haulWill

haulWill is a cloud-based logistics platform designed to connect shippers with trucking carriers, enabling quick booking, real-time visibility, and streamlined settlement of freight. The platform functions as both a marketplace and a management system, offering rate quotes, capacity matching, shipment tracking, electronic documents, and analytics tools to optimize operations.

Originating as a startup in the early 2020s, haulWill was created by a team with backgrounds in transportation engineering, software development, and freight brokerage. The service launched with a focus on small- to mid-sized shippers seeking greater control over routing and pricing, before expanding to larger customers and a broader network of carriers.

Key features include real-time rate discovery, capacity bidding, automated carrier qualification, order management, GPS tracking, EDI and API integrations, and automated invoicing and payments. The platform emphasizes compliance and risk management, offering insurance verification, driver document checks, and electronic logging device (ELD) integration where applicable.

Technology and business model: haulWill operates as a software-as-a-service with a commission- or subscription-based revenue model. It uses a microservices architecture and third-party data providers to optimize routes, calculate transit times, and monitor performance. The platform supports API access for carriers and shippers to integrate workflows with existing systems.

Reception and market position: haulWill competes with established freight marketplaces and brokers, emphasizing transparency and data-driven decision making. Critics note that platform fees can be a consideration for some users, and success depends on building sufficient carrier capacity and shipper demand to achieve reliable matching.