New York City-based Standard Industries launched GAF Energy, a new company that offers services to advance adoption of rooftop solar for consumers. GAF Energy has offices in the San Francisco Bay area and New York metro area.

Working in partnership with Parsippany-Troy Hills, N.J.-based GAF, a Standard Industries company and roofing and waterproofing manufacturer, GAF Energy will drive scalable adoption of integrated and affordable rooftop solar solutions across GAF’s distribution network. The company will provide customers a streamlined, turnkey approach to going solar when selecting GAF Energy, including planning, financing, installation and permitting with utilities.

“As the largest global player in roofing and waterproofing, we will reshape the way clean solar energy becomes a reality for everyone,” said David Millstone, co-CEO at Standard Industries. “We believe that roofing is real estate and we see a future with energy from every roof. GAF Energy’s offerings will empower people to put their roofs to work with technology that is attractive, accessible and affordable.”

“We are best positioned to accelerate the growth of residential solar with over a century of waterproofing experience and the largest network of roofing distributors and contractors in the world,” said David Winter, co-CEO at Standard Industries. “Our team is in the kitchen with the homeowner at the moment a new roof is required: the most perfect time to provide the opportunity to go green. We couldn’t be more excited to have Martin DeBono and a world class team lead the evolution of rooftop solar for years to come.”

“GAF Energy capitalizes on the historic challenges facing the rooftop solar industry – acquisition and installation costs – and turns them into demonstrable strengths – making it easy for customers to say ‘yes’ to solar rooftops,” said Martin DeBono, president at GAF Energy. “Our product is smart, integrated and economical, and we hope it will mark a fundamental shift in rooftop solar adoption around the world.”