It’s a dream she made reality, starting part-time while still in school, then joining full-time after graduation. Now, over 30 years later, Jennifer is not only running the company, but watching the third generation step up—her son Alex came on board full-time in 2019 and now serves as Director of Operations.

“It’s really been a joy working so closely with family,” she says.

From Humble Beginnings to Regional Powerhouse

City Wide Insulation started small, but under Jennifer’s leadership, it's grown into a five-state operation with six branch offices and 85 employees. The company specializes in building insulation and foundation waterproofing, with a particular focus on residential and light commercial construction. They serve both general contractors and individual homeowners, providing new-build and retrofit services.

“We’ve had our hands in a bunch of different services over the years,” she says, “but we’ve really landed in a niche we know well.”

The company’s commitment to quality is reflected in its partnerships with industry giants like Owens Corning, BASF, Tremco, and Graco. Jennifer credits their long-standing relationship with IDI Distributors and their Owens Corning Certified Energy Expert status as major differentiators in the marketplace.

The company is a member of ICAA, Owens Corning Certified Energy Expert and Midwest Home Builders Associations.

“We’ve made sure to have the best equipment and materials to service our customers,” she says. “And our crew has a combined level of experience that’s hard to match.”

Growth Built on Grit and Grace

Jennifer has been at the helm during some of the company’s most transformative years. From strategic acquisitions to branching into new markets like foundation waterproofing, the company’s evolution hasn’t slowed down.

“When I started in 1991, we were still a relatively small operation,” she says. “Since then, I’ve seen—and led—significant growth. That includes opening new offices, purchasing companies, and expanding into new service areas.”

But growth hasn’t come without challenges. The recent passing of her father has marked a new and difficult chapter.

“The hardest part of my job this past year has been not having my dad around to ask the hard questions,” she says. “Now, I have to make those decisions on my own. It’s been a big shift.”

Still, Jennifer sees a promising road ahead. Business has been consistent and strong, with more work on the books for the remainder of the year and into the next.

Lessons from the Past, Eyes on the Future

With over half a century in business and a multi-generational team in place, Jennifer’s goals are rooted in both honoring the past and building something new.

“My long-term goal is to grow the business my parents started in a way that would make my dad proud,” she says. “We have some markets we’re looking to expand into, and I hope I can make that work.”

She’s also not one to forget the lessons of the past. Reflecting on the last recession, she plans to manage future downturns with tighter controls—especially on outstanding invoices.

When asked what sets City Wide apart, Jennifer doesn’t hesitate.

“Our experience. Between our sales team and installers, we’re incredibly knowledgeable and skilled. And our people genuinely care.”

That care extends beyond the job site. Jennifer’s personality is rich with depth and humor—from her go-to cajun chicken pasta recipe to her passion for The Rolling Stones (definitely not The Beatles, she notes). She’s a summer enthusiast, happiest at the lake or on the golf course, or up north at the family cabin. And if she could have dinner with anyone, dead or alive?

“One more dinner with my dad would give me great joy,” she says.

More Than a Company—A Legacy

For Jennifer Roeder, City Wide Insulation isn’t just a business—it’s a family legacy woven through generations, weathered through recessions, and propelled forward by love, labor, and loyalty.

“I think the fact that we’ve been around 50-plus years as a family-owned and operated business, with three generations working—that’s pretty impressive.”

And with Jennifer at the helm, it’s clear the legacy is in capable hands.