About Jenn
Jenn is the Financial Systems Coach with TRA and the founder of Lucid Co., a financial operations practice built specifically for roofing contractors. She brings a background in public and management accounting along with more than a decade of hands-on experience in the roofing industry.
Jenn works with owners whose books haven't kept up with their growth. She takes messy or disorganized financial systems apart, figures out what's breaking down, and rebuilds them so the numbers are accurate and actually useful. Through her Findings & Directives reports, she diagnoses where a company's financial systems are falling short and lays out a clear path to fix them.
She understands the pressures specific to roofing: job-by-job margins, deposits and progress billing, crew and sub costs, seasonal cash swings, and the gap between what the CRM says and what the books say. She helps growing companies align their AR and AP workflows, tighten up collections, protect their lien rights through preliminary notices, and automate the admin work that eats up hours every week.
Her goal is to true up the bottom line so owners know how profitable they really are and what they actually have left. That clarity lets them make real decisions and stop running the business off their bank balance, a hope, and a prayer.
