In the freight industry, matching the right load with the right truck has long been a time-consuming and frustrating process. Freight brokers and carriers often waste hours each day posting on loadboards, making countless phone calls, and sorting through unqualified matches – all in hopes of finding a good haul. It’s a system full of inefficiencies and uncertainty. Why, in an age of smart algorithms and instant information, does freight matching still feel so hard?

TrueNorth, a freight technology platform that started as a carrier, recognized these pain points and set out to modernize the process. By leveraging artificial intelligence (AI) and a carrier-centric approach, TrueNorth has reimagined how brokers and carriers connect. The result is a platform designed to eliminate wasted time, increase transparency, and help both sides operate smarter and more profitably. 

Challenges in Traditional Freight Matching

Traditional load matching often feels archaic. Brokers typically post loads on public loadboards or send mass emails, then wait and hope for the best. This approach comes with several well-known pain points:

• “Fishing in the Dark” with Loadboards: On conventional loadboards, brokers broadcast freight to a broad audience without control over who sees it. It’s akin to posting a classified ad – you don’t know who will respond. Brokers end up sorting through countless calls or bids, many from carriers that aren’t a good fit or aren’t properly vetted. It’s inefficient and unpredictable. Meanwhile, carriers scroll through endless listings and submit bids that often disappear into a void if they don’t hear back. Both sides waste time on poor leads.
  
  
• Lack of Transparency and Trust: When a broker posts a load publicly, any carrier can potentially respond, including those with unknown safety records or even fraudsters engaged in double-brokering schemes. Verifying a carrier’s authority, insurance, and safety compliance for each new match is a slow, manual task. This lack of built-in trust means brokers constantly worry about fraud and compliance nightmares, and carriers face uncertainty about broker reliability as well.
  
  
• Disjointed Communications: Without a unified platform, negotiations and updates happen through phone calls, emails, and even faxes. A simple load offer can turn into a long chain of calls – checking availability, haggling rates, confirming details – followed by separate email threads for sending rate confirmations and collecting proof-of-delivery. This piecemeal communication is slow and error-prone, leading to missed opportunities and frustration on both ends.
  
  
• Manual Paperwork and Delays: After a load is delivered, carriers must send documents (rate confirmations, bills of lading, proof of delivery) to brokers or factoring companies to get paid. In a traditional setting, this can mean chasing paperwork via email or fax, and brokers waiting on documents to finish their own billing process. It’s not only tedious but can delay payments and tie up a carrier’s cash flow.
  
  
• Underutilized Capacity: Perhaps one of the biggest inefficiencies is how capacity (trucks) and loads find each other. Today, a broker might have a truck list in a spreadsheet or rely on calling familiar carriers one by one to see who’s available. Carriers often rely on a handful of brokers or loadboards and might drive empty (deadhead) miles because they couldn’t find a reload fast enough. The process is largely reactive – post a load and react to whoever comes, or finish a delivery and then react by searching for the next load. There’s very little proactive matchmaking happening with traditional tools.

Freight matching for many still feels stuck in the past. The good news: this is exactly the set of problems TrueNorth set out to solve.

A Carrier-Centric, AI-Powered Approach

TrueNorth’s fundamental belief is that the entire industry thrives when carriers succeed. Unlike many tech solutions that primarily cater to brokers, TrueNorth was built with a carrier-first philosophy. The company actually began as a trucking carrier operating a fleet, so it experienced firsthand the daily headaches carriers face in finding and moving freight profitably. By understanding both sides of the transaction, TrueNorth developed an AI-driven platform that puts carriers at the center of the solution, which in turn creates better outcomes for brokers and shippers.

How does this carrier-centric approach manifest in the platform? TrueNorth has integrated AI into both broker and carrier workflows to create more informed matches and streamline operations. The platform’s capabilities are geared toward solving the exact pain points listed above. In particular, TrueNorth’s AI and design principles work to:

• Connect brokers with vetted, reliable carriers quickly. Instead of blasting a load to the unknown, brokers on TrueNorth can instantly reach tens of thousands of pre-vetted carriers who meet their standards. AI algorithms help identify the best matches from this network, so brokers spend time only on viable options.
  
  
• Match carriers with loads tailored to their preferences and profitability. TrueNorth doesn’t treat carriers as interchangeable. The system learns and considers each carrier’s equipment, preferred lanes, past activity, and even cost structure. This means carriers see loads that make sense for their business, improving their success and satisfaction. (More on how preferences and “TrueRate” profitability are used later.)
  
  
• Help both sides build lasting, profitable partnerships. By facilitating direct connections and providing transparency (in terms of performance history, communication, and reliability), the platform encourages repeat business between brokers and carriers. Over time, brokers can build a network of go-to carriers through TrueNorth, and carriers can develop steady lanes with brokers they trust. It’s not just about one-off transactions, but about nurturing ongoing relationships.

Under the hood, advanced AI is orchestrating many of these processes, but from a user’s perspective, TrueNorth simply feels like a more intuitive and efficient way to move freight. Below, we begin to deep dive into how TrueNorth addresses specific traditional pain points with its features, starting with brokers.

Smart Load Posting with Targeted Matching

One of the biggest shifts TrueNorth introduces is moving from the old “post and pray” model to a targeted matching model. In traditional loadboards, when a broker posts a load, it’s visible to just about anyone, and the broker has little control over who responds. TrueNorth turns that on its head:

• Selective Audience for Load Posts: When a broker posts a load on TrueNorth’s LoadCentral (the platform’s AI-powered load board), they can choose exactly which carriers will see that freight. Brokers can broadcast the load to all carriers in the TrueNorth network or narrow the visibility based on specific criteria. This means no more posting into the void – every load is shown to a relevant pool of carriers.
  
  
• Easy Posting via Any Method: TrueNorth makes it simple to get load information into the system. Brokers can post loads manually on the platform, but they can also email a list of loads or upload a CSV file – TrueNorth’s AI will automatically read and ingest these to create postings. (Traditionally, each transportation management system (TMS) has its own export format, but TrueNorth’s use of a language model to parse emails/CSVs eliminates that headache.) This AI-assisted data entry ensures brokers spend minimal time setting up loads, and it removes any barrier to using the platform.
  
  
• AI Matching (“Loadie” the Matchmaker): Once a load is posted and targeted to the right carriers, TrueNorth’s matching engine – affectionately called Loadie 🤖 – gets to work. Loadie analyzes the available carriers in real time to find those that best fit the load’s requirements. It considers factors like the carrier’s current location, preferred lanes, equipment type, and performance history. Thanks to AI, this matching happens instantly, ensuring that as soon as a load is live, the ideal carriers are notified.
  
  
• Less Noise, More Quality: By targeting who can see and bid on a load, brokers are no longer inundated with dozens of calls from carriers that don’t meet requirements. They spend less time saying “no” and more time moving freight. Carriers, on the other hand, aren’t wasting effort chasing loads that were never a good fit for them. This design increases security and trust, too, since all carriers on the platform are vetted and invited, the risk of scams or double-brokering greatly diminishes.

Streamlined Bidding and Automated Workflows

Getting the load in front of the right carriers is half the battle – the next step is efficiently managing quotes, bookings, and all the moving pieces after a match is made. TrueNorth streamlines the entire process from bid to delivery, removing the typical back-and-forth hassles.

• Centralized Bid Management: When interested carriers see a load on TrueNorth, they can submit bids or express interest digitally. All those responses show up in one place for the broker. Instead of juggling phone calls and emails, a broker can view and compare all carrier offers on a single dashboard. Crucially, brokers can then counter, accept, or reject bids with one click. This negotiation phase, which used to involve a lot of phone tag, is now as simple as responding to an online quote. It saves time and lets brokers quickly lock in the carrier that’s the best fit.
  
  
• Rich Information for Decision-Making: TrueNorth’s platform equips both sides with information to make smarter decisions. Carriers don’t just see a pickup and drop-off when browsing a load; they also see data like: suggested backhauls (other loads available from the delivery area, to help plan their next move), the TrueRate™ (an estimate of their take-home profit after expenses on that load), and the current market rate for that lane (via integration with GreenScreens pricing data). These insights help carriers bid more confidently – they know if the load fits their network, what it might pay them net, and how it compares to market prices. For brokers, when the bids come in, they can click on a carrier’s profile to instantly see that carrier’s safety compliance info, insurance status, past performance, and even their typical lanes and preferences. All of this context is available at a glance while reviewing a bid, so brokers can quickly decide which offer to accept.
  
  
• Fast Transition from Booking to Dispatch: Once a broker accepts a bid and confirms a carrier for the load, TrueNorth automates the next steps. The platform immediately builds the load in the carrier’s TrueNorth app, which sends the carrier all the details and documents they need. The rate confirmation (Rate Con) is delivered right in the app – no more waiting for emails or printing PDFs. This ensures the driver has the official confirmation and terms handy on their phone.
  
  
• Automated Document Collection (LoadDocs): With traditional methods, brokers often have to chase carriers for critical documents like the signed proof of delivery (POD) after a delivery, and carriers have to remember to send invoices and documents to get paid. TrueNorth simplifies this with its LoadDocs feature:
  
  
  • Carriers get prompt reminders in the app to upload a photo or scan of the POD as soon as a delivery is completed. This helps eliminate delays – the paperwork is captured while it’s top of mind.
  • Once the carrier uploads the POD, TrueNorth can automatically compile the invoice along with all relevant documents (rate con, POD, any accessorial receipts) and send that packet directly to the broker or to the carrier’s factoring company. Brokers receive a complete, tidy documentation bundle without having to nag anyone, and carriers get paid faster because their paperwork is in on time.
  • Carriers who prefer email can even simply forward documents to a special address and have them automatically attached to the load record.
    
    
• Status Updates and Communication: Throughout the lifecycle of the load, TrueNorth’s platform keeps both parties updated. Rather than brokers making manual “check calls” for status, carriers can update milestones in the app, or telematics integrations can feed location updates (in fact, TrueNorth has partnered to embed real-time tracking data into the platform). This means shippers and brokers stay informed without dozens of phone calls, and any exceptions can be flagged quickly.

Leveraging Carrier Profiles and Preferences for Better Matches

A major reason freight matching has been inefficient is that brokers traditionally had limited visibility into a carrier’s actual preferences or circumstances. TrueNorth changes that by making important carrier profile data transparent to brokers, effectively turning guesswork into data-driven matching.

When a broker is viewing carriers (whether those who bid on a load or searching for a carrier in the network), TrueNorth provides key insights about each carrier’s operations and preferences:

• Favorite Lanes: Brokers can see each carrier’s preferred lanes and regions. If a carrier consistently runs Texas to Georgia, for example, that will be evident. This means brokers don’t waste time pitching a California load to a carrier who prefers the Southeast – they can target their communication to match where the carrier actually wants to drive. It’s a win-win: the carrier gets offers in their sweet spot, and the broker engages carriers who are far more likely to say “yes.”
  
  
• Top Search Routes: TrueNorth even surfaces data on what lanes or load searches a carrier frequently looks for on the platform. Perhaps a carrier often searches for loads out of Chicago or along I-95. By knowing what lanes the carrier is actively hunting, a broker gains a window into the carrier’s current goals.
  
  
• Current Location and Availability: The platform shows a carrier’s last known location or their home base, along with any trucks they have posted as available (more on that in the Trucklist section below). Brokers can quickly tell if a carrier is in range for a pickup and whether they’re free at the needed time. This prevents a common waste of time – calling a carrier about a load pick-up tomorrow only to find out their truck is 500 miles away or already committed.

Built-In Compliance and Instant Safety Checks

Safety and compliance are non-negotiable in freight, but verifying a carrier’s credentials in the traditional model is labor-intensive. A broker might have to check the FMCSA website for authority status, request insurance certificates, and rely on static PDFs or outdated databases for safety ratings. TrueNorth streamlines this critical step with real-time integration of compliance data.

For every carrier profile on TrueNorth, brokers can quickly view up-to-date compliance information, including:

• Operating Authority Status: Brokers can see at a glance if a carrier’s authority is active and how long they’ve had operating authority. This helps ensure the carrier is properly licensed for interstate commerce (and can indicate their experience level as well).
  
  
• Safety Ratings and History: TrueNorth pulls data on carriers’ Safety Rating (e.g., whether they are Satisfactory, Conditional, or Unsatisfactory) and key indicators from federal safety records. It also flags any out-of-service history, giving insight into potential past safety issues. Rather than downloading a carrier’s BASIC scores or SMS data manually, brokers get a summarized view of safety performance directly within the platform.
  
  
• Insurance and Compliance Docs: The platform can show whether a carrier’s insurance is up to date and meets the required limits, along with any other compliance documents. Brokers no longer need to chase certificates of insurance for every new carrier; they can trust the platform’s data if TrueNorth has those documents on file and verified.
  
  
• Peer Reviews (CarrierSource): As an added layer, TrueNorth links to CarrierSource reviews, which are essentially peer reviews of carriers by other brokers and shippers. This gives brokers qualitative insight – for example, comments on a carrier’s communication or on-time record – beyond the cold, hard federal data. It helps answer, “Would other brokers work with this carrier again?” which is invaluable for confidence in a new partnership.

Real-Time Truck Availability with Trucklist

Another traditional pain point for brokers is knowing where trucks are available right now. Today, many brokers rely on personal carrier relationships or outdated “truck lists” that carriers fax or email. These methods are static and can become outdated within hours as trucks take other loads. TrueNorth’s innovative Trucklist feature tackles this by creating a dynamic, real-time view of capacity.

• Carriers Post Their Trucks: On TrueNorth, carriers can proactively post their empty trucks to the platform, including details like where the truck will be empty (city/region), when it’s available (date and time), and where the driver wants to go next (destination preferences). They can do this through the app or web interface, and even update on the fly if plans change.
  
  
• Live Capacity Map for Brokers: Brokers have access to this Trucklist, which is essentially a live map or list of trucks looking for loads. It’s like a real-time bulletin board of available capacity. Need a flatbed in Atlanta tomorrow? Brokers can search the Trucklist and immediately see a list of carriers who will have flatbeds available near Atlanta, available tomorrow, who perhaps want to head toward a certain region.
  
  
• Instant Matchmaking: When a broker sees a truck post that looks like a good fit for one of their loads, they can reach out directly through TrueNorth. The platform can even suggest matches between posted loads and posted trucks automatically. This mutual visibility means some loads get covered without any formal “posting” step – the system simply pairs an available truck with an available load when the criteria align and notifies both parties.
  
  
• Reduced Phone Tag: Perhaps the biggest benefit is eliminating the “phone chase” – that ritual of brokers calling down a list of contacts to find an available truck, or carriers calling multiple brokers asking if they have loads. Instead, Trucklist makes capacity transparent and interactive. Brokers can often find a truck without a single phone call, and carriers can secure their next load without endlessly dialing dispatch offices. It’s efficiency through visibility.
  
  
• Contextual Information: Trucklist doesn’t just show an anonymous truck icon; brokers can click to see the carrier’s profile (including safety info and history as mentioned earlier) and even see notes like how many loads that carrier has moved for the broker’s company before, or what lanes they usually run. This context helps prioritize which truck posting to pursue first.

Proactive Load Offers: Don’t Wait, Reach Out

Loadboards, by nature, tend to be reactive – a broker posts and then waits for carriers to respond. TrueNorth empowers brokers to flip that script through proactive load offers. Instead of hoping the right carrier finds your load, you can identify ideal carriers and reach out to them first.

Using the data and features already discussed (like carrier profiles and the Trucklist), brokers can perform targeted searches on TrueNorth to create a list of carriers who would be a good match for a particular load. For instance, a broker could filter carriers who run reefers, are based in the pickup region, and have indicated they like runs to the destination state. Once that list is compiled, the broker can send a Load Offer to some or all of those carriers simultaneously – essentially pinging them with the load details and asking if they’re interested.

• High Precision Targeting: Brokers might select up to 50 or even a few hundred carriers for a load offer blast, but those carriers are not random – they’ve been filtered by criteria such as lane preference, equipment type, safety rating, or past interactions. This dramatically increases the likelihood of finding a match quickly, since the outreach is limited to carriers who likely want that freight.
  
  
• Efficiency at Scale: With one action, a broker can reach many potential matches. This is far more efficient than making individual calls. It’s akin to how a recruiter might use LinkedIn Recruiter to message a pool of qualified candidates for a job opening, rather than posting the job and waiting. Why post and pray when you can search and select? The TrueNorth philosophy is very much in line with modern recruiting or marketing – identify your target audience and engage them directly.
  
  
• Interactive Responses: Carriers receiving a load offer can respond through the app – either placing a bid, asking a question, or indicating availability. The broker can then quickly move to booking the carrier that responds favorably. If none respond (perhaps the target group was all booked up), at least the broker knows quickly and can adjust strategy or broaden the search. 

To Be Continued

Interested so far in how TrueNorth is revolutionizing the game for carriers and brokers? Join us next week for Part Two, as we continue to deep dive into the features our technology is offering.