By Jesse Sanchez.

Contractors can still register for Adtaxi’s upcoming webinar to learn how offline attribution can connect digital marketing activity with customers, revenue and higher-value jobs.

There is still time to register for Adtaxi's upcoming webinar, “The Offline Attribution Advantage,” where roofing and home services contractors can learn how to better connect digital advertising investments with the business those efforts generate. The webinar will be held Thursday, November 5, at noon MT. As lead costs rise, the session will focus on a challenge many contractors face: determining which marketing efforts are actually producing customers, revenue and higher-value jobs.

According to Adtaxi, traditional digital reporting can place significant emphasis on online activity even though meaningful conversions often happen offline. Contractors using ServiceTitan, Housecall Pro, Jobber or other field service systems may already have marketing platforms sending lead information into their customer relationship management (CRM) systems. However, information about which leads become customers and how much those customers are worth may not make its way back to the advertising platforms. As AdTaxi explained, “This often leads to missed opportunities for clearer attribution and more importantly optimization.”

Attendees will get a closer look at how CRM information can be fed back into digital advertising channels to create a stronger connection between marketing activity and business results. “The most important takeaway will be centered around feeding this CRM data into platforms like Google, Meta and whatever DSP they use for CTV, audio and display,” Adtaxi emphasized.

The session will also explore how contractors can identify blind spots in digital reporting, attribute advertising spend to higher-margin jobs and understand how marketing channels can support branded search. Contractors do not need prior experience with offline attribution to participate and the webinar is designed to provide practical ideas they can evaluate within their own marketing programs.

For contractors looking to better understand what their digital advertising is actually producing, the upcoming session offers an opportunity to examine how offline data can inform smarter marketing decisions.

Learn more about connecting digital marketing efforts with customers, revenue and higher-value jobs by registering for Adtaxi’s upcoming webinar!

By The Coffee Shops®.

The event will bring education, innovation and networking to Mississauga, Ontario.

The Canadian Roofing Expo will return January 19-20, 2027, at the International Centre’s Hall 5 in Mississauga, Ontario. The biennial event brings together roofing professionals to explore products, technologies, techniques and educational opportunities shaping the industry. As Canada’s only tradeshow and educational forum dedicated to all aspects of roofing systems and technologies, the expo serves professionals across the roofing, construction and property management industries. Attendees include architects, building inspectors, contractors, engineers, property owners, property managers, roofing consultants and specifiers. Those attending can also meet the event sponsors including Polyglass, SOPREMA,
Carlisle Syntec Systems and Tremco.

Following the success of the rebranded Canadian Roofing Expo in 2025, organizers are planning an expanded and redesigned experience for 2027. Feedback from attendees, exhibitors, sponsors and industry partners has helped shape enhancements intended to increase opportunities for education, networking and business development.

The redesigned tradeshow floor will feature additional exhibitors, interactive displays and improved traffic flow. Educational sessions will be located directly on the show floor, with optimized scheduling intended to minimize overlap and help attendees participate in more learning opportunities. Make sure to stop by booth 200 and meet the The Coffee Shops team! Don't forget to check out our TCS clients also attending: ServiceTitan, Sika, IKO and Malarkey.

The 2027 expo will also introduce an attendee passport program featuring daily prize drawings. Enhanced food and beverage offerings will be delivered through participating exhibitor booth spaces, while expanded networking receptions on the show floor will create additional opportunities for industry professionals to connect.

Throughout the exhibition, attendees will be able to discover innovative roofing products and technologies from both returning and new exhibitors. Private on-site meeting rooms will also be available for organizations that want to conduct staff meetings or business discussions during the event.

Representatives from the Canadian Roofing Contractors Association and participating provincial roofing associations will be available to discuss issues, trends and opportunities affecting the industry.

The 2025 expo featured more than 150 exhibitors, sponsors, educational sessions and demonstrations. In 2027, the event will once again give attendees access to live demonstrations, industry education and valuable professional connections.

Grab your spot now!

By The Coffee Shops.

New AI capabilities aimed at helping roofing contractors work faster, sell smarter and scale more efficiently.

ServiceTitan's Director of Product for Exteriors, Jamie Pillitteri, shared a roadmap of new and upcoming roofing-specific features at Pantheon, outlining how artificial intelligence, automation and workflow-driven tools will help roofing contractors streamline operations, improve sales performance and manage projects more efficiently.

Jamie explained that ServiceTitan's focus has evolved from filling workflow gaps to fundamentally changing how roofing companies operate. "Last year we talked about going from patchwork to platform," she said. "This year, we're talking about powering the outcomes that matter to roofing contractors and improving the way teams work."

The roadmap spans the entire customer journey, from preparing for appointments and closing sales to project execution and insurance claims management.

Sales reps get a smarter mobile experience

One of the most significant developments for roofing contractors is a new role-based homepage for the ServiceTitan Field App, currently in private preview. Instead of opening the app and searching through schedules, follow-up lists and project information, sales representatives will be greeted with a personalized daily brief highlighting appointments, project updates and priority tasks.

The platform will automatically surface customized follow-up activities, phone call reminders and talking points based on each company's sales process. Reps can quickly complete follow-up calls directly from the app while viewing relevant job information and customer context. According to Jamie, the goal is to eliminate guesswork and help reps focus on the actions most likely to move deals forward.

Future enhancements will include AI-generated job briefs, AI coaching based on field recordings and AI-driven recommendations before appointments.

Guided sales appointments and AI-powered presentations

ServiceTitan is also reimagining the in-home sales experience. A guided workflow currently in development will walk roofing sales professionals through each step of an appointment, helping ensure consistent processes are followed across every job.

Using Atlas AI functionality, reps will be able to capture information through voice commands, recordings and video rather than manually entering details into forms. The platform will then convert that information into structured data and documentation.

Perhaps most notable is the introduction of AI-generated customer presentations tailored to individual projects.

These presentations will automatically incorporate:

• Photos of the property
• Estimate options
• Company branding
• Project-specific information
• Insurance or retail job details

The result is a professional, personalized sales presentation that can be shared during the appointment and left behind digitally for homeowners to review later.

Expanded contract and document capabilities

Jamie also highlighted several new contract management features available now.

Enhancements include:

• Fillable PDF contract fields
• Calculated fields for cancellation notices and compliance requirements
• Conditional documents that automatically appear based on job conditions
• One-time-use discount controls
• Custom discount amounts
• Electronic signatures for general job documents

The new signable documents feature extends eSignature functionality beyond contracts, allowing roofing companies to electronically collect signatures on documents such as certificates of completion without sending a representative back to the property.

These additions are designed to make documentation more accurate while reducing administrative work in the field.

Automation takes over routine project management

A major theme throughout the presentation was automation. ServiceTitan's automation engine is now generally available for exteriors contractors, enabling roofing businesses to automate many of the repetitive tasks that traditionally require manual updates.

Examples include:

• Automatically updating project statuses
• Creating tasks when jobs are booked
• Assigning responsibilities to team members
• Generating purchase orders
• Creating jobs based on workflow triggers
• Synchronizing project milestones and field activity

Instead of manually managing every step, contractors can build automated workflows using trigger-condition-action rules that keep projects moving in real time. "We're focused on taking manual work out of the process and making sure information stays up to date automatically," Jamie said.

Production Hub aims to become a roofing command center

Looking ahead, ServiceTitan is developing a new Production Hub designed specifically for roofing contractors.

The feature will combine project tracking and production management into a single dashboard, allowing users to see:

• Contract values
• Payment collection status
• Project managers
• Task progress
• Project milestones
• Production activity

The goal is to give roofing companies one centralized location for managing active projects while leveraging automated updates behind the scenes.

AI simplifies insurance scope reviews

Insurance restoration contractors received significant attention during the roadmap presentation. Jamie announced that ServiceTitan's integration with Verisk Xactimate is now available in private preview, allowing information to move between the two platforms.

In addition, ServiceTitan has developed an AI-powered scope parser that can read insurance scope PDFs and automatically convert them into Xactimate line items. For contractors who currently re-enter adjuster scopes by hand, the tool could eliminate hours of administrative work.

The AI can also compare scope revisions and identify changes between versions, helping contractors quickly spot items that have been added, removed or disputed during negotiations.

Claims tracking and supplement reporting are coming

Future insurance-focused enhancements will provide deeper claims management capabilities within ServiceTitan.

The company is developing tools that will allow contractors to:

• Track supplement requests line by line
• Monitor approval rates
• Measure collection performance
• Compare results across insurance carriers
• Analyze trends over time

Jamie said the goal is to give roofing companies better visibility into the effectiveness of their supplement programs while improving reporting and accountability.

A focus on outcomes

While the roadmap featured numerous product updates, Jamie repeatedly emphasized that ServiceTitan's objective is not simply adding features. Instead, the company is concentrating on helping roofing contractors improve key business outcomes, including productivity, sales performance, project execution and revenue generation.

By The Coffee Shops.

ServiceTitan's Ara Mahdessian explains how contractors can harness AI to streamline operations, drive growth and gain a competitive edge.

During the Pantheon conference, ServiceTitan cofounder and CEO Ara Mahdessian delivered a bold vision for the future of the trades, arguing that artificial intelligence (AI) represents the next major technology shift for contractors and that those who embrace it early will have a significant competitive advantage.

Addressing thousands of contractors, Ara compared today's AI revolution to the industry's transition to cloud-based software years ago. "Every major technology transformation creates two groups," he explained. "Those who adapt win, and those who don't fall behind."

According to Ara, the difference this time is that the trades are already ahead of where they were during previous technology shifts. Many contractors are already using AI-driven tools such as voice agents, automated dispatching, proposal generation and customer communication systems. But he believes the industry is only seeing the beginning.

From AI tools to AI-powered businesses

Ara described the evolution of AI in five stages, starting with simple question-and-answer systems and progressing toward businesses that can increasingly operate and improve themselves.

Today's AI tools can answer questions, automate routine tasks and handle individual workflows. However, he argued that the true value of AI emerges when those systems begin working together toward shared business goals. "These solutions are valuable, but they are not the destination," Ara said. "The destination is a business that owns itself and a business that gets better every day."

He outlined a future where AI systems coordinate marketing, customer communications, scheduling, dispatching, sales follow-up and technician coaching while continuously learning from the outcomes they generate.

Why contractors struggle today

Ara acknowledged that contractors already know the key drivers of growth. They need more leads, higher booking rates and larger average tickets. The challenge, he said, is that there are simply too many moving parts for people alone to manage perfectly.

Contractors must maintain strong online reputations, manage digital marketing campaigns, respond quickly to leads, staff phone calls, optimize scheduling, coach employees and follow up on every opportunity. Even the best teams struggle to do all of those things consistently because time and capacity are limited. "In an increasingly digital world, human speed is simply not fast enough," he said. That reality, Ara argued, makes automation a necessity rather than a luxury.

Introducing Max

A major focus of the keynote was ServiceTitan's AI platform, Max, which Ara described as a system designed to automate and coordinate many of the revenue-generating functions within a service business.

Instead of relying on isolated AI tools, Max is designed to connect multiple AI agents that share information, coordinate decisions and optimize around a common objective: profitable growth.

Ara explained that independent AI tools can create conflicts. For example, a marketing system might continue driving leads when a company's schedule is already full or a dispatching system might not understand the urgency of a high-value opportunity.

To solve that problem, ServiceTitan has built what it calls a coordination system that allows AI agents to work together, share context and make decisions based on business-wide priorities. The goal is not simply automation but orchestration.

Small gains, big results

One of the most practical takeaways for contractors focused on the compounding effect of incremental improvements. Ara shared an example showing how a business generating 10,000 leads annually, booking 60% of those opportunities and averaging an $800 ticket would generate roughly $4.8 million in revenue.

By improving each metric by just 10%, leads increase, booking rates improve and ticket values rise, resulting in significantly higher revenue and profitability. The larger impact, he said, comes because costs do not necessarily rise at the same rate as revenue when technology handles more of the workload.

His message to contractors was simple: small improvements across multiple areas of the business can create outsized gains when they work together.

A unique opportunity for the trades

While much of the business world is racing to understand AI, Ara argued that contractors may be better positioned than many other industries. The trades are helping build the physical infrastructure powering the AI boom, from data centers and power systems to communication networks and facilities. "For the first time, the trades don't have to catch up," he said.

He closed by encouraging contractors to actively participate in the AI transformation rather than watch it happen from the sidelines. Just as cloud software changed the industry over the last two decades, Ara believes AI will define the next era of contracting businesses. And for contractors willing to embrace the technology, he sees tremendous opportunity ahead.

By Jesse Sanchez.

New technology is helping roofing contractors connect field inspections, estimating and insurance workflows while reducing manual handoffs.

Insurance-related roofing work can involve lengthy claims processes, disconnected information and repeated manual data entry. On this episode of Roofing Road Trips®, Jamie Pillitteri of ServiceTitan discussed how technology can create a more streamlined process from the initial inspection through estimating and supplements. Describing the challenge contractors are facing, Jamie explained, “The average property claim is taking 45 to 90 days for roofing.”

One potential source of those delays is the handoff between sales representatives and office estimators. Sales representatives may collect photos, notes and damage information in the field, only for office staff to review that material and rebuild a scope of work. ServiceTitan is working to connect those steps through its mobile app, which can guide sales representatives through a structured inspection and capture information directly in the platform. Jamie noted, “There’s no disconnect or time lag in between what the rep has seen and what the Office Estimator is able to see.”

That information can then be translated into estimate line items. ServiceTitan has also launched a new integration with Xactimate that can send line items into the estimating platform and return pricing information to ServiceTitan. An artificial intelligence parser can take an adjuster’s PDF scope of work and convert it into Xactimate category and selector code line items, reducing the need for manual entry and allowing experienced team members to focus on more specialized responsibilities. As Jamie emphasized, “What they should be focused on is what their expertise is in, which is understanding the damage, understanding the codes in the places that they work so that they can make sure that what’s being covered by insurance is going to bring people up to code.”

The company is continuing to expand its insurance-focused capabilities, including developing claim and supplement tracking designed to help contractors monitor supplements and identify next steps. ServiceTitan is also integrating with SPOTIO to support canvassing and door-to-door sales workflows.

By connecting information from the roof to the office and throughout the claims process, these tools are intended to help roofing teams stay organized, reduce repetitive work and keep critical claim information accessible throughout the business.

Listen to the podcast or Watch the conversation to learn more about how ServiceTitan can streamline roofing insurance claims and create a more connected process from inspection through supplements!

By The Coffee Shops.

ServiceTitan's Vahe Kuzoyan reveals what's next: AI agents, Atlas and the future of the trades.

During his Pantheon keynote, ServiceTitan President and Co-founder Vahe Kuzoyan painted a picture of a future where AI agents work alongside humans throughout every aspect of a contracting business.

Vahe's message wasn't simply about artificial intelligence (AI) replacing tasks. Instead, he described a future where contractors build teams that include both people and AI agents, all working toward the same goal: creating durable, scalable profit while delivering exceptional customer experiences. "Profit by itself isn't sufficient," Vahe explained. "What matters way more than profit by itself is durable, scalable profit."

The future team: humans and AI working together

Vahe began by reframing what a contracting business will look like in the coming years. In today's world, contractors rely almost entirely on human employees to market services, schedule appointments, manage projects, generate estimates and serve customers. In the future, he said, those teams will consist of both human workers and AI agents.

Rather than replacing employees, these agents will handle routine tasks, coordinate workflows and help businesses make better decisions faster. Building on the AI vision introduced earlier in Pantheon, Vahe announced that ServiceTitan is opening a Max pilot program for roofing & exterior contractors.

Roofing-specific AI is on the horizon

For roofing contractors, Vahe previewed several AI agents expected to arrive over the next year. A claims and supplement agent will help reconcile adjuster scopes, estimates and supplements while tracking items such as actual cash value (ACV), replacement cost value (RCV) and deductibles.

A production agent will automatically break sold estimates into jobs, schedule crews, coordinate deliveries, account for weather delays and keep stakeholders informed throughout the project lifecycle.

ServiceTitan is also developing a subcontractor management agent that will maintain subcontractor records, verify documentation, manage availability, assign work, track performance and enforce reporting requirements.

Together, these tools are intended to reduce administrative burden while improving visibility and accountability throughout roofing operations.

Atlas is evolving from assistant to chief of staff

Perhaps the most significant announcement centered on Atlas. Vahe described Atlas as moving beyond the chatbot-style experience contractors are familiar with today and becoming what he called a "chief of staff-level agent."

The new Atlas has received a dedicated mobile application and gained new capabilities across reporting, analysis, automation and business management.

Among the planned enhancements:

• Access to all ServiceTitan reports, including custom reports
• Ability to generate new data queries on demand
• Analysis of uploaded documents such as budgets and forecasts
• Deep business research and operational analysis
• KPI monitoring and proactive recommendations
• Workflow automation creation and management
• Delegation of tasks to team members

One particularly noteworthy capability is Atlas' ability to combine accounting data with ServiceTitan operational information.

Vahe described a forthcoming feature that connects financial information, marketing spend and campaign performance into a unified return-on-investment analysis. The tool will also identify attribution issues and provide a more accurate picture of marketing effectiveness.

Contractors will eventually be able to carry on ongoing conversations with Atlas, asking follow-up questions, investigating anomalies and conducting deep business analysis while driving between appointments or meetings.

Looking ahead: Atlas becomes an agent builder

Vahe also shared some of ServiceTitan's long-term aspirations for Atlas. By next year's Pantheon, he hopes Atlas will help users create and customize AI agents simply by describing what they want in plain English.

Rather than requiring technical knowledge, contractors would explain the business outcome they're trying to achieve and Atlas would configure the agent for them.

Beyond that, Atlas could proactively analyze company performance, identify gaps and recommend entirely new agents based on business needs. The vision is a self-improving system that continuously learns, evaluates performance and recommends changes to optimize results.

The next customer may not be a person

Vahe devoted a significant portion of his presentation to a trend he believes many contractors have not fully considered yet: AI agents representing consumers.

As homeowners increasingly use AI tools to research services and make purchasing decisions, he believes contractors must prepare for a future where customer agents are evaluating companies before a human ever gets involved. "You know how in a lot of situations you just want to talk to a person?" Vahe said. "Agents are going to want to talk to agents." That shift raises a critical question: How will AI systems decide which contractor to recommend?

Introducing Homh

To address that challenge, ServiceTitan unveiled Homh, a curated marketplace intended to help consumers and their AI assistants identify trustworthy contractors.

Rather than relying solely on reviews, Homh will emphasize objective business performance data, including punctuality, customer satisfaction and performance history.

Vahe emphasized that rankings cannot be purchased and contractors will not be able to pay for preferential treatment. Instead, the marketplace is designed to reward strong performance and transparency.

According to Vahe, Homh's long-term goal is to become a trusted signal that can be used by homeowners, search engines and AI agents when selecting service providers.

AI won't replace great contractors

Vahe concluded on a reassuring note. While acknowledging the massive changes coming to the industry, he rejected the idea that AI will replace skilled professionals. "It's been said by some that AI will replace great people. This is not true," he said. "Instead, it will be a great multiplier."

His message to contractors was that success in the coming years will depend on how effectively companies embrace these new tools. The businesses that learn to combine talented people with intelligent systems will gain an increasingly significant advantage.

As ServiceTitan looks toward an agent-powered future, Vahe believes the industry's next evolution is already underway. And in that future, he said, ServiceTitan is positioning itself as more than software. Vahe concluded, "We are the agentic operating system of the trades."

By Jesse Sanchez. 

An upcoming webinar explores how roofing and home services contractors can use offline attribution to connect digital marketing activity with customers, revenue and high-value jobs. 

Rising lead costs and wasted advertising spend can make it difficult for roofing contractors to understand which marketing efforts are actually producing business. Adtaxi’s upcoming webinar, “The Offline Attribution Advantage,” will explore how offline and customer relationship management (CRM) attribution can help contractors connect digital marketing investments with real revenue. 

The webinar will be held Thursday, November 5, at noon MT. According to Adtaxi, traditional digital reporting can focus heavily on online activity even though meaningful conversions often happen offline. Contractors using platforms such as ServiceTitan, Housecall Pro, Jobber or other field service systems may already have marketing platforms sending lead information into their CRMs, but those systems may not send information about actual customers and their value back to the advertising platforms. Adtaxi explains, “This often leads to missed opportunities for clearer attribution and more importantly optimization.” 

A central focus of the session will be showing contractors how CRM information can be used across digital advertising channels to improve the connection between marketing activity and business results. Adtaxi emphasized, “The most important takeaway will be centered around feeding this CRM data into platforms like Google, Meta and whatever DSP they use for CTV, audio and display.” 

Attendees can also expect practical ideas they can evaluate within their own marketing programs. The session is designed for contractors with varying levels of experience using offline attribution, including companies that have not yet implemented it. Adtaxi noted, “They will certainly come away with action items for implementation and will likely benefit from clearer attribution and more meaningful optimizations.” 

The webinar will also cover identifying blind spots in digital reporting, attributing advertising spend to higher-margin jobs and using marketing channels to support branded search, giving contractors a closer look at how offline data can help inform their digital marketing strategies. 

Learn more about how offline attribution can help contractors connect digital marketing efforts with customers, revenue and higher-value jobs in this upcoming webinar!

By The Coffee Shops. 

Growth without profit is just a bigger headache. 

Most contractors dream about doubling their revenue. For Victor Smolyanov, achieving that goal nearly came at the expense of his business, his team and his personal life. 

Speaking during a session at ServiceTitan's 2026 Pantheon conference, the founder of Victor's Roofing shared how a year of explosive growth taught him one of the most important lessons in business: revenue means very little without profit. "On the outside, we were a success," Victor told attendees. "But when you looked at the numbers, we were not even making decent money." 

The year everything looked successful 

In 2019, Victor's Roofing set an ambitious goal: double its business. The company was doing roughly $10 million in annual revenue and wanted to reach $20 million. The team pushed hard to make it happen. 

Victor said he was leaving home at 5 a.m. and often not returning until 10 p.m. Team members were stretched thin. Everyone was working harder than ever. By the end of the year, the company had installed more than 2,400 roofs and generated nearly $19 million in revenue. From the outside, it looked like a tremendous success. The reality was something different. 

Despite the record sales volume, the company finished the year with a bottom-line profit of just 3.5%, or approximately $700,000. "We made $700,000 on installing $19 million worth of business," Victor said. 

The experience left him frustrated. As a husband and father, he felt he was failing at home. As a leader, he saw a team that was exhausted. And despite all the effort, the financial reward simply wasn't there. 

A conference conversation changed everything 

A few weeks later, while attending an industry conference in Florida, Victor experienced what he described as a business-changing moment. A speaker named Bob Quillen, owner of Quillen Bros. Windows, shared his company's numbers openly with attendees. Quillen's company generated about $6 million in revenue and roughly $1.5 million in profit. That revelation stopped Victor in his tracks. "That guy did a third of the work that we did and made double the money," he said. 

The realization forced him to rethink everything he believed about growth. For years, he had measured success primarily by volume. More roofs. More jobs. More revenue. What he hadn't focused on enough was profitability. "I felt stupid," Victor admitted. "I'm an idiot. I'm not running my business correctly." 

The power of raising prices 

Returning home, Victor and his leadership team began reworking the business. They focused on delivering a better customer experience, improving operations and creating more value rather than competing primarily on price. Most importantly, they raised prices. 

For many contractors, that can feel like a risky move. Victor acknowledged that he was once afraid to charge more because he believed it would make the company less competitive. 

But the results proved otherwise. In 2020, company revenue actually declined from $19 million to $16 million. Profit, however, told a completely different story. The business generated approximately $3.2 million in bottom-line profit. In just one year, Victor's Roofing increased profit by more than four times while doing less total work. That profitability became the foundation for future growth. "It gave us the growth and the money that made everything else possible," Victor said. 

The additional resources allowed the company to hire better talent, improve customer service, strengthen employee benefits and create a healthier work-life balance for team members. Eventually, the company grew to 12 locations across three states, employing more than 300 people. 

Stop letting competitors set your prices 

One of Victor's strongest messages for contractors centered on pricing strategy. He challenged attendees to think carefully about how they establish pricing. "Do your competitors determine what you charge?" he asked.  

Too many roofing companies, he argued, price their services based on what competitors are charging rather than based on the value they provide and the financial needs of their business. That approach often creates a race to the bottom. "If competing on price is the only thing, it's a quick way to go out of business," Victor said. 

Instead, he encouraged contractors to build businesses capable of supporting great employees, superior customer experiences and long-term growth. Those things require healthy margins. "You can't charge that price unless you have the value," he said. "You also can't charge that price if you have a poor production team." 

Growth starts with margin 

Throughout the session, audience members repeatedly asked questions about scaling. Victor's answer was consistent: before worrying about expansion, hiring or market growth, contractors should understand their margins. 

"If you're making a bad pancake, why make more bad pancakes?" he said. For contractors hoping to scale, he recommended reviewing recently completed jobs and comparing estimated margins to actual results. 

Growth without profitability, he warned, simply creates bigger problems. "Process without margin makes you more efficiently broke," Victor said. 

A lesson every contractor can use 

The most memorable takeaway from Victor's story wasn't about roofing, private equity or opening new markets. It was about redefining what success looks like. 

For years, revenue was the scoreboard. More sales meant a better business. Today, he sees things differently. 

A company that grows profitably can invest in people, systems and customer experience. A company that chases revenue alone risks burning out its team while creating very little value. 

For contractors looking to scale, Victor offered a simple challenge: Don't focus only on how much work you're doing. Focus on whether the work you're doing is actually worth it. 

Learn how ServiceTitan can help you understand your numbers and where you can improve, make changes and become more profitable. 

By Jesse Sanchez. 

ServiceTitan’s Pantheon event combines roofing-specific education, hands-on technology training and cross-trade networking to help contractors strengthen their operations. 

ServiceTitan’s Pantheon event brings roofing contractors together with professionals from across the trades to exchange ideas, explore technology and identify new ways to improve their businesses. On this episode of Roofing Road Trips®, host Karen Edwards spoke with Nina Katsman, general manager of exteriors at ServiceTitan, about what contractors can expect from the event. Highlighting the value of learning alongside businesses at different stages of growth, Nina explained, “There’s just so much to learn from the different trades, the different contractors, the different sizes of businesses.” 

That exchange can expose roofing professionals to metrics and processes other trades may already track closely, including call booking rates, marketing return on investment, production cycle times and profit margins. Measuring performance beyond sales and production can provide a more complete view of the business. Nina emphasized, “This muscle memory of tracking the entire funnel, not just your jobs and production, but from marketing all the way down to profit margin, is something ServiceTitan focuses a lot on.” 

Pantheon also includes nearly a dozen roofing-specific events and workshops, along with roundtables, networking opportunities and hands-on support. Contractors are encouraged to bring their laptops so ServiceTitan team members can help them explore reports, automations and other features during the event. 

Technology and artificial intelligence (AI) are another major part of the conversation. Standardized processes and consistent data can give contractors a clearer picture of their operations while creating a stronger foundation for AI. Nina noted, “When you have standardized processes, you have standardized data, you have standardized metrics and all that is the engine that AI needs to run on.” 

With education, networking and hands-on technology support in one place, Pantheon gives contractors an opportunity to evaluate their operations, learn from peers and consider improvements before the next busy season. 

Listen to the podcast or Watch the conversation to learn more about how Pantheon helps roofing contractors connect, evaluate their businesses and explore new ways to improve efficiency and performance! 

Company launching Max for all residential in-home trades, a Max Pilot for commercial and roofing customers, announcing Homh and other key product capabilities at Pantheon 2026.

ServiceTitan, the software platform that powers the trades, is announcing today at Pantheon, ServiceTitan's annual user conference, that the AI-powered Max package is now available to every residential in-home contractor. The company is also launching a limited Max pilot for commercial and roofing contractors. ServiceTitan also launched the Atlas mobile app, and Homh, its new consumer demand generation platform.

The Max package is the fully loaded version of ServiceTitan's Agentic Operating System. Its agents draw on context across demand, field and office to help customers better understand their business, determine what should happen next and then action, execute and coordinate that work across connected workflows. Rather than optimizing each workflow in isolation, Max can orchestrate nearly the entire business. Over time, Max learns the business to deliver compounding benefits, which have so far resulted in powerful revenue and profitability outcomes for customers.

“The trades are continuing to prove their resilience, while building the physical foundation of the AI revolution at the same time,” said Ara Mahdessian, co-founder and CEO of ServiceTitan. “They deserve to benefit from the technology they’re helping make possible. Bringing Max to every residential in-home contractor gives our customers the ultimate Agentic Operating System to automate complex workflows, adapt in real time and scale their businesses.”

In addition to expanding access for residential contractors, ServiceTitan is introducing a limited pilot of Max for commercial and roofing contractors. The pilot pairs Atlas and core automations with agents already live in the field, including a site walk and findings write-up copilot, a daily log agent and an invoice review agent, with an agreement review agent, touchless AP autopilot, a collections agent and an AFP recommendation advisor expected to come soon.

ServiceTitan is also introducing the Atlas mobile app, a mobile experience that puts a business's insights and agents directly on an owner's phone. Owners can ask Atlas about sales performance, revenue or why a number moved and get an answer grounded in the same company-wide data and context running the rest of the business, rather than waiting on a static report.

ServiceTitan is also announcing Homh, its new consumer demand generation platform that makes selected ServiceTitan contractors discoverable and bookable in new channels where consumers or their AI agents are searching. Homh connects homeowners and their AI agents with a network of high-performing ServiceTitan contractors and brings unique ServiceTitan capabilities into the discovery and booking experience, including objective performance signals, real-time availability and confirmed appointment booking directly into ServiceTitan. Homh is available directly at www.homh.com and works with ChatGPT, Gemini and Claude, helping participating contractors reach homeowners who are increasingly using AI tools to find and book contractors. As these platforms evolve, ServiceTitan plans to continue working with leading AI providers to make contractors on Homh more discoverable whenever homeowners use AI tools to find and book home services.

ServiceTitan is also expanding its partner ecosystem surrounding the platform, introducing new integrations and capabilities across booking, operations and financing including:

• Adaptive Capacity (AdCap): Gives AI CSRs access to Adaptive Capacity, the intelligence that powers ServiceTitan's own scheduling, for intelligent booking.
• Ramp partnership: A direct integration into ServiceTitan gives contractors a clear view of job profitability without manual reconciliation.
• Supplier self-service portal: lets suppliers self-onboard, with several major distributors and manufacturers already live.
• Financing preapprovals: With Prescreen, built with GreenSky and QuickScreen — Synchrony's firm offer of credit, you can identify pre-qualified homeowners up front, making financing part of the conversation from the start.

“AI is changing both how contractors run their businesses and how customers find them,” said Vahe Kuzoyan, co-founder and president of ServiceTitan. “Our job is to turn that progress into lasting value for the trades. That means giving AI agents the context to understand each business, the ability to work alongside its people and clear rules for when to act and when to ask. ServiceTitan is fiercely committed to helping contractors build more profitable businesses, while delivering exceptional customer service.”

This year's Pantheon announcements make Max the most advanced way residential contractors can run their businesses, extend that same automation to commercial and exteriors trades and connect the platform to a growing network of partners, suppliers and AI agents reaching customers.

To learn more about all of the new features and announcements at Pantheon 2026, visit the Pantheon Live Blog.

Pantheon 2026 Keynote Sessions

Pantheon will feature the following keynote presentations from ServiceTitan leaders, and a live webcast of the following keynote sessions will be broadcast here. A replay will be available for 90 days:

October 6, 2026

• 8:30 a.m. ET: Welcome Keynote with Ara Mahdessian, CEO and co-founder of ServiceTitan
• 11:30 a.m. ET: Run Your Software, Not Your Business: Residential Keynote, led by Abhi Mathur, chief technology and product officer
• 2:00 p.m. ET: The New World: Vahe Kuzoyan, co-founder and president
• 3:30 p.m. ET: The Next Era of Commercial: Alex Kablanian, SVP & GM of commercial and construction

October 7, 2026

• 10:15 a.m. ET: The Power of the Ecosystem: ServiceTitan Partners

About ServiceTitan

ServiceTitan is AI for the trades—a purpose-built agentic operating system designed to automate the workflows that run a contracting business, from enterprise commercial construction to residential field service, exteriors and beyond. The company’s end-to-end solution gives contractors the tools they need to run and grow their business, while providing a stellar customer experience. Learn how ServiceTitan is equipping tradespeople with the AI technology they need to keep the world running at: www.servicetitan.com