About Novari
We have run the freight, bought the freight, built the systems that carry it, and valued the companies that do it for a living. Every one of those seats spends part of the day waiting on another company. Every one of them is also the company somebody else is waiting on.
Why we built it
Take any coordination problem that involves two companies and count the people touching it. A pickup moves by an hour, and six people find out at different times in different ways, each one relaying it to the next. None of them is deciding anything. They are carrying information between parties who could not reach each other directly, which is what directing traffic means, and it is not what anyone capable should be spending a career on.
Novari runs that part. The routine sending, watching, chasing, and confirming happens in the system, and what reaches a person is what needs judgment, authority, or expertise.
The split is deliberate. A commitment can fail in more ways than anyone can finish writing down, and plenty of those failures need somebody with the standing to make a call. Technology alone was never going to be the answer, and building as though it could be produces a system that overpromises and underdelivers.
Why this is a category
Novari's founder spent seven years as an M&A investment banker covering transportation and logistics, at firms from small boutiques to Wall Street. That work puts the financials of hundreds of businesses in front of you at every size, and what separates them is not ambition or competence. It is capability. A large company has an IT function, a systems budget, and somebody whose job is connecting to trading partners. A company with eight employees has none of that, and the work still has to happen.
So integration gets built where there is something on the other end to integrate into, which means large companies connect to other large companies and the connections stop there. The thirty firms ranked 21st through 50th in U.S. truck transportation average $1.06 billion in revenue and 3,631 employees. The 156,106 companies below the top fifty average $1.9 million and eight employees.
Every system built to reach a counterparty assumes that counterparty is connected, through EDI, an API, a portal login, or an onboarded vendor record. That assumption is correct at the top of the list, and below it there is nothing on the other end to connect to. Reaching a company of eight means meeting it in email, because email is the only place it can answer.
U.S. Census Bureau, 2022 Economic Census, EC2200SIZECONCEN. Firm counts and averages for NAICS 484, Truck Transportation.
The system
Your systems manage what happens inside your company. Counterparty Execution manages what has to happen with everyone outside it.
A counterparty is the other side of a commitment. The relationship defines it, which is what lets one system carry a carrier, a receiving warehouse, and a supplier without being rebuilt for each. Novari sends the request, watches for confirm, object, or silence, reads what comes back, escalates what needs judgment, and closes the loop. Three core products run that loop, one for each kind of operation.
Shippers
Order to cash. Tendering staged the way your routing guide says, rate compliance, and invoice processing, running inside the mailbox your carriers already use.
3PLs and brokers
The counterparty work between posting a load and covering it: the waterfall, the inbound flood off the board, compliance screening, setup, and tracking. On the TMS your floor already runs.
Purchasing · January 2027
Purchase to pay. The order goes out, the acknowledgment comes back confirmed by SKU on quantity and ship date, the date is watched as it approaches, and the invoice is matched to what arrived.
Two add-ons run on top of any of the three.
Add-on
Appointments in both directions, outbound to a customer's receiving location and inbound to your own dock, carried as a property of the order rather than chased separately.
Add-on
Every product hands the exception to a person. The Desk is the option to have that person be one of ours, working from your SOPs, on an active subscription.
What we will not do
Each of these is a constraint on Novari, written where a prospect can hold us to it. They are published so that a shipper and a broker reading the same site hear the same story.
Freight
Novari never takes margin on freight and never holds the carrier relationship. Your rates and your carriers stay yours. Novari is not a 3PL and does not become one as it grows.
Agency
Novari acts as agent for the party that hired it, and only that party. A shipper's Desk works the shipper's interest. A broker's Desk works the broker's.
Desk pricing
The Desk is quoted on labor and coverage, never on a percentage of your spend. When your freight bill grows, our invoice does not follow it up.
Desk scope
The Desk requires an active subscription and is never sold standalone. Without the system underneath it, it is people working a mailbox by hand, which is the thing you already have.
Who runs it
Twenty years in transportation, on the technology side, the shipper side, the investment banking side, and the operations side. He grew up in Atlanta and lives in Charlotte. He holds an MBA from Emory and a master's and a bachelor's in political science from the University of Georgia.
Next
Two-week setup and five to ten hours of your time. After that you run it, and a person is there when something needs one.