Retail vs Insurance Mix: how each location's exterior revenue splits

What this is

Retail vs Insurance Mix is the third row on the Exterior & Roofing page in Verinode HQ, sitting directly below Exterior Book by Franchisee. Where the book row tells you how much exterior work a membership is running, this row tells you who is paying for it: for each franchisee, what share of their exterior revenue is insurance-paid versus retail (paid directly by the property owner, with no carrier involved).

Roofing and exterior work is unusual among restoration service lines because it routinely runs both payer models side by side. A storm event can fill a franchisee's book with insurance claims almost overnight, while the same franchisee may also run a steady retail business (re-roofs, upgrades, maintenance) that owners pay for directly. The mix between the two says a lot about how a location's business behaves: how exposed it is to storm cycles, how much of its pipeline depends on adjuster and carrier relationships versus its own sales and marketing, and how its margin profile is likely to look, since retail and insurance work carry different pricing and negotiation dynamics.

As with every row on this page, HQ only ever shows the aggregate split. It never opens a franchisee's underlying estimate, invoice, or job file. What you see here is a membership's own revenue mix, computed from data that already flows in from their operations. Franchisees own their data; HQ sees the roll-up.

Where to find it

Exterior & Roofing is not a permanent item in the HQ sidebar. It is folded into Benchmarks as an "Exterior & Roofing" category that only appears for networks where at least one membership runs exterior work. If you don't see it in Benchmarks, no franchisee in your network has logged exterior jobs yet.

The page itself lives at a stable, bookmarkable address: hq.verinode.ai/exterior. You can navigate to it directly, or reach it through Benchmarks whenever the Exterior & Roofing category is showing.

The page title is "Exterior & Roofing." Retail vs Insurance Mix is titled exactly that on the page, and it's the second row of franchisee tiles, right after Exterior Book by Franchisee.

The network-level insurance mix figure above this row

Before you reach the franchisee tiles, the network summary panel at the top of the page includes a figure called "Insurance mix." This is the median insurance share of exterior revenue across every membership that has exterior work, and it's labeled "Median insurance share of exterior revenue." Think of it as the one-number version of the row below: the row breaks that median down franchisee by franchisee. Until enough franchisees have reported this figure, the panel shows "Awaiting data" in its place.

What each tile shows

Each tile in Retail vs Insurance Mix represents one membership that has enough tagged exterior revenue to compute a split. Reading a tile:

• Label, either "Insurance-led" or "Retail-led." A franchisee is labeled "Insurance-led" once insurance-paid work is 50% or more of their exterior revenue; otherwise they're "Retail-led."
• Headline, the franchisee's name. In an independent-operator network, this is shown anonymized rather than by real name, the same as everywhere else on this page.
• Split bar, a two-segment bar showing the insurance share and the retail share of that franchisee's exterior revenue side by side, so you can see the balance at a glance without reading the numbers first.
• Sub line, the exact split, phrased as "X% insurance · Y% retail." The two figures always add to 100% of that franchisee's exterior revenue.

There is no meta line on this row; the sub line carries the full figure.

Franchisees appear in the same order as Exterior Book by Franchisee: busiest exterior books first. The row shows up to 12 franchisees. Any membership that hasn't yet tagged enough exterior revenue to compute a split simply doesn't appear in this row, even if it does appear in Exterior Book by Franchisee above it.

1. 1Open Benchmarks in HQ, or go directly to hq.verinode.ai/exterior.
2. 2Check the "Insurance mix" figure in the network summary panel for the network-wide median.
3. 3Scroll to Retail vs Insurance Mix to see which specific memberships sit on which side of that median, and by how much.
4. 4Compare the label ("Insurance-led" vs "Retail-led") against the split percentages: a franchisee sitting close to 50/50 is more diversified than one running heavily to one side.
5. 5Tap or click any tile to open that franchisee's profile for a fuller picture of their operation.

How to use it

Use this row to understand where a location's exterior pipeline is coming from, not just how big it is:

• A franchisee running heavily "Insurance-led" is more exposed to storm timing and carrier/adjuster relationships. Their exterior volume can swing hard between quiet stretches and post-storm surges.
• A franchisee running heavily "Retail-led" has built direct-to-owner demand: sales, marketing, referrals. That pipeline tends to be steadier but requires its own investment to sustain.
• A franchisee sitting close to 50/50 has diversified across both models, which can mean more resilience through both storm and non-storm periods.
• Read this row alongside Seasonal Concentration further down the page. A heavily insurance-led franchisee with a highly seasonal book is telling you the same thing twice: their exterior business is storm-dependent. A retail-led franchisee with a flatter seasonal spread suggests the opposite: steady, self-generated demand.
• Read it alongside the median exterior margin figure in the network summary panel too. Insurance and retail work price and negotiate differently, so a franchisee's mix here is often part of the story behind why their exterior margin sits above or below the network median.

Clicking any tile takes you straight to that franchisee's profile, focused on that membership, so you can move from "who leans insurance versus retail, network-wide" to "what does this franchisee's broader operation look like" without leaving the flow you're in. The franchisee profile view respects the same privacy boundary as everywhere else in HQ: it shows the aggregate and compliance picture leadership is entitled to, not the franchisee's private job-level detail.

Empty states

If no franchisee in your network has tagged exterior revenue by payer type yet, the row shows: "Retail-vs-insurance mix appears once exterior estimates carry tagged revenue sources." No tiles render until that changes. This is distinct from the row above it: a membership can already be showing up in Exterior Book by Franchisee with a job count and revenue share, and still be absent from this row, because job-level totals and payer-tagged line items are two different levels of detail. The mix appears once a franchisee's exterior estimates start carrying that payer tag on their line items, not simply once exterior jobs exist.

If your whole network has no exterior work at all yet, the page-level empty state applies instead: "Exterior & roofing data will appear as franchisees run exterior jobs and their estimates and supplements flow in."

The privacy floor: small networks see aggregates only

If your network currently has only a small number of active memberships and is running in independent-operator mode, HQ suppresses the per-franchisee tiles on this page entirely, including Retail vs Insurance Mix. You'll see a banner reading "Aggregate-only view" that explains per-franchisee tiles are hidden to protect operator privacy, because with too few operators in the mix a single franchisee's figures could be identified even without a name attached. The network summary panel at the top still shows: the "Insurance mix" median remains visible, only the individual tiles are held back.

Tiles return automatically once your active network grows past that floor, or you can adjust how the network's privacy posture is set from Settings, under Group, in Data posture.

Related help

• /help/hq-exterior-book-by-franchisee
• /help/hq-exterior-supplement-capture
• /help/hq-exterior-seasonal-concentration
• /help/hq-franchisee-profile
• /help/hq-network-privacy-floor
• /help/hq-benchmarks-overview