A number of safety-related products stood out on the International Roofing Expo (IRE) show floor in Las Vegas last month. Yet few dealt roofer safety long before crews show up on the jobsite.

The team at TRUCE Software used that to their advantage in Las Vegas, prompting roofing contractors in attendance to pay more attention to how they actually get to a jobsite, day-to-day. It was the company’s first time exhibiting at IRE, taking a prominent spot in the First Look area of the show floor reserved or the 180 companies new to roofing in Las Vegas.

The booth was busy throughout the show as software specialists demonstrated how its employee-first, connected telematics platform helps roofing operations reduce distracted driving, improve jobsite visibility, and strengthen safety culture.

TRUCE was founded around a simple idea - mobile technology should protect people, not distract them, said Brian Gallagher, director of commercial solutions.

“We built a platform to turn everyday smartphones into AI-powered tools that improve safety and performance in real time,” he said.

Unlike traditional vehicle-only telematics systems, TRUCE connects mobile devices, vehicle data, and AI-powered dashcams into a single, mobile-first platform designed specifically for crews inside and outside their vehicles.

“Our message (at IRE) was simple -- protect your drivers without adding more hardware or complexity,” Gallagher said. “The biggest takeaway was how many contractors immediately saw the value of using devices their teams already carry instead of installing expensive in-vehicle systems.”

Roofers for years have dealt with distracted driving incidents, jobsite communication gaps, and inconsistent safety practices that can quickly lead to injuries, claims, downtime, and lost revenue. Attitudes toward driving are changing across the entire workday, Gallagher said.

“What’s changing is the recognition that the drive to and from the job is also a significant liability, and more owners and management are starting to treat driving safety as part of their overall safety culture, not a separate issue,” he said.