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"Many freight veterans and analysts are skeptical of these efforts, saying forwarding is too complex and too dependent on longstanding relationships for new online entrants to compete."

Because that's never been a problem technology has overcome.

Any industry with veterans stating this sentiment is ripe for change. Not because an online app is going to solve all the worlds ills, but because there are people resisting progress, keeping entire industries in a holding pattern.

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The veterans aren't "resisting progress", as much as protecting their own interests by using their experience. It may be at the cost of other people, but I think it's short-sighted to call them luddites. Currently, they have no incentive to invest in tech in the way of a silicon valley startup backed by VCs.

If the aim is progress to everyone's benefit, tech will make its mark once it's in the hands of some of the established players through acquisition or other means. Until then, I think startups will have a hard time winning over customers from established firms, as their inexperience will cause errors, which will cost their customers more than any markup of a less efficient company.

Flexport now manages freight for several publicly traded companies. You'd be surprised how badly the market wants this solution.

For what it's worth, the historical Luddites also were protecting their own interests, rather than fundamentally motivated to resist progress. (I mention this with no judgement one way or another of their actions)

Very true!

Not to mention that a lot of the incumbent freight forwarders have admitted to price fixing and other fraudulent behavior: https://learn.flexport.com/freight-forwarding-price-fixing/

I don't know how it is in the US, but in Europe thefts are VERY common, and because of this trust/relationship plays a very important role. That said, the industry is very, very old school, spreadsheets at best. Although with the new generation taking over, the things will change (I hope).

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