Guest: Scott McCollum, Founder & Chief Solutions Officer, McRoof
Host: Spencer Holden, Insurance Thought Leaders (a PRMA production)
Theme: How FORTIFIED standards, modern “flex” shingles, and lifecycle maintenance reduce losses, improve insurability, and align outcomes for homeowners and carriers.
Listen to the Episode
- ▶️ Play: Risk Ready — PRMA x McRoof featuring Scott McCollum
- Show: Insurance Thought Leaders (PRMA)
Executive Summary
- FORTIFIED isn’t a product; it’s a standard. Deck is nailed, seams are sealed, and the assembly is locked so even if shingles blow off, water stays out—drastically reducing interior loss.
- Modern asphalt shingles ≠ the old “20/30/50-year” labels. Today’s modified-asphalt (“flex/SBS”) shingles bring impact + high-wind performance and enhanced manufacturer warranties.
- Claims discipline matters. Don’t file before a neutral, credentialed inspection (e.g., Haag) determines you should.
- The future = lifecycle management. Annual inspections, prompt repairs, and post-event reassessments create defensible data that benefits clients and carriers and can help reduce total cost of risk.
Episode Highlights & Key Quotes
1) What “FORTIFIED” Really Means
Plain English: fasten the deck, seal the deck, lock the edges.
Why it matters: Even if a storm strips the covering, the sealed deck prevents most water intrusion, keeping families in their homes and avoiding costly interior rebuilds.
“If the deck is nailed and sealed, you’ve eliminated the majority of the water that might enter the home—even when the covering fails.”
2) Materials That Perform in the Real World
- Class A fire rating + impact rating appropriate to the risk zone.
- Modified asphalt ‘flex’ shingles (SBS): heavier, more pliable, hold seals, resist cracking, and carry 130–150 mph wind ratings (manufacturer dependent).
- Synthetics: deliver the high-end look (e.g., wood shake aesthetic) with modern fire/wind/impact performance.
“We’ve installed flex-tech shingles in OK/TX since 2017—exposed to 90+ mph winds and big hail. We haven’t replaced one for wind or hail.”
3) The Old “25-Year Shingle” Myth
- Pre-2012 “20/30/50-year” was largely marketing/warranty language—not guaranteed service life.
- Today: limited lifetime shingles with optional enhanced manufacturer warranties (longer defect protection).
- If a failure occurs below the rated wind/impact and within terms—that’s manufacturer, not insurance.
4) The Mindset Shift Everyone Needs
- “It’s just a roof.” → It’s the #2 structural system after the foundation and #1 weather-shedding system.
- “Insurance will replace it anyway.” → Cost sharing, roof schedules, and stricter terms are now common.
- “Wait until it leaks.” → Annual inspections + documented maintenance protect coverage and lower lifetime cost.
5) Before You File a Claim: Triage Smart
- Get a neutral inspection from a credentialed roof damage assessor (e.g., Haag Residential/Commercial/Wind; Master Level where available).
- Avoid door-knockers and cold-call canvassers; they have skin in the game to sell a roof.
- A defensible inspection report reduces adjuster friction and improves outcomes.
6) How to Vet a Roofer (Fast Checklist)
- License/registration: Ask for the state credential (e.g., Oklahoma CIB “orange card”).
- Manufacturer credentials for the system you want.
- Recent local references (addresses you can drive by).
- Complaint + review patterns: BBB & Google (look for patterns, not one-offs).
- Continuity: Has the firm changed ownership? Verify today’s standards match the reputation.
7) Moss/Lichen/Algae: Practical Guidance
- Algae: cosmetic.
- Moss: retains moisture, but with proper underlayments it rarely creates structural risk.
- Avoid aggressive “DIY cleaning” that can damage assemblies—or worse, create safety hazards.
FORTIFIED 101: What’s Under the Hood
- Deck fastening pattern (more/longer nails, correct spacing)
- Sealed roof deck (membranes/tapes to block water)
- Locked edges (drip edges, starter courses, mechanical details)
- Enhanced flashing details (chimneys, valleys, penetrations)
- System integration (vents, underlayments, accessory components)
Result: Wind/hail resistance, dramatically reduced water entry, fewer displacement events, and faster, clearer claim determinations.
Quick Guide: Roofing Options by Outcome
| Goal | Consider | Why |
|---|---|---|
| All-around resilience (most homes) | Modified asphalt “flex” shingles | Strong impact/wind performance; widespread availability; aesthetics |
| High-end look w/ performance | Synthetics (slate/shake look) | Class A + high wind/impact; premium aesthetics |
| Specialty or architectural | Standing-seam metal | Longevity; wind; snow shedding (evaluate hail denting & acoustics) |
McRoof helps you match system + spec to your risk zone and design goals.
The McRoof Process (Carrier-Friendly)
- Neutral Assessment – Credentialed inspection (evidence > opinions).
- Prescription – Clear, prioritized scope (safety, watertightness, code, FORTIFIED opportunities).
- Options & Materials – Flex shingles, synthetics, or metal—aligned to risk and budget.
- Execution – Manufacturer-compliant installation by trained crews.
- Lifecycle Plan – Annual inspection + maintenance + post-event reassessment.
- Documentation – Photos, notes, invoices, and materials data packaged for coverage defensibility.
For Homeowners: 7 Questions to Ask Before You Sign
- Are you licensed/registered in this state? Show me.
- What manufacturer credentials do you hold for the system you’re proposing?
- Will this be FORTIFIED-aligned (deck fastening, sealed deck, edges, flashing)?
- What wind/impact ratings do these materials carry?
- What manufacturer warranty and workmanship warranty do you provide?
- Who supervises the job daily, and how do you protect my property (landscaping/cleanup)?
- What post-installation maintenance do you recommend, and will you document it annually?
For Advisors & Carriers: How This Lowers Total Cost of Risk
- Lower severity: sealed decks prevent the large interior losses.
- Better triage: neutral pre-claim inspections reduce noise.
- Data integrity: lifecycle documentation creates clear, defensible files.
- Client experience: fewer displacements, faster recovery, higher satisfaction.
- Alignment: underwriting requirements become achievable, explainable, repeatable.
Mini Case Example (Hypothetical)
Scenario: 95-mph straight-line winds remove sections of shingles on two neighboring homes.
- Home A (traditional install): Unsealed deck; wind-driven rain enters attic and living spaces → drywall, flooring, and contents loss; family displaced for weeks.
- Home B (FORTIFIED-aligned): Sealed deck, locked edges → covering loss but no interior water; scope limited to re-dry-in + recover; no displacement.
Takeaway: Sealed decks turn a catastrophic loss into a manageable repair.
Frequently Asked Questions
Is FORTIFIED only for new builds?
No. Many FORTIFIED elements can be added during a re-roof (e.g., sealed deck, edge details, fastening patterns).
Will a FORTIFIED roof look different?
Not to most observers. It’s about how it’s built, not how it looks.
Can this reduce my premium?
It depends on your carrier and jurisdiction. The loss reduction and data quality are valuable regardless; ask your advisor about credits.
How often should I inspect?
Annually, and after any major weather event. Keep a paper trail.
Do I file a claim for a few missing shingles?
First, get a neutral inspection. You may only need a small repair.