MyTrucking
“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?”
Founded2014
HQCarterton, Wairarapa, New Zealand
FoundersSam Orsborn, Sara Orsborn
IndustryVertical SaaS / Transport & Logistics
The story
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.
Product timeline
2014
Founded by Sam and Sara Orsborn in Wairarapa, NZ as a simple cloud TMS for small trucking operators· launch
2016
Expanded to Australia, growing to 200+ AU customers· expansion
2021
Migrated hosting to Amazon Web Services (AWS)· infrastructure
2024
Celebrated 10 years, team grew to 22 people, UK expansion push· expansion
2025
Launched OLLIE, an AI helper chatbot embedded in the product· product
2026
Launched Inter-MyTrucking job sharing feature; expanded UK presence with road trips· product
The stack
1 layer disclosed in MyTrucking’s embedded-finance stack
Accounting
Accounting gap: none