Bold Promises, Quiet Companies: ARRIVEnow Joins a Growing Club of Freight Tech Firms Failing to Answer Basic Questions

In a market where logistics leaders are under mounting pressure to cut costs, reduce emissions, and deliver real-time visibility, supply chain tech is booming. Automation and AI are reshaping how freight is booked, priced, and tracked — but for many professionals on the ground, the promises of “digital transformation” often feel more like marketing than material change. ARRIVEnow, a platform launched by U.S. freight broker Arrive Logistics, is the latest in a string of tech initiatives claiming to revolutionize operations for shippers and carriers alike. It’s positioned as a one-stop solution for smarter routing, more “optionality,” and greater transparency — all urgent problems in a volatile, capacity-tight freight environment.

But when The Supply Chainer asked Arrive what ARRIVEnow actually does — beyond the buzzwords — the company had little to say.

Marketing Buzz, Missing Details

Arrive Logistics announced ARRIVEnow in late 2022, promising a proprietary tech stack that would combine machine learning, automation, and real-time insights. The company committed over $120 million in investment and highlighted internal productivity gains, CO₂ reductions, and a roadmap for digitized booking across its carrier base.

Yet when pressed for clarification on key claims — how “optionality” is delivered, what tools are new, and what truly sets ARRIVEnow apart — Arrive declined to answer. Instead of responses, it provided generic links to promotional webpages.

This approach is becoming increasingly common in the freight tech sector. From Uber Freight to Transfix, many companies have released new platforms and digital portals that promise to automate transactions, enhance pricing precision, and offer better visibility. But when asked to explain how their systems actually work — or how they're meaningfully different from existing TMS and API integrations — the answers are often vague or absent.

Why It Matters

ARRIVEnow is supposed to help shippers and carriers make faster, smarter decisions. The platform promises data-driven pricing, better matching, and advanced visibility tools. For carriers especially, the ARRIVEnow portal is marketed as a streamlined interface for booking loads, tracking payments, and accessing analytics.

But without concrete explanations, it’s impossible to gauge whether this is meaningful innovation or just a rebranding of standard industry tools. When companies claim they can reduce empty miles by 90 million kilograms of CO₂ or automate 90% of freight movement, it’s fair to ask how — and for whom. Transparency matters. If industry professionals are to trust and invest in these tools, vendors must be willing to go beyond slogans.

ARRIVEnow: Familiar Claims, Few Answers

ARRIVEnow includes three components: an internal TMS used by Arrive’s brokers, a carrier portal for self-service booking, and a shipper portal (slated for SMB launch). Each piece is framed as part of a seamless, data-rich ecosystem — but details are thin.

For example, Arrive says its algorithms help reduce deadhead and cut emissions. But it won’t share how the model works, what datasets are used, or how it compares to platforms already offered by others in the space — including Loadsmart, Convoy (before its closure), and J.B. Hunt’s 360 platform.

ARRIVEnow Carrier is said to be used by over 50,000 active carriers. Yet the promised features — mobile booking, rate visibility, document upload — have long been table stakes in digital freight.

A Pattern Emerging

ARRIVEnow is not the only example. Over the past year, other tech-forward freight firms have similarly launched big ideas with little follow-through on transparency. AI copilots, orchestration layers, and “next-gen visibility” are increasingly common in press releases — but when asked to explain functionality, customer uptake, or technical architecture, many companies stay silent. This isn’t just a PR issue. It’s a signal that the tech may not be as advanced — or as differentiated — as the marketing suggests.

What Comes Next

As digital freight matures, scrutiny will increase. Investors, customers, and competitors will want more than storytelling. They’ll demand specifics: product demos, customer outcomes, and proof of impact. Until then, the industry should view bold claims without details as a red flag — not a roadmap.