3PLs Spend Days Reconciling Data. DiversiFi Does It in Minutes.

For years, third-party logistics (3PL) providers have been making critical business decisions with incomplete information. Pricing, billing, routing, and margin management rely on fragmented data spread across warehouse systems, ERPs, carrier portals, and customer invoices. The result is a process that spends days reconciling data that should take minutes, while operating with limited visibility into true profitability.

Carrier pricing structures compound the problem. Complicated and sometimes opaque pricing makes it difficult for 3PLs to understand true cost, protect margins, and scale efficiently. In a low-margin, high-volume industry, that lack of clarity creates systemic risk.
That’s why we’re excited to announce our investment in DiversiFi.

The Hidden Data Problem in 3PL Operations

The challenge facing 3PLs isn’t effort – it’s infrastructure. These businesses operate at the intersection of warehouse management systems (WMSs), ERPs, carrier networks, and customer billing platforms, each generating valuable data that remains fragmented and difficult to compare.

Without benchmark data for confident pricing, automated workflows for accurate billing, and visibility into carrier pricing, teams are constantly playing catch-up. The industry has long accepted this as the cost of doing business.

DiversiFi doesn’t.

Built by Operators, Not Theorists

What sets DiversiFi apart is founder Caleb Nelson’s deep understanding of 3PL operations. He ran a 3PL for over a decade at Unishippers, then co-founded and served as CRO of Sifted for seven years before its merger with Veriship as part of a Summit Partners acquisition. He’s building the solution to problems he lived.

DiversiFi connects disparate systems, and then normalizes that data into a common model. This foundation enables three core capabilities:

• Pricing Benchmarks: 3PLs gain access to normalized benchmark data to price services confidently and competitively while operating profitably.
• Billing Automation: By connecting systems, DiversiFi streamlines invoice workflows, reducing errors and time spent on manual billing processes.
• Carrier Optimization: With clear visibility into carrier performance and pricing, 3PLs can make smarter routing decisions and enable 3PLs to negotiate more effectively.

Tasks that used to take days now happen in minutes. That’s not just efficiency – it’s a fundamental shift in how 3PLs can operate and compete.

Why DiversiFi is Well Positioned To Win

DiversiFi has the alignment we look for: a painful problem with immediate customer value, a large and growing market, and a founder who brings deep industry experience and a world-class team to execute successfully.

DiversiFi is turning data from a burden into a strategic advantage. When you fix the data problem, you fix the workflows that depend on it. That unlocks better decisions, stronger margins, and sustainable competitive advantages.

“By unifying operational and financial data, DiversiFi gives 3PLs the clarity they need to make better pricing and margin decisions at scale,” said Eric Hilton, partner at Sorenson Capital. “This is the profit engine the logistics industry has been missing.”

As logistics becomes more complex, the providers who win will be those who can efficiently manage profitability while scaling operations. The question isn’t whether 3PLs will need data intelligence—it’s whether they’ll adopt it proactively or reactively.

We’re excited to support DiversiFi as they build the AI-powered future of logistics operations.

Learn more about DiversiFi and connect with the team here.