Three years ago James Logan set out to disrupt the roofing sector. There have been plenty of bumps along the way but, in that time, Roofbuddy has chalked up almost 3600 orders worth $78.7 million. There’s more work to be done around suitable legislation for the sector, he says.
Roofbuddy chief executive James Logan
The fundamental issues facing New Zealand’s roofing industry lie in structural inefficiencies and regulatory gaps which undermine service delivery and consumer confidence, says Roofbuddy chief executive James Logan.
The Roofbuddy approach is designed as a tech-driven re-imagining of how roofing transactions are conducted. “To the best of my knowledge Roofbuddy’s the only roofing, sales, tech and price aggregation marketplace in the world,” says Logan.
Logan founded Roofbuddy to use technology to save money for roofers and customers and more recently started Guardian Seal and Guardian Steel to deal with infrastructure shortcomings.
“It is not a lack of skilled tradespeople; we have exceptional roofers who deliver world-class workmanship,” he says.
“Travelling to inspect a roof, then quoting on the job could take up to 2.5 hours. Factor in a 10% success rate, it is a lot of effort for not a great result. We’re looking at an industry operating with 1980s methodology in a 2020s economy.”
This model is economically unsustainable and forces many excellent tradespeople to either inflate their prices to cover these hidden costs or exit the industry altogether.
Homeowners receive inconsistent quotes that are difficult to compare, often waiting weeks for proposals that may bear little resemblance to each other despite addressing identical scope requirements.
“The current state of play represents enormous opportunity cost. It makes roofers and customers more vulnerable than they should be and leaves way too much on the table in productivity and economic returns,” says Logan.
New Zealand’s billion-dollar roofing industry badly needed technological innovation and still needs legislative reform to keep consumers safe, says Logan. “Roofbuddy addresses the issues through systematic digitisation of the specification process.
“Using satellite imagery combined with drone videography, it creates precise, standardised specifications that eliminate the guesswork from quoting. This approach has reduced quote preparation time for roofers from two hours to two minutes while ensuring all bidders are pricing against identical scope requirements,” says Logan.
“The result is genuine price competition based on service delivery and craftsmanship rather than variations in scope interpretation.”
Part of the solution to persistent infrastructure issues in the roofing sector is being addressed by Roofbuddy spinoffs Guardian Seal and Guardian Steel through vertical integration of the restoration of roofs and dealing with a fragmented supply chain.
In three years the Roofbuddy marketplace has served 35,469 unique customer enquiries, delivered 39,325 quotes and processed 3,594 orders, with $78.7 million in roofing services transacted.
Financial benefits
The roofers’ financial return is better because of the efficiency gained from the platform. They no longer have enormous resource wastage from putting together site visits, measurements and quotes and then winning just one in 10 jobs, says Logan.
The average saving is $2,728 per transaction, calculated by the difference between the average marketplace quote and the marketplace quotes that are accepted.
“Quotes are more competitive because the platform’s transparency means bidders know they are competing for the job,” he says.
Guardian Seal
Guardian Seal addressed the consistent service delivery issues in the liquid membrane restoration sector by establishing the company’s own installation capability, which now includes more than 25 teams nationwide. Through Guardian Seal, Roofbuddy can maintain quality standards while providing employment pathways for skilled applicators.
Guardian Steel
By consolidating ordering through a tech-enabled specification system sitting within the Roofbuddy framework, Guardian Steel can provide competitive pricing to marketplace roofers while offering customers enhanced security through protected payment arrangements. Funds are released once the job is completed and quality assurance checks are passed.
Guardian Steel’s main clients are Roofbuddy roofers, in addition to general consumers and roofers. They are highly receptive to the new offering which was a success from the get-go, delivering 48 roofs in the first two weeks after launch.
Legislative gaps
Operational efficiency and new solutions are not enough on their own to solve the industry’s deeper challenges, says Logan. The regulatory environment for re-roofing and restoration work exists in a grey zone that creates significant liability for both contractors and consumers.
“Unlike new construction, where building codes provide clear guidance, re-roofing work often involves structures built to standards that have since been surpassed, creating a complex and undefined compliance landscape.”
Roofbuddy innovations:
- Enhanced quality assurance framework. Developed a comprehensive 65-point assessment protocol with a Licensed Building Practitioner (LBP) -qualified team to ensure all work meets Building Code requirements and industry best practice, plus transparent reviews on the Roofbuddy website.
- Proactive mediation services. Established skilled conflict resolution processes to address issues fairly while maintaining professional relationships across the marketplace.
- Advanced specification technology. Refined digital measurement and specification tools to eliminate scope variations and ensure genuine like-for-like quote comparisons.
- Professional standards enforcement. Strengthened contractor vetting with mandatory LBP certification, current insurance and clear industry experience requirements.
- Real-time quality monitoring. Implemented systematic post-installation assessments shared with both customers and contractors to drive continuous improvement.
- Transparent dispute resolution. Created clear escalation procedures that prioritise fair outcomes over blame assignment, protecting both consumer interests and contractor relationships.
Changes to outmoded legislation need urgent attention
Though Roofbuddy continues to innovate, any improvements in the private sector cannot resolve fundamental regulatory gaps.
“The industry needs legislative reform that establishes professional standards that protect the public while supporting skilled practitioners,” says Roofbuddy Chief Executive James Logan.
Specifically, New Zealand needs training pathways that prepare tradespeople for increasingly complex building envelope integration.
Roofbuddy has experienced these challenges directly in its marketplace operations. It has used them as opportunities to strengthen the company’s QA framework and consumer protection mechanisms and to inform its advocacy processes and call for legislative buffers.
The Roofing Association of New Zealand has produced comprehensive policy recommendations addressing the key issues, and the industry awaits political action to implement them.
“There is a need for legislative clarity to provide certainty for both contractors and consumers, including minimum qualification requirements for re-roofing contractors,” says Logan.
The shortcomings in New Zealand’s existing legislation are particularly problematic in several key areas:
First; there are no minimum qualification requirements for re-roofing work. While electrical and plumbing work requires licensed practitioners, anyone can incorporate a company and begin soliciting roofing contracts, regardless of experience or competency. This creates obvious consumer protection issues while undermining properly qualified contractors who invest in LBP certification and ongoing professional development.
Second; the building consent framework for re-roofing work is not clear. Determining when consent is required involves navigating complex definitions around “like-for-like” replacement, substantial alterations and code compliance. The resulting ambiguity forces homeowners to make decisions with limited guidance while exposing contractors to potential compliance issues down the track.
Third; industry standards for common re-roofing scenarios – tile-to-iron conversions, pitch modifications, sarking requirements and flashing specifications – remain inconsistent. What constitutes acceptable practice varies significantly between regions and individual building consent authorities, creating a compliance lottery that serves no one’s interests.
Fourth; clear technical standards for typical upgrade situations. The industry and professional standards that protect the public while supporting skilled practitioners.
The coming decades will see unprecedented demand for re-roofing services as homes built in the 1980s and 1990s reach end-of-life. Proactive reform is urgent, so New Zealand doesn’t repeat historical mistakes, such as those that created the leaky building crisis, on an even larger scale.
The New Zealand roofing industry has tremendous potential, and unlocking it requires collaboration between industry participants, professional associations, and government. Through combined efforts in technological innovation, professional development, and legislative reform, New Zealand can build an industry that truly serves both the skilled tradespeople who protect our built environment and the families who depend on their expertise.
New Zealand roof sector needs
- Training pathways that prepare tradespeople for increasingly complex building envelope integration.
- Legislative clarity that provides certainty for both contractors and consumers – these include:
- Minimum qualification requirements for re-roofing contractors.
- Standardised consent triggers for common scenarios.