AD Greenroof LLC

What AD Greenroof LLC does

AD Greenroof LLC is a privately held, owner-operated green roof consulting firm founded in 2002 by Angie Durhman and headquartered in Minneapolis, Minnesota. The firm specializes in horticultural, aesthetic, and water-tight design considerations for sustainable vegetated roof systems, serving building owners, architects, landscape architects, facility managers, municipalities, and roofing contractors across the United States. Core offerings include project design consulting, specifications writing and compliance review, project oversight, expert sales presentations, and a proprietary maintenance program called GREENFORMATION® (registered trademark) that delivers customized recurring maintenance schedules, technician instructions, and warranty compliance reports. The firm has created approximately 60 acres of vegetated roofing since 2002 spanning extensive, native, semi-intensive, urban rooftop farm, slope, and intensive roof types, with signature projects including the Target Center Arena (113,000 sq ft, 2009) and the Guardian Building BioSolar roof (3,200 sq ft, 2020). Business model is a mix of one-time professional services consulting fees and recurring maintenance subscriptions, delivered via direct enterprise sales with quote-based pricing, free one-hour education sessions at architecture firms as top-of-funnel, and thought-leadership-driven brand building through industry conferences, trade publications, and social media. The firm is certified WBE, DBE, and SBE, providing access to government and supplier-diversity procurement channels.

Name

AD Greenroof LLC

Legal name

AD Greenroof LLC

Website

https://adgreenroof.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

AD Greenroof LLC is a Minneapolis-based owner-operated consulting firm founded in 2002 that specializes in horticultural design, project oversight, and recurring maintenance (GREENFORMATION®) for sustainable vegetated roof systems, serving building owners, architects, municipalities, and contractors across the United States.

Ownership category

akta.pro rank

Product category

Green Roof Consulting Services

NAICS

Landscape Architectural Services (541320)

akta.pro primary industry

Roof-Mounted Systems Integration (PV, Green Roofs, Roof Gardens, Snow Guards) (IMAFAMAI)

akta.pro secondary industries

Sustainable/Green Building & LEED Consulting (BPAHAKAG), Solar Roofing & Roof-Mounted PV Systems (IMADAFAO)

Keywords

• Green roof consulting
• Vegetated roof systems
• Green roof maintenance
• Sustainable roofing design
• Stormwater retention roofs

Headquarters

HQ city

Minneapolis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Green Roof Consulting Services: Consulting fees for green roof design, project oversight, specifications writing and reviewing for compliance, and expert sales presentations and technical bulletins. One-time professional service engagements.
2. GREENFORMATION® Maintenance Programs: Long-term horticultural maintenance programs for vegetated roof systems to comply with warranties. Includes annual schedules, technician instructions, and detailed compliance reports. Recurring service revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels9 records

Core offering

AD Greenroof LLC provides professional consulting services for sustainable vegetated (green) roof systems, including green roof design, project oversight, specifications writing and reviewing for compliance, funding recommendations, and expert sales presentations. The firm also delivers the proprietary GREENFORMATION® preservation and restoration maintenance program, which creates customized maintenance schedules, technician instructions (Weedinars), and detailed warranty compliance reports for any living roof system in the US.

Product overview

AD Greenroof LLC offers two core service offerings: Consulting Services and GREENFORMATION®. Consulting Services provides professional expertise in horticultural, aesthetic, and water-tight considerations for sustainable roof systems, including green roof design, project oversight, specification writing and reviewing, funding recommendations, and expert sales presentations. GREENFORMATION® is a proprietary preservation and restoration program that delivers customized maintenance programs to ensure warranty compliance, annual scheduling, technician instructions, and detailed reporting. The company specializes in unique project goals including Hybrid stormwater, Agricultural, BioSolar, and Budget-friendly solutions, and has completed approximately 60 acres of vegetated roofing across the country since 2002.

Differentiator

Problem solved

Functional benefit

Brands

• Greenformation®: A preservation and restoration program for living roofs that creates customized green roof maintenance programs to comply with warranties, anywhere in the US.

Products and services

• Consulting Services Professional consulting services specializing in horticultural, aesthetic, and water-tight considerations for sustainable roof systems. Includes green roof design, project oversight, specifications writing and reviewing for compliance, recommendations for project funding, expert customized sales presentations, and technical bulletins. Serves architects, building owners, facility managers, municipalities, and contractors.
• GREENFORMATION® Preservation and Restoration Maintenance Program A customized preservation and restoration maintenance program specific to living roofs. Creates compliance maintenance programs, communicates annual schedules for contractors, facility managers, and building owners, distributes instructions to maintenance technicians (including Weedinars), and supplies detailed reports as required by specifications and warranties. Available anywhere in the US for any system type.

Quantifiable outcome

• Stormwater retention: up to 96% of storm water retained/detained, reducing municipal storm-water system stress
• +4 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• Hanging GardenscoreStrategic or Co-development PartnerHanging Gardens partnered with AD Greenroof on the Guardian Building BioSolar project in St. Paul, MN (2020), contributing to the biodynamic rooftop design alongside AWH Architects, Sustology, and SunDial Solar.
• SustologycoreStrategic or Co-development PartnerSustology served as a consultant on the Guardian Building project in St. Paul, collaborating with AD Greenroof on the BioSolar dynamic roof design (2019-2020).
• SunDial SolarcoreTechnology or IntegrationSunDial Solar partnered with AD Greenroof on the Guardian Building project to achieve a biodynamic, energy-producing rooftop through the integration of solar and vegetated roof technologies (BioSolar).

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Tremco Roofing and Building Maintenance: National roofing manufacturer and services provider offering sustainable and vegetative roofing systems within a much broader commercial roofing portfolio. Represents the broad-incumbent competitive set that increasingly absorbs green roof scopes from niche consultancies.
• American Hydrotech: Manufacturer of vegetated roof assemblies and waterproofing membranes with a long-standing Garden Roof® product line. Operates as a broader portfolio incumbent that AD Greenroof often interfaces with as a specifying consultant on the same projects.
• Sika Sarnafil: Major roofing membrane manufacturer whose single-ply systems underpin many vegetated roof installations. Operates as a broader incumbent across commercial roofing with adjacent exposure to the green roof category AD Greenroof serves.

Direct peers

• LiveRoof: Pre-vegetated modular green roof system provider serving commercial, institutional, and residential projects across North America. Competes with AD Greenroof in the green roof design/specification and maintenance ecosystem, often as a product/system counterpart in the same projects.
• Columbia Green Technologies: US manufacturer and supplier of vegetated roof systems, including extensive, semi-intensive, and BioSolar/biodiverse configurations. Direct comparable in green roof typologies served, including the BioSolar hybrid category where AD Greenroof has reference work.
• Xero Flor America: Supplier of pre-grown vegetative green roof mats and systems used on extensive and semi-intensive projects throughout the US. Comparable to AD Greenroof in the system/typology domain and overlapping in specifying and supporting vegetated roof projects.
• Greenrise Technologies: Full-service green roof and stormwater management contractor providing design, installation, and maintenance across the US East Coast and beyond. Comparable consulting-plus-delivery scope and competing for similar institutional and developer project pipelines.
• Hanging Gardens: Green roof design, installation, and horticulture firm confirmed as a strategic partner on the Guardian Building BioSolar project. Overlaps directly with AD Greenroof in design consulting, project oversight, and hybrid vegetated/solar system delivery for the same client base of architects, building owners, and developers.
• Roofmeadow: Design-build green roof contractor offering vegetated roofing design, installation, and maintenance services. Overlaps with AD Greenroof across the consulting-plus-maintenance continuum and competes for the same architect/owner relationships.

Regional players

• Sempergreen (Semper Green): European-origin green roof systems provider with North American distribution; competes in the same vegetated roof typologies as AD Greenroof (extensive, semi-intensive, biodiverse) but is primarily a product/system supplier rather than a design consultant.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/pages/AD-Greenroof-LLC/143479265806487
• LinkedInlinkedin.com/company/ad-greenroof-llc
• Instagraminstagram.com/adgreenroof

Compliance3 records

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 AD Greenroof LLC