Specifi has bundled key business tools into all subscription tiers and appointed Joe Roberts as it expands into new markets.
With three subscription plans (Individual, Team and Company), the business management platform now includes the following features in every tier: a professional website, Echo social media management, and branded customer portal.
These features, which were previously paid add-ons, are rolled out as Specifi appoints new strategic advisor Joe Roberts ahead of the ADI Expo & Training Tour 2026.
With over 30 years of industry experience and deep dealer networks, he joins the business as part of planned expansion into North America and will be on the road with ADI in Brisbane, Sydney, and Melbourne this summer.
Dealers can see the new platform live there, and discuss it with Roberts.
Matthew Booth, company founder, said: “We built Specifi because we lived the frustration of running an AV business with tools that were never designed for us.
“Everything we are announcing is about putting the integrator first.”
The changes aim to reposition Specifi as an AV business platform that brings the following features into one subscription: lead generation, proposals, project management, invoicing, supplier integration, marketing, a public website and branded customer portal.
Roberts added: “I have spent my career building companies that are truly customer first.
“The customer-first culture here is real, and I am excited to be part of what comes next.”
Built from the ground up by integrators, Specifi leverages AI across the full dealer workflow - including proposal generation, content creation, SEO recommendations and social media.
Its AV-specific social media management tool, Echo, is designed to pull images directly from completed work orders and supplier product catalogues.
Additionally, the customer portal sits under the dealer’s own brand, not Specifi’s.
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