Unify pricing strategy across your org
Freight Runs on AVRL
Turn market signals into trusted pricing strategy, and take back control.
AVRL builds freight pricing products for brokerages, third-party logistics providers (3PLs) and over-the-road (OTR) trucking companies.
Proven at scale. Trusted by the top US brokerages: about $25 billion in spot quotes are priced on AVRL every year.
Solutions
AVRL has five products for brokerages across pricing strategy, the spot market and carrier sales.
Pricing strategy
- AVRL Source: personalized pricing.
Spot market
- AVRL Quote: 1,000 automation templates.
- AVRL Glass: intelligent manual quoting.
- AVRL Periscope: visualized intelligence.
Carrier sales
- AVRL Lucidity: optimized carrier procurement.
AVRL Source
AVRL BlendCore predicts truck costs using real-time market signals. AVRL Cachet builds on that foundation, accounting for shipper-specific characteristics, personalizing costs to your capacity network, and applying your margin strategy to deliver a ready-to-quote rate.
Example: BlendCore alone compared with BlendCore plus Cachet
- Market signals come in from DAT, GreenScreens and SONAR.
- AVRL BlendCore blends the week's rate reports for the lane, weighting the low end at 16%, the average at 52% and the high end at 32%. DAT's Market Conditions Index (MCI) reads 42, a hot market. BlendCore predicts a truck cost of $1,788.
- AVRL Cachet adds $64 for your capacity network and $288 for your margins.
- Ready to quote: $2,140. Resilient, personalized and opportunistic.
| Step | BlendCore only | BlendCore plus Cachet |
|---|---|---|
| Predicted truck cost (BlendCore) | $1,788 | $1,788 |
| Capacity network (Cachet) | Not applied | +$64 |
| Margins (Cachet) | Not applied | +$288 |
| Result | $1,788 predicted truck cost | $2,140 ready to quote |
Sample lane and rates for illustration.
- Read the transcript of How BlendCore works, a 10-step walkthrough of how BlendCore turns market signals into a truck cost.
- Schedule an AVRL Source demo on Calendly (or request by email)
AVRL Quote
AVRL Quote automates spot pricing across TMS load boards and APIs with 1,000+ shipper templates, applying your Source rates to every quote. It quotes through two channels.
AVRL SpotBot, for web-based loadboards
A browser robot that brings speed, accuracy, and consistency to every shipper load board.
How a load flows: web loadboard, then SpotBot, then rate posted.
AVRL HyperY, for API-based loadboards
An API integration for loads that arrive from a shipper's transportation management system (TMS), with no browser in the loop.
How a load flows: shipper TMS, then HyperY, then rate returned.
Schedule an AVRL Quote demo on Calendly (or request by email). See how we'd implement it.
AVRL Glass
AVRL Glass brings consistency to manual quoting by combining real-time market benchmarks, historical rates, and your company's cost and margin strategy in one place.
What you can do with AVRL Glass
- Understand historical capacity procurement patterns across every lane.
- Evaluate real-time market benchmarks across every lane.
- Establish consistent cost projections across your entire organization.
- Align your cost projections and margin strategy in one view.
- Extend your automation capabilities across complex freight workflows.
Schedule an AVRL Glass demo on Calendly (or request by email). See how we'd implement it.
AVRL Lucidity
The carrier sales rep's tool. It guides every rep toward one common cost strategy with two numbers on each load: the target pay, where you want the truck bought, and the max pay, the most you're willing to go to.
Example: target pay and max pay on one load
| Number | Amount | What it means |
|---|---|---|
| Target pay | $1,650 | Your ideal carrier buy rate. |
| Max pay | $2,280 | Your buying ceiling, moving closer to Target Pay as confidence grows. |
| Award | $2,640 | The rate the load was awarded at. |
The range from target pay to max pay, $1,650 to $2,280, is the volatility bracket.
Schedule an AVRL Lucidity demo on Calendly (or request by email). See how we'd implement it.
AVRL Periscope
A new way to see your spot market activity, and to explain every bid you send.
Example: the price waterfall behind one bid
BlendCore builds a $681 base from three DAT RateView pieces. The cost model adds $34, for a $715 base rate. The account's margin rules add $105, for an $820 submitted bid at a 12.8% margin.
| Step | Stage | Change | Running total |
|---|---|---|---|
| DAT RateView piece 1 | BlendCore | $245 | $245 |
| DAT RateView piece 2 | BlendCore | +$361 | $606 |
| DAT RateView piece 3 | BlendCore | +$75 | $681 |
| Cost model | Cost model | +$34 | $715 |
| Base rate | The projected cost to cover the load | $715 | |
| Account margin rule 1 | Account margin | +$85 | $800 |
| Account margin rule 2 | Account margin | +$21 | $821 |
| Rounding | Account margin | minus $1 | $820 |
| Bid submitted | Margin of $105, or 12.8% | $820 | |
For comparison, DAT's rates for the lane were $656 low, $700 average and $750 high.
The base rate is the projected cost to cover the load. The margin is the profit targeted above the projected cost.
Schedule an AVRL Periscope demo on Calendly (or request by email). See how we'd implement it.
How BlendCore works: walkthrough transcript
AVRL Source, BlendCore. Under the hood: the full narration of the animated walkthrough, in 10 steps across five parts.
The standard page plays this as an animation with a voiceover. Open the animated walkthrough (it plays audio).
Part 1: The question
Step 1: A cloud of reports
Every load that moves on a lane leaves a trace in DAT: a rate that a carrier reported. Let's put a week of those reports on a number line.
Each dot is one report. Most of them land somewhere between $1,500 and $2,100.
Step 2: One number?
If we stack the reports that land close together, the cloud turns into a shape, and that shape is what the market looks like this week.
DAT summarises that shape with three numbers: a low end, a high end, and the average.
So if you had to pick a single number for what a truck costs on this lane, which one would it be?
Part 2: The balance point
Step 3: The average balances
Most teams pick the average. A nice way to picture it is as a balance point. Put the reports on a seesaw, and the average is where you would place the support so that nothing tips.
That is all the formula says. Add up the reports, divide by how many there are, and every report pulls with the same weight.
Step 4: A hot week
Now let the market heat up. Over the week, new reports come in on the high side, and the high end of the range moves out with them.
Watch the balance point. It moves, but only a little, because all of the older, cheaper reports are still sitting on the left side of the seesaw.
By Friday the average is up $150, while the high end has moved $550.
Step 5: The usual price
A price set at the average plus 15% now sits below most of this week's reports, which means it understates what a truck costs today.
The same thing happens in reverse when rates fall: the average holds on to the older, higher reports and stays too high for a while.
Part 3: The arena
Step 6: The arena
So instead of leaning on the average, let's look at those three numbers another way. On an ordinary week, the reports form a shape like this, with the low end on one side and the high end on the other.
Together, the low and the high form an arena. Almost every rate on the lane lands somewhere inside it.
Step 7: Placing the cost
Without BlendCore, you could simply go with the DAT average: one number in the middle of the arena, whatever the market is doing.
BlendCore instead places a predicted cost on the arena, and that cost can land anywhere from the low end to the high end.
So the real question is where in the arena the cost should go, and the answer comes from the market itself.
Part 4: Reading the market
Step 8: Market signals
And that is what BlendCore reads. It predicts what your truck will cost from signals about market conditions.
These could be DAT's MCI scores, tender rejection indexes, capacity information, or any other signal you'd like to bring in.
Read together, the signals give a market mood: is capacity loose, normal, or tight?
Step 9: Mood and predictability
The market mood sets the direction. When capacity is loose, the predicted cost moves toward the low end of the arena. When it's tight, it moves toward the high end.
How far it moves depends on how predictable the data has been: the more predictable, the further BlendCore goes.
Together, they decide where BlendCore places the cost of a truck, working from the low end, the average and the high end.
Part 5: Watching it work
Step 10: Twenty weeks
Now let's watch it work over twenty weeks on one lane, as the market climbs, holds at the top, and then falls.
Underneath, we track how tight capacity is, against two capacity tightness thresholds: one marks a tightening market, the other a loosening one.
On the way up, capacity tightens past the upper threshold. BlendCore moves the cost toward the high end of the arena, so it stays close to the market while the average falls behind.
At the peak, the average is $317 behind the market, and BlendCore is only $65 behind.
When rates fall, capacity loosens below the lower threshold. The cost crosses toward the low end, and BlendCore follows the market down.
By week 18, the average is still $311 above the market, and BlendCore is $130 above.
Week after week, instead of one number that lags behind, BlendCore keeps the cost of a truck close to where the market actually is.
Protect against downsides. Capture every upside.
Personalized, resilient pricing for you
- Advise, consult and execute
- As the leading freight tech firm, we bring our cross-sectional expertise to our customers. Every one of your automations benefits from our experience building over 15,000 automations.
- Downside protection
- AVRL cost models adapt to market conditions to capture opportunities when capacity loosens and protect margins when capacity tightens. The result is a competitive advantage on every lane.
- Visualize your market in 3D
- We designed our data models for quick analysis and immediate action, so you can see how your strategy is performing against the market where it matters the most: with your customers.
The most advanced RPA technology built for freight.
Deploying your strategy: Robots & RPA
Generic robotic process automation (RPA) platforms lack the specialized capabilities freight demands. AVRL delivers freight-specific RPA with continuous innovation informed by customer needs.
Example: SpotBot bidding the Owens Illinois spot market
In a recorded SpotBot run, the bot signs in to the carrier portal, searches open loads for Owens Illinois, prices and submits an offer on every load its business rules allow, and opens the Periscope rate breakdown on the first load.
| Load ID | Lane | Weight and distance | Equipment | Pickup | SpotBot offer / outcome |
|---|---|---|---|---|---|
| 108472913 | Monticello, IN 47960 to Trenton, OH 45067 | 44,500 lb · 203 mi | DRY 53 (TL · Standard) | Tue 10/20, 4:00 PM | $342.30 (Bid placed) |
| 1294873501 | Fayetteville, AR 72701 to Bowling Green, KY 42101 | 44,857 lb · 493.88 mi | DRY 53 (TL · Standard) | Sat 10/24, 1:00 AM | $1,096.41 (Bid placed) |
| 204985731 | Jacksonville, FL 32201 to Columbus, OH 43229 | 45,185.5 lb · 815 mi | DRY 53 (TL · Standard) | Wed 10/21, 10:00 AM | $1,709.03 (Bid placed) |
| 487219635 | Conroe, TX 77303 to Albany, GA 31701 | 6,485 lb · 761 mi | DRY 53 (TL · Hazmat) | Thu 10/22, 12:00 PM | $1,667.92 (Bid placed) |
| 166845926 | San Antonio, TX 78202 to Grand Rapids, MI 49501 | 3,515.5 lb · 1,383 mi | DRY 53 (TL · Standard) | Wed 10/21, 11:00 AM | No bid (Rule 11001: dry van 1,000–10,000 mi) |
| 166580172 | Conroe, TX 77301 to Fort Worth, TX 76134 | 43,000 lb · 225 mi | DRY 53 (TL · Standard) | Wed 10/21, 6:30 AM | $510.42 (Bid placed) |
For load 108472913 (Monticello, IN to Trenton, OH), the rate breakdown shows a $310.00 base rate built by BlendCore ($112.00 + $162.80 + $35.20 from DAT RateView) plus $32.30 of account premium ($24.00 margin rule #11006 and $8.30 risk buffer #9002), for a $342.30 submitted bid at a 9.44% margin.
Execution roadmap
- 01 Setup: Line the sights up. AVRL Market Consultants tailor AVRL Source to your capacity network, aligning cost projections with your margin strategy.
- 02 Execute: Pressure test. Test your bots against real spot opportunities and evaluate pricing accuracy in Periscope before submitting a rate.
- 03 Scale: Tune, win, repeat. Scale winning strategies, deploy new automations, and identify opportunities with AVRL's freight industry experts.
Products used in Robots & RPA
- AVRL Source: personalized pricing.
- AVRL Quote: 1,000 automation templates.
- AVRL Glass: intelligent manual quoting.
- AVRL Periscope: visualized intelligence.
Unify cost strategy across every carrier sales desk.
Deploying your strategy: Carrier sales
Market averages and award rates aren't procurement strategies. Equip every rep with the intelligence to buy capacity strategically, avoid overpaying in loose markets, and act decisively when markets tighten.
How confidence in Target Pay Rate shapes the volatility bracket
AVRL Lucidity displays a Target Pay ($1,650 on the sample load, below the $2,640 award) and a dynamic Max Pay ceiling. As more market signals feed into AVRL Source—combining index baseline, live lane quotes, partner history, and capacity ratio—confidence in the Target Pay Rate increases and the volatility bracket tightens automatically.
How it works
- Execute: A single strategy
- Equip every rep with a Target Pay for optimal procurement and a Max Pay ceiling for volatile lanes. Give reps the confidence to book capacity quickly without waiting for manager approvals.
- Win, at scale: Protect every margin
- Align every rep around one cost strategy, enforce account-level margin requirements, and adapt as markets shift. Capture savings when capacity loosens and protect margins when capacity tightens.
Products used in Carrier Sales
- AVRL Source: personalized pricing.
- AVRL Lucidity: optimized carrier procurement.
Get started: price every load with confidence.
At scale, in the money, in real time and with auditability.
We serve businesses with growth plans of all shapes and sizes. Get in touch to learn how we can help you scale up your market participation.
Prefer email? Email sales@avrl.io