In this episode, Ali Shafi, CEO of SIO Logistics, shares insights on bootstrapping a freight brokerage without outside capital. He emphasizes prioritizing company culture over short-term revenue and discusses how AI is increasing load-to-rep ratios. Ali covers early-stage cash flow management, co-founder dynamics, and the benefits of counter-cyclical hiring. He advocates for evaluating tech investments over a 12-month horizon for proper ROI assessment. Throughout, Ali offers practical advice on building a resilient brokerage in today's evolving freight industry.Top takeawaysBootstrapped & disciplined: Reinvest profits; build runway; avoid FOMO spending.Culture > revenue: Hire slow and for fit; “we work for our employees”; unlimited PTO.AI is here: Focus people on relationships & exceptions; let software handle repetitive tasks.Model shift: Hybrid cradle-to-grave + split supports higher volume/enterprise.Scaling math: Targeting 40–50 loads per ops rep/day with today’s tools.Counter-cyclical: Be ready to hire into down markets; measure ROI on a 12-month horizon.Guest & company linksAli Shafi (LinkedIn): https://www.linkedin.com/in/shafiali/SIO Logistics (Website): https://sionow.com/Tools mentionedVooma (AI for brokers): https://www.vooma.com/Chapter Markers (mm:ss – topic)00:00 – Intro & Ali’s origin story01:00 – From big-box brokerage to founder03:30 – Bootstrapping realities: cash flow, prepaying carriers, factoring credibility06:30 – Partnering with Cody Brown: trust & complementary lanes09:30 – First hires, first office, first $1M in sales12:00 – Culture over short-term revenue; unlimited PTO15:00 – Why no outside capital (freedom & discipline)18:00 – AI to erase “let me check” work; instant status & notifications21:00 – Hybrid cradle-to-grave + split model for enterprise volume24:00 – Load-to-rep targets (path to 40–50/day)27:00 – Greedy when others are fearful: scaling in a down market30:00 – Tech ROI over 12 months; change management that sticks33:00 – Market cycles, mental game, and thick skin36:00 – Biggest surprises & advice to new brokersNotable Quotes (optional pull-quotes)“If you’re saying AI is coming, you’re already behind.”“We’ll choose culture over money—every time.”“Today is the worst AI will ever be.”If you enjoyed this episode, follow the show and share it with a broker who’s scaling their ops team.This episode is brought to you by Vooma - https://www.vooma.com/. Level up your brokerage ops with automated quoting, instant status updates, and AI-assisted workflows. 

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