Freight brokerage scales by adding people. More calls, more relationships, more manual coordination.
Coordination platforms scale by improving the math.
That difference matters most in a market where the supply side is fragmented. About 91.5% of carriers operate 10 trucks or fewer, which means capacity is spread across countless small operators running manual dispatch. That structure is exactly why inefficiencies persist: empty miles, partial loads, and constant mismatch between where capacity is and where demand is.
A brokerage can help match loads. But it does not fix the underlying coordination problem. A true orchestration layer aims to reduce the friction itself, which means value can compound as more participants and lanes plug in.
SemiCab’s deck supports the idea that this is not just theory. In an enterprise deployment window, they cite 173.5K loads in seven months, with 77% optimized, reporting 11.7M miles saved and about $28.5M in cost savings on $340M spend. Those are the kinds of outcomes that keep expanding scope once verified, because nobody wants to return to the old manual chaos.
Orchestration that improves utilization sounds like a good plan to me. Not advice tho, DYOR.