We are living in the times of hyper-connectivity. A world united by globalization, digitalization, and industrialization. Not only the physical barriers of geography, demographics, time, distance, remoteness, and places have been broken, but also the phygital barriers of reach, scale, and constant connectivity have been breached. Yet, this was not the case in one of the most crucial industries operating at the center of this worldwide wheel of civilization—global freight forwarding. The problems were many and multifaceted.
“Freight forwarding has historically operated on fragmented data, manual pricing processes, and intuition-based decision-making. While global trade volumes have increased dramatically, the tools used by many forwarders have not evolved at the same pace. Pricing is still managed through spreadsheets, emails, and static rate sheets that are outdated almost as soon as they are created.”
“The most critical gap we identified was the lack of real-time, intelligence-driven pricing that could adapt to market volatility while remaining accessible to small and mid-sized forwarders. Large multinationals could afford proprietary systems and analytics teams, but the rest of the market was left reacting instead of competing.”
“Shipment execution was the second major gap. Even when forwarders managed to price competitively, execution often broke down due to disconnected systems, poor visibility, and manual handoffs. We saw pricing and execution treated as separate problems when, in reality, they are deeply interconnected,” reveals Raz Ronen, the Co-founder and Chief Executive Officer (CEO) of Wisor.AI, who, being an artificial intelligence visionary and innovator, helped the sector break out of its old and rigid mindset and transform into its modern avatar.
Raz, along with his expert team of industry leaders, built Wisor.AI to close all these gaps by turning freight pricing and execution into a single, automated, data-driven workflow –one that empowers forwarders to operate with the same sophistication as the largest players in the industry.
A Mission-Critical Execution
However, the task was far from easy. The transformation of the global freight industry required more than just a software developer; it demanded a tactician who understood the high-stakes reality of mission-critical execution. Raz did not emerge from a traditional corporate background. Rather, he operated in the world of Special Operations. With eight and a half years of experience as an officer leading elite teams and managing complex projects through intense environments, Raz brought a military-grade precision to the chaotic world of logistics. He recognized that a fragmented supply chain was not just an industrial inconvenience—it was a tactical failure that demanded a sophisticated, tech-driven response to ensure that small and medium-sized forwarders were no longer left in the dust of their larger, more equipped competitors.
This mission for equity led to the birth of Wisor.AI, an all-in-one, data-driven, AI-based pricing optimization and shipment automation platform. Under Raz’s leadership, the company has become the definitive engine for eliminating the deep-seated inefficiencies that have long plagued freight pricing, booking, and shipping. By shifting the industry away from the archaic reliance on static spreadsheets and manual handoffs, Raz has successfully introduced a digital transformation that empowers the global ‘missing middle.’ This SaaS platform ensures that these businesses can finally operate with real-time intelligence, bridging the gap between pricing strategy and execution so that they can compete on a sovereign, global scale.
The Path to Wisor.AI
It was paved with a history of relentless innovation and academic rigor. Before starting his venture into logistics, Raz established GuardIt, which provides IoT solutions for safety in micro-mobility vehicles. In establishing GuardIt, he had started his journey into merging the physical hardware of a vehicle with the digital security of a vehicle. This initial experience of integrating the two worlds encouraged Raz to continue to pursue a career in logistics by entering the Zell Entrepreneurship Program at IDC in Herzliya. He was fortunate to acquire an excellent educational experience at IDC, along with his practical experience in his previous company. Having completed both types of educational experiences, Raz began to think that the freight industry should be viewed as an ecosystem that will be enhanced and improved through technology, rather than as a static business model.
Providing a Simple User Experience
As a Co-founder operating at the intersection of AI, logistics, and SaaS, Raz ensures that Wisor.AI translates complex pricing intelligence into tools that remain intuitive for small and mid-sized freight forwarders. He states their simple philosophy: complexity should live under the hood, not in the user experience.
AI-driven pricing is inherently complex- multiple data sources, constantly shifting variables, probabilistic outcomes -but freight forwarders don’t need to see that complexity. They need clarity, confidence, and speed.
“We spent an enormous amount of time working directly with forwarders, sitting next to pricing managers and operators, watching how decisions were actually made. That insight shaped our product design. Every feature must answer one core question for the user: “What is the best action I can take right now?” informs Raz.
Instead of overwhelming users with raw data, Wisor.AI delivers clear recommendations, price confidence scores, and automation that fits naturally into existing workflows. The result is a system that feels intuitive even though advanced AI models power it.
An End-to-end Automation Platform
The company positions itself as an end-to-end automation platform rather than a point solution, Raz informs further, adding that it was a very deliberate- and very difficult-decision.
Point solutions are easier to build, sell, and explain. But they don’t solve root problems. Freight forwarding inefficiencies are systemic. Fixing pricing without execution, or execution without pricing, simply shifts the bottleneck, he explains.
Raz and his team chose the harder path because they believe the market ultimately rewards platforms that own the full workflow. The trade-off was focus. “We had to be ruthless about prioritization, ensuring every module we built reinforced the core value proposition instead of becoming feature bloat.”
Building end-to-end also forced them to invest heavily in infrastructure and data architecture early on. That slowed short-term momentum but created a foundation that can scale globally without breaking.
Once and Always a Special Ops Officer
During the building of this foundational resilience of Wisor.AI, Raz’s experience as a former Special Operations Officer shaped his leadership approach. As he shares, “Special Operations teaches you three things that are invaluable in startups: decision-making under uncertainty, accountability, and execution discipline.”
In high-stakes environments, you rarely have perfect information. You assess the situation, decide, act, and adjust. That mindset carries directly into building a fast-scaling tech company. Waiting for certainty is often more dangerous than making an informed decision quickly.
It also instilled a deep sense of ownership. There are no excuses, only outcomes. At Wisor.AI, they operate with that same mindset: clear objectives, decentralized execution, and total accountability.
Finally, Special Operations emphasizes teamwork and trust. Great outcomes are achieved by aligned teams who understand the mission and trust each other to execute.
An Adaptive Pricing Engine
When asked about how Wisor.AI’s AI-driven pricing engine adapts to market volatility while maintaining accuracy and trust, Raz says that trust is everything in pricing.
“Our models ingest real-time market data, historical trends, and transactional signals to recalibrate pricing recommendations continuously.” But adaptation alone is not enough- users need transparency.
That’s why Wisor.AI doesn’t operate as a ‘black box.’ It provides explainability layers that show why a price recommendation was made, how confident the system is, and what variables influenced the outcome.
Accuracy comes from constant feedback loops. Every quote sent, every shipment executed, and every outcome feeds back into the model. Over time, this creates a self-reinforcing system that gets smarter and more reliable.
The Most Effective Strategies
Also, some specific strategies have proven most effective in driving adoption among traditionally manual teams. As Raz explains, adoption happens when value is immediate, and friction is minimal.
“We don’t ask teams to ‘transform’ overnight. Instead, we integrate into existing workflows and automate the most painful tasks first—pricing, quoting, and rate management.” When users see time savings and margin improvements within weeks, resistance fades quickly.
Training is also critical. Wisor.AI invests heavily in onboarding and customer success, ensuring teams feel supported rather than disrupted.
A Problem-Solving Obsession
Moreover, lessons learned during building Guardit taught Raz the importance of timing, focus, and customer obsession. Technically brilliant products fail if they don’t align with market readiness, he says. “With Wisor.AI, we were obsessive about solving problems customers were actively feeling now, not problems we hoped they would feel later.”
It also reinforced the importance of building scalable architecture from day one- especially in data-heavy industries like logistics.
Also, Raz believes that intelligent freight pricing contributes to sustainability. Inefficiency is one of the largest hidden contributors to emissions. Poor pricing leads to suboptimal routing, empty capacity, and unnecessary re-bookings. By improving pricing accuracy and execution efficiency, Wisor.AI helps reduce wasted movements and improve asset utilization. Automation also enables better planning, which is essential for greener supply chains. Sustainability doesn’t come from intention alone- it comes from better decisions at scale.
Raz adds that the regional freight dynamics influence their product roadmap. Freight is global, but it’s not uniform. Regional regulations, carrier behavior, and trade lanes all influence pricing dynamics. “Our platform is designed with modular intelligence layers that adapt to regional nuances without fragmenting the core product.” Currently, they see strong growth opportunities in Europe, North America, and Asia-Pacific, particularly among mid-sized forwarders looking to modernize without losing flexibility.
In all this, ensuring that the AI models remain relevant and ethical is important. According to Raz, relevance comes from continuous learning and governance. “We maintain strict data quality controls, bias monitoring, and human-in-the-loop mechanisms. AI should augment human decision-making, not replace accountability.” Ethics in logistics AI means transparency, fairness, and reliability. If users don’t trust the system, it doesn’t matter how advanced it is.
It’s All About People
Speaking about his team, Raz reveals the qualities they prioritize when choosing their people at Wisor.AI. “We look for people who combine intellectual rigor with humility.” Logistics is complex, AI is complex- ego has no place here. The best team members are curious, resilient, and comfortable operating in ambiguity. They also prioritize ownership. Everyone at Wisor.AI is expected to think like a founder within their domain.
Furthermore, by treating them as inseparable, Raz says they at Wisor.AI balance product vision with commercial traction. He explains, “A great product without customers is a research project. Strong sales without a real product advantage are temporary. We maintain constant feedback loops between product, sales, and customers to ensure alignment.” As the CEO, Raz’s role is to protect long-term vision while staying grounded in market reality.
When it comes to challenges, “Letting go of control” is the defining one that reshaped Raz’s leadership perspective. As the company scaled, he had to transition from being deeply involved in everything to empowering leaders across the organization. Trusting others to execute- while maintaining high standards- was one of the hardest but most important shifts Raz achieved successfully.
Real Advice
Raz’s expert advice to founders modernizing traditional industries is laced with experience: Respect the industry, but don’t accept its limitations.
Traditional industries resist change because past attempts failed. Your job is not to ‘disrupt’ for the sake of it, but to solve real problems better than anyone else.
Build trust first. Prove value quickly. And be prepared for a longer journey—because when transformation happens, it’s worth it.
Building a Smarter, Faster, and More Resilient Future of Logistics
Envisioning AI’s role in freight forwarding over the next five years, Raz predicts that AI will become the operating layer of freight forwarding. Pricing, capacity planning, execution, and exception management will increasingly be automated. Forwarders who adopt AI will scale faster, operate leaner, and deliver better customer experiences. Wisor.AI aims to lead this transformation by becoming the intelligence backbone for modern freight forwarding.
He adds, “At Wisor.AI, our mission is simple: to make global freight smarter, faster, and more resilient. We believe AI is not just a competitive advantage- it’s becoming a necessity for the future of logistics.”
Raz’s leadership is based on his passion for adventure and excitement. A former motocross racer and extensive off-road driver, Raz’s extensive experience making split-second decisions at high speeds and traversing parts of the globe that are typically inaccessible is his unique strength. His love for outdoor activities and extreme sports has cultivated an interest in developing and promoting green and sustainable biotechnology and building smart cities. “I believe that society’s well-developed logistics systems exceed efficiency, and can also become better for the environment, more resilient, and more sustainable,” adds Raz, for whom the process of creating these types of improvements is as important as the eventual outcome or where the logistics systems will end up.
Finally, “I always enjoy expanding my network, meeting face-to-face, and hearing new perspectives. Reach out to me if you think I can help you or if you are an extreme lover. Email me at raz@wisor.ai,” he concludes.