SFL Companies

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.

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

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

• Freight brokerage services
• Third-party logistics
• Cold chain logistics
• Supply chain management
• Transportation management

Headquarters

HQ city

Rochester

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. Supply Chain Management Services: Full-service supply chain management including warehouse solutions, cross-docking, and personalized supply chain optimization strategies.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core 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

Named customers10 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Tai SoftwarecoreTechnology or Integration · 1 January 2025Strategic 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 ChapterminorOthersOver 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 CenterminorOthersCharity 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.
• TurvocoreTechnology or IntegrationCollaborative 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

Direct 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

• Xx.com/SFLCompanies

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

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 SFL Companies