Home check ins Check-in, September 3, 2026

Check-in, September 3, 2026

Key changes since June 4

  • The certificate flow was completely overhauled with guided steps, delegated upload, save-and-resume links, chat support, reminders, and clearer error recovery.
  • A web tool was launched that prepares the files needed to request an SAT digital seal certificate, without installing SAT’s Certifica Java app.
  • A route planner was launched with toll and fuel-cost calculations.
  • Work began on a browser extension that helps users semi-automate Carta Porte entry in existing web tools. Chrome and Edge marketplace requirements mean the first release needs to be more complete than initially planned.
  • Nightly synchronization with official SAT sources keeps compliance catalogs current and feeds an automated content-generation pipeline.

Organic search performance

Bing traffic rose and fell with the CSD guide, but broader traffic continues to grow.

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Learnings

  • Bing traffic kept growing even after the CSD guide (previously 8% of clicks and 19% of impressions) fell off.
  • The newly launched route planner seems to follow a previous pattern, with Bing turning new content into traffic quickly while Google builds visibility first and clicks follow later.
  • The newly launched CSD generator has received unexpectedly little organic traffic, but its first users successfully generated and downloaded their files.

Search Ads and Organic signup funnels

Search Ads funnel quality is now close to Organic.

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Learnings

  • The overall quality of the Search Ads funnel improved and is now close to Organic traffic.
  • The earlier Organic rate was lifted by an unusual five-week cluster beginning in early March; outside it, Organic converted at 7.3%, close to the current period.
  • The investigation found no product, attribution, device, duplicate-registration, source, geography or transport pattern that explained the Organic change, so it appears to be variance.

Search Ads conversion changes

Search Ads certificate conversion rose from 2.5% to 7% after the targeting and certificate-flow changes.

Ads targeting changed

Company details completed

Old Ads targeting
4.9% 3/61
New Ads targeting
15% 6/40

Certificate provided after company completion

Old Ads targeting
0% 0/3
New Ads targeting
16.7% 1/6

Certificate provided from signup

Old Ads targeting
0% 0/61
New Ads targeting
2.5% 1/40

Certificate flow changed

Company details completed

Old certificate flow
15% 6/40
New certificate flow
14% 20/143

Certificate provided after company completion

Old certificate flow
16.7% 1/6
New certificate flow
50% 10/20

Certificate provided from signup

Old certificate flow
2.5% 1/40
New certificate flow
7% 10/143

Learnings

  • Before the certificate flow changed, better Ads targeting raised company completion from 5% to 15%.
  • After the flow changed, company completion held at 14–15% while certificates among those users rose from 17% to 50%.

Product reuse after successful self-onboarding

Users who complete self-onboarding tend to return and pay.

Returned another day
18/27 (67%)
Active after 30 days
11/23 (48%)
Active after 90 days
8/19 (42%)
Paid
10/27 (37%)

Learnings

  • The main constraint is getting users to the first stamp; after that, repeat use is common.
  • Two businesses activated subscriptions and produced 14 and 99 stamps in their first two months.

Monthly platform usage

Platform usage recovered and is less dependent on a few companies.

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Learnings

  • Usage has recovered since the former largest user dropped off in March.
  • Existing active companies increased their usage by 44%.
  • Usage is slightly less dependent on power users (the top three companies produced 78% of shipments and invoices, down from 87%).

Next steps to discuss

Go-to-market shift: selling AI driven components into mid-size carriers

What we learned

Both ends of the market are structurally hard to sell, for opposite reasons.

  • Mid/large carriers: full TMS replacement is a rip-and-replace decision. Switching costs (data, process, retraining) make the sale long and low-probability regardless of product quality.
  • Small carriers: the product works and converts, but the motion behaves like B2C, low ACV, high volume, one-by-one acquisition. Hard to scale efficiently without significant marketing spend.

The insight

High switching costs are an opportunity to attach.

  • If the system of record is immovable, it makes more sense to sell something that makes it more valuable than something that replaces it.
  • We don't need to build for this, building the TMS already produced components that work standalone.
  • The components may be more sellable than the complete package. Buying one is a decision, not a migration.
  • The AI wave opens the door. Mid-size companies are actively looking for where AI fits their processes; our components all integrate AI.
  • Mexican fiscal-compliance intelligence gives us a MOAT. A global TMS vendor won't build this, and a generic AI vendor can't.

What we've built, and what we believe

Component Our hypothesis
Automated data ingestion Offsets a cost already paid in salary; no new budget line needed
Portal-fill extension (SAT/Facturama/Siigo) Removes the last manual step without requiring system access
Automated Carta Porte SMB traction could transfer upmarket
WhatsApp agent Real channel fit; ops teams already live in WhatsApp
Agent tooling / Claude Code Carriers might want to build on our primitives
Route planner Outside our moat; incumbents adequate
CSD generator A feature, no recurrence

SAT compliance correctness is part of whatever we sell, it’s not a separate component.

How we test

  • 1–2 paid design partners, mid to large-size trucking companies, interested in AI, have pains with their current TMS.
  • Paid, not free, there should be willingness to pay/invest.