“Can a vertical CRM own the entire operating and financial workflow of a roofing business — from lead capture to measurements to payments to consumer financing?”
Roofr was founded in 2016 by a third-generation roofer to sell instant online roof estimates. After YC (2017), the company pivoted from a homeowner-facing marketplace into a vertical SaaS CRM for roofing contractors, layering measurement reports, proposals, invoicing, and embedded payments on top. Since 2023 the strategic focus has been becoming the operating and financial system for roofing businesses — adding embedded credit-card/ACH payments (via Stripe and Payabli), a QuickBooks accounting integration, and a GoodLeap consumer-financing integration.
Roofr processes payments through Stripe and Payabli. Disclosed money-movement rails: ACH.
Roofr's lending and capital products are provided by GoodLeap.
Roofr integrates with QuickBooks Online, Zapier, CompanyCam, Google Calendar and Gmail.
The Embedded Finance Index 2026 maps 4 layers in Roofr's stack: Payments / PSP (Stripe and Payabli); Money movement (ACH); Lending (GoodLeap and GoodLeap consumer financing integration (for homeowners financing roof replacements)); Accounting (QuickBooks Online, Zapier, CompanyCam, Google Calendar and 1 other).
Roofr was founded by Richard Nelson and Kevin Redman and is founded in 2016, headquartered in Sacramento, California, USA (with Canada presence).
Roofr has raised $43.9M+ (pre-Series B); Series B raised 2025 in total (latest round: Series B, January 2025).
Get a read on where your own stack stands against Roofr and the rest of its category — what they built versus bought, which providers they use, and where the gaps in your own strategy and competitive set actually are.