From Venezuela to Texas, Level Up Roofing Builds a Thriving Business

Rafael Riera and Johana Ramos left Venezuela to start a roofing company in Texas, now preparing for major commercial work in 2026.

Apr. 8, 2026 at 1:36pm

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Rafael Riera and Johana Ramos, a husband-wife team, left Venezuela in 2019 seeking safety and better opportunities for their family. With no prior roofing experience, they founded Level Up Roofing in Katy, Texas in 2020. Despite the challenges of the pandemic, the company has grown rapidly and is now positioning itself to take on major commercial projects in 2026, including a $100,000+ metal shingle roofing job.

Why it matters

The story of Level Up Roofing highlights the entrepreneurial spirit and resilience of immigrants who come to the U.S. seeking a better life. It also showcases how determination, community support, and a willingness to learn can help turn a small startup into a thriving business, even in a competitive industry like roofing. As Level Up Roofing expands into commercial work, it demonstrates the potential for immigrant-owned businesses to make a significant impact in their local communities.

The details

Rafael Riera left a secure construction supervisor job in Venezuela, turning down raises up to $33 per hour, to start Level Up Roofing with his wife Johana Ramos in 2020. The couple, who both studied industrial engineering, moved their family to Texas in 2019 seeking safety and better opportunities. Despite having no prior roofing experience, they started door-knocking and learning the industry from the ground up. Early support from organizations like Latinos en Roofing and ABC Supply helped them gain the resources and connections they needed to grow. The COVID-19 pandemic actually opened up unexpected opportunities, as their personal approach to customer interactions gave them a competitive edge during lockdowns. Now, Level Up Roofing is investing in training, expanding into major commercial work, and tackling new challenges like their first $100,000+ metal shingle project.

  • In 2019, the Riera family left Venezuela and moved to the U.S.
  • In 2020, Rafael and Johana founded Level Up Roofing in Katy, Texas.
  • In 2026, Level Up Roofing is positioning itself to take on major commercial projects.

The players

Rafael Riera

Co-founder of Level Up Roofing, who left a secure construction supervisor job in Venezuela to start the roofing company with his wife in Texas.

Johana Ramos

Co-founder of Level Up Roofing, who partnered with her husband Rafael to start the company after moving their family from Venezuela to Texas.

Latinos en Roofing

An organization that provided critical early support and connections to help Level Up Roofing get established.

ABC Supply

A company that provided the resources and tools Level Up Roofing needed to grow professionally.

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What they’re saying

“'Latinos en Roofing me abrió las puertas y me conectó con mucha gente'”

— Rafael Riera, Co-founder, Level Up Roofing

“'Our focus is on expanding the company by investing in education and training for our team, work crews, and sales representatives. We are also preparing to launch a major commercial project next year, positioning ourselves to take on additional large-scale commercial jobs while continuing to grow our residential capacity. In addition, we are stocking up on materials and enhancing our logistics to ensure we can respond quickly and efficiently during upcoming storm seasons.'”

— Rafael Riera, Co-founder, Level Up Roofing

“'Never stop learning and improving. Invest in yourself and your team to become the best in this beautiful industry. Stay humble, work hard, and take care of your customers and your family — that's what truly builds a strong and lasting business.'”

— Rafael Riera, Co-founder, Level Up Roofing

What’s next

Level Up Roofing is preparing to launch a major $100,000+ commercial metal shingle roofing project in 2026, which will be a key milestone for the company as it positions itself for additional large-scale commercial work while continuing to grow its residential business.

The takeaway

The story of Level Up Roofing demonstrates how immigrant entrepreneurs can build thriving businesses from the ground up through determination, community support, and a willingness to continuously learn and improve. As the company expands into commercial work, it highlights the potential for immigrant-owned firms to make a significant impact in their local communities.