What Baton does

Baton is a San Francisco-based technology company, founded in 2019 as an independent supply chain startup and acquired by Ryder in 2022 to function as Ryder's in-house AI-powered product development group. The team of 65+ employees builds and operates RyderShare™, a collaborative logistics platform that combines real-time supply chain visibility with exception management capabilities. The product connects shippers, carriers, consignees, and internal Ryder stakeholders through a single-pane view with real-time tracking, proactive notifications, and full audit trails, processing 10M shipment load updates daily across Ryder's network of 260K vehicles under management.

The technical core pairs optimization AI for supply chain planning, routing, scheduling, and fleet utilization with anomaly detection / exception management that compresses resolution times from hours or days to minutes. The platform is monetized as a subscription enterprise product embedded inside Ryder's broader logistics services portfolio and is distributed exclusively through Ryder's existing go-to-market, which reaches 40,000+ customers across food & beverage, tech, automotive, retail, energy, agriculture, and apparel industries. Baton is the registered brand identity for the development entity, while RyderShare™ is the flagship sub-brand and product.

Baton's go-to-market is enterprise B2B field sales through the Ryder account base, serving 120+ RyderShare customers that include Shell, John Deere, Anheuser-Busch, Whirlpool, Macy's, HelloFresh, H&M, TABASCO, Southern Glazer's, Pabst Blue Ribbon, True Value, G-STAR, Ashley Homestore, Mugsy, and Sunsweet. The company is positioned as operating at startup speed while drawing on Fortune 500 backing, and it owns its own product roadmap while delivering value across reduced dock detention, improved truck routing, and improved fleet utilization.

Name

Baton

Legal name

Baton

Website

https://baton.io

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Baton is Ryder's in-house AI-powered product development group building RyderShare™, a collaborative logistics platform providing real-time supply chain visibility and exception management for enterprise customers across food & beverage, retail, automotive, and tech industries.

Ownership category

akta.pro rank

Product category

Supply Chain & Logistics Software

NAICS

Freight Transportation Arrangement (488510)

SIC

Arrangement Of Transportation Of Freight & Cargo (4731)

akta.pro primary industry

Shipper-Carrier Direct Contracting Networks (TLAEAJAC)

Keywords

• Supply chain software
• Logistics optimization
• Freight visibility
• Exception management
• AI supply chain

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Enterprise SaaS through Ryder: Operates as Ryder's in-house product development group (acquired in 2022). Revenue generated through embedded AI-powered logistics and supply chain solutions serving Ryder's 40,000+ customers. Product enables efficiency improvements including reduced dock detention, improved truck routing and scheduling, and better fleet utilization.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Baton builds AI-powered collaborative logistics software for supply chain operators, with its flagship product RyderShare™ enabling shippers, carriers, and end customers to track freight in real time, resolve exceptions, and share shipment data across logistics partners. The company operates as a technology innovation lab within Ryder, focused on eliminating waste in supply chains through data and AI-driven products.

Product overview

Baton operates as Ryder's in-house AI-powered product development group, building supply chain solutions. The primary product is RyderShare™, a collaborative logistics platform that provides real-time visibility and exception management for goods moving through supply chain networks. The company was acquired by Ryder in 2022 to power Ryder's digital products while maintaining startup agility backed by Fortune 500 scale.

Differentiator

Problem solved

Functional benefit

Brands

• RyderShare™: Collaborative logistics platform that combines real-time supply chain visibility with the power to manage exceptions on goods moving through networks. Features single-pane view, real-time tracking, proactive notifications, and full audit trails.

Products and services

• RyderShare™

Quantifiable outcome

• Exception resolution in minutes, not hours or days
• +3 more outcomes

Named customers15 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature2 records

Partnerships

One partnership is on record.

• RydercoreStrategic or Co-development PartnerRyder acquired Baton in 2022 to serve as its in-house product development group powering the next wave of digital products. Baton's AI-powered software brings efficiency to Ryder's customers by reducing detention at the dock, improving truck routing and scheduling, and improving overall fleet utilization. Baton operates at startup speed with Fortune 500 strength and reach.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• FourKites: FourKites is a leading real-time supply chain visibility platform providing predictive ETA and exception management for shippers and 3PLs — the closest direct competitor to Baton's RyderShare collaborative logistics offering.
• project44: project44 operates a multi-modal supply chain visibility network covering ocean, road, rail, and air — directly comparable to Baton's real-time visibility and exception-management thesis, serving enterprise shippers across the same verticals.
• Turvo: Turvo provides a collaborative TMS platform purpose-built for logistics providers and shippers — overlapping with Baton's supply chain execution and stakeholder collaboration layer, particularly for 3PL-style customers.

Broad incumbents

• Descartes Systems Group: Descartes is a broad incumbent offering logistics technology including routing, telematics, customs, and visibility (MacroPoint) — competing with Baton across multiple freight software categories as a large, diversified vendor.
• Manhattan Associates: Manhattan Associates provides enterprise supply chain, warehouse, and transportation management software — adjacent to Baton's stack as a broad incumbent serving large shippers that could substitute or complement RyderShare.
• Kinaxis: Kinaxis specializes in concurrent supply chain planning and orchestration — comparable as a higher-order supply chain decisioning platform that competes for the same enterprise budget allocated to AI-powered supply chain optimization.
• Uber Freight: Uber Freight combines a digital freight brokerage with managed transportation and visibility tooling — comparable to Baton's blended visibility+execution thesis while leveraging Uber's scale as a broad incumbent.
• Körber Supply Chain: Körber Supply Chain provides WMS, TMS, and unified logistics software to enterprises — a broad incumbent whose visibility and orchestration capabilities compete with Baton's platform for enterprise supply chain wallets.
• Trimble Transportation: Trimble offers transportation management, fleet telematics, and visibility solutions to carriers and shippers — comparable as an incumbent technology platform serving the same North American trucking ecosystem that underpins Ryder/Baton.

Emerging players

• o9 Solutions: o9 Solutions offers an AI-driven supply chain planning platform for demand forecasting and integrated business planning — an emerging competitor targeting the AI-supply-chain layer adjacent to Baton's execution/monitoring scope.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds2 records

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Baton