GoodShip and GenLogs Announce Strategic Partnership to Launch Carrier Discovery Within Freight Orchestration Platform
GoodShip, the all-in-one platform for freight orchestration and procurement, has announced a strategic partnership with GenLogs, a leading freight intelligence platform that delivers real-time visibility into truck, carrier, and lane activity across the United States. Through this collaboration, the companies are introducing Carrier Discovery directly inside the GoodShip platform, marking a significant advancement in how transportation teams identify, evaluate, and onboard new carrier partners. The integration is designed to give shippers a smarter, data-driven method for expanding their carrier networks without leaving their existing procurement and orchestration workflows.
Transforming the Carrier Discovery Model for Modern Shippers
In today’s freight environment, shippers often operate within established carrier networks built over years of relationships, contracts, and operational familiarity. While these networks provide reliability and continuity, they can also limit flexibility, especially during periods of market volatility, seasonal surges, or regional capacity shortages. At the same time, transportation teams are inundated with unsolicited outreach from carriers seeking new business, making it difficult to distinguish credible capacity from unverified claims. The introduction of Carrier Discovery aims to fundamentally change this model by shifting from reactive screening processes to proactive, evidence-based identification powered by real-world freight movement data.
Embedding Real-World Freight Intelligence into Procurement Workflows
Carrier Discovery integrates GenLogs’ proprietary truck intelligence directly into GoodShip’s freight orchestration environment. Rather than requiring users to toggle between multiple platforms, spreadsheets, or third-party data sources, transportation professionals can now access verified carrier insights within the same system they use to manage sourcing events, procurement strategies, and network performance. This seamless integration ensures that discovery, evaluation, and decision-making occur within a unified workflow, improving efficiency while reducing the friction traditionally associated with carrier vetting and onboarding.
Leveraging Observed Freight Movement Data for Better Decision-Making
At the core of this partnership is GenLogs’ nationwide sensor network, which captures real-world freight movement data across the United States. The platform gathers information on carrier identities, equipment types, and lane patterns by observing actual truck activity on the road. Using advanced computer vision and artificial intelligence technologies, GenLogs analyzes this data to produce actionable insights about which carriers are operating on specific lanes, in certain regions, and with particular equipment configurations. By embedding this intelligence into GoodShip, Carrier Discovery enables transportation teams to filter and identify carriers based not only on stated capabilities but on verified operational patterns.
Advanced Filtering Capabilities for Targeted Carrier Selection
Within the GoodShip platform, shippers can use Carrier Discovery to evaluate carriers against a wide range of objective criteria. These include lane activity, regional footprint, recent truck sightings, safety scores, insurance coverage, number of assets, and other key operational indicators. Because these insights are backed by observed freight movement data, they provide a level of transparency and reliability that goes beyond self-reported carrier profiles. Transportation teams can pinpoint carriers already moving freight on targeted lanes or identify those whose operational footprint suggests strong alignment with desired backhaul or regional strategies.
Addressing the Limitations of Traditional Carrier Sourcing
Historically, carrier discovery has relied heavily on referrals, load boards, inbound inquiries, and manual research. While these methods can yield viable partners, they often lack objective verification and can be time-consuming. Shippers may spend significant resources screening carriers whose actual lane presence or equipment availability does not match their stated capabilities. According to Ryan Soskin, co-founder and CEO of GoodShip, the partnership addresses this challenge by replacing guesswork with data-driven recommendations grounded in a shipper’s specific network context. By combining GenLogs’ observed freight movement intelligence with GoodShip’s orchestration data, Carrier Discovery introduces a more systematic and transparent approach to sourcing capacity.
Enhancing Network Resilience and Capacity Flexibility
The freight market is characterized by cyclical fluctuations, regional imbalances, and unpredictable disruptions. Weather events, infrastructure constraints, regulatory changes, and economic shifts can all impact carrier availability. With Carrier Discovery, shippers gain the ability to proactively identify alternative carriers operating in affected regions or lanes. This expanded visibility strengthens network resilience by providing transportation teams with a broader, evidence-based pool of potential partners. Instead of scrambling to fill capacity gaps through last-minute outreach, shippers can make informed decisions supported by real-time operational intelligence.
Aligning Carrier Movement Patterns with Strategic Objectives
One of the most powerful aspects of Carrier Discovery is its ability to highlight alignment between carrier movement patterns and a shipper’s strategic needs. For example, a shipper seeking reliable backhaul capacity can identify carriers whose trucks frequently traverse complementary lanes, reducing empty miles and improving cost efficiency. Similarly, regional distribution strategies can be optimized by selecting carriers with strong operational density in target markets. By analyzing actual freight flows rather than relying solely on carrier marketing materials, transportation teams can align procurement decisions with tangible operational realities.
Driving Smarter Decisions Through Integrated Data Context
GoodShip’s platform is built around the principle of enabling smarter decisions through better data. By embedding GenLogs’ truck intelligence into its workflows, GoodShip enhances the context available to transportation professionals. Carrier Discovery does not operate as a standalone database; instead, it functions as an integrated layer within procurement and orchestration processes. This contextual approach ensures that carrier recommendations are grounded not only in general market activity but also in the shipper’s existing network, historical performance metrics, and strategic sourcing objectives. The result is a more cohesive and informed carrier selection process.
Improving Transparency and Reducing Risk
Risk mitigation is a central concern in freight procurement. Safety performance, insurance compliance, and operational reliability are critical factors when evaluating new carrier relationships. Carrier Discovery incorporates filters for safety scores and insurance information, allowing shippers to assess compliance alongside operational activity. By combining these risk indicators with verified lane presence data, transportation teams can reduce the likelihood of onboarding carriers whose performance or coverage does not meet required standards. This integrated view supports stronger governance and more confident decision-making.
Redefining the Role of Data in Freight Orchestration
The introduction of Carrier Discovery reflects a broader shift in the logistics industry toward data-driven orchestration. As supply chains become more complex and interconnected, the ability to access and interpret real-time operational data becomes increasingly valuable. GenLogs’ sensor-based approach captures granular freight movement information at scale, while GoodShip’s orchestration platform translates that intelligence into actionable procurement workflows. Together, the two companies are redefining how shippers leverage data not just for tracking and reporting, but for strategic network expansion and optimization.
Executive Perspectives on the Partnership
Ryan Soskin emphasized that shippers frequently operate within the confines of established carrier networks while facing a constant influx of inbound carrier interest lacking objective validation. He noted that integrating observed freight movement data into GoodShip’s network context materially changes the carrier discovery model by introducing evidence-based recommendations tailored to each shipper’s network. Ryan Joyce, CEO of GenLogs, highlighted that the partnership aligns with GenLogs’ mission to provide transparent, data-backed insights into real-world freight activity. He stated that by bringing truck intelligence directly into GoodShip’s workflows, shippers gain visibility into which carriers are actively moving freight where it matters most, rather than relying on claims alone.
Expanding Opportunities Beyond Incumbent Networks
For many shippers, reliance on incumbent carriers can limit exposure to emerging or underutilized capacity. Carrier Discovery opens the door to discovering carriers that may not have previously engaged with a shipper but are actively operating on relevant lanes. This capability broadens competitive dynamics within procurement processes, potentially driving improved service levels and more competitive pricing. By surfacing carriers already aligned with targeted freight flows, the integration accelerates the path from discovery to engagement.
Supporting Faster, More Informed Capacity Sourcing
Time is a critical factor in freight procurement. Manual research, outreach, and screening can delay sourcing cycles and slow responsiveness to market shifts. Carrier Discovery streamlines this process by consolidating intelligence and evaluation tools within a single platform environment. Transportation teams can move from identification to assessment to engagement without switching systems, reducing administrative overhead and improving decision speed. The result is a faster and more informed approach to securing capacity beyond existing networks.
Availability and Market Impact
Carrier Discovery is scheduled to become available to GoodShip customers in late Q1, offering transportation teams a new capability to enhance network agility and procurement effectiveness. As freight markets continue to evolve, the integration of sensor-based intelligence into orchestration platforms signals a growing emphasis on transparency, verification, and data-driven strategy. By combining GoodShip’s orchestration expertise with GenLogs’ real-world freight visibility, the partnership sets a new benchmark for carrier discovery in the U.S. logistics landscape.
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