What Roofr changed

• New Pricing Tiers: Introduced a four-tier structure: Starter ($0), Measure+ ($109), Essentials ($249), and Scale ($349).
• Unlimited Users: All plans now include unlimited team seats, moving away from per-seat restrictions.
• AI Receptionist Add-on: Launched a new $99/mo AI tool to handle calls, bookings, and quotes.
• Instant Estimator & Sites: These features are now positioned as paid add-ons ($149/mo and $99/mo respectively) rather than just core features.
• Measurement Discounts: Paid plans now unlock $13 roof reports (down from $19) and faster 2-hour delivery guarantees.
• Feature Gating: Advanced CRM features like QuickBooks integration, profit margins, and crew management are now locked behind the "Scale" tier.

The competitor has shifted from a simple tool to a structured platform with four distinct tiers and new high-value add-ons. This allows them to capture both small contractors and large enterprises while increasing their revenue per user through AI and lead generation tools.

• Added a new QuickBooks Online integration (currently in Beta) to sync invoices and payments.

• Launched a "Work Orders" feature to document job scope, materials, and crew payments.

• Introduced a "PDF Signer" tool to make any document signable within the platform.

• Added new supplier integrations with QXO and SRS Distribution.

• Updated the measurement report delivery tiers: 2 hours for paid plans and 24 hours for free plans.

• Heavily emphasized their "free, unlimited training" to contrast with competitors who charge $2,000+ for implementation.

• Expanded the CRM feature list to include Job Costing, Task Automations, and SMS texting.

• Removed all product descriptions for the CRM, Instant Estimator, and Measurement Reports.

• Removed all "Get Started," "Talk to Sales," and "Pricing" navigation links.

• Added a detailed biography of CEO Richard Nelson and the company’s history with Y Combinator.

• Added a massive "Our Team" section listing dozens of employees by name and title.

• Added a dedicated "Our Investors" section featuring logos of venture capital firms.

• Removed customer case studies and the FAQ section from the main view.

The platform is moving from a simple measurement tool to a full business operating system. By adding accounting sync and crew management, they are making it harder for customers to switch to other software.

The website has shifted from a sales-focused homepage featuring tools and pricing to a company-focused page highlighting the founder's story, the team, and investors. This could signal a temporary site error, a major rebranding phase, or a shift toward building brand authority over direct lead generation.

• New Subscription Tiers: Introduced four distinct plans: Starter ($0), Measure+ ($109-$169), Essentials ($249), and Scale ($349).
• Feature Gating: Moved features like SMS texting, QuickBooks integration, and custom job boards into higher-priced tiers.
• New Add-on Model: Launched separate monthly fees for specific tools like the Instant Estimator ($149/mo), Roofr Sites ($99/mo), and a new AI Receptionist ($99/mo).
• Measurement Pricing: Standardized report costs at $13 for paid subscribers and $19 for free users, with guaranteed delivery times tied to the plan level.
• User Limits: Shifted from specific seat counts (3, 5, etc.) to "Unlimited Users" across all plans, focusing instead on feature access.

The company has moved from a simple structure to a more complex, tiered subscription model. This allows them to capture more revenue from power users while offering a "free" entry point to attract new leads.