A message from Oran Sever, CEO at Cubic:

For the first time since launching our digital freight forwarding platform, we maxed out the credits that power our workflow automations in Attio, our CRM system. We had two choices: spend time optimizing our workflows to reduce credit usage, or pay an extra $17 for a 30% increase in credits to carry us through Q1 2025.

We paid the $17 without hesitation.

Why? Because the math was simple. The hours it would have taken our team to audit, restructure, and test those workflows would have cost far more in lost productivity. Our people should be selling, marketing, and building – activities that generate real value for our customers and our business.

This small incident crystallized something I've observed repeatedly in the freight forwarding industry: shippers often fall into the trap of focusing on the wrong metrics when selecting their logistics partners.

I frequently see businesses meticulously comparing rates between forwarders, trying to save $100 on a $3,000 container shipment. But they're missing the bigger picture. In today's fast-paced D2C landscape, the real cost isn't in the rate per container – it's in the inefficiencies, delays, and errors that manual processes introduce into your supply chain.

For D2C brands especially, maintaining consistent inventory levels and minimizing delays isn't just about operations – it's about cash flow. When your freight forwarder relies on manual processes and outdated systems, you're not really saving money by getting a slightly lower rate. Instead, you're paying hidden costs through:

• Delayed shipments due to human error in documentation

• Missed sales opportunities from stock-outs

• Extra staff hours spent chasing updates and fixing mistakes

• Capital tied up in safety stock to buffer against unreliable transit times

At Cubic, we've built our platform on the principle that automation and digitalization aren't just nice-to-have features – they're essential tools for modern freight forwarding. Every workflow we automate, every manual process we eliminate, translates directly into faster, more reliable service for our customers.

The future of freight forwarding isn't about shaving a few dollars off container rates. It's about creating predictable, efficient supply chains that enable businesses to grow. When you're scaling a D2C brand, the cost of a missed sale or a delayed shipment far outweighs the minimal savings from choosing the cheapest freight option.

Just like our $17 CRM upgrade, sometimes spending a little more upfront saves a lot more in the long run. In today's competitive marketplace, efficiency and reliability aren't expenses – they're investments in your business's growth.

The question isn't "How much can I save on shipping?" It's "How much is inefficiency costing my business?"

At Cubic, we know the answer. And we're building the future of freight forwarding around it.