TIA Capital Ideas 2025 made one thing abundantly clear: freight brokerage is at an inflection point.

Between the rise in freight fraud, growing skepticism around tech vendors, and renewed pressure to modernize—brokers are juggling more than ever. But through it all, there’s a single theme tying these conversations together: trust. In carriers, in systems, in data—and in the technology partners they choose.

Here’s what we took away from this year’s event.

1. Freight Fraud Is Everyone’s Problem Now

Conversations around fraud weren’t theoretical, they were urgent. Almost every broker we spoke with had either experienced identity theft firsthand or knew someone who had.

Common threats included:

• VoIP abuse and impersonation tactics
• Hijacked email addresses and load booking scams
• Identity spoofing using “clean” MC numbers

Even with tools like Highway, Carrier411, and GPS tracking, brokers are still relying on unscalable workarounds—selfies at the shipper, gut-check phone calls, and passing the phone around the office to hear if something “feels off.”

There’s fatigue around panels on fraud—but also frustration that few vendors are offering practical, proactive solutions. It’s clear that fraud prevention must become an integrated part of the broker’s workflow, not just an afterthought.

2. Visibility Is Evolving—But Adoption Still Lags

From manual check calls to sensor-based tracking, the industry has come a long way. We heard about the evolution from Visibility 1.0 (trust) to Visibility 2.0 (data) and now into Visibility 3.0: contextual, predictive, and actionable.

Brokers want more than a dot on a map—they want to know why a driver is delayed and what to do next. But here’s the catch: the biggest challenge isn’t the data. It’s the system.

Legacy TMS platforms are still slowing brokers down. Many larger firms are hesitant to switch or even integrate new visibility tools due to sunk costs or internal complexity. Smaller, tech-forward brokerages are forging ahead—but feel stuck when partners or shippers aren’t aligned.

3. The Broker-Carrier Relationship Is Getting Smarter

Cost and on-time performance aren’t enough anymore. Brokers want detailed carrier profiles that help them build long-term, trustworthy relationships. This means tracking:

• Service type and equipment
• Performance trends
• Driver feedback
• Lanes, pricing history, and fraud risk indicators

Carrier CRMs are becoming essential—not just for operations, but for fraud prevention. Many brokers are starting to treat carrier identity as a security issue, not just a procurement one.

4. AI Is Everywhere—But So Is Skepticism

Nearly every vendor at the show was pitching AI, but brokers aren’t buying the buzz alone. They’re asking sharper questions:

• Is this AI solving a real problem, or just automating what works fine already?
• How does it integrate into my existing stack?
• How much time and change management will it take?

Point solutions are gaining traction—especially tools that don’t require full TMS replacement. But brokers are also recognizing the long-term advantage of native AI: fewer integrations, better context, and less friction between systems.

5. Mistrust in Tech Still Runs Deep

One of the more candid undercurrents of the event: a general mistrust in software vendors. We heard stories of clunky rollouts, under-delivered promises, and systems that feel more like burdens than tools.

For many brokers, reevaluating their tech stack is inevitable—but there’s hesitation. They don’t want just another product. They want a partner who understands the complexity and pressure of brokerage life, and builds accordingly.

Final Thought: Tools Are Only as Good as the Trust Behind Them

TIA 2025 surfaced a lot of challenges—but also an important mindset shift. Brokers aren’t just looking for shiny tools. They’re looking for trusted systems, smarter workflows, and vendors who take the long view.

At Rose Rocket, we believe visibility, fraud prevention, and AI all start with thoughtful design and user trust. We’ve already begun baking these capabilities into our platform—and we’re focused on helping brokers build more resilient operations with less friction.

If that’s a conversation you’re interested in having, we’re always happy to show what we’re working on.