatic: National restoration and cleaning franchise providing fire, water, and contents restoration services. Direct comparable to ICON in contents restoration, deodorization, and insurance-billed recovery services.
• ServiceMaster Restore: National brand under ServiceMaster providing fire and water damage restoration, mold remediation, and reconstruction. Direct peer to ICON in scope of services, insurance coordination, and event-driven GTM.
• Belfor Property Restoration: Global leader in disaster recovery and property restoration serving commercial and residential customers. Competes directly with ICON in fire, water, and storm restoration, and operates in Michigan via regional branches with comparable IICRC-certified crews and insurance-carrier billing infrastructure.
• Paul Davis Restoration: Franchise network specializing in residential and commercial restoration, including fire, water, mold, and storm damage with full reconstruction services. Operates with a comparable insurance-billing, single-source claims-to-rebuild model that mirrors ICON's value proposition.
• SERVPRO Industries: National franchisor of fire, water, mold, and storm restoration services with the largest franchise network in the U.S. Operates the same insurance-billed, event-driven business model as ICON, and competes head-to-head in Michigan for emergency restoration and reconstruction jobs.

Emerging players

• AdvantaClean: Growing franchise focused on water damage, mold remediation, and air quality services. Partial overlap with ICON — concentrates on moisture and indoor-air issues rather than full fire and rebuild — making it a niche competitor in water/mold sub-segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks1 record

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ICONRESTORES

Compliance6 records

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 ICON Restoration Services