NEW YORK — Standard Industries, the world's largest roofing and waterproofing manufacturer, announced the launch of GAF Energy, a new company aimed at revolutionizing the adoption of rooftop solar for everyday consumers.

Working in partnership with GAF, a Standard Industries company and the largest roofing and waterproofing manufacturer in North America, GAF Energy will drive scalable adoption of integrated and affordable rooftop solar solutions across GAF's established distribution network.

The company said in a release that customers will benefit from a streamlined, turnkey approach to going solar when selecting GAF Energy, from planning and financing, to 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 of 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."

A GAF Energy official told Fast Company that around 5 million homes are reroofed in the U.S. annually, but fewer than 300,000 get solar power.

That number could increase as GAF Energy empowers roofing contractors across the U.S. with what it calls “a comprehensive and economical approach to solar installations, bypassing the high-cost of customer acquisition most pure solar technology companies face today.”

With dedicated support teams and training for project management, design, permitting and installation of GAF Energy's integrated solar roofs, local and regional contractors can effectively grow their businesses while meeting demand for more clean and sustainable sources of energy, according to the company.

"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.  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," said David Winter, co-CEO of Standard Industries.

"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 of 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."