SFL Companies
SFL Companies is a privately held, founder-led third-party logistics (3PL) provider and freight brokerage founded in 2011, specializing in cold chain and temperature-controlled freight for food, beverage, produce, and manufacturing shippers across the U.S., Canada, and Mexico. The company operates transaction-based freight services on Tai TMS and Turvo technology platforms.
- Company typePrivate
- Founded2011
- HeadquartersRochester, United States
- Headcount51–100
- GTM typeB2B
- OfferingServices
What SFL Companies does
SFL Companies (legal entity Service First Logistics Incorporated) is a privately held third-party logistics (3PL) provider and freight brokerage founded in 2011 and headquartered in Rochester, Michigan. The company operates as an asset-light intermediary connecting shippers — primarily in food & beverage, fresh produce, manufacturing, distribution, and retail — with carriers across the United States, Canada, and Mexico. Its service portfolio spans Full Truck Load (FTL), cross-border freight, expedited shipping, warehouse solutions and cross-docking, supply chain optimization, and a specialization in cold chain and temperature-controlled logistics for perishable goods. Named enterprise customers include Rise Baking Company, Pittsburg Brewing Company, Chefs' Warehouse, Honeybear Brands, Gordon Food Service, Pabst Brewing Company, Pom Wonderful, Fire King, iFoam, and Perfect Circle Recycling, with multiple customers citing 5+ year continuous relationships.
The company's revenue model is transaction-based freight brokerage fees, augmented by managed supply chain services and warehousing. Distribution is direct field sales to enterprise shippers and carriers, with no consumer-facing channels or self-serve models. SFL's underlying technology stack is built on third-party Transportation Management Systems — Tai TMS (implemented in 2025) and Turvo (adopted circa 2017) — which provide real-time tracking, automated invoicing, carrier payment acceleration, and workflow automation. Documented outcomes from these technology investments include a 20% increase in weekly shipments without headcount growth (post-Tai TMS) and a productivity scaling from 1 person per 30 shipments to 1 person per 200 shipments (Turvo).
The company is founder-led by CEO Royce Neubauer (recognized as a 2026 Food Logistics Rock Star of the Supply Chain), with no disclosed external institutional funding, no parent company, and no subsidiaries. SFL has won the Food Logistics Top 3PL & Cold Storage Provider award seven or more consecutive years (2019-2022 and continuing) and has received ten consecutive Best and Brightest Companies to Work For recognitions (through 2024/2025). Historical milestones include the 2018 rebrand from Service First Logistics to SFL Companies, a 2019 headquarters relocation from Auburn Hills to Rochester, MI, and the October 2025 Tai Software partnership.
SFL Companies firmographics
Firmographics- Name
- SFL Companies
- Legal name
- Service First Logistics Incorporated
- Website
- https://sflcompanies.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- SFL Companies is a privately held, founder-led third-party logistics (3PL) provider and freight brokerage founded in 2011, specializing in cold chain and temperature-controlled freight for food, beverage, produce, and manufacturing shippers across the U.S., Canada, and Mexico. The company operates transaction-based freight services on Tai TMS and Turvo technology platforms.
- Ownership category
- akta.pro rank
SFL Companies industry classification
Industry- Product category
- Third-Party Logistics Services
- NAICS
- Freight Transportation Arrangement (48851)
- SIC
- Arrangement Of Transportation Of Freight & Cargo (4731)
- akta.pro primary industry
- Integrated 3PL Contract Logistics (Multi-Service) (TLAIAAAA)
- akta.pro secondary industry
- Cross-Border & Trade Compliance Management (Customs, Duty, Documentation) (TLAIABAD)
Keywords
Where SFL Companies is headquartered
LocationHeadquarters
- HQ city
- Rochester
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
SFL Companies business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Freight Brokerage/3PL Services: SFL Companies operates as a third-party logistics provider (3PL) and freight brokerage, earning transaction-based fees for moving freight. The company manages complex freight logistics including full truckloads, cross-border shipments, and temperature-controlled transportation.
- Supply Chain Management Services: Full-service supply chain management including warehouse solutions, cross-docking, and personalized supply chain optimization strategies.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Custom freight solutions based on specific shipping requirements |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
SFL Companies product offering
Product offeringCore offering
SFL Companies is a third-party logistics (3PL) provider and freight broker delivering end-to-end supply chain solutions for shippers and carriers across North America. Its services span full truckload (FTL), refrigerated and cold chain transportation, warehousing and cross-docking, cross-border freight across the U.S., Canada, and Mexico, expedite services, and tailored supply chain optimization programs, all supported by partner Transportation Management System (TMS) technology from Tai Software and Turvo.
Product overview
SFL Companies (Service First Logistics) is a full-service third-party logistics (3PL) provider offering a comprehensive suite of logistics and supply chain management services. The company operates as an integrated platform combining multiple service offerings including Logistics Command & Control, Supply Chain Optimization, Full Truck Load Services (FTL), Warehouse Solutions, Cross-Border Freight, and Expedite Services. The company specializes in cold chain and temperature-controlled logistics for fresh produce and refrigerated goods. Technology is central to their offering, utilizing a best-in-class Transportation Management System (TMS) powered by strategic partners including Tai TMS and Turvo, enabling advanced freight management, real-time tracking, and seamless integrations. The company combines innovative technology with a human touch, providing personalized service while leveraging technology for operational efficiency.
Differentiator
Problem solved
Functional benefit
Products and services
- Logistics Command & Control Freight matching service that pairs shipper loads with consistent carrier capacity, navigates disruptions, and ensures goods move with precision when other providers step back. Targets shippers needing reliable execution for complex logistics challenges.
- Supply Chain Optimization Designs personalized supply chain strategies and deploys resources to keep goods moving efficiently and cost-effectively, ranging from one-time fixes to long-term transformation. Built for each customer's specific needs.
- Full Truck Load Services (FTL) Quick, direct, fully managed truckload shipping ensuring accuracy and results for dry or refrigerated freight. Designed for shippers needing reliable full-truckload capacity.
- Warehouse Solutions Flexible, scalable warehousing including storage, handling, and cross-docking services designed to grow with customer business. Targets distributors and wholesalers needing multi-temperature storage and rapid fulfillment.
- Cross-Border Freight Navigates customs, carriers, and compliance for shipping dry or refrigerated freight across the U.S., Canada, and Mexico with rapid, secure service. Targets importers and exporters requiring multi-country coordination.
- Expedite Services Coordinates time-sensitive transport with urgency, clearing bottlenecks and keeping supply chains moving to completion. Targets shippers needing rapid or critical freight handling.
- Cold Chain & Temperature-Controlled Logistics Precision cold chain logistics for high-value, temperature-sensitive freight with validated equipment, real-time monitoring, and proactive contingency planning. Serves food/beverage manufacturers, growers, and produce shippers.
Quantifiable outcome
- 20% increase in weekly shipments while automating invoicing processes without adding headcount
- +2 more outcomes
Companies that use SFL Companies
Customer profileNamed customers10 records
Segments6 records
Ideal customer profiles6 records
SFL Companies technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature5 records
SFL Companies partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Tai SoftwarecoreStrategic partnership where Tai Software provides Tai TMS technology platform to SFL Companies. Since implementing Tai TMS in 2025, SFL has increased weekly shipments by 20% and automated significant invoicing processes without adding staff. The partnership focuses on improving operational efficiency and scalability.
- Blessings in a Backpack - Avondale ChapterminorOver decade-long partnership supporting childhood hunger relief in the Avondale School District. SFL Companies has raised over $11,565 (record-breaking), organized trivia nights, raffle fundraisers, and charity golf outings. Funds provide weekend meals for children on free/reduced lunch programs.
- Redwood Rehabilitation CenterminorCharity golf outing beneficiary supporting Redwood Rehabilitation Center of Northern Kentucky, a nonprofit providing services to children and adults with disabilities. SFL has hosted annual golf events and raised thousands for Redwood's educational, therapeutic, and vocational programs.
- TurvocoreCollaborative logistics technology platform partnership. SFL has been working with Turvo for approximately a year providing input on platform development. The technology enabled scaling from 1 person managing 30 shipments to 1 person managing 200 shipments, and accelerated carrier payments by approximately 2 weeks.
Scale indicators4 records
Recent moves7 records
Expansion highlights5 records
SFL Companies competitors and assessment
Company assessmentDirect peers
- Echo Global Logistics: Technology-enabled freight brokerage serving shippers across truckload, LTL, and intermodal. Echo's tech-led brokerage platform and broad carrier network closely mirror SFL's Tai TMS/Turvo-enabled operating model.
- AIT Worldwide Logistics: Global 3PL offering supply chain, freight forwarding, and brokerage across multiple modes. Comparable to SFL's cross-border and managed transportation services with similar mid-market enterprise customer focus.
- NFI Industries: Family-owned supply chain solutions provider offering dedicated transportation, warehousing, brokerage, and cold chain services. NFI's diversified 3PL portfolio and dedicated cold chain capability directly parallel SFL's service mix.
- Redwood Logistics: Mid-market 3PL and freight brokerage offering managed transportation, truckload, LTL, and intermodal. Similar asset-light positioning, technology-enabled model, and focus on personalized shipper service.
- Coyote Logistics: Mid-market freight brokerage and 3PL offering truckload, less-than-truckload, and intermodal services across North America. Highly comparable to SFL's asset-light brokerage model, multi-mode service mix, and shipper/carrier relationship approach.
- Worldwide Express: Third-party logistics provider specializing in LTL, truckload, and parcel solutions through a sales-agent model. Comparable to SFL in brokerage services for SMB and mid-market shippers with a relationship-driven GTM.
Broad incumbents
- Hub Group: Public intermodal and logistics provider with truck brokerage, dedicated, and final mile services. Overlaps with SFL's truckload brokerage and supply chain offerings but operates at significantly larger scale with proprietary intermodal assets.
- CH Robinson: Largest North American 3PL and freight broker with global reach across truckload, LTL, intermodal, ocean, and air. SFL competes against CHR for the same enterprise shipper RFPs in food/cold chain and cross-border lanes.
- RXO: Public pure-play asset-light freight brokerage spun off from XPO. Directly comparable business model to SFL's truck brokerage core, with a much larger carrier network and recently acquired Coyote Logistics platform.
- ArcBest: Public multi-mode logistics provider including LTL (ABF Freight), truckload brokerage, and supply chain services. Comparable asset-light brokerage and 3PL services, but with much broader LTL network and scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
SFL Companies social profiles
Digital presenceSFL Companies financial estimates
Financial estimateRevenue estimate
Valuation estimate
SFL Companies leadership team
Management profileNumber of profiles
Profiles9 records
SFL Companies funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SFL Companies 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 SFL Companies
What does SFL Companies do?
SFL Companies is a third-party logistics (3PL) provider and freight broker delivering end-to-end supply chain solutions for shippers and carriers across North America. Its services span full truckload (FTL), refrigerated and cold chain transportation, warehousing and cross-docking, cross-border freight across the U.S., Canada, and Mexico, expedite services, and tailored supply chain optimization programs, all supported by partner Transportation Management System (TMS) technology from Tai Software and Turvo.
Is SFL Companies a public or private company?
SFL Companies is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SFL Companies founded?
SFL Companies was founded in 2011. It employs 51 to 100 people.
Where is SFL Companies based?
SFL Companies is headquartered in Rochester, United States, in the North America region.
How does SFL Companies make money?
Two revenue lines are on record. Freight Brokerage/3PL Services are the primary driver. The others are supply Chain Management Services.
Who are SFL Companies's main competitors?
Direct peers on record are Echo Global Logistics, AIT Worldwide Logistics, NFI Industries, Redwood Logistics, Coyote Logistics and Worldwide Express. Broad incumbents are Hub Group, CH Robinson, RXO and ArcBest.
Does SFL Companies have an API?
No public API is recorded for SFL Companies.
What industry is SFL Companies in?
SFL Companies's product category is Third-Party Logistics Services. Its primary akta.pro industry code is TLAIAAAA, Integrated 3PL Contract Logistics (Multi-Service), with a secondary code of TLAIABAD, Cross-Border & Trade Compliance Management (Customs, Duty, Documentation). Its NAICS code is 48851 and its SIC code is 4731.