Proline

Proline offers a specialized Customer Relationship Management (CRM) platform tailored specifically for roofing and exterior renovation contractors. The company’s founding stems from a direct industry need, identified by its founders, roofer John DeLaurier and marketing consultant AJ Briley. DeLaurier started his roofing business in 2016 and hired Briley for marketing, which led to a surge in leads. This rapid growth created a new challenge: effectively managing the high volume of inquiries. To solve this, Briley developed a system using various software to automate emails and texts, which immediately doubled DeLaurier's closing rate. Recognizing that other contractors faced similar issues with follow-ups, they officially teamed up and launched Proline as a business in 2021.

The company operates on a freemium and subscription-based business model. It provides a foundational free plan that never expires, designed to help new or small roofing businesses organize their workflows without initial costs. This free version includes core functionalities like lead and project management, scheduling, quoting, invoicing, and basic reporting. For growing businesses that require more advanced capabilities, Proline offers tiered monthly subscription plans (Starter, Business, and Platinum) that unlock progressively powerful features. Revenue is generated from these subscriptions, which provide access to automation, integrated communication tools like virtual phone numbers for calls and texts, and AI-driven features. In April 2025, Proline secured a growth equity investment from CreativeCo to accelerate product development and scale its operations.

Proline's platform is engineered to streamline the entire project lifecycle, from initial lead contact to final payment. A central feature is its communication-first approach; the system integrates virtual phone numbers, allowing all calls, texts, and emails to be managed and logged directly within a project's file. Its automation engine handles tasks such as speed-to-lead follow-ups, appointment reminders, and long-term lead nurturing campaigns that can last up to two years to revive old leads. The platform includes tools for creating multi-option quotes, managing work and material orders, processing payments, and generating financial and profitability reports. It also integrates with other industry software like RoofQuotePRO, CompanyCam, and EagleView via Zapier. For enhanced project management, features include customizable pipelines, task checklists that can gate project progression, and a client portal where homeowners can view project status, files, and invoices.

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