Q&A

The right tech beats more tech

Tips for small fleet tech investment without overwhelm

(Image courtesy Kendra Phillips)

Successfully adopting technology in the trucking industry isn't about having the most tech. It’s about having the right tech.

That's according to Kendra Phillips, VP & GM of Global Transportation Management at Ryder System. Here, she shares some of the ways small motor carriers can invest in technology to improve their efficiency and processes, without feeling overwhelmed. Plus, she explains what sets the most successful fleets apart from others, regardless of size.

— Interview by Shefali Kapadia, edited by Bianca Prieto

Ryder works with fleets of various sizes. Where do small carriers consistently outperform larger players, and how can they double down on those strengths?

Small carriers consistently shine in areas where agility and personalized service matter most. Their decision-making cycles are shorter, allowing them to pivot quickly when market conditions shift or when a shipper needs a fast solution. They also tend to build stronger driver relationships, which translates to better retention and more consistent service. Another advantage is their ability to provide highly tailored communication. Customers appreciate knowing exactly who to call and getting immediate answers without layers of escalation.

To capitalize on these strengths, small carriers should lean hard into responsiveness and service reliability. Investing in strong customer communication practices, tightening on-time performance and maintaining flexibility around scheduling helps differentiate them from larger competitors. Emphasizing personalized service in bids and customer relationships is a powerful way for smaller fleets to win and maintain business, even in a market where scale often steals the spotlight.

What common operational blind spots do you see when onboarding smaller carriers into Ryder’s network? What's one thing you wish they would fix or change?

One of the most consistent blind spots we see during onboarding is documentation discipline. Smaller fleets often run lean, and administrative processes can fall behind, whether it’s incomplete safety records, inconsistent ELD data or gaps in insurance documentation. These issues create delays and prevent carriers from entering premium freight lanes. Another area is the lack of standardized processes. Many small carriers operate with tribal knowledge instead of documented procedures, which can lead to service inconsistencies. I also frequently see reactive rather than proactive communication, meaning waiting until there’s a problem to reach out instead of flagging risks early.

If I could wave a wand and fix one thing, it would be operational consistency. Carriers who develop repeatable processes—particularly around check calls, load visibility and corrective actions—scale faster and earn trust more quickly. Clean data and dependable communication are the gateway to better freight and stronger partnerships.

Is cargo theft a big issue for small motor carriers, and how can they aim to prevent it from happening?

Cargo theft has become a growing concern across the industry, and small carriers are often more vulnerable because they may lack dedicated security resources or formal risk-mitigation protocols. Organized theft rings specifically target smaller fleets because they assume fewer layers of verification or security checks. Parking overnight in unsecured areas, inconsistent driver vetting and limited visibility tools can all increase exposure.

However, the smaller carriers we work with have access to Ryder’s tech platforms, such as Highway, for vetting, qualification and fraud protection. Smaller carriers can work with them to provide the proper digital footprint and information needed to help prevent problems. As a fully integrated tool with our systems, the technology has prevented Ryder and our customers from potential costly issues occurring. It has also helped Ryder have productive and proactive discussions directly with known carriers that have abnormalities pop up on their profiles, so that each party can be aware to keep the bad actors out of the equation.

Prevention doesn’t require big-budget investments. The most impactful steps include tightening identity verification for drivers and brokers, using geofencing and real-time tracking on high-value loads, and avoiding predictable parking patterns. Training drivers to recognize social-engineering tactics such as fraudulent pickup attempts is equally critical. Small carriers should also tap into industry intelligence through groups like CargoNet or state-level cargo-theft task forces. The fleets that treat security as a culture rather than a compliance box are best positioned to reduce theft risk.

Technology adoption can feel overwhelming for smaller operators. What's the No. 1 tool small fleets should prioritize for maximum value and ROI?

If a small fleet can only invest in one technology, it should be a modern transportation management system (TMS) with strong visibility capabilities.

Many smaller carriers still operate with spreadsheets and text messages, which creates blind spots for both the fleet and its customers. A lightweight, cloud-based TMS provides immediate ROI by streamlining dispatch, reducing empty miles, improving billing accuracy and increasing asset utilization.

Equally important, a good TMS integrates with ELDs and telematics, giving fleets real-time location data and performance metrics without adding administrative burden. Shippers increasingly expect transparency, and carriers with digital visibility outperform those who can’t provide accurate ETAs or location updates.

It’s not about having the most tech. It’s about having the right tech. A solid TMS becomes the foundation for future improvements, from predictive maintenance to automated workflows, without overwhelming smaller operators.

If an exec at a small fleet could invest in only one area in 2026 to improve efficiency, where would you advise them to focus?

In 2026, the smartest investment a small carrier can make is in operational efficiency through process standardization. The fleets that win are the ones that turn consistency into a competitive advantage. This doesn’t require massive capital, just intentional focus. Standardizing processes around dispatch, communication, preventive maintenance, driver onboarding and load tracking creates stability that customers notice immediately.

With standardized workflows in place, technology ROI increases, service quality improves and the organization becomes far more scalable. The added benefit is reducing risk: fewer missed check calls, fewer compliance gaps and fewer preventable breakdowns.

For many small carriers, growth stalls not because of a lack of freight but because they haven’t built the internal structure to handle more of it. Investing in operational discipline pays off in higher-margin loads, stronger customer trust and a business that can grow sustainably.