Auckland-based startup Roofbuddy has scaled nationwide since its launch three years ago by James Logan, targeting inefficiencies in New Zealand’s $1 billion roofing industry. The company now combines quoting software and in-house supply through Guardian Steel to streamline the roofing process.
Marketplace Startup Targets Industry Bottlenecks
Frustrated by time-consuming site visits and a low success rate, Logan set out to change how roofing services are quoted and delivered.
“It’s like a bad dating experience, they don’t turn up or they postpone because weather conditions are never quite right,” Logan said, reflecting on the inefficiencies from a homeowner’s point of view.
His roofer marketplace now distributes jobs to vetted professionals who submit competitive bids. The platform has so far generated over 38,705 quotes and 3,846 completed transactions, amounting to nearly $80 million in business.
Rigorous Vetting and Proprietary Tech Infrastructure
Roofbuddy hosts 100 active service providers across the country. Strict onboarding criteria ensure quality: “We vet them very carefully when they onboard and they have to meet a set of criteria,” Logan explained. This includes trade qualifications, Licensed Building Practitioner certification, at least five years’ experience, insurance, and positive client reviews.
The company also applies a “vigorous on-site 65 point Quality Assurance framework” to monitor ongoing performance.
Logan’s proprietary tech stack—developed in-house by a team of seven software developers—has dramatically cut quoting time from hours to minutes. “They have all the information required on each job via our specialised measurement tech, customer needs analysis and a pricing tool which allows them to quickly and accurately calculate material, scaffolding and labour costs.”
Roofbuddy’s tools include high-resolution aerial photography, drones, and a pricing calculator that gives homeowners fast, transparent quotes while helping roofers avoid unnecessary effort.
Competitive Pricing Delivers Value for Both Sides
Logan estimates homeowners save an average of $2,728 per transaction due to competitive bidding. “Quotes are more competitive because bidders know they are competing for the business,” he said.
“The efficiencies they’ve gained from the platform mean they have massively cut the wasted time of putting together site visits, measurements and quotes so their financial return for doing the job is higher than it was previously.”
Vertical Integration and Future Expansion Plans
Logan recently raised $3.84 million in capital from investors including The Icehouse and Altered Capital. The funds helped launch Guardian Steel, a roof manufacturing company that has already delivered 48 roofs in two weeks. It joins Guardian Seal, Roofbuddy’s existing roof restoration venture.
“As far as we are aware, we are the only roofing sales technology price aggregation marketplace in the world,” Logan said. “It’s a unique business and we believe the tech, systems and business model we are pioneering are globally applicable.”
The company is eyeing further growth in Australia, having completed seven jobs in the region. “Sydney and Melbourne are the size of New Zealand so they are a fantastic opportunity once we’re ready.”