Indiana Metal: Forming Success with Service, Care, and Technology

A Visionary Start

Metal component manufacturer Indiana Metal was founded by Jonathan and Jena Jackson in Bainbridge, Indiana, in 2019. Prior to that time, they had run a successful metal roofing company and were fabricating and roll forming their own standing seam systems for their installation business. In September 2018, Jonathan and Jena went on vacation in Whitefish, Montana, where they happened upon a company called Glacier Steel in Kalispell. On a whim, they visited and toured the facility, which fabricated metal roofing and siding. The couple decided that supplying contractors should be the next development for their business.

“Seeing the whole process, seeing the equipment and the employees working to create something so important to people’s lives was really empowering,” recalls Jena, Vice President at Indiana Metal. “Seeing a woman running a business in such a male-dominated industry was an eye-opener.” Although Jena stayed at her corporate job until 2021, she knew that her professional future was with Indiana Metal.

Filling a Market Void

Jonathan spent years on rooftops, installing metal one panel at a time. When the metal shop was established, it wasn’t just to sell product—it was to build something better. The goal was to create a place that understood what contractors face daily, where materials, service, and support are all designed with the installer in mind. Jonathan knew that the local area didn’t have a metal supply house available to contractors—even though metal was going up on buildings all around the area.

“We figured, ‘Why not fill the void and be the supplier who not only supplies metal but helps contractors break into the business?’” Jena says.

Rolling Out Innovation

Jonathan’s experience with metal roofing gave him valuable insights for launching the roll-forming business. “With a background of installing metal roofs, we were more in tune with what homeowners and customers wanted, as far as colors and trends,” says Jena. “We immediately began stocking all the top colors in all the basic panel profiles. One thing that set us apart from all other supply houses right off the bat was our New Tech Roll Former Rentals. We already owned one New Tech SSQ from our contracting days; we purchased a second one right as Indiana Metal opened and started with a Roll Former Rental program—the first of its kind.”

Expanding Offerings and Capabilities

The rentals were an immediate success. The company expanded its 26-gauge color offerings and now has a total of seven portable rentals—with the fleet still growing. “Our newest portable rental is a mobile trapezoid panel machine that we will be able to ship to jobs we supply cross-country. We pride ourselves at staying current on trends and the best products, so adding new colors, including our TikTok-famous Wood Grain line, are things we have continued to do.”

Indiana Metal’s business territory is primarily the state of Indiana. However, they regularly ship out of state. “Last year we shipped to 12 different states. Our social media presence has opened a ton of doors for us and introduced us to a large pool of out-of-state customers.” The business growth has led to facility expansion; the company has recently more than doubled its warehouse and production space to meet demand, and they are happy to have more room for stocking additional colors and accessory options.

Serving Contractors and DIYers

The company’s customer base is comprised largely of roofing contractors, primarily restoration contractors. However, the number of do-it-yourselfers they supply is a close second—and it’s a group that’s growing. “We service an area where many people are blue collar workers who have the knowledge to do home projects themselves,” Jena explains. “And we’re able to manufacture and deliver their orders so they can be weekend warriors on their homes.”

From the start, Indiana Metal’s focus has been on making metal installation as easy for contractors as installing shingles. Part of that is providing the products that fit the bill. “We roll form a 5-rib panel, a high rib panel, a trapezoid panel, a mechanically seamed panel, and two standing seam panels. We stock three different gauge steels in a total of more than 30 colors. We also fabricate a steel batten panel and a flush front panel, both used for siding.”

Embracing Automation and Technology

Like other metal-forming businesses, Indiana Metal’s success is formed in part by using equipment and technology that assure product quality and maximize productivity. “For the last year and a half, we’ve been working closely with Beck Automation to develop a first-of-its-kind robotic arm to make trim,” Jena notes. “Josh Beck, and the whole Beck team, has been so great to work with and with their expertise and our willingness to fund and seek innovation, we’ve developed a really great tool that is helping to take what was the most manual position in our shop, and turn it into something so automated that it can be run at night. Essentially, we’ve created a ‘second shift’ that doesn’t require employees. At the same time, we’ve been working closely with SWI and Jason Smoak to implement a Marxman Pro, a Duplex Folder and a Sheet Loading System. We are the first company in the USA to have a Sheet Loading System in our shop. The Sheet Loader pulls blanks into the double folder and makes the trim without the operator needing to load it. Combine that with the Beck robot, which can grab it and stack it, and we have a fully automated trim line that can produce more trim in an hour than an operator, and can run for 24 hours a day.”

Broadening the Product Line

The products and services for customers don’t end with popular components. “We supply post-frame packages and have recently started offering labor solutions to put those packages up for customers. We primarily serve restoration companies with residential re-roofs and commercial projects. However, we also have a large percentage of post-frame packages and even homeowner sales. We’ve seen a large increase in metal siding sales in the past several months. This is going to be our first summer with the portable trapezoid machine and we’re really excited for that; the interest we’ve had for the rental of that machine has been unparalleled so far,” says Jena.

To develop a loyal following, Indiana Metal takes customer success to heart. Jena explains, “We view ourselves as a partner to our customers; their success is our success.” The company offers business services, including sales and installation training, as well as project consultations and take-offs. They also have a contractor success advocate who follows up and features their contractors on social media to promote their customers’ businesses and help them grow. “We’ve worked hard to make our company culture one of service and caring for our customers. We strive to listen to their struggles and find solutions.”

Cultivating a Team-Oriented Culture

When the company launched six years ago, it started with just two employees, with Jonathan being one of them. It now has about 23 employees. “We try to maintain a teamwork culture, we do fun things within our organization and have been able to offer all the same benefits as large companies,” says Jena. Jonathan, who is now the company president, still regularly works in the shop (pulling all-nighters when necessary) or makes deliveries. “I think having the president of the company doing that and having the employees see that kind of dedication from the president has helped form the culture into a culture that cares,” Jena observes. “We truly have employees who take pride in making a good product and want to come to work and do their job well.”

One of the lessons they learned along the way concerns company culture. “We prioritize employee culture a lot more now than we used to,” Jena continues. “There’s something to be said for a good group who works together and has each other’s backs. When we were starting out, we didn’t have the clout or foot traffic to hire long-term employees who fit this bill. The group of employees we have now has been a game changer in helping to propel Indiana Metal forward. We have strong leaders in place and the dedication and retention shows tenfold in our products.”

Looking Ahead

Indiana Metal aims to grow by continuing to embrace technology and provide customers with the products and business services that will help them succeed. “We would love to expand into the Indianapolis area. Our office is west of Indy about 40 minutes and most of our customer base is in the metro area. A hub in the area is on our immediate bucket list. We also value innovation a lot and have achieved a lot of ‘firsts’ and goals through the use of technology, and plan to keep implementing technology to keep increasing efficiency.”

Conclusion

Indiana Metal’s journey is one of innovation, dedication, and customer-focused growth. By embracing modern technology, broadening their product offerings, and cultivating a culture that values service and teamwork, Jonathan and Jena Jackson have built a company that truly understands the needs of contractors and homeowners alike. Their continuous commitment to improvement and their willingness to embrace change ensure that Indiana Metal will keep forming success, one panel and one partnership at a time.