IN Brief:
- Project44 will focus on enterprise shippers through its Decision Intelligence Platform.
- LSP44 launches as a separate profitable business for 3PLs, forwarders, and freight brokers.
- Its infrastructure processes 706 million daily carrier events across 280,000 carriers and 1.5 billion shipments.
Project44 is separating its shipper and logistics-service-provider activities, creating a dedicated technology business for forwarders, brokers, and 3PLs while retaining its enterprise shipper platform under the existing brand.
Project44 will concentrate on shippers through its Decision Intelligence Platform, which covers transport management, visibility, yard management, and last-mile operations. LSP44 will provide logistics providers with embedded artificial-intelligence agents, APIs, carrier connectivity, workflow tools, and access to a shared logistics data infrastructure.
Both businesses will continue to use the same underlying network and data graph, covering more than 280,000 carriers, 1.5 billion shipments, and approximately 706 million carrier events processed each day across North America, Europe, Asia-Pacific, and Latin America.
LSP44 will operate through its own sales organisation, engineering team, leadership structure, and product roadmap. Jett McCandless will serve as founder and chief executive of both businesses, while Vinay Mathur becomes founding chief technology officer of LSP44 and remains chief technology officer of project44.
The platform can be embedded inside a logistics provider’s transport-management system, customer portal, or internally developed digital product. APIs, software-development kits, and data feeds allow the provider to preserve its own brand and customer interface rather than directing users into a standard third-party application.
Supported workflows include carrier procurement, rate comparison, quotation, tendering, booking, dispatch, appointment management, shipment visibility, exception recovery, document handling, freight audit, and settlement.
Nine of the world’s ten largest logistics service providers already use the underlying infrastructure, and LSP44 begins operation as a profitable business rather than a newly funded development venture.
Shippers and providers need different software
A manufacturer or retailer typically purchases technology through which its employees can plan, monitor, and manage freight, favouring a coherent user interface and relatively standard implementation. Large logistics providers often need the data, carrier connections, and workflow engine behind that interface so they can build differentiated services for several customers.
Serving both requirements through one product roadmap creates competing priorities. Shippers may value simplicity and rapid deployment, while forwarders and 3PLs require deeper APIs, white-labelling, configurable permissions, customer separation, and integration with systems developed internally over many years.
Artificial intelligence widens that distinction because a logistics provider may want agents operating across numerous customers, carriers, modes, lanes, and contractual rules. Each automated action must draw upon rate agreements, service commitments, shipment status, documents, facility constraints, and customer-specific instructions.
DeepFabric’s move into freight audit, RFP response, anomaly detection, and operational support illustrates the intensifying competition around defined logistics workflows. The vendors most likely to secure production deployments will be those that combine model capability with dependable data, permissions, and integrations.
Project44 has attached measurable performance figures to several workflows, including lower procurement cost, fewer “where is my order” enquiries, and automatic resolution of selected exceptions. Those outcomes will vary with the complexity, data quality, and level of automation permitted within each customer environment.
Embedded infrastructure also introduces long-term dependency. Once a provider builds customer products around an external data graph and carrier network, cyber security, service continuity, commercial terms, and product support become central operating concerns. Replacing that layer later may require extensive redevelopment and customer migration.
LSP44’s separate structure and existing profitability may give customers greater confidence that the provider-focused product will receive sustained investment. The arrangement must nevertheless keep responsibility clear where both businesses use the same network, particularly around data governance, permissions, security, and service failures.
Agents permitted to tender loads, select carriers, generate documents, or communicate directly with customers require tighter controls than tools limited to displaying information. Authority limits, approval thresholds, audit logs, and exception handling must remain understandable to the teams accountable for the underlying shipment.
The separation gives each organisation a clearer commercial objective. Project44 can refine applications around shipper decision-making, while LSP44 can concentrate on developer-oriented infrastructure for logistics companies seeking greater ownership of their customer-facing technology.
Visibility platforms once competed largely through the breadth and timeliness of their shipment milestones. As location and status data become more widely available, differentiation is moving towards the ability to act upon that information without introducing unacceptable operational risk.
Project44 and LSP44 will share the same data spine while pursuing different users and product designs. Their success will depend on whether that common infrastructure produces greater scale and consistency without slowing the separate development priorities that prompted the division.
