In the current economic climate, scaling a freight brokerage has never been more challenging. With slim margins and a tight freight market, many companies are choosing to focus on maintaining their current operations rather than making new investments. However, one company, Loadsmart, is bucking this trend and making strategic moves to grow and differentiate itself in the industry.
According to Loadsmart COO Geoff Kelley, making smart investments during soft markets can help brokerages build stronger partnerships with both carriers and clients. “Smart investments” are those that leverage both technology and people to build efficient processes and grow profitably.
Loadsmart is combining human relationships with AI, automation, and a flexible platform to meet customers where they are—whether they need help booking one load or are ready to fully outsource their transportation. This blended approach reflects a growing trend among resilient brokerages that are using this slower market as an opportunity to lay groundwork for long-term growth.
Kelley is focused on making decisions that will move the needle and maintain positive cash flow. With over two decades of transportation and logistics experience, he oversees the company’s brokerage and managed transportation divisions, emphasizing cross-functional collaboration to ensure alignment across all departments.
Loadsmart’s platform is designed to be modular and customizable, allowing clients to engage in the way that best suits their needs. The company continues to invest in machine learning and automation, aiming to optimize tasks like load matching and pricing while freeing up its human team to focus on high-touch customer service and strategic planning.
This “people plus platform” philosophy is central to Loadsmart’s differentiation. It enables the company to be nimble enough for spot-market shippers, yet structured enough to support large enterprises with complex needs.
Kelley believes that downturns don’t last forever, but the investments made during them can have lasting impact. By focusing on disciplined execution, strategic alignment, and scalable technology, Loadsmart is not only weathering the current storm but positioning itself to emerge stronger on the other side.
In a market where many are playing defense, Loadsmart is building for the future. Its long-term outlook is grounded in the belief that by investing now, the company will be well-positioned to thrive when the market rebounds.
To learn more about Loadsmart’s offerings and how it is navigating uncertain times with a focus on growth, click here.
