Upply
Upply is a France-based SaaS platform that provides data-driven benchmarking, freight index, and marketplace intelligence for European road freight, serving shippers, carriers, and consulting firms across 13 European countries.
- Company typePrivate
- Founded2018
- HeadquartersLevallois-perret, France
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Upply does
Upply is a France-headquartered SaaS company, founded in 2018, that operates a data and intelligence platform for European road freight. Its core proposition is built on more than two billion anonymized transport data points drawn from real invoiced flows, which feed its benchmarking, index, and pricing products. The platform combines analytical products (Benchmark, Upply Freight Indexes across 70+ corridors, Dashboard), an operational product (Connect, a freight marketplace connecting over 2,000 carriers with shippers across 13 European countries), a compliance product (Green, a CO2 emissions calculator), and an AI product (Atlas, a conversational assistant trained on Upply's qualified transport dataset). An Open Data portal extends public-facing reach, and an API layer integrates the data directly into customer TMS, ERP, and BI systems.
The company serves three primary customer segments: shippers that need to benchmark transport procurement and negotiate carrier rates, carriers and freight forwarders that need demand visibility and rate positioning, and management/transport consulting firms (including BCG) that consume Upply data for client engagements. The technology stack is cloud-hosted on Microsoft Azure with EU data residency, double-certified to GDPR and SOC2, and API-first. Pricing is quote-based with multi-year enterprise contracts; revenue is generated through platform subscriptions and marketplace transaction facilitation.
Revenue mechanics combine a subscription SaaS stream with a transaction-fee stream from the marketplace. Go-to-market is hybrid: a self-serve product-led motion through app.upply.com for smaller carriers and forwarders, paired with an enterprise sales motion targeting large shippers and consulting firms via personalized demos. The commercial model is reinforced by an ecosystem approach — open APIs, technology partnerships with Keelvar, Sinari, and Shippeo, and co-developed benchmark studies with IRU and Ti — designed to embed Upply data into the broader European road-freight decision stack.
Upply firmographics
Firmographics- Name
- Upply
- Legal name
- UPPLY
- Website
- https://upply.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Upply is a France-based SaaS platform that provides data-driven benchmarking, freight index, and marketplace intelligence for European road freight, serving shippers, carriers, and consulting firms across 13 European countries.
- Ownership category
- akta.pro rank
Upply industry classification
Industry- Product category
- Freight Transportation Intelligence Software
- NAICS
- Freight Transportation Arrangement (488510), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370), Trucking & Courier Services (No Air) (4210)
- akta.pro primary industry
- Digital Freight Brokerage / Freight Marketplace Platforms (TLADAMAO)
- akta.pro secondary industries
- AI/ML Decision Intelligence & Automated Recommendations (TLAEAKAL), Carrier Sales & Capacity Sourcing Platforms (TLAEAJAD)
Keywords
Where Upply is headquartered
LocationHeadquarters
- HQ city
- Levallois-perret
- HQ country
- France
- HQ region
- Europe
Offices1 record
Markets served
Upply business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Platform Subscription: SaaS platform access with modular features including Benchmark, Dashboard, Freight Indexes, Green, and Atlas AI. Sales through demo-based enterprise motion targeting shippers, carriers, and consulting firms.
- Freight Marketplace: Digital marketplace connecting shippers with over 2,000 carriers across Europe. Revenue derived from transaction facilitation and connectivity fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Enterprise platform with modular features |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Upply product offering
Product offeringCore offering
Upply provides a cloud-based SaaS platform that combines freight price benchmarking, an AI-powered market assistant (Atlas), proprietary Freight Indexes across 70+ European corridors, a digital CO2 emissions calculator, and a freight marketplace connecting more than 2,000 carriers and shippers across 13 European countries. The offering is delivered through a modular web platform, mobile app, and open APIs that integrate with customers' TMS, ERP and BI systems.
Product overview
Upply is an intelligent transport management platform that combines market intelligence, data analytics, and AI to serve shippers, carriers, and logistics providers across Europe. The platform operates as a unified system consisting of multiple integrated modules: Benchmark for price comparison against market standards; Dashboard for centralized transport data analysis; Freight Marketplace connecting over 2,000 carriers and shippers for freight management; Freight Indexes (UFI) tracking prices across 70+ corridors; Green for CO2 emissions calculation; Market Insights for expert market analysis; Atlas (UpplAI) as an AI-powered market assistant; Open Data providing free access to transport datasets; and Smart as the original transport price analysis solution. Together, these modules enable end-to-end transport optimization, sourcing, performance management, and decarbonization.
Differentiator
Problem solved
Functional benefit
Brands
- Smart: Transport price analysis solution to help professionals analyze, compare, and understand market pricing dynamics.
- Connect
- Upply Connect
- Atlas
Products and services
- Smart (transport price analysis solution) Transport price analysis solution that helps professionals analyze, compare, and understand market pricing dynamics using Upply's invoiced dataset and benchmarks.
- Freight Marketplace (Connect / Upply Connect) Digital freight marketplace connecting more than 2,000 carriers and shippers across 13 European countries, with a dedicated mobile app (Upply Connect) for road carriers to find and post loads.
- Dashboard Centralized transport data analysis tool for comparing costs, optimizing routes, and consolidating key indicators across carriers, accessible from a single dashboard.
- Atlas (UpplAI) AI-powered market assistant for the transport sector that answers natural-language questions and provides immediately actionable responses, trained on Upply's qualified transport dataset.
- Upply Open Data Open Data platform providing free public access to qualified and unified datasets dedicated to the transport and logistics industry.
Quantifiable outcome
- 30% average cost gap detected on transport spend
- +2 more outcomes
Companies that use Upply
Customer profileNamed customers16 records
Segments3 records
Ideal customer profiles3 records
Upply technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability2 records
Feature6 records
Upply partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- KeelvarcoreAI-first advanced sourcing optimization and autonomous sourcing vendor. Technology partnership enhancing sourcing capabilities and market intelligence integration.
- SinaricoreFrench leader in road freight transport and logistics software. Technology partnership for operational efficiency solutions and software integration.
- IRU (International Road Transport Union)coreIRU is the world road transport organization representing over 3.5 million companies. Partnership involves co-developing the European Road Freight Rate Benchmark studies, combining IRU's industry expertise with Upply's data capabilities for quarterly market intelligence reports.
- Ti (Transport Intelligence)coreTi is the world's leading source of market intelligence for logistics and road freight. Co-development of European Road Freight Rate Benchmark with quarterly analysis and market reports.
- AUTFminorFrench Professional Association of Shippers supporting companies in their role as transport contracting parties. Provides industry expertise and supports market understanding.
- AFTRALminorAssociation for the Development of Professional Training in Transport and Logistics. Training partnership for next-generation supply chain professionals through guest lectures and work-study programs.
- Université Paris-DauphineminorInternational Supply Chain Management Master program partnership. Academic collaboration for educational solutions and talent development.
- Université Paris 1 Panthéon-SorbonneminorMaster International Transport program partnership. Leading university education for transport industry careers, with guest lectures and student access to Upply solutions.
Scale indicators7 records
Recent moves10 records
Expansion highlights5 records
Upply competitors and assessment
Company assessmentDirect peers
- TIMOCOM: One of Europe's largest digital freight marketplaces, connecting tens of thousands of carriers and shippers across road, rail, and multimodal flows. Directly comparable to Upply Connect on the marketplace side and operates in overlapping European geographies.
- Trans.eu: Pan-European freight exchange and TMS provider with a large carrier network and freight marketplace. Competes head-on with Upply Connect for European road freight liquidity and adjacent transport management functionality.
- Sennder: European digital road freight forwarder offering shipper-carrier matching plus technology integrations. Comparable to Upply on European road freight marketplace dynamics and large-enterprise shipper relationships.
Peers
Market position
Strengths1 record
Weaknesses1 record
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Upply social profiles
Digital presenceUpply compliance and trust
Trust signalCompliance2 records
Upply financial estimates
Financial estimateRevenue estimate
Valuation estimate
Upply leadership team
Management profileNumber of profiles
Profiles4 records
Upply funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Upply 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 Upply
What does Upply do?
Upply provides a cloud-based SaaS platform that combines freight price benchmarking, an AI-powered market assistant (Atlas), proprietary Freight Indexes across 70+ European corridors, a digital CO2 emissions calculator, and a freight marketplace connecting more than 2,000 carriers and shippers across 13 European countries. The offering is delivered through a modular web platform, mobile app, and open APIs that integrate with customers' TMS, ERP and BI systems.
Is Upply a public or private company?
Upply is a private company. It is classified as venture growth investor backed and is currently operating.
When was Upply founded?
Upply was founded in 2018. It employs 51 to 100 people.
Where is Upply based?
Upply is headquartered in Levallois-perret, France, in the Europe region.
How does Upply make money?
Two revenue lines are on record. Platform Subscription is the primary driver. The others are freight Marketplace.
Who are Upply's main competitors?
Direct peers on record are TIMOCOM, Trans.eu and Sennder. DAT Freight & Analytics is listed as a peer.
Does Upply have an API?
Yes. Upply offers open and documented APIs that allow users to integrate Upply into their digital ecosystem. The APIs enable connection to internal tools including TMS (Transportation Management Systems), ERP, and BI systems, facilitating automated transport data sending, key indicator synchronization, and centralized analysis without manual data entry. The platform also provides a Developers Portal at developers.upply.com and a status page monitoring Smart API and Connect API endpoints. Developer documentation is at www.upply.com/api.
What industry is Upply in?
Upply's product category is Freight Transportation Intelligence Software. Its primary akta.pro industry code is TLADAMAO, Digital Freight Brokerage / Freight Marketplace Platforms, with a secondary code of TLAEAKAL, AI/ML Decision Intelligence & Automated Recommendations. Its NAICS code is 488510 and its SIC code is 7370.