Parade
Parade is a San Francisco-based SaaS company providing an AI-powered capacity management platform for freight brokerages and 3PLs, combining real-time carrier intelligence, automated carrier engagement (CoDriver), and deep TMS integrations to help brokers source, reuse, and book carriers without adding headcount.
- Company typePrivate
- Founded2015
- HeadquartersSan Francisco, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Parade does
Parade is a San Francisco-based SaaS company that provides a capacity management platform for freight brokerages and third-party logistics providers (3PLs). The platform addresses the core operational challenges of carrier sourcing, load coverage, and carrier relationship management through two integrated product pillars: Capacity, which provides real-time carrier intelligence, freight matching, automated tendering via Smart Rules, Cascade, and AutoAssign, and bidirectional integration with leading TMS systems (McLeod, Tai TMS, Turvo, 3PL Systems); and CoDriver, an AI-powered engagement layer that autonomously handles inbound carrier communications across email, voice, and trucklist channels, including quote capture and AI-driven rate negotiation.
The underlying technology combines natural language processing, voice AI (CoDriver Voice 2.0), structured data extraction from carrier interactions, recommendation engines for carrier-load matching, and optimization logic for rate negotiation. At scale, the platform processes over 12 million AI conversations annually and has facilitated more than $40 billion in cumulative freight transactions, generating a proprietary carrier behavior and pricing dataset that improves matching accuracy over time. The platform integrates with load boards (DAT, KeepTruckin', SmartHop), carrier compliance and identity tools (RMIS, MyCarrierPackets, Highway), and pricing/visibility partners to provide a unified workflow for brokerages.
Parade operates a subscription-based revenue model with annual contracts and tiered offerings including a premium Capacity Management Plus subscription that bundles its Advantage intelligent pricing tool. The go-to-market is sales-led, targeting operations directors and carrier sales managers at mid-market and enterprise brokerages through demo-driven direct sales and co-marketing with TMS partners. Parade was founded in 2015, raised approximately $29.7 million across a $12.7M Series A (February 2022, led by Menlo Ventures) and a $17M Series B (September 2023, led by I Squared Capital), and was acquired by Mudflap in March 2026 to combine its capacity management platform with Mudflap's fuel discount network serving over 515,000 drivers.
Parade firmographics
Firmographics- Name
- Parade
- Legal name
- Parade
- Website
- https://parade.ai
- Company type
- Private
- Founded year
- 2015
- Operating status
- Acquired
- Headcount range
- 11–50 employees
- Short description
- Parade is a San Francisco-based SaaS company providing an AI-powered capacity management platform for freight brokerages and 3PLs, combining real-time carrier intelligence, automated carrier engagement (CoDriver), and deep TMS integrations to help brokers source, reuse, and book carriers without adding headcount.
- Ownership category
- akta.pro rank
Parade industry classification
Industry- Product category
- Freight Brokerage Software
- NAICS
- Freight Transportation Arrangement (48851), Freight Transportation Arrangement (488510)
- SIC
- Arrangement Of Transportation Of Freight & Cargo (4731)
- akta.pro primary industry
- Digital Freight Brokerage / Freight Marketplace Platforms (TLADAMAO)
- akta.pro secondary industries
- Shipper-Carrier Direct Contracting Networks (TLAEAJAC), Shipping Management, Labeling & Carrier Integration (Multi-Carrier) (TLAEACAE)
Keywords
Where Parade is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Parade business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- SaaS Platform Subscription: Parade operates as a subscription-based SaaS platform for freight brokerages. Brokers pay for access to capacity management tools, CoDriver AI automation, and integration capabilities. The platform offers tiered capabilities including a premium 'Capacity Management Plus' subscription with access to intelligent pricing tools like Advantage.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Capacity Management Plus (Premium) |
| Subscription | Annual | Standard Platform |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Parade product offering
Product offeringCore offering
Parade provides an AI-powered capacity management platform for freight brokerages and 3PLs. The platform combines real-time carrier intelligence, automated carrier communication (CoDriver AI), and TMS/syndication integrations to help brokers source carriers, automate bookings, reuse carrier relationships, and scale freight coverage without adding headcount.
Product overview
Parade is a capacity management platform for freight brokerages and 3PLs, consisting of two core product pillars — Capacity (carrier procurement and management) and CoDriver (AI-powered carrier communication automation) — integrated into a unified platform. The Capacity module provides real-time carrier intelligence, freight matching, Smart Rules automation, and TMS/syndication integrations. CoDriver handles inbound carrier communications across email, phone, and trucklist channels using AI agents, and includes sub-products such as CoDriver Voice (voice AI), CoDriver Negotiation (rate negotiation AI), and Book Now (digital booking). Parade's platform also includes features such as Cascade (waterfall tendering), AutoAssign, Public Carriers (discovery), Advantage (intelligent pricing), and a Carrier Email Verifier for fraud prevention. The platform integrates with TMS systems (McLeod, Tai TMS, Turvo, 3PL Systems), load boards (DAT, SmartHop), and carrier compliance tools (RMIS, MyCarrierPackets, Highway) to deliver a unified workflow for covering freight, reusing carriers, and scaling without adding headcount.
Differentiator
Problem solved
Functional benefit
Brands
- CoDriver: AI-powered carrier engagement platform that handles inbound calls and emails from carriers, qualifying fit, capturing quotes, and syncing data into Parade.
- Capacity Management
Products and services
- Parade Platform Unified capacity management platform for freight brokerages and 3PLs, combining real-time carrier intelligence, AI-powered communication automation, and workflow orchestration to help brokers source carriers, automate bookings, and scale operations without adding headcount.
- Capacity Carrier procurement and management module that uses real-time network signals, Smart Rules for automated outreach, freight matching algorithms, and integration with TMS and load boards to help brokerages source, reuse, and book carriers.
- CoDriver AI-powered engagement layer that handles inbound carrier communications across email, phone, and trucklist channels. Qualifies carrier fit, captures quotes, negotiates rates, and syncs structured data into Parade in real time. Handles 12M+ AI conversations annually.
- CoDriver Negotiation AI-powered negotiation module within CoDriver that automatically engages carriers when quotes exceed Book Now rates, deploying 5 proven negotiation strategies with 15+ phrase variations to reduce carrier rates.
- CoDriver Voice AI voice agent within CoDriver that handles inbound carrier phone calls, qualifying opportunities and capturing quotes through natural voice conversations. CoDriver Voice 2.0 is a ground-up rebuild delivering 27% more quotes and nearly double weekly hours saved.
- Carrier Email Verifier Free standalone tool available at carriers.fyi to verify carrier emails and help freight brokers address identity fraud and double-brokering risks in freight transactions.
Quantifiable outcome
- 4X carrier rep bandwidth
- +5 more outcomes
Companies that use Parade
Customer profileNamed customers11 records
Segments3 records
Ideal customer profiles1 record
Parade technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration17 records
AI capability10 records
Feature8 records
Parade partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- DatatruckcorePartnership connects freight brokers with tech-enabled fleet owners through Marketplace Syndication. Datatruck's cloud-based TMS consolidates dispatch, finances, and compliance into one AI-powered platform, helping trucking companies manage operations from dispatch to cash.
- SmartHopcoreBi-directional integration that synchronizes load opportunities from Parade's Digital Freight Marketplace directly to SmartHop's carrier and owner-operator network. Provides real-time capacity visibility, lane-based pricing, and instant booking capabilities, democratizing freight access for smaller carriers.
- Uber FreightcorePartnership between Parade and Uber Freight mentioned in digital freight brokerage market analysis, positioning both platforms to serve digitalized freight brokers.
- DATcorePrimary load board syndication partner. Parade posts loads to DAT network and collects quotes from carriers engaged through DAT's marketplace.
- KeepTruckin'coreLoad board syndication partner integrated with Parade platform for load posting and quote collection.
- HighwaycorePartnership focused on reducing fraud and securing freight bookings. Combines Highway's Carrier Identity and Monitoring solutions with Parade's Capacity Management to help brokerages book with confidence.
- McLeod SoftwarecoreDeep TMS integration allowing seamless data flow between Parade and McLeod. Brokers can work within McLeod without needing to switch between programs for Parade functions.
- Tai TMScoreIntegration with Tai TMS enabling seamless workflow between capacity management and freight management. Data flows automatically: loads created in Tai push to Parade for matching; bookings in Parade update in Tai for execution.
- TurvocoreIntegration with Turvo cloud-based TMS providing load matching, booking, execution, and collaboration. Parade pushes loads to Turvo; Turvo handles execution and stakeholder collaboration.
- 3PL SystemscoreIntegration partner enabling Parade's capacity management to work seamlessly with 3PL Systems TMS.
- HubtekminorPartner for staffing services combined with Parade's capacity management, helping brokerages like Steamboat achieve operational efficiency.
- FreightWavesminorIndustry media partner for co-hosting webinars, interviews with Parade leadership, and content marketing to freight industry audience.
Scale indicators13 records
Recent moves6 records
Expansion highlights6 records
Parade competitors and assessment
Company assessmentDirect peers
- Uber Freight: Digital freight brokerage arm of Uber that matches shippers to carriers with automated pricing and capacity tools. Directly comparable as a digital intermediary in the freight brokerage space, and explicitly named as a Parade partner/peer.
- Loadsmart: Digital freight broker and logistics platform offering automated truckload pricing, booking, and carrier matching. Competes head-to-head with Parade on digitizing broker-side capacity workflows.
- Turvo: Cloud-based TMS for brokers, 3PLs, and shippers with collaboration and execution workflows. Comparable as a Parade integration partner that also sells capacity and execution tools directly to the same brokerage buyer.
Broad incumbents
- DAT Freight & Analytics: Largest North American freight load board and rate intelligence provider. Directly comparable as the underlying marketplace Parade syndicates into and a broader incumbent whose data and network shape broker capacity decisions.
- Truckstop: Load board and freight matching platform serving carriers, brokers, and shippers. Comparable as a freight marketplace whose load board infrastructure overlaps with Parade's syndication and carrier discovery capabilities.
- McLeod Software: Established enterprise TMS vendor for asset and non-asset carriers, brokers, and 3PLs. Comparable as a system-of-record competitor where Parade sits alongside, and a potential native-AI threat if it builds in carrier engagement automation.
Emerging players
- Motive (formerly KeepTruckin): Fleet management and spend platform expanding into load board and freight network features. Comparable as both a Parade syndication partner and an emerging carrier-side platform whose marketplace increasingly overlaps with broker capacity tooling.
- SmartHop: AI-powered load matching platform focused on small carriers and owner-operators. Comparable as a Parade syndication partner with overlapping digital freight marketplace functionality for the carrier-sourcing segment.
- Project44: Supply chain visibility and orchestration platform expanding into carrier connectivity and capacity workflows. Comparable as an adjacent freight-tech platform increasingly building broker-side automation.
Others
- FourKites: Supply chain visibility platform with yard, ocean, and air tracking. Comparable as a freight-tech ecosystem peer serving shared logistics buyers, though its core focus is visibility rather than brokerage capacity automation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Parade social profiles
Digital presenceParade financial estimates
Financial estimateRevenue estimate
Valuation estimate
Parade leadership team
Management profileNumber of profiles
Profiles5 records
Parade funding detail
Funding detailFunding overview
Funding rounds4 records
Investors19 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Parade M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Parade
What does Parade do?
Parade provides an AI-powered capacity management platform for freight brokerages and 3PLs. The platform combines real-time carrier intelligence, automated carrier communication (CoDriver AI), and TMS/syndication integrations to help brokers source carriers, automate bookings, reuse carrier relationships, and scale freight coverage without adding headcount.
Is Parade a public or private company?
Parade is a private company. It is classified as corporate owned and is currently acquired.
When was Parade founded?
Parade was founded in 2015. It employs 11 to 50 people.
Where is Parade based?
Parade is headquartered in San Francisco, United States, in the North America region.
How does Parade make money?
One revenue line is on record: saaS Platform Subscription.
Who are Parade's main competitors?
Direct peers on record are Uber Freight, Loadsmart and Turvo. Broad incumbents are DAT Freight & Analytics, Truckstop and McLeod Software. Emerging players are Motive (formerly KeepTruckin), SmartHop and Project44. FourKites is listed as an others.
Does Parade have an API?
No public API is recorded for Parade.
What industry is Parade in?
Parade's product category is Freight Brokerage Software. Its primary akta.pro industry code is TLADAMAO, Digital Freight Brokerage / Freight Marketplace Platforms, with a secondary code of TLAEAJAC, Shipper-Carrier Direct Contracting Networks. Its NAICS code is 48851 and its SIC code is 4731.