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Pablo Palafox, Co-Founder and CEO at HappyRobot, explains how their orchestration platform is streamlining freight brokerage operations through automation.
“We’ve built a workflows platform—essentially an orchestration layer—that uses templates, or pre-built bots, to connect with different parts of a company’s existing systems,” Palafox says. “Most commonly, that’s the Transportation Management System, or TMS.”

A core use case involves freight brokers and how they post loads. “Most people haven’t heard of a freight broker,” he notes. “They’re the ones who get loads from shippers and need to post those on load boards—basically digital marketplaces for freight.”

HappyRobot automates that entire process. “The bot retrieves the load details from the TMS, posts them to the load board, and logs everything back after the call—whatever the system interaction is,” he explains. “It’s repetitive, manual work today, and we’re turning that into a smooth, automated flow.”

By handling integrations and automating end-to-end tasks, HappyRobot reduces time spent on routine work and eliminates the need for custom scripts or one-off solutions. “We’re helping teams automate without having to build everything from scratch,” Palafox adds.