Charles Marrale and the Digital Revolution of Freight Forwarding

Freight Forwarding at a Turning Point

Logistics is no longer just about moving goods—it’s about moving information, managing complexity, and delivering transparency. In this evolving landscape, digital freight forwarding is becoming the rule rather than the exception. At the center of this transformation is Charles Marrale, CEO of ExFreight, who has championed the use of technology to simplify and scale logistics operations globally.

From instant rate quotes to AI-powered shipment tracking, Marrale’s vision has helped shape a new era of freight services. His insights are not theoretical—they come from decades of hands-on experience and from building ExFreight into a pioneer of digital logistics.

This article explores his views through an exclusive interview, enriched with current insights into digitalization trends in logistics:

The Rise of Digital Platforms: Companies like ExFreight are capitalizing on a surge in technology investment across the logistics sector. In the first quarter of 2022 alone, funding in digital freight start-ups reached $1.2 billion, driven by the sector’s growth potential and the highly fragmented market structure, enabling new players to compete without the need for massive physical infrastructure.

Document Digitization as a Core Driver: Despite technological progress, up to 40% of international trade transactions still rely on paper, especially in maritime freight. Document Management Systems (DMS), such as those integrated into Exfresso, help reduce errors, streamline processes, and ensure regulatory compliance, which is crucial for safer operations in heavily regulated sectors like air and ocean transport.

Smart Tracking Through Integrated Data: Leveraging GPS sensors, machine learning algorithms, and contextual data, platforms like Exfresso deliver complete real-time visibility, allowing users to anticipate delays and adjust routes with precision. These systems outperform traditional tracking methods by enabling instant, data-driven decision-making.

Positive Environmental Impact: Digitization enhances efficiency and also reduces emissions. Technologies such as eco-routing, advanced route planning, electronic delivery lockers, and load consolidation have proven to minimize CO₂ emissions by over 20% by eliminating inefficiencies, empty miles, and unnecessary paper use.

A Competitive Paradigm Shift: New digital models, such as the one driven by ExFreight, offer automated workflows, scalable processes that do not require an increased headcount, and access to tools previously reserved for large enterprises. This democratizes logistics technology, allowing small and medium-sized businesses to access solutions that were previously out of reach.

Altogether, these trends demonstrate that digitalization is reshaping global supply chains. From integrated booking systems to automated document exchange across connected platforms, the future of logistics is increasingly defined by data, efficiency, and sustainability.Charles Marrale: Building the First Digital Forwarder

Popup Themes“We’re not engineers, but my team figured out how to automate our process.” — Charles Marrale, CEO of ExFreight.

When Charles Marrale launched ExFreight, the industry was still dominated by phone calls, spreadsheets, and email threads. Marrale saw an opportunity: to create a digital-first freight company where customers could get quotes, book shipments, and track freight—all online.

This was the genesis of Exfresso, a platform designed in-house to automate and simplify every aspect of freight logistics. According to Marrale, the tool was born out of necessity:

“We had no software that truly reflected how forwarders work. So, we built it. And then we realized—it wasn’t just solving our problems; it could solve the industry’s.”

What started as an internal solution quickly became the backbone of ExFreight’s operations. Today, Exfresso is available as a standalone SaaS platform, licensed to other freight forwarders worldwide.

Exfresso: The Power of Operational Intelligence

Exfresso isn’t just a portal. It’s a logistics automation engine that connects customers with dozens of airs, ocean, and trucking carriers. It handles everything from pricing and booking to digital documentation and freight tracking.

Features that drive transformation:

• Instant quotes for air, ocean, and ground
• GPS-based shipment visibility
• Digital document management
• Automated compliance workflows
• Collaborative tools for partners and customers
• API access for system integrations

By digitizing the full freight lifecycle, Exfresso eliminates manual tasks, minimizes delays, and allows companies to scale without hiring more staff. This reflects Marrale’s broader mission: to create efficient supply chains that run on data, not phone calls.

Digital Forwarders vs Traditional Models: A Global Shift

The logistics industry has long relied on traditional freight forwarders—companies deeply embedded in networks of carriers, customs brokers, and port authorities. But as highlighted in “The Digital Freight Forwarder and the Incumbent” by the University of Sydney, digital platforms are challenging these incumbents by offering faster, cheaper, and more transparent alternatives.

Key Differences:

Feature Traditional Forwarders Digital Forwarders (e.g., ExFreight)

Booking Process Manual via phone/email, online via Exfresso

Freight Tracking, Email updates/manual queries, Real-time GPS tracking

Quotes Delayed, manual calculation, Instant digital rates

Documentation Paper-based Fully digitized system

Scalability, Staff-intensive, Tech-driven automation

The whitepaper stresses that platforms like Exfresso aren’t just complementary, they’re disruptive. By removing friction and improving access to data, digital forwarders empower shippers to take control of their logistics, even without a large internal team.

Document Digitization: The Hidden Engine of Efficiency

In Digital Documentation for Logistics, we learn that up to 40% of trade transactions still rely on paper documents, especially in ocean freight. This results in delays, errors, and increased costs.

ExFreight tackles this through fully integrated document digitization:

• Bill of Lading (BOL)
• Commercial Invoices
• Packing Lists
• Insurance Certificates
• Proof of Delivery (POD)

With Expresso, these documents are generated, uploaded, and shared digitally, removing the need for scanning or emailing PDFs. According to Marrale:

“A freight quote isn’t just a number—it’s a contract, a risk assessment, a customs declaration. If those pieces aren’t digitized, they slow down the entire chain.”

The use of Document Management Systems (DMS) also supports customs integration, reduces duplicate entries, and ensures faster inspections at ports and airports.

Integrated Freight Tracking: Visibility at Every Step

One of the most revolutionary features ExFreight offers is freight tracking based on real-time integrated data. As detailed in the Integrated Data Collection Method for Tracking Freight Movement by MIT, the key to better supply chain decisions is context-rich movement data.

ExFreight leverages:

• GPS telemetry from trucks and carriers
• Port and customs status updates
• Automated ETA recalculations
• Alerts and exception notifications

These insights enable customers to monitor cargo status, identify potential delays before they become issues, and make necessary routing adjustments.

“It’s not just about knowing where your shipment is,” Marrale explains. “It’s about being able to act on that data instantly—reroute, reschedule, notify your customer.”

Logistics Platforms and the Future of Supply Chains

In Full Steam Ahead – Digitalisation in the Freight Forwarding Industry, Transport Intelligence reports that $1.2 billion was invested in digital freight start-ups in Q1 of 2022 alone. That figure speaks volumes about where the industry is heading.

ExFreight is part of this movement, but it also stands apart. While many platforms are geared toward large enterprises, ExFreight’s tools are accessible to SMEs, which make up a significant portion of the market. The platform’s simplicity and automation levels the playing field for businesses that previously couldn’t compete on logistics efficiency.

Key findings from industry papers include:

• AI in logistics enables predictive routing and customs clearance.
• Digitization reduces CO₂ emissions by up to 20% by eliminating inefficiencies (Freight Digital Solutions).
• Collaborative platforms enhance shipment visibility and improve the customer experience.
• Open APIs (like those used by Exfresso) enable systems integration with CRMs, ERPs, and TMS platforms.

These insights reinforce the idea that companies that adopt digital freight strategies early will not just survive—they’ll thrive.

Automation, AI, and the Optimization of Freight Operations

Automation is not a luxury—it’s a necessity. This is especially clear in logistics, where processes are repetitive, time-sensitive, and vulnerable to human error. Charles Marrale understood this early. That’s why Exfresso was built from the ground up to automate core functions, from pricing to paperwork.

In Acting on the Digital Imperative in Freight Forwarding, the whitepaper outlines how automation in freight:

• Reduces administrative costs by up to 30%
• Speeds up booking and tracking processes
• Enables scalable logistics operations without increasing headcount

At ExFreight, this philosophy is visible in every workflow:

• Automated pricing: Exfresso calculates rates using live carrier data and customer profiles.
• AI-driven decisions: The platform suggests optimal routes, consolidations, and shipping modes to optimize logistics and reduce costs.
• Workflow automation: Emails, document uploads, and customer alerts are auto triggered based on shipment status.

“Exfresso doesn’t just automate tasks, it amplifies your team’s capabilities,” says Marrale. “It gives small teams the power of a global logistics department.”

Global Collaboration and API-Driven Connectivity

One of the pillars of ExFreight’s strategy is open collaboration. The platform connects seamlessly with dozens of logistics partners through APIs. These integrations allow users to:

• Retrieve live quotes from multiple carriers
• Exchange customs documentation
• Push updates to CRM and ERP systems
• Share tracking links with customers

This reflects a broader industry trend outlined in the Freight Forwarder’s Perspective by FIATA: the role of the forwarder is evolving from service provider to logistics architect. Marrale agrees:

“We’re not just booking freight. We’re building intelligent, agile, and connected supply chain networks. APIs are how you turn isolated workflows into a cohesive ecosystem.”

This vision of networked logistics is crucial for resilience, particularly during global disruptions such as port congestion or political instability.

Empowering SMEs and Democratizing Logistics Technology

Traditionally, advanced logistics software has been out of reach for small and medium-sized enterprises (SMEs). ExFreight changed that. As outlined in the Exfreight News white paper, Marrale believes that digitization should be inclusive:

“Why should only the top 5% of companies have access to automation and global visibility? Exfresso is about giving that power to everyone.”

ExFreight’s typical users include:

• 3PLs that need access to international freight capabilities
• Direct shippers looking for instant booking and compliance tools
• Freight forwarders who want to improve trucking operations without building tech in-house

With transparent pricing, modular features, and a fast-onboarding process, Exfresso enables users to digitize their operations within hours, not weeks.

This inclusive model is already bearing fruit. According to Marrale, many clients report:

• Faster quote-to-book cycles
• Fewer customs clearance delays
• Better collaboration with suppliers and clients

Sustainability and the Role of Smart Freight

Sustainability is no longer optional. In Freight Digital Solutions and Emerging Technologies, the U.S. Department of Transportation reports that digital freight platforms can reduce CO₂ emissions by over 20% by 2050.

How? By optimizing:

• Route planning (avoiding congested paths)
• Load consolidation (reducing empty miles)
• Documentation (reducing paper use)
• Last-mile delivery (via curb management and lockers)

ExFreight contributes to this shift by enabling smarter logistics decisions at every level. Marrale emphasizes that efficiency and sustainability go hand in hand:

“When you reduce waste, delays, and inefficiencies, you’re not just saving money—you’re reducing your carbon footprint. Technology makes that possible.”

 

The Marrale Model and the Future of Freight Forwarding

Charles Marrale isn’t just a CEO—he’s an architect of change. His work at ExFreight demonstrates how one company, with the right vision and tools, can rewire an entire industry. From the creation of Exfresso to his push for accessibility, automation, and global integration, Marrale’s model shows us what digital transformation looks like in action.

Key Takeaways:

• ExFreight is a pioneer in digital freight forwarding, making advanced logistics tools accessible to businesses of all sizes.
• Exfresso, the platform built in-house, now empowers global freight forwarders with automation, visibility, and data-driven decisions.
• Digital documentation, API integrations, and AI tools are no longer optional—they are the standard for competitive logistics.
• Marrale’s philosophy emphasizes inclusion, efficiency, and sustainability as the pillars of the future supply chain.

“This isn’t just about being digital,” Marrale concludes. “It’s about being better—smarter, faster, and more transparent. That’s the future we’re building.”

FAQs

What is Exfresso and who is it for? 

Exfresso is ExFreight’s logistics automation platform. It’s built for 3PLs, direct shippers, and freight forwarders who want to streamline freight quotes, bookings, tracking, and compliance.

Can small companies use ExFreight services?

Yes. ExFreight was explicitly designed to support small and medium-sized enterprises (SMEs) with enterprise-level tools and features.

How does ExFreight handle digital documentation?

All documents—including BOLs, commercial invoices, and PODs—are managed through an integrated digital system. Customers can upload, view, and share documents in real-time.

How can I integrate Exfresso with my system?

Exfresso offers open APIs for integration with CRMs, ERPs, and transportation management systems. The onboarding process is fast, and support is readily available.

Where can I learn more or request a demo?

Visit www.exfreight.com to explore the platform and request a live demo of Exfresso.

The logistics world is changing, and those who adapt early will reap the most significant benefits. Whether you’re a small shipper seeking visibility, a forwarder looking to streamline operations, or a 3PL aiming to expand globally, ExFreight and Exfresso provide the digital tools you need to succeed.

Ready to modernize your supply chain?

Explore Exfresso or contact our team for a personalized walkthrough.