SalesRabbit Acquires Roofle, Forging a Super App for Roofing

LEHI, UT – January 06, 2026 – Field sales software leader SalesRabbit today announced its acquisition of Roofle, an e-commerce technology provider for roofing contractors, in a strategic move to create a single, end-to-end operating system for the home improvement industry. The deal marks the culmination of a multi-year strategy to unify the fragmented software landscape for contractors, following SalesRabbit's integration of the production management tool RoofLink in late 2024.

This latest acquisition brings three specialized platforms under one roof, promising to eliminate the operational friction that has long plagued roofing and exterior contractors. By integrating on-site selling, online buying, and sales-to-production workflows, the combined entity aims to provide a cohesive system that manages the entire customer journey—from the first online inquiry to the final installed shingle.

The Quest for a Contractor 'Super App'

For years, roofing contractors have navigated a disjointed technological ecosystem, often relying on a patchwork of separate applications to manage their business. A typical workflow might involve one tool for lead generation, a different CRM for customer management, separate software for aerial measurements and estimates, another for digital proposals, and yet another for project management and production. This juggling act creates data silos, increases the risk of error during handoffs, and consumes valuable time that could be spent on sales or service.

SalesRabbit's strategy directly confronts this long-standing industry pain point. The company, whose platform is already a daily tool for over 85,000 sales professionals, aims to consolidate these functions into what could be described as a 'super app' for the modern contractor. The vision is to provide a single login and a unified experience that streamlines operations and boosts efficiency.

"Contractors don't need more software—they need fewer tools that actually work together," said Ben Alves, CEO of SalesRabbit, in a statement. "Roofle brings the missing piece we've been watching the industry demand: a true online buying experience that integrates seamlessly with field sales and production. This acquisition accelerates our vision to be the most complete, contractor-first platform in the market."

The three pillars of this new platform each address a critical stage of the business:

• SalesRabbit: Forms the core field sales engine, providing territory management, AI-powered lead scoring, performance gamification, and in-person closing tools.
• Roofle: Adds the crucial e-commerce layer, enabling homeowners to get instant, accurate pricing, apply for AI-assisted financing, and review digital proposals online, often before a salesperson ever visits the property.
• RoofLink: Bridges the gap between sales and operations with tools for inspections, precise measurements, weather intelligence, and job-ready data to ensure a smooth transition to production.

A Vertical Power Play in a Crowded Market

The acquisition signals a deliberate and aggressive pivot for SalesRabbit, deepening its focus on a specific vertical market rather than pursuing a broad, horizontal strategy. While the company has long served various field sales industries, this move solidifies its commitment to dominating the roofing and home services sector—one of the largest and fastest-growing segments in the market.

This vertical SaaS approach is not without competition. The construction tech space is populated by established players like AccuLynx and JobNimbus, which have built their brands on offering comprehensive, all-in-one solutions for contractors. These platforms already provide robust CRM, project management, and estimating functionalities. However, SalesRabbit is betting that its deep integration of a sophisticated, consumer-facing e-commerce engine will be a key differentiator.

By incorporating Roofle's technology, SalesRabbit is directly addressing the evolving expectations of the modern homeowner. This focus on the online buying experience separates its offering from competitors who may have stronger back-office or project management features but lack a comparable, seamless digital storefront. The strategy is to win not just by optimizing the contractor's workflow, but by fundamentally improving the customer's purchasing journey.

Modernizing the Homeowner's Journey

Historically, purchasing a new roof has been a slow, opaque, and often frustrating process for homeowners. It typically involved scheduling multiple in-person visits, waiting days or weeks for disparate quotes, and navigating complex paper-based contracts. This acquisition aims to drag that outdated process into the digital age.

Roofle was built specifically to modernize this complex transaction. Its platform empowers contractors to offer the kind of transparent, on-demand experience that consumers now expect from nearly every other industry. Homeowners can explore options, receive an instant, data-driven price, secure financing, and even commit to a project from their own home, on their own time.

"Homeowners don't want to wait days for answers anymore—and contractors shouldn't have to fight their own tools to deliver them," noted Travis Harvego, CEO of Roofle. "By joining SalesRabbit, we're scaling what we started: bringing transparency, speed, and trust to the moment of purchase, while tightly connecting sales and production behind the scenes."

This shift not only improves customer satisfaction but also equips contractors with a powerful competitive advantage. By engaging and qualifying customers online, sales teams can operate more efficiently, build trust earlier in the process, and arrive at in-person meetings better prepared to close the deal.

The Challenge of a Truly Unified Platform

While the vision of a single, all-encompassing platform is compelling, the practical challenge of integrating three distinct technologies and company cultures is immense. The tech industry is littered with examples of mergers that failed to deliver on the promise of synergy due to technical hurdles, data migration issues, and clashing internal systems.

SalesRabbit appears to be taking a measured approach. The acquisition of RoofLink in late 2024 provided a foundational piece for production management, giving the company time to begin the integration process before adding the complexity of Roofle's e-commerce engine. The company has stated that all three products will remain specialized while becoming more deeply integrated over time, suggesting a phased rollout of unified features rather than an abrupt overhaul.

For customers, the company promises a clear set of benefits: faster closing cycles, reduced operational friction, greater accuracy from quote to final build, and potential cost savings through software consolidation. The success of this ambitious integration will ultimately be measured by its ability to deliver a seamless, efficient, and profitable reality for contractors navigating an increasingly digital landscape.