Scaling a freight brokerage has never been an easy task, and current economic challenges have prompted many companies to take their focus away from growth and innovation. When margins are slim and freight is hard to come by, it’s natural for decision makers to be wary of making new investments. Loadsmart is doing it anyway.
Making smart investments during soft markets can help brokerages differentiate themselves and build stronger partnerships with both carriers and clients, according to Loadsmart COO Geoff Kelley. “Smart investments” are those that help companies leverage both technology and people in order to build efficient processes and grow profitably.
“We’re combining human relationships with AI, automation, and a flexible platform,” Kelley said in a recent blog post. “That means we can meet the customer where they are—whether they need help booking one load or are ready to fully outsource their transportation.”
This blended approach—a combination of personal touch and scalable tech—reflects a growing trend among resilient brokerages that are choosing not to retreat in the face of adversity. Instead, they are using this slower market as an opportunity to lay groundwork for long-term growth.
Ultimately, Kelley is focused on making decisions that are going to move the needle and maintain positive cash flow. He brings over two decades of transportation and logistics experience to Loadsmart. His vision centers on execution and operational excellence as he oversees the company’s brokerage and managed transportation divisions.
“Loadsmart is at an inflection point,” Kelley said. “It has the foundation—technology, a sizable brokerage, a nascent Managed Transportation product, a strong and motivated team. Building on a unified execution layer and strategic focus is bringing it all together.”
That “unified execution layer” refers to the way Loadsmart is streamlining its internal operations, ensuring that departments—from sales and carrier relations to product and engineering—are working toward common goals. Kelley’s approach emphasizes cross-functional collaboration to ensure alignment across all departments. With a strong foundation built on cutting-edge technology and a team of dedicated professionals, Loadsmart is well-positioned to offer its clients a cohesive suite of solutions.
This kind of internal alignment isn’t just about operational efficiency. It’s also about delivering a consistent and superior customer experience. As shippers grow increasingly sophisticated and selective, brokerages must be able to offer more than just competitive rates. They must demonstrate transparency, reliability and flexibility. These qualities depend heavily on backend coordination.
Kelley sees Loadsmart’s platform as a key differentiator in this regard. The company’s technology stack is designed to be modular and customizable, allowing clients to engage in the way that best suits their needs—whether that means using Loadsmart’s team for end-to-end transportation management or tapping into specific tools to enhance their in-house operations.
Loadsmart’s approach reflects a broader shift in the freight industry. Companies are moving away from reactive, short-term tactics and toward deliberate, value-focused strategies. In this environment, the most successful companies are not just surviving, but preparing to thrive when the market rebounds.
While some brokerages have paused hiring or scaled back technology investments, Loadsmart has doubled down on both. 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.
The company’s long-term outlook is grounded in the belief that downturns don’t last forever, but the investments made during them can have lasting impact. Kelley’s focus on disciplined execution, strategic alignment and scalable technology positions Loadsmart not only to weather the current storm, but to emerge stronger on the other side.
In a market where many are playing defense, Loadsmart is building for the future. Click here to learn more about the company’s offerings.
