Fortis Re-Engages MarketScale to Support Contractor VAR Channel Expansion

Fortis today announced the re-engagement of MarketScale, the B2B content platform and production partner with which we have a long-standing relationship, to support our focused effort to grow the Contractor Value-Added Reseller (VAR) revenue channel.

MarketScale previously collaborated with Fortis on expert-led content, including the Roof Talks series and a substantial body of articles and videos featuring Fortis leadership and technical specialists. That work helped communicate our core value proposition: proprietary roof reconditioning, performance programs, and warranties/guarantees backed by Lloyd’s of London that typically deliver 60–70% cost savings versus premature replacement while providing broader coverage and higher claims-approval rates than conventional manufacturer warranties.

The renewed engagement is specifically scoped to the Contractor VAR channel. Fortis already maintains a national Strategic Partner Network of certified contractors and applicators who perform reconditioning work to our standards under Fortis QA/QC oversight. The next phase is to treat selected contractors as true value-added resellers enabling them to offer Fortis programs as a differentiated, high-margin solution to their building-owner and asset-manager clients, generating additional service, reconditioning, and related work for the contractors themselves.

MarketScale will apply its platform and production capabilities to this objective by:

• Activating Fortis technical and commercial experts, existing contractor partners, and selected customers as content creators.
• Producing governed, authentic video, articles, training assets, and case studies that explain the Fortis process, financial outcomes, warranty differences, and practical implementation steps. Creating contractor-facing materials that help partners position, sell, and deliver the programs with credibility.
• Distributing content through MarketScale’s industry publications, owned channels, and partner networks so that it is discoverable by contractors and the AI systems they increasingly use for research.

The goal is practical enablement: more contractors who understand the economics and technical basis of Fortis programs, can articulate them to their customers, and have the tools to close and execute those opportunities. This directly supports Fortis’s broader growth priorities of expanding sales capacity through channel partners rather than solely through direct resources.

Richard Lewis, Chairman and CEO of Fortis, said: “Our contractor partners already deliver the physical work that makes our programs possible. Formalizing and scaling them as VARs is a high-leverage way to reach more building owners while giving those contractors a stronger offering and additional revenue streams. MarketScale’s ability to turn our people and our partners into a consistent, credible content engine is the right fit for this stage. We are returning to a proven collaborator with a clear, measurable assignment.”

Internal teams will work with MarketScale on an initial content calendar, contributor onboarding, and approval workflows. Contractor partners interested in participating as creators or in learning more about the VAR opportunity should contact their Fortis relationship manager. This re-engagement is consistent with Fortis’s long-term approach: using data, process, and financial certainty to change how commercial low-slope roofs are procured and managed, while systematically removing constraints on growth.

Founded in 2003, Fortis was established with a mission to revolutionize roof performance through our proprietary Roof Reconditioning solutions. Our comprehensive warranty combined with performance guarantees for existing commercial low-slope roofs has produced over two decades of customers confident in the Fortis product. Based in Denver, Colorado, Fortis extends its reach across all 50 states and six countries, including the US, Canada, Israel, UAE, Australia, and New Zealand. At Fortis, we combine scientific analysis with proprietary inspection and reconditioning protocols to precisely estimate the useful life of roofing materials. This unique approach has enabled us to confidently provide commercial roof warranties for over 20 years. Our programs are meticulously designed to deliver financial certainty and guaranteed roof performance, offering peace of mind to our customers.