A building block for roofing businesses

By Dani Sheehan. 

Terial isn’t just another roofing software company – it's the foundation for building a stronger business. 

When you ask Terial Cofounder and CEO Aaron Weinstein what the brand name means, his answer reveals the company’s entire mission. “It comes from ‘material,’” he shared. “Just as materials are the foundation of every roofing project, we want Terial to be a foundational building block for your business.” In a recent interview with Aaron, it became clear that this idea – of building something that strengthens the whole – runs through everything about Terial: its origins, its design and its impact on the roofing industry. 

The foundation 

Before starting Terial, Aaron built his career in finance and technology, but his roots were in the trades. Growing up outside of Boston, he recalled, “I grew up with a deep appreciation for the trades and the impact that construction can have on a family and a community. I wanted to have an impact on people – to make their day-to-day lives easier.” 

This desire to help people led him back to roofing after years in high-performance finance and technology environments. “We saw an opportunity to bring the best of what we’d learned from technology into the trades,” he explained. “Roofing is ready for innovation. It’s an industry that’s excited about investment in tools that really work.” 

The framework 

Terial is an end-to-end platform designed to help roofing companies manage every part of their business without the complexity of juggling multiple systems. “Unlike other technologies that focus on one sliver of a company, whether that’s estimating or time tracking, Terial is the first platform to connect the entire business,” Aaron emphasized. 

Terial’s unified structure includes three fully integrated modules: 

• CRM module: Manages customer relationships, bids and estimating pipelines. 
• Service module: Dispatches and tracks high-volume service and maintenance jobs, giving field crews an easy way to log time, photos and materials. 
• Production module: Monitors budgets, purchase orders and job costing from estimate through completion. 

Because it’s all in one place, contractors gain visibility across their entire operation, often for the first time. Aaron shared, “Instead of realizing at year-end that profits weren’t what they expected, they can make real-time adjustments throughout the year.” 

Most importantly, Terial was designed with the field in mind. The software isn’t there to slow crews down; it’s there to help them get the job done safely, efficiently and accurately. “When done right,” Aaron added, “technology is the biggest accelerant a business can have.” 

The finish 

Beyond representing the physical materials of a building, the name Terial also speaks to material progress – the measurable impact the company wants contractors to see. 

“We want to help our customers move from a 5% profit margin business to a 15% profit margin business,” Aaron shared. “It’s about efficiency, visibility and empowering people to do their best work.” 

For Aaron and his team, progress is really about the people: “We’re helping roofers get their work done as safely and quickly as possible so they can get home to their families. That’s what matters most.” Just as the right materials make the difference for a lasting roof, the right software can transform the success of a roofing business. 

Reach new heights with this modern commercial roofing software – schedule a demo today!