Freight fraud is a big and growing problem. A company called GenLogs is providing an exciting technological solution to this problem. The GenLogs solution provides real-time transportation visibility through thousands of cameras placed along the US’s busiest highways. The visual data is combined with sophisticated visual recognition technology. The cameras read the US Department of Transportation numbers on the trucks and rely on other datasets to provide reliable location data for a given truck at a specific point in time. This is a potent tool to prevent freight fraud. I talked to two of their truck brokerage customers, and they love the solution.
But it turns out preventing fraud is not the only use case for the GenLogs solution. Nick Primrose, Chief of Regulatory Compliance at the Jacksonville Port Authority, explained how the solution improves the port’s throughput. JAXPORT is 6 months into a 1-year pilot program, funded jointly by JAXPORT and Florida’s Department of Transportation, but they sound almost certain to buy the solution and use it on an ongoing basis.
JAXPORT Embraces Transportation Visibility
JAXPORT is an international trade seaport located in Northeast Florida, situated at the crossroads of the nation’s rail and highway network. It offers global cargo service from the world’s leading ocean carriers to 140 ports in more than 70 nations. This deep-water port is the 14th largest container port in the United States, handling approximately 18 million short tons of cargo annually. JAXPORT features three cargo terminals, two intermodal container transfer facilities, and a passenger cruise terminal along the St. Johns River. The port is recognized for its award-winning customer service.
Unlike many ports, tariffs have not led to a decrease in volume. In part, this is because they represent a significant share of cargo to and from Puerto Rico. Puerto Rico is an unincorporated US territory. Direct goods from Puerto Rico, as opposed to transshipments, are not subject to tariffs.
JAXPORT has visibility to trucks or trains arriving or leaving the port. But that is not good enough. Shippers still call the port authority to ask whether their cargo has left the port – even though they should be calling the terminal – and this wastes time. Further, GenLogs sensor data provides better analytics than a manual approach to cargo tracking. Sensors are placed at the road and train entrances, as well as 30 minutes out from the port. The analytics give them visibility into how often trucks arrive, which times of day are particularly busy or slow, and which roads they travel to reach the port.
Understanding when the port gets busy enables better planning and staffing decisions, as well as a clearer understanding of which capital investments in the port make the most sense. The state ponied up money as well because knowing which roads are most frequently used to reach the port will help it make better decisions about which roads to fund.
JAXPORT’s vision is to create alerts when a truck is 30 minutes out to improve throughput. The Transportation Security Administration is charged with, among other things, protecting ports from malicious activity. They have a security credential known as the Transportation Worker Identification Credential. TWIC is required for longshoremen, merchant mariners, truck drivers, and anyone else who requires unescorted access to secure areas of maritime facilities and vessels. To obtain a TWIC, workers must have a valid, government-issued photo ID, such as a passport or driver’s license, and pass a background check.
TWIC drivers can access port property without an escort, while non-TWIC drivers need an escort. GenLogs can combine visual data with database information to determine whether a truck driver has a TWIC. By having 30 minutes’ notice, the port can ensure an escort is present. This will improve throughput at the entrance.
And for JAXPORT and the state, throughput drives return on investment. The better the throughput – the more cargo that can be moved through the port in a given period – the better the economic impact for the state is. This port already has a significant economic impact. The port authority says it supports over 228,000 jobs and contributes $44 billion to the local economy.
But it is not just security and operations that will benefit from better visibility. The analytics also tell them which shippers are the biggest users of the port and the trade lane – from origin to destination – they use to reach the port. This is valuable to the sales division.
When JAXPORT began the project, GenLogs was only placing sensors on highways. JAXPORT convinced them to put sensors in their intermodal rail yard. If sensors become common across port intermodal facilities, ports will have a much better understanding of how rail – not just trucking – impacts origin and destinations.
“We have found real value in this solution,” Mr. Primrose said, “even though we have only been using it for six months. We are impressed with the GenLogs team. We are constantly working to see what other data points will have value for us.”
GenLogs is Exploring Other Use Cases
In the near future, GenLogs plans to add more sensors along busy US highways. Their clients are also pushing them to add sensors across Mexican highways. Cargo theft in Mexico remained deeply violent in 2025, with 82% of robberies against transporters involving some form of violence, according to Overhaul’s Mexico: 2025 Annual Cargo Theft Report.
But the CEO, Ryan Joyce, says that a market intelligence product is planned for the second half of this year. The company recently announced $60 million in Series B funding, led by Battery Ventures, to help fund this. “Already, our cameras are looking at the percentage of volume of Walmart versus Amazon on the roads and how this is changing over time. That is a microcosm of what we see across the entire US economy. So, for example, we can look at cattle haulers.” This would provide important intelligence to carriers in that market.
Will GenLogs Take Market Share from Other Providers of Transportation Visibility?
When I talked to Matt Elenjickal, the CEO of FourKites, a few years ago, he pointed out that there is a difference between transportation visibility – where the truck, plane, or ship is – inventory visibility – visibility to where stock keeping units are located across the end-to-end network – and order visibility. FourKites can provide order visibility. Shipment/inventory tracking can tell you whether a shipment will be on time, but not whether everything that was supposed to be on it is. Calling the FourKites platform a real-time transportation visibility solution is a misnomer; “This is a real-time supply chain visibility solution.”
GenLogs is not built to provide supply chain visibility. But they are not trying to. They have happy customers getting good ROI from the solution.
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