ROOFR

Ryan Clabby founded Roofr in 2018 after spending time close to the home services industry and seeing firsthand how primitive the quoting process was for roofing contractors. The typical roofing estimator spent an hour measuring a roof manually, another hour building the estimate, and often lost the job to a competitor who was faster.

The insight was straightforward: satellite imagery data already existed at high enough resolution to measure roof pitches, areas, and geometry accurately. The software layer to make that data useful for contractors just hadn't been built yet.

Clabby built it. The early product was simple — input an address, get a roof measurement, build a proposal.

Contractors who tried it didn't go back to the old way.

Roofr charges roofing contractors a monthly subscription to access its platform. The core value is instant, satellite-based roof measurements — which are accurate enough that many contractors use them as the basis for final quotes without ever setting foot on the roof.

The platform also includes proposal tools, a CRM for tracking leads and jobs, and material ordering. On top of the contractor subscription, Roofr runs a homeowner marketplace where people looking for roofing work can find and connect with local contractors on the platform.

The marketplace creates a supply-and-demand flywheel: more contractors make the directory better for homeowners, which brings more leads, which attracts more contractors.

Roofr Measurements is the flagship — enter an address, and the platform returns detailed roof data (area, pitch, facets) drawn from aerial and satellite imagery, typically within minutes. Roofr Proposals lets contractors build branded, professional quotes directly from the measurement data with material options, pricing, and digital signatures.

Roofr CRM manages the full sales pipeline from lead to signed contract. Roofr Materials connects contractors to roofing supply distributors for price comparisons and ordering.

The homeowner-facing marketplace lets property owners search for and contact vetted roofing contractors in their zip code.

Roofr grew almost entirely through contractor word of mouth. Roofers are a tight-knit community — they attend the same trade shows, follow the same industry influencers, and talk to each other on Facebook groups and forums.

When one contractor found a way to quote jobs 10x faster, they told their friends. Roofr invested heavily in this community loop, sponsoring industry events and building educational content for roofing businesses.

The company also leaned into a freemium model for roof measurements — letting homeowners and contractors get basic measurements without a subscription — to build awareness and top-of-funnel activity before converting users to paid plans.

The roofing industry is notoriously resistant to software adoption. Most roofing companies are small — two to ten people — with owners who learned the business on jobsites, not computers.

Convincing them to pay a monthly software subscription and change their workflow is a slow, education-heavy sell. Roofr's other structural challenge is weather dependency: roofing is seasonal in most U.S.

markets, which means contractor spending patterns are lumpy and customer retention is tested every winter. The competitive landscape is also heating up — other field service software platforms and roofing-specific tools have followed Roofr into the market.

Bessemer Venture Partners led Roofr's $41 million Series B in August 2023 — a significant endorsement from one of the most respected enterprise SaaS investors in the business. Bessemer has a long track record of backing vertical SaaS companies that serve legacy industries — Procore (construction), Veeva (pharma), Toast (restaurants) — which means Roofr fits squarely in their pattern of recognition.

Earlier investors include Y Combinator, where Roofr went through the accelerator program, and a set of seed-stage investors who backed the early product before the satellite measurement technology had been fully validated.