The transportation management system (TMS) market has long been ripe for disruption. In an industry where efficiency and adaptability are paramount, many existing TMS platforms have struggled to keep pace with the evolving needs of freight brokerages. This challenge was the catalyst for the creation of Sunnybrook Software, a company born from the direct operational experiences of its founders.
John Kuhlmann, President and Founder of Sunnybrook Software, brings nearly two decades of experience in transportation logistics, with a significant portion spent in brokerage. Adam Lang, Co-founder, also has a long career in supply chain, recognizing about three years ago that the TMS market needed an overhaul.
Kuhlmann’'s own freight brokerage, Heartland Logistics Group, embarked on a "wild TMS journey". Over four and a half to five years, Heartland experimented with multiple off-the-shelf and traditional TMS platforms, none of which fully met their scaling needs, particularly for handling diverse freight types like 30% dry and liquid bulk alongside truckload and LTL. In a comprehensive 75-day exploratory campaign, they evaluated approximately 33 different TMS solutions but found nothing that truly satisfied their requirements.
This extensive search led to a pivotal decision in 2022: to build their own TMS. Despite initial pushback about cost and complexity, Kuhlmann and Lang recognized the unique advantage of translating 17 years of freight experience into a technology product. They initially hired an outside development company and, by January 1, 2024, brought all development in-house, officially launching Sunnybrook Software Company.
A core reason for building their own TMS was the desire for control over data and robust APIs. Adam Lang highlighted that existing TMS options often lacked the ability to seamlessly integrate and manage data flow. Sunnybrook's solution is an API-based TMS that empowers customers to scale, embedding tools like an IP pass and an EDI provider (Orderful) to facilitate communication with various partners. This foundational layer ensures limitless possibilities for design and adaptation.
Furthermore, Sunnybrook emphasizes the importance of brokerages owning and controlling their own data. In a world with diverse vendors and applications, having direct control over your data, your "data footprint," is crucial for providing information and maintaining your competitive edge.
One of Sunnybrook's most distinctive offerings is its flexible sales model. Beyond a standard off-the-shelf Software-as-a-Service (SaaS) product, Sunnybrook allows larger brokerages to:
This approach recognizes that "no one does it the same" when it comes to brokerage operations; each company has unique competitive advantages. John Kuhlmann likens this to a "nursery tree farm" where initial trees (the base code) look similar, but as they grow, their branches evolve differently based on the unique business needs of the client. This cutting-edge model offers a flexible and up-to-date investment for businesses.
The traditional view of a TMS as the sole tech stack has evolved, with TMS platforms now serving as integration hubs for hundreds of tools and applications. Sunnybrook embraces this role, viewing their position as an integration hub that will continue to harden core applications used by brokerages.
They offer an embedded iPass partner for low-code/no-code integration with various applications. A prime example is their in-depth integration with Highway, a dominant player in carrier vetting and onboarding. This partnership allows brokerages to:
This deep integration aims to eliminate the need for operational representatives to constantly switch between different web pages and tools, cutting down on "tab flipping" and manual tasks.
Sunnybrook is intensely focused on achieving operational efficiencies. John Kuhlmann emphasized the concept of "click budget," minimizing the number of clicks and time required to perform tasks within the TMS. Their platform features:
The company is also heavily investing in AI and automation to tackle common brokerage pain points. Upcoming AI-powered features include:
These advancements are not about replacing people but about automating administrative and data entry tasks so that brokerage personnel can focus on high-value activities like building customer relationships and problem-solving.
Sunnybrook is currently targeting startups and brokerages from $0 to $50 million. For these clients, the focus is on essential tools that enable quick shipment building, efficient capacity matching and sourcing, and easy access to historic lane data.
Their product roadmap includes several exciting developments:
Sunnybrook Software operates on a bootstrapped model, meaning they are not beholden to large investors but instead are driven directly by customer needs. The company aims to be "your last TMS," providing a solution that can support a brokerage from inception to $250 million or $500 million without needing to switch platforms. This philosophy emphasizes customer happiness and growth, recognizing that many in the industry have experienced "TMS trauma stories". Sunnybrook seeks to provide direct support and build genuine partnerships with their clients.
To learn more, Sunnybrook Software can be found at sunnybrooksoftware.com or yourlasttms.com. John Kuhlmann and Adam Lang are also active on LinkedIn for direct inquiries.
