We recently met and interviewed HailTrace’s CEO and founder, Derik Kline, and we can’t wait to share more with you. HailTrace was founded in 2010 when Derik was inspired by a family friend's request to map the damage from a hailstorm in Oklahoma City. This event led to the creation of HailTrace, a weather forensics data company. HailTrace and Canopy Weather, which power OneClick Code’s weather reports, are sister companies and have 16 expert meteorologists on staff.
Ok, let’s get into the heart of the interview!
Tell us about HailTrace’s core mission:
HailTrace’s mission is to simplify weather by fostering innovation, passion, and excellence. HailTrace's vision is to be a trusted, independent source for forensic weather information and have a positive impact on all those we come in contact with. We are dedicated to providing solutions that help businesses assist communities in recovering from severe weather. This includes identifying when severe weather impacted a specific property or uncovering all areas affected by multiple hail damage events across the U.S. In addition to hail, we track high wind damage and tornadoes. One of our key clients is FEMA, and our data has significantly reduced their response time to tornado events, from days to just hours. For the roofing industry, this means precise weather reports to assess potential damage and the ability to plan roof repair or roof replacement projects.
How long has HailTrace been operating, and how has the company evolved?
This May marks 15 years in business, during which we've experienced tremendous growth, expanding from just a few team members to nearly 50. A key factor in this success has been shifting our approach to operate as a software company specializing in weather, rather than simply a weather consulting firm. This evolution has allowed us to provide more sophisticated tools for roofing contractors and improve customer relationship management.
What are some of the key milestones or achievements HailTrace has reached that you’re particularly proud of?
Our team includes two Emmy Award winners, Taylor Cox and me. Our maps have even been presented to the President of the United States to illustrate the impact of natural disasters. Additionally, we've been honored as a three-time Vendor of the Year at a prestigious roofing trade show!
We know hail is a major concern, but wind affects nearly every region. Can you describe the most significant hail and wind damage trends you’ve observed across the United States in recent years? How do you see these trends influencing building code updates nationwide?
I believe the number of people affected by severe weather events will continue to rise, particularly because population density is expanding. Another factor driving the rise in claims is contractors facilitating First Notice of Loss (FNOL). More homeowners and business owners are now aware of potential damage, leading to more claims being filed. This increased awareness underscores the importance of accurate weather reports and adherence to building codes in residential and commercial roofing.
Can you provide specific examples of how recent hail or wind damage events have led to changes in roofing requirements? For instance, have you seen shifts in shingle requirements, underlayment specifications, or ventilation standards?
I wouldn’t consider myself an expert on building codes or what it takes to construct better roofs, but I have observed significant changes in deductibles over the years. I’ve also seen states implement more regulations, including requirements for contractor permitting and roofing certification. These changes impact how roofing contractors operate and the roofing insurance process.
From your perspective, what are the biggest challenges roofers face when trying to keep up with weather reports and building code changes?
Both factors constantly evolve, and even small geographic differences can lead to entirely different outcomes. For example, just a few miles can mean a change in municipal roofing codes—or the difference between experiencing large hail damage or no hail at all. This highlights the need for precise weather reports and tools like OneClick Code to help local roofing contractors stay compliant.
We understand you have 16 meteorologists on staff- that’s super cool! Can you share with us some of the new technologies being used? How is AI impacting meteorology as a field?
AI has been a valuable tool for marketing and sales and many other areas of expertise, but it struggles with the complexities of meteorology. However, we see potential in machine learning and are actively exploring its applications to understand its value. Our team of meteorologists wear many hats—they work in finance, sales, storm tracking, coding, analyzing radar data, and even testifying in court for complex claims. What I love most is that this diverse expertise allows us to remain true weather specialists, staying laser-focused on the meteorological side of our work. This expertise is crucial for providing accurate weather reports that roofing contractors rely on.
Examples of AI in Weather Forecasting:
Tell us more about Honey Hole Finder
This tool is designed to help contractors overlay data to identify potential areas of storm damage that may not be immediately visible. Hail damage often accumulates gradually, as not every hailstorm causes significant damage on its own. The goal is to analyze smaller hail events and use a formula to track how damage builds up over time through repeated storm impacts. This is vital information for roofing contractors when providing roofing estimates and planning roof maintenance. This tool surfaces geographic locations that are likely in need of roof repair, though you may not necessarily draw that conclusion based on the most recent storm activity alone.
Anything you can share on your product roadmap or what’s next?
Our primary focus is shifting from simply measuring hail size to understanding actual hail damage. While we haven't fully solved it yet, we're getting very close. For years, contractors and insurance carriers have asked us for hail size data, but what they truly want to know is: did the storm cause damage? We're on the verge of answering that question and are excited to transform how the industry leverages weather reports. This advancement will significantly assist in determining the necessity for roof repair or roof replacement and improve roofing insurance claims processes.
And, that’s a wrap!
We'd like to thank the CEO of HailTrace for sharing his valuable insights on the intersection of weather technology and the roofing industry. His expertise sheds light on how essential weather data is for roofing contractors and anyone involved in residential or commercial roofing. Understanding weather reports, hail damage, wind damage, and building codes is paramount. Learn more about HailTrace and their services.