Roofr

Name: Roofr
Brand: Roofr
Rating: 4.7 (141 reviews)

🏡 We're Roofr [roof-er]. One software, all the tools you need to grow your roofing business.

Est 2015|Valuation $215M|Raised $65.4M|24 Ref Customers

LinkedIn 14K|Website|Web traffic 468K|FTEs 298|HQ San Francisco, California, US

MarketsCPQ Software (Configure, Price, Quote)Proposal & eSignature

Published Oct 15, 2026

01Common complaints

- When strict enterprise security/compliance proof is required - If procurement requires public SOC 2 Type II or ISO 27001 evidence and the organization cannot accept documentation under NDA or in-progress attestations, the vendor's limited public documentation may delay procurement. - When measurement accuracy is mission-critical and errors are costly - If pitch errors or facet inaccuracies materially affect labor pricing, safety, or dispute outcomes, buyers should validate measurement accuracy against incumbent providers and conduct sample comparisons before standardizing. - When best-in-class photo documentation and unlimited field media workflows are required - Organizations that rely on extensive photo/video capture and structured documentation for insurance supplements or change orders may prefer a dedicated media platform paired with a CRM. - When deep insurance restoration / supplement workflows are central - Buyers that require comprehensive supplement-building workflows used in claims-heavy restoration may find more depth in other roof-focused CRMs. - Measurement accuracy and pitch reliability (user-reported) - Multiple user reviews cite incorrect measurements, incorrect pitch, and periodic inability to measure pitch. - Imagery availability / rural coverage limitations - Users report limited or poor-quality imagery in some rural locations, impacting report deliverability and accuracy. - Pricing changes / perceived price escalation (user-reported) - Some users report historical price increases that affected perceived value. - Payments reliability concerns (isolated reports) - At least one severe review alleges prolonged payment functionality issues; buyers should validate payments and funding flows during trials. - Security/compliance transparency gap - Lack of publicly available SOC 2 or ISO certification documentation may slow enterprise procurement reviews.

Deal disqualifiers (what makes a poor fit)

Businesses that require highly defensible measurement accuracy for dispute resolution and are unwilling to perform field verification
Operations primarily in rural areas with limited imagery coverage
Organizations that require publicly available SOC 2 / ISO certifications as a mandatory procurement condition

02Why they buy

- Measurement-to-proposal workflow as an integrated path - The platform maps measurement outputs into branded proposals and estimates to streamline the quote process. - ABC Supply integration for pricing and ordering - The vendor provides an integration that enables quoting and ordering materials to select supplier branches, aligning pricing in proposals with supplier catalogs. - Marketed price point and turnaround options for measurement reports - The vendor advertises low per-report pricing and optional faster delivery tiers; total economics vary by subscription and volume. - Where competitors have advantages (balanced) - EagleView: long-established measurement provider with published accuracy studies and enterprise market penetration. - CompanyCam: specialized in large-scale photo capture and organization. - AccuLynx/JobNimbus: deeper CRM and production management maturity for contractors with complex operations.

Why customers chose Roofr over alternatives (themes across sources)

Lower per-report measurement pricing compared to some legacy providers.
Faster quote-to-proposal workflows from measurement to proposal.
Consolidation of multiple workflow steps into a single platform experience.

03Field reports

Review-platform summaries

G2 shows a high average rating among available reviews.
Capterra lists multiple reviews and reflects a solid above-average rating based on platform-provided data.
TrustRadius contains a limited sample with pricing information and a small number of reviews.

Direct quotes (positive and negative)

Positive example from a review: a user described detailed proposal template setup and vendor guidance through feature walkthroughs.
Vendor-curated testimonial language appears on the vendor site; these are vendor-provided quotes and not independently verified.
Negative examples from review platforms indicate concerns about mobile optimization, reported measurement inaccuracies (including pitch), and variable customer support consistency.

Community / social sentiment

Community discussions note a range of perspectives: some users prefer Roofr for a perceived modern UI and speed, while others cite pricing increases and limitations on imagery or photo allowances.

Why some customers left / considered leaving (churn drivers seen in reviews)

Pricing changes and perceived value drift.
Accuracy concerns (particularly roof pitch) and imagery availability in rural or complex areas.
Inconsistent support experiences in some cases, including billing and issue resolution.

Case Studies

- Vendor-published / partner-published examples - The vendor site includes customer anecdotes describing sales and revenue outcomes; these are vendor-provided case examples with limited methodological detail and should be treated with caution. - Supplier integration "case study" (ABC Supply) - A partner announcement describes an integration enabling quoting and ordering materials from within the platform; this is presented from the partner perspective and is not an independent ROI assessment. - Third-party PDF "case study" (LMRE) - A PDF case example describes the vendor's use of satellite imagery for instant estimates; methodology, sample size, and commissioning details are not fully documented in the material reviewed.

04Best fit

Company sizes

Strong fit (inferred from positioning and reviews):
- Small to mid-sized roofing contractors that need a lightweight CRM and quoting workflow with emphasis on speed-to-quote and close rate.
Potential fit:
- Larger contractors seeking standardized proposal and measurement workflows across multiple sales reps; validate scalability, reporting, and controls before enterprise-wide rollout.

Industries / verticals

Residential roofing contractors
Mixed residential/commercial contractors that rely on aerial measurement reports
Insurance adjusters and claims teams (some adoption reported)

Roles and personas

Decision makers: Owner/operator, General Manager / Operations Manager, Sales Manager
End users: Sales representatives, Estimators, Office administrators

Pain points the product addresses

Reducing initial site visits and on-roof measurements for estimates
Faster proposal generation and standardized presentation
Reducing administrative handoffs by consolidating measurement, proposal, ordering, and invoicing workflows

Qualification criteria (what makes a strong fit)

Organizations that quote many standard residential roofs where aerial imagery is generally sufficient
Teams that prioritize a consolidated workflow from measurement through invoice and payment
Contractors that use ABC Supply and benefit from integrated pricing and ordering

05The pitch

What the product does (core value proposition in objective terms)

- Roofr is a roofing workflow platform that combines: - Aerial/DIY roof measurement reports - An instant estimating / lead-capture widget (Instant Estimator) - Proposal and contract creation with e-signature - Job tracking with CRM-style job board features - Material ordering via supplier integrations - Invoicing and payments - The primary value proposition is consolidating tools a contractor might otherwise purchase separately (measurement provider, proposal tool, CRM, payment tools) while reducing time spent on on-site measuring and administrative handoffs.

Target market and market positioning

Primary buyers appear to be residential roofing contractors (small-to-mid sized) seeking faster estimates and a consolidated workflow; there is also adoption among larger contractors and insurance adjusters according to third-party reporting.
Positioning is as an integrated roofing software and CRM designed for roofing businesses, with emphasis on measurement turnaround time, usability, and vendor support responsiveness.

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