Fortifying roofs for the future

By Jesse Sanchez. 

As weather challenges grow, taking roofing standards and upgrades seriously can lead to stronger protection for what matters most. 

In this episode of Roofing Road Trips®, Karen Edwards sat down with James White, senior product manager at CertainTeed, to unpack a game-changing approach to roofing: the FORTIFIED Roof™ program. A program designed based on decades of research, FORTIFIED Roof is a specific set of roofing upgrades and standards that elevate the roof’s strength and resistance to harsh weather.  

When it comes to roofing standards, James delivered a striking truth about how most approach the issue – doing what’s necessary, but not much beyond that. He shared, “If you are building a commercial building or a home, to meet code, you are essentially just building to the legal minimum limit.” As climate-driven storms grow more frequent and severe, simply meeting standards won’t cut it.  

That’s where FORTIFIED comes in, a voluntary set of standards developed by the Insurance Institute for Business and Home Safety (IBHS) to help homes and buildings stand up to extreme weather. James explained, “It’s a building standard that essentially goes above and beyond what is recognized as code throughout the U.S.” 

James zeroed in on how roofing contractors can and should step up to educate homeowners, not just sell them shingles. “A lot of times… I go back to when I bought my first roof 20 years ago,” James said. “There was no education. There was no product differentiation. It was purely a commodity sale.” He argues that successful contractors today do more, they inform, differentiate and build trust with their customers. 

James’ team at CertainTeed is backing that mindset with product innovation and training. From sealing seams with CertaSeam™ Roof Tape to locking down eaves with SwiftStart® SA, James outlined how the FORTIFIED Roof isn’t just a series of upgrades, it’s a strategic system. Quoting Fred Malik of IBHS, James added, “You have to nail it down, you have to seal it up, then you have to lock it in.” 

And the benefits go beyond protection. James noted that while the upfront cost may be slightly higher, “maybe $500, $1,500 more,” the long-term value is undeniable. Insurance discounts, better documentation and reduced future claims make FORTIFIED Roofs a financial win for homeowners and insurers alike. 

But as promising as it sounds, certification is key. James emphasized, “You must be a FORTIFIED certified contractor in order to install a FORTIFIED Roof.” CertainTeed is helping its network get ahead of that curve through hands-on training and guided pathways to certification. 

Listen to the podcast to learn more about how CertainTeed is integrating the FORTIFIED approach and what it means for contractors and homeowners alike!