The Trust Gap: Why Freight Brokers Need More Than Features

For too long, freight brokers have been trying to patch their problems with features. A new fraud alert here, a tracking tool there—but the bad actors keep slipping through. The problem isn’t the lack of tools; it’s the lack of trust built into the system.

Trust isn’t built with a login screen; it’s baked into every relationship, expressed Michael Caney, Chief Commercial Officer at Highway. His sentiment highlights a fundamental issue: the industry’s reactive approach to fraud and inefficiencies isn’t cutting it. Brokers need to stop playing defense and start thinking differently.

The Problem with ‘Feature Parity’

In today’s freight tech arms race, companies churn out feature after feature to stay competitive. Fraud detection, load tracking, carrier vetting—there is a lot of noise with little harmony. From a discussion with Caney, it seems freight tech is stuck in this cycle of reactive solutions. “It’s not about selling features; it’s about solving problems.”

Take fraud prevention, for example. Many tools identify fraud after it’s already happened, forcing brokers to scramble. It’s like whack-a-mole. You stop one bad actor, and another pops up. Meanwhile, carriers are stuck juggling multiple systems, none of which work seamlessly together.

Highway’s approach? Start at the top—trust and transparency—and let everything else flow naturally.

Highway’s Paradigm Shift

At the heart of Highway’s model is unique identity verification—a system so impactful it’s garnered industry recognition. Highway was recently given the top spot on the FreightTech 25 list, recognizing the most innovative and disruptive companies in the freight industry.

This recognition underscores what Michael Caney has been saying all along: solving trust issues at the root isn’t just a feature—it’s a fundamental shift that the industry desperately needs.

For instance, Highway’s network actively identifies bad actors before they can cause harm. According to Caney, “Highway has flagged over 6,000 carriers sharing or stealing credentials. That’s not just fraud prevention; that’s fraud eradication.”

Traditional tools wait for fraud to happen and then issue alerts. Highway's network actively scans for suspicious behaviors—like credential sharing—before they escalate into theft or double-brokering. This shifts fraud prevention from a game of catch-up to a system of preemption.

By reducing fraud risks, brokers can spend less time fixing problems and more time building valuable relationships. Carriers benefit too, with a system that simplifies workflows and ensures their efforts are recognized by brokers who trust them. 

Real-World Impact

Consider this: a major broker using Highway recently caught one fraudulent load before it was delivered. Success? Not for Caney. “That’s still a failure. It means two fraudulent loads made it through,” he says. “For us, it’s a war game. We won’t stop until the bad actors are completely out of the system.”

Building a Better Industry

The freight industry doesn’t need more features; it needs better experiences. Freight tech providers have a responsibility to serve carriers just as well as they serve brokers. After all, a better carrier experience leads to better outcomes for everyone. Brokers can’t thrive if carriers are miserable. 

Highway’s first mission is trust and transparency, that’s how the industry will become better for the long haul. 

Highway's approach offers actionable steps to achieve this:

1. Proactive Fraud Prevention: By implementing unique identity verification, brokers can identify and eliminate fraudulent carriers before they infiltrate the network, reducing the risk of load theft and double-brokering.
2. Enhanced Carrier Relationships: Fostering trust with carriers leads to higher retention and loyalty, ensuring reliable service and a more efficient supply chain.
3. Operational Efficiency: Streamlining processes through integrated systems minimizes the need for carriers to juggle multiple platforms, reducing errors and improving overall workflow.
4. Competitive Advantage: Brokers who prioritize trust and transparency differentiate themselves in the market, attracting more business and establishing a reputation for reliability.

Industry thought leaders argue that ethics and transparency go hand in hand. According to a column from Supply Chain Dive, ethical leadership sets the tone for how companies operate. Brokers who prioritize transparency earn not just carrier trust but also a competitive edge with shippers.

The time has come to move beyond reactive tools and embrace solutions that build trust at every level. With Highway leading the charge, brokers can finally trade their piecemeal features for a cohesive, carrier-centric strategy—and leave the whack-a-mole game behind.