The roofing industry just got some big news. ServiceTitan is making a bold move into the exterior trades—and they’ve tapped a proven leader to drive the vision forward. Meet Vishal Laddha, recently hired to lead ServiceTitan’s Exteriors Strategy. If his name rings a bell, it’s because he spent eight years at GAF, where he helped contractors succeed by harnessing the power of technology.
Vishal recently sat down for a Q&A to discuss his move, the future of the industry, and what this all means for roofing & exterior businesses.
A New Chapter
Q: You’ve spent a lot of time at the intersection of building materials and technology. What excites you most about joining ServiceTitan?
A: Throughout my career, I’ve focused on helping contractors strengthen their businesses through technology. Running my own company gave me firsthand insight into the many challenges business owners face, and those lessons continue to guide me today. What excites me most about joining ServiceTitan is the chance to bring all of that experience to a platform that’s truly transforming how contractors operate. ServiceTitan’s track record speaks for itself, and I’m thrilled to help extend that impact to the roofing and exterior space.
Q: Your move from GAF to ServiceTitan is significant. How would you describe the relationship between the two companies?
A: GAF and ServiceTitan have a strong, collaborative relationship. Contractors benefit when leaders in the industry work together. In just its early collaboration, the two companies have started with programs like Master Elite rebates and QuickMeasure Reports integration, and we’ve already built meaningful connections that support contractor growth. I see my move less as leaving one company for another and more as continuing to build bridges that will ultimately create even more value for contractors.
The State of the Industry
Q: From your perspective, what are the biggest challenges facing roofing contractors today?
A: Roofing contractors are navigating a tough environment. One of the biggest challenges for any contractor who is growing is simply knowing what technology to adopt—there are so many tools out there, and it’s not always clear which ones will actually make their businesses more efficient. On top of that, the overall costs of running a roofing company continue to rise, and the lack of major storms has created added pressure. It’s a combination of factors that makes running a profitable business more difficult than ever.
Q: How does ServiceTitan's platform address those challenges?
A: A lot of it boils down to the theme of efficiency—doing more with less. By centralizing operations into one system, contractors can run their entire business in a single place, eliminating the need for multiple tools and reducing manual effort. With AI-driven automations, tasks that used to take significant time can now be handled seamlessly, giving contractors back valuable hours. The platform also provides unmatched visibility into how the business is really performing, allowing owners to make faster, smarter decisions.
Q: Speaking of data, what role does it play in helping contractors succeed?
A: We think of data as one of the most powerful assets our contractors have, and our job is to help them unlock it. We're embedding AI directly into the platform so the data already living in the system is leveraged in real-time. We also have an Open Data Pledge—contractors own their data, and we're focused on giving them flexible ways to use it. This pledge is a way to clearly show we will never hold data hostage. Finally, our Industry Benchmark Reports allow contractors to see how they’re performing compared to similar businesses, which helps them spot growth opportunities and identify areas for improvement.
The Vision for Roofing & Exteriors
Q: ServiceTitan is making a heavy investment in the roofing and exterior space. What can contractors expect to see in terms of new products or features?
A: You can expect a platform that’s increasingly tailored to your specific needs. That means enhancements around estimating, project management, and industry leading integrations. It also means tools that support the full customer journey, from the first lead to the final payment, while making life easier for crews in the field. Our investment is focused on building solutions that will make the biggest impact for exterior contractors.
Q: What makes ServiceTitan’s commitment to this industry different from other solutions on the market?
A: Many solutions focus narrowly on one piece of the puzzle. What sets ServiceTitan apart is that it’s a true end-to-end platform, purpose-built to help contractors manage their entire business. But beyond technology, what makes our commitment different is that we’re building for the long term. Our goal is to be the most trusted partner you can have. ServiceTitan is designed to not only grow with you but to help you grow. It's the last platform a contractor will ever have to worry about migrating to. It's why ServiceTitan has committed more money to development than the annual revenue of many other platforms!
Q: What is your ultimate vision for how ServiceTitan will help roofing contractors?
A: My vision is that ServiceTitan becomes the essential platform every roofing contractor relies on—not just to run their operations, but to grow their business and secure their legacy. I want to see contractors using our tools to become more professional, more profitable, and more efficient. As we get stronger in Exteriors, contractors will spend less time buried in paperwork and more time building thriving businesses and stronger communities.
Q: Anything else you want to share with the roofing community?
A: This is only the beginning. ServiceTitan is deeply committed to roofing and exteriors, and we’re here to be true partners in contractor’s success. I’m excited to listen, learn, and work alongside contractors as we build the future of this industry together.
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