Roofr
“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?”
Founded2016
HQSacramento, California, USA (with Canada presence)
FoundersRichard Nelson, Kevin Redman
Total raised$43.9M+ (pre-Series B); Series B raised 2025
Latest roundSeries B, January 2025
IndustryVertical SaaS / Construction
The story
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.
Product timeline
2016
Roofr founded by Richard Nelson and Kevin Redman· pivot
2017
Admitted to Y Combinator· pivot
2023
Raised $23.5M to build end-to-end roofing platform including CRM and Payments· banking
2023
Launched Roofr CRM; announced upcoming Payment Processing and Material Purchasing· banking
2024
Launched Roofr Payments (credit card & ACH) for US merchants· banking
2025
Series B led by TCV and ABC Supply; expanded CRM and embedded finance stack· banking
The stack
4 layers disclosed in Roofr’s embedded-finance stack
Money movement
in the full report
Lending
in the full report
Accounting
in the full report
Accounting gap: minor
8 more providers across 3 layers, with confidence-scored evidence and source URLs, are in the Embedded Finance Index report.