“Can a bootstrapped, deliberately narrow TMS for SMB truckers keep winning by staying out of embedded finance and integrating cleanly with the accounting stack customers already use?”
MyTrucking is a bootstrapped vertical SaaS TMS built by New Zealand truckers for small-to-medium transport operators. Founded 2014 as a kitchen-table project to replace paper-based dispatch, it scaled organically across NZ, Australia, the UK and Ireland. The company has stayed narrowly focused on job dispatch → driver app → invoicing hand-off, deliberately relying on partners (Xero, MYOB) for the financial layer rather than building embedded finance itself.
MyTrucking integrates with Xero, MYOB Essentials and MYOB AccountRight.
MyTrucking was founded by Sam Orsborn and Sara Orsborn and is founded in 2014, headquartered in Carterton, Wairarapa, New Zealand.
Get a read on where your own stack stands against MyTrucking and the rest of its category — what they built versus bought, which providers they use, and where the gaps in your own strategy and competitive set actually are.